琪琪化妆品进入香港市场营销策划方案
发布时间：2018-08-10 19:33
【摘要】：在商业世界里,竞争越来越激烈。琪琪公司是一家没有进入全球市场的澳大利亚化妆品公司。面对激烈的竞争,琪琪公司决定进入新的市场。在分析了全球市场的文化、经济和政治环境后,管理者选择了中国(香港)作为目标市场。在方法论上,琪琪公司进行了一项探索性研究,以寻求什么样的产品,如何在香港市场开发香港客户的价格,产品,促销和分销。其次,琪琪公司分析了市场和公司的情况,决定公司是否需要入境。然后,用波特五力分析模型来分析竞争,新进入者,替代品,买方力量和供应商的力量。下一步是确定SWOT(优势,劣势,机会,威胁)的内部和外部的琪琪公司环境。叙述琪琪公司的国际目标和市场目标,其目的是实现净利润和市场份额的日益增长。为了能成功进入香港市场,建议琪琪公司进入新市场的市场策略,选择出口的最佳方式。本报告的营销组合包括四个部分,有产品、价格、地点和促销。在产品部分,报告介绍了琪琪公司的产品,其性质,质量,品牌在市场上的有效性和形象。对于市场营销组合的价格,琪琪公司应该决定合理的价格,并使用折扣策略吸引新的消费者。公司在本港市场上,公司需要控制新的市场信息,并利用这些信息为销售产品打开不同的渠道。对于提升的一部分,在新的市场中引入产品,宣传品牌,宣传产品,保持产品和品牌的信誉。在分析国际研究,市场进入策略和全面的营销组合发展后,琪琪公司将计划一个适当的预算并预测,以提高营销活动。
[Abstract]:In the business world, competition is getting fiercer and fiercer. Qiqi is an Australian cosmetics company that has not entered the global market. Faced with fierce competition, Qiqi decided to enter a new market. After analyzing the cultural, economic and political environment of the global market, managers chose China (Hong Kong) as the target market. On the one hand, Qiqi undertook an exploratory study to find out what kind of products it is looking for and how to develop the prices, products, promotions and distribution of its customers in Hong Kong. Secondly, Qiqi analyzed the market and the company's situation to determine whether the company needs to enter the country. Then, it used Porter's five-force analysis model to analyze competition, new entrants and substitutes. Substitutes, buyer power and supplier power. The next step is to determine the SWOT (strengths, weaknesses, opportunities, threats) internal and external environment of Qiqi. Describe Qiqi's international goals and market objectives, which are aimed at achieving increasing net profit and market share. In order to successfully enter the Hong Kong market, Qiqi is recommended to enter. The marketing mix of this report consists of four parts: product, price, location and promotion. In the product section, the report introduces Qiqi's products, their nature, quality, brand effectiveness and image in the market. For the price of the marketing mix, Qiqi should decide. Companies need to control new market information in the local market and use it to open up different channels for selling products. For part of the promotion, introduce products into new markets, promote brands, publicize products, and maintain product and brand credibility. After analyzing international research, market entry strategy and comprehensive marketing mix development, Qiqi will plan an appropriate budget and forecast to improve marketing activities.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.72;F274
本文编号：2175987
[Abstract]:In the business world, competition is getting fiercer and fiercer. Qiqi is an Australian cosmetics company that has not entered the global market. Faced with fierce competition, Qiqi decided to enter a new market. After analyzing the cultural, economic and political environment of the global market, managers chose China (Hong Kong) as the target market. On the one hand, Qiqi undertook an exploratory study to find out what kind of products it is looking for and how to develop the prices, products, promotions and distribution of its customers in Hong Kong. Secondly, Qiqi analyzed the market and the company's situation to determine whether the company needs to enter the country. Then, it used Porter's five-force analysis model to analyze competition, new entrants and substitutes. Substitutes, buyer power and supplier power. The next step is to determine the SWOT (strengths, weaknesses, opportunities, threats) internal and external environment of Qiqi. Describe Qiqi's international goals and market objectives, which are aimed at achieving increasing net profit and market share. In order to successfully enter the Hong Kong market, Qiqi is recommended to enter. The marketing mix of this report consists of four parts: product, price, location and promotion. In the product section, the report introduces Qiqi's products, their nature, quality, brand effectiveness and image in the market. For the price of the marketing mix, Qiqi should decide. Companies need to control new market information in the local market and use it to open up different channels for selling products. For part of the promotion, introduce products into new markets, promote brands, publicize products, and maintain product and brand credibility. After analyzing international research, market entry strategy and comprehensive marketing mix development, Qiqi will plan an appropriate budget and forecast to improve marketing activities.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.72;F274
【参考文献】
相关期刊论文 前3条
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3 张彪;;浅论企业品牌营销战略[J];现代商业;2010年18期
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