快速消费品精细化营销模式研究

发布时间：2018-02-22 20:19

本文关键词： 快速消费品精细化营销管理构架模式实证研究　出处：《东北师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：快速消费品精细化营销模式是国际企业战略与全球战略重要手段，对快速消费品精细化营销模式进行研究，目的在于揭示国际企业市场营销成功的核心原因。探索建立基于市场分析、渠道管理、积极销售系统管理、规范化培训、用户运营成本管理和客户管理六个组成构架的精细化营销管理构架，为中国企业学习国际企业精细化营销提供理论依据。快速消费品的精细化营销战略基础来源于本土跨文化营销理论。以经济学，市场营销学，社会学等研究基础，利用因素分析法等传统的企业市场营销评价方法，，运用理论分析结合实证分析、定量分析结合定性分析等方法，全面分析国际快速消费品企业在跨文化营销理论基础上从全面营销发展到精细化营销，进而创造性的将注重管理的精确度发展到注重管理的人文特征和企业文化，将营销实践发展为基于客户价值和员工潜能的精益化营销。长春百事可乐饮料有限公司在不同发展阶段对全面营销、精细化营销、精益化营销应用案例分析，为信息时代快速消费品企业如何应用精细化营销管理提供现实而有意义的参考。目前，国内企业最首要的任务就是如何完成从精细化营销转型成为精益化营销。精细化营销模式能有效发掘快速消费品类型企业原有市场份额的潜力，通过内涵扩张来达到提高市场份额的目的。
[Abstract]:FMCG fine marketing model is the international business strategy and global strategy important means to study the FMCG fine marketing mode, the purpose is to reveal the core reason for success in international market. To explore the establishment of enterprise marketing based on market analysis, channel management, sales management system actively, standardized training, the operation cost of a user and customer management the six component management framework fine marketing management framework, provide a theoretical basis for the study of international business enterprise Chinese refined marketing.
FMCG fine marketing strategy based on local cross cultural marketing theory. In economics, marketing, sociology and other basic research, using factor analysis method to evaluate the traditional enterprise marketing, using the combination of theoretical analysis and empirical analysis, quantitative analysis combined with qualitative analysis, a comprehensive analysis of international FMCG in cross culture marketing theory from the comprehensive development of marketing to precision marketing, and creative management will focus on the accuracy of the development of human characteristics and enterprise culture on the management, the marketing practice for the development of lean marketing based on customer value and potential employees.
Changchun Pepsi Cola Beverage Co. Ltd. in different development stages of comprehensive marketing, precision marketing, marketing analysis of application of lean, as the information age FMCG enterprises how to use fine marketing management to provide realistic and meaningful reference. At present, most domestic enterprises become the primary task is how to complete the lean marketing from fine marketing transformation. Fine marketing mode can effectively explore the FMCG enterprise type original market share potential, through the expansion of the connotation to improve market share.

【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F723

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