论MH公司Y品牌终端营销管理策略

发布时间：2018-03-17 03:15

本文选题：品牌竞争　切入点：渠道策略　出处：《华中科技大学》2009年硕士论文　论文类型：学位论文

【摘要】： 本论文以MH公司Y品牌终端营销管理策略为中心展开研究,试图通过文献阅读、市场调研,并结合品牌终端营销管理实务及相关套路做法等理论与实践相结合的方式进行分析研究,从而得出有价值的结论,以指导Y品牌的终端营销管理实践,保持Y品牌的市场竞争优势,更希望能丰富相关品牌理论。文章首先介绍该课题的研究目的、研究意义及研究方法思路等;其次从品牌理论基础研究开始,对品牌理论渊源、国内外研究发展状况及主流市场营销理论等进行综述,并初步探讨如何建设强势品牌资产,同时简单阐述论文所采用的相关分析工具;接下来介绍终端百货店渠道美容化妆品牌购物者行为市场调研结果,通过对购物者的行为进行基本分析和综合分析,希望从相关市场调研数据中发掘Y品牌终端营销管理的主要机会点及驱动力,并总结从此次市场调研中获得的启示;随后从Y品牌市场现状分析入手,介绍Y品牌的相关背景,Y品牌的发展沿革,通过SWOT分析找出Y品牌当前面临的主要问题并提出初步的解决方法。然后对Y品牌及L品牌两个主要竞争品牌进行对比分析,从渠道策略、终端营销管理策略、美容顾问及培训体系、产品线及客户利润率等几个方面通过对比分析得出结论;然后过渡到Y品牌的终端营销管理策略分析,涉及服务营销策略、专柜店内表现、购物者行为及“蓝海”战略等,同时还从4P及4C等主流市场营销理论中提取几个与品牌终端营销管理策略较相关的因素展开深入讨论,涵盖高效定价及促销、平衡企业利润目标与购物者成本节约需求、品牌与购物者的有效沟通等;最后提出结论,阐明Y品牌应该如何选择渠道策略,如何选择有效的终端营销管理策略,如何创造高效购物者回应等,并创新性的提出以购物者为核心的联合价值创造模型。
[Abstract]:This paper focuses on the marketing management strategy of MHY brand terminal, trying to read the literature, market research, Combining with the theory and practice of brand terminal marketing management practice and related routine practices, this paper makes an analysis and study, and draws a valuable conclusion to guide the terminal marketing management practice of Y brand. Keep the market competitive advantage of Y brand, and hope to enrich the related brand theory. This paper first introduces the research purpose, significance and research method of this topic, and then summarizes the origin of brand theory, the development of domestic and international research and the mainstream marketing theory, etc. It also discusses how to build strong brand assets, and briefly describes the related analysis tools used in the paper. Then, it introduces the market survey results of shoppers' behavior of beauty and makeup brand in the terminal department store channel. Through the basic analysis and comprehensive analysis of shoppers' behavior, we hope to find out the main opportunity points and driving forces of Y brand terminal marketing management from the relevant market research data, and summarize the inspiration from this market research. Then starting with the analysis of the market situation of Y brand, this paper introduces the related background of Y brand and the development history of Y brand. Through the analysis of SWOT to find out the main problems facing Y brand and put forward the preliminary solution. Then the comparison and analysis of Y brand and L brand two main competitive brands, from channel strategy, terminal marketing management strategy, Beauty consultant and training system, product line and customer profit rate are compared to draw conclusions; then transition to Y brand terminal marketing management strategy analysis, involving service marketing strategy, store performance, Shoppers' behavior and "Blue Sea" strategy are also discussed in depth from the mainstream marketing theories such as 4P and 4C, which are related to the brand terminal marketing management strategy, including efficient pricing and promotion. Finally, it points out how Y brand should choose channel strategy, how to choose effective terminal marketing management strategy, and so on. How to create efficient shopper response and creatively propose a joint value creation model with shoppers as the core.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274

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