舒菲娅化妆品有限公司营销战略研究

发布时间：2018-06-23 07:36

本文选题：舒菲娅 + 营销战略　；参考：《华中科技大学》2013年硕士论文

【摘要】：孕婴童产品产业正蓬勃发展，，以生产制造或营销为核心的企业竞争态势也在不断发生变化。舒菲娅公司是这个新兴行业中的典型企业，不仅面对着内、外资企业的双重竞争，还经历着中小企业资源能力有限的普遍困局。如何将现代企业管理理念及方法运用于企业发展，如何在传统消费品行业细分市场中提高营销战略规划及品牌建设能力来把握市场机遇以获得进一步发展，是舒菲娅公司正在积极思考的问题。本文首先以5C分析模型对舒菲娅公司在国内市场的营销环境和机会进行了分析，综合运用了4P营销理论、STP营销战略分析方法及PEST、波特五力、SWOT、层次分析法等工具。通过对企业所处宏观环境及自身情况的分析，以消费者特征、行为偏好和竞争环境为出发点，帮助舒菲娅公司梳理了利用自身优势，规避劣势及威胁并确立的一些战略可选方向。在此基础上，本文进一步对舒菲娅公司的市场细分、目标市场以及市场定位问题进行分析，从而帮助舒菲娅公司明确了未来营销战略规划中的关键问题。然后提出了在战略实施过程中以品牌建设为核心的营销组合改善策略：产品策略、渠道策略、定价策略和促销策略，并建立了可以量化评价品牌建设工作成果的CMF（顾客Customer、市场Marketing、财务Finance）营销策略测效果量化评价体系模型。最后，文章还对公司的组织结构、人力资源和财务管理等营销支持系统做了简单分析并提出优化建议。
[Abstract]:The product industry of pregnant children is booming, and the competition situation of enterprises with production, manufacture or marketing as the core is changing constantly. Shuffia Company is a typical enterprise in this new industry. It not only faces the double competition of domestic and foreign enterprises, but also experiences the general difficulties of the limited resource ability of small and medium-sized enterprises. How to apply the modern enterprise management concept and method to the enterprise development, how to improve the marketing strategy planning and brand building ability in the traditional consumer goods industry subdivision market to grasp the market opportunity to obtain the further development, It's something that the company is thinking positively about. This paper firstly analyzes the marketing environment and opportunity of Schuefia Company in the domestic market by using 5C analysis model, and makes use of 4P marketing theory and STP marketing strategy analysis method and tools such as pester, Porter's five forces SWOT, analytic hierarchy process and so on. Through the analysis of the macro environment and its own situation, and taking consumer characteristics, behavior preferences and competitive environment as the starting point, the company has been helped to comb and utilize its own advantages. Avoid weaknesses and threats and establish strategic options. On this basis, this paper further analyzes the market segmentation, target market and market positioning of the company, so as to help the company to identify the key issues in the future marketing strategic planning. Then it puts forward the strategy of improving the marketing mix with brand building as the core in the implementation of the strategy: product strategy, channel strategy, pricing strategy and promotion strategy. A quantitative evaluation system model of CMF (customer Marketing, Finance) marketing strategy is established to quantitatively evaluate the achievements of brand construction. Finally, the article also makes a simple analysis of the company's organizational structure, human resources, financial management and other marketing support systems, and puts forward some suggestions for optimization.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

【参考文献】