A企业市场细分战略实证研究

发布时间：2018-07-06 13:30

本文选题：市场细分理论 + 目标市场　；参考：《上海外国语大学》2014年硕士论文

【摘要】：市场细分理论是上世纪50年代由营销专家温德尔·史密斯（Wendell R. Smith）在总结企业的市场营销战略实践经验上首次提出的概念。这一种被誉为创造性的新概念，为企业的进一步发现市场机会带来了新的契机，也有助于企业掌握不同目标市场的不同特点，从而为企业制定市场营销策略带来务实的前提条件。如何发现和满足消费者需求，市场细分理论就是最有用的工具之一。本论文就是将国内外常见的各种市场细分学说，理论作为理论基础，对A企业的现况和存在的问题进行详细分析，并且结合中国人造革行业市场现状解析，为不同种类产品和不同需求的客户提出详细而有实际操作性的市场细分战略，准确定位目标市场，完善营销策略，从而提升A企业的竞争能力和其产品的市场占有率。本研究重点研究各种不同视角下的市场细分问题，并在此基础上提出关于A企业如何将人造革行业进行细分，从而提出行之有效的市场战略。本研究将人造革行业供应链中的A企业作为研究对象，结合具体案例，综合运用市场营销学相关理论知识，，对A企业的市场策略、方针、技巧进行深入的分析与研究。由于就职与该A企业，因此，部分资料也源自于A企业。
[Abstract]:The theory of market segmentation is the first concept put forward by Wendell R. Smith, a marketing expert, in the 1950s. This new concept is regarded as a new concept of creativity, which brings a new opportunity for the further discovery of market opportunities for enterprises, and also helps enterprises grasp different characteristics of different target markets. Thus, the establishment of marketing strategies for enterprises to bring pragmatic preconditions. The theory of market segmentation is one of the most useful tools to find and meet the needs of consumers. In this paper, the common theories of market segmentation at home and abroad are taken as the theoretical basis to analyze the current situation and existing problems of Enterprise A in detail, and to analyze the market situation of China's artificial leather industry. This paper puts forward detailed and practical market segmentation strategy for customers with different kinds of products and different needs, positioning the target market accurately, perfecting marketing strategy, thus enhancing the competitive ability of enterprise A and the market share of its products. This study focuses on the market segmentation from different perspectives, and on the basis of this, puts forward some effective market strategies on how to subdivide the artificial leather industry in Enterprise A. In this study, A enterprise in the supply chain of artificial leather industry is taken as the research object, combined with concrete cases, the market strategy, policy and skill of A enterprise are deeply analyzed and studied by using relevant theoretical knowledge of marketing. As a result of the employment with the A enterprise, therefore, part of the information is also derived from the A enterprise.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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