DB公司营销策略研究

发布时间：2018-11-10 18:12

【摘要】：中国的消费市场如同中国飞速发展的经济一样也正在朝着全球超级消费市场地位大步迈进。在经历了30多年的改革开放之后,国内的工人工资得到了大幅的提升、中产阶级家庭越来越多、购买力越来越强,这正是超级消费市场形成的基础。而市场的扩大往往伴随着竞争的加剧。所以,我们看到目前中国的各行各业都在上演着“高地争夺战”。中国有句谚语：民以食为天。因此,我国的食品行业正是各路资金重点进攻的领域之一。甚罕有很多产品还在国人不甚了解的时候,国外资金大鳄就已经发起了潮水般的攻势,而巧克力正是这众多产品的代表之一。严格米讲,巧克力作为舶来品,是从改革开放初期才真正开始被中国百姓接触到。经过30多年的发展,几大国际巧克力巨头均已纷纷进驻中国,例如,吉百利、玛氏、好时、费列罗、雀巢等。这些巨头们一直在扮演着培育和占领中国巧克力市场的角色,在克服了种种困难之后,比如文化差异和物流配送等问题,他们也实现了预期的目标：到目前为止,我国的消费者们一想到巧克力,就会立刻与这些国外品牌联系起来。所以,这些巨头们几乎拥有了统治中国巧克力市场的所有必备条件：资金、技术、客户认同度。任何想要进入这个领域的“新手”似乎都面临着一堵坚不可摧城墙。那么在这种情况下,作为竞争地位不占优势的中国本土巧克力厂商代表的DB公司该如何突出重围,改变销售现状,找到适合公司发展的快车道?这正是本论文的研究目的。本文首先通过对DB公司的宏观环境和微观环境分析来了解可能制约或者影响叩公司销售活动的外围因素。其次,通过对DB公司本身营销现状的分析来了解DB公司内部可能存在的制约本公司发展的因素。经过上述外部和内部的分析之后,梳理出DB公司营销环节存在的问题。最后,通过SWOT分析明确DB公司的优势、劣势、机会和威胁,结合4Ps和STP理论创新性的提出了“半意愿定价法”概念和"COCM营销策略”,为DB公司未来的营销活动提供了强有力的理论支撑。经过对DB公司进行的理论与实际相结合的系统分析,笔者发现：只要能准确定位影响或者制约公司发展的内外部因素,就一定能够寻找到公司发展的突破口,制定出适合公司情况的营销策略。这对于行业内其它本上企业在制定营销策略方面同样具有非常重大的理论借鉴意义。
[Abstract]:China's consumer market, like China's booming economy, is striding towards global supermarket status. After more than 30 years of reform and opening up, domestic workers' wages have been greatly increased, middle-class families are growing and purchasing power is getting stronger, which is the basis of the formation of the super consumer market. The expansion of the market is often accompanied by increased competition. Therefore, we see the current China's various industries are staging a "high-land battle." There is a Chinese proverb: the people take food as the sky. Therefore, China's food industry is one of the key areas of various funds attack. Chocolate is one of the few products that people don't know about, but foreign capital alligators have already launched a flood of attacks. Strictly speaking, chocolate as an import, is from the beginning of reform and opening up before the real began to contact the Chinese people. After more than 30 years of development, several international chocolate giants have been stationed in China, such as Cadbury, Mars, Hershey, Ferrero, Nestle and so on. These giants have been playing the role of nurturing and occupying the Chinese chocolate market. After overcoming the difficulties, such as cultural differences and logistics, they have also achieved the desired goal: so far, As soon as Chinese consumers think of chocolate, they are immediately associated with these foreign brands. As a result, these giants have almost everything necessary to dominate the Chinese chocolate market: capital, technology, customer acceptance. Any novice who wants to enter the field seems to face an indestructible wall. So in this case, as a representative of China's competitive status of local chocolate manufacturers, how should DB break through the siege, change the sales situation, and find a suitable fast lane for the development of the company? This is the purpose of this paper. This paper first analyzes the macro and micro environment of DB Company to understand the external factors that may restrict or affect the sales activities of the company. Secondly, through the analysis of the marketing situation of DB Company, we can find out the factors that restrict the development of DB Company. After the above external and internal analysis, carding out the DB marketing problems. Finally, through the analysis of SWOT, the author clarifies the strengths, weaknesses, opportunities and threats of DB, and puts forward the concept of "semi-willing pricing method" and "COCM marketing strategy" in combination with the theory of 4Ps and STP. For DB company's future marketing activities to provide a strong theoretical support. Through the systematic analysis of the theory and practice of DB Company, the author finds that as long as the internal and external factors that affect or restrict the development of the company can be accurately located, the breakthrough of the development of the company will be found. Work out a marketing strategy suitable for the company. This is also of great theoretical significance for other enterprises in the industry to formulate marketing strategies.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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