斑马商贸有限公司差异化营销策略研究

发布时间：2018-03-17 14:07

本文选题：进口食品　切入点：市场细分　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：深圳市斑马商贸有限公司(以下简称斑马公司)是一家建立于沿岸城市,成立有20年历史的主要从事进口食品贸易的传统贸易型企业,主要的竞争对手有国际大型连锁商超,例如沃尔玛、麦德龙,这些大型商超在商品采购成本以及品类上具有更多的竞争优势;另一方面,近几年兴起的国际海淘等业务受到互联网和物流行业快速发展的影响,也正冲击着斑马公司的零售市场。斑马公司目前的经营状况中,B2B的进口食品经销商批发业务已逐渐趋于饱和,如何扩展B2C的零售业务,已成为公司下一步的发展计划。本论文理论联系实际,研究了相关文献和理论,运用SWOT分析和波特五力模型分析斑马公司的现状,找到斑马公司在市场竞争中的优劣势。对在进口食品行业内的一位资深从业者和两名长期购买进口食品的顾客进行了深度访谈,通过一对一深度访谈的方式,了解目标客户的选择与购买动机。基于目标市场的细分和定位,将差异化营销策略实施的落脚点定位在B2C目标客户,并提出了几点有关于斑马公司可行的差异化营销的策略。首先,通过对斑马公司现状、问题、以及竞争力分析,发现价格在行业中普遍偏高,但商品品质较高,具有一定的优势,实施产品形象差异化。其次,在华外国人作为占据一半以上的目标消费人群,相应的外文语言服务是斑马公司可以主动提供的优势服务,实施服务差异化。最后,建立自有品牌的购物网站和移动购物APP,可以提供个性化的服务方式,打造自身独特的品牌形象,实施渠道差异化营销。以定制化的商品宣传、特色化的综合服务、互动化的互联网渠道推广的实施步骤,实现斑马公司向B2C客户扩展的目标。
[Abstract]:Shenzhen zebra trade co., Ltd. (hereinafter referred to as zebra co., Ltd.) is a traditional trading enterprise established in coastal cities with a history of 20 years, mainly engaged in the import of food, and its main competitors are international large chain merchants. For example, Wal-Mart, Metro, these large business superstores have more competitive advantages in terms of purchasing cost and category of commodities. On the other hand, the international business such as Amoy, which has emerged in recent years, has been affected by the rapid development of the Internet and logistics industries. It is also impacting the retail market of zebra companies. In the current business situation of zebra Company, the wholesale business of B2B imported food dealers has gradually become saturated. How to expand the B2C retail business, It has become the company's next development plan. This paper combines theory with practice, studies the relevant literature and theory, uses SWOT analysis and Porter five Force Model to analyze the current situation of zebra Company. To find out the advantages and disadvantages of zebra companies in the market competition. We conducted in-depth interviews with a senior practitioner in the import food industry and two customers who had purchased imported food for a long time, through one-to-one in-depth interviews. Understand the target customer choice and purchase motivation. Based on the target market segmentation and positioning, the implementation of differentiated marketing strategy will be targeted at B2C target customers, At first, through the analysis of the current situation, problems and competitiveness of zebra company, it is found that the price is generally high in the industry, but the quality of goods is high. It has certain advantages and implements product image differentiation. Secondly, foreigners in China, as a target consumer group, account for more than half of the target population. The corresponding foreign language language service is an advantage service that zebra companies can offer on their own initiative. Finally, the establishment of its own brand shopping website and mobile shopping app can provide personalized service mode, create its own unique brand image, implement channel differentiated marketing, and customize the commodity publicity. Special integrated services, interactive Internet channel promotion implementation steps to achieve the zebra company to B2C customer expansion goal.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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