BS公司体验式营销策略研究

发布时间：2022-01-20 07:27

　　伴随二胎政策持续作用于我国新增人口,加上母乳喂养率的持续下降,未来我国婴幼儿奶粉市场的需求相对乐观。同时随着消费升级,国内消费者对婴儿食品安全日益重视,婴幼儿有机奶粉在国内需求日益上涨,市场潜力巨大。相应的有机奶粉品牌之间的竞争也日益白热化。然而从品牌营销实践角度看,竞争营销策略还相对陈旧,营销绩效不高。例如:市场上的婴幼儿有机奶粉品牌仍然延用最传统的大力度的买赠,立减及品牌代言人等营销方式。类似的营销策略容易导致消费者对品牌及产品的认知度不高,原因是消费者容易因为赠品或者大力度活动转换品牌。目前国内市场上的婴幼儿有机奶粉品牌主要是雅培的菁智有机、惠氏的启赋有机和BS公司的HT有机。BS公司的HT有机品牌虽然在产品品质方面优势明显,但因上市相对较晚,目前其市场份额低于其他两个品牌。为了改变市场份额低的现状,BS公司从2018年5月份开始尝试改变过去的传统品牌竞争策略,在市场份额方面缩小与市场领导者的差距,提升公司整体营销绩效。BS公司的HT有机奶粉的口感优于竞争品牌,因此消费者体验应该成为竞争性的营销策略的基础。体验式营销中的感觉营销策略强调消费者的感官体验,例如消费者的味觉感受会影响... 

【文章来源】：广东外语外贸大学广东省

【文章页数】：76 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research background and significance
        1.1.1 Increasingly fierce competition in milk powder market
        1.1.2 Increase market share through innovative marketing
    1.2 Research framework and methods
        1.2.1 Research framework
        1.2.2 Research methods
    1.3 Focus issues
Chapter Ⅱ Literature review
    2.1 Theories of experiential marketing
        2.1.1 Development of experiential marketing
        2.1.2 Theoretical framework of experiential marketing
    2.2 Theories of interactive marketing
        2.2.1 Definition of interactive marketing
        2.2.2 Theories of interactive marketing in the mobile internet
    2.3 We Chat marketing
        2.3.1 Definition of We Chat marketing
        2.3.2 Great impact of social media on consuming willingness
    2.4 Strategy of market challengers
        2.4.1 Definition and characteristics of market challengers
        2.4.2 Marketing strategies of market challengers
Chapter Ⅲ Case description
    3.1 Company profile
        3.1.1 BS Company profile
        3.1.2 Introduction to HT brand
        3.1.3 Brand structure of BS Company
    3.2 Main marketing problems faced by HT Organic formula
        3.2.1 Weak brand awareness
        3.2.2 Low market share
        3.2.3 Lack of distribution of HT Organic formula in offline stores
Chapter Ⅳ Case analysis
    4.1 Analysis of target market and demand
        4.1.1 The market of infant formula growing in its scale
        4.1.2 Demand forecast of infant formula show optimistic trend
        4.1.3 The safety of infant organic formula is an advantage
        4.1.4 Demand and competition coexist in organic milk powder market
    4.2 Competition analysis of Competitors
        4.2.1 Introduction to major competitors of HT Organic formula
        4.2.2 Comparative analysis of marketing strategies of competing brands
    4.3 The competitive position of BS Company and HT in the industry
        4.3.1 Necessity for building brand awareness
        4.3.2 Advantage of channels has been taken up by competitors
        4.3.3 Product taste and solubility have a competitive advantage
        4.3.4 Experiential marketing is the chance for HT to develop
    4.4 Suggestion of experiential marketing strategy by BS Company
        4.4.1 Plan of strategy of experiential marketing based on social media
        4.4.2 Process Control and Management of Experience Marketing
        4.4.3 Performance Evaluation of Experience Marketing
Chapter Ⅴ Conclusions and implication
    5.1 Conclusions
    5.2 Managerial implication
REFERENCE
Appendix Ⅰ: HT Organic IMF Flavor Test


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硕士论文
[1]汽车企业的体验式营销[D]. 王香.青岛大学 2017
[2]体验经济下KL矿泉水公司营销策略研究[D]. 王群壹.西北大学 2016
[3]亨氏联合有限公司婴幼儿食品营销策略优化研究[D]. 钟继军.中南大学 2010



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