SIKA在秘鲁市场的新营销战略研究

发布时间：2020-12-26 20:29

　　几十年来,建筑行业的产品制造商一直认为他们之所以能售出这些产品,仅仅源于其技术规格和优势,不过,鉴于秘鲁零售渠道的加强和集约化,以及消费者行为的变化,企业开始利用本国新沟通渠道和数字化转型,更多地关注品牌形象,贸易营销和商店渗透的重要性。然而,Sika Peru尚未利用这一变化,仍然以过时的方式开展营销和传播活动,仅以技术方式销售产品,没有完全与分销渠道的客户相结合。本文研究了Sika Peru的情况,并试图为该公司提供解决方案,而增加销量,获得市场份额,在分销渠道中收获品牌知名度,并将公司转向B2C战略。此外,作者研究了两大问题。第一,品牌识别、包装和产品名称与消费者对目标任务或需求认知之间的关系;第二,电商渠道的品牌开放或与主要分销商和第三方平台的联盟。本文根据ESTAS Lifestyle理论模型,通过多种消费者行为相关方法和理论框架来审查每个问题,研究包装对销售和Sika数字和贸易营销活动的影响,这两点对Sika实现目标至关重要。此外,本文还指出了实现Sika在实现目标之前需要解决的四个问题:品牌认知度、品牌包装、分销渠道的议价能力和电子商务渠道的开放。对于这四个问题,作者建议... 

【文章来源】：上海外国语大学上海市 211工程院校 教育部直属院校

【文章页数】：108 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1.Research Background and Significance
        1.1.1.Current Status
            1.1.1.1.Current Situation of Peru
            1.1.1.2.Construction Market
            1.1.1.3.Edification and Household Market
            1.1.1.4.Construction Material Products
            1.1.1.5.Distribution Channel
            1.1.1.6.Digital Penetration in Peru
        1.1.2.Research Purpose
        1.1.3.Research Significance
    1.2.Literature Review
        1.2.1.Domestic Literature Review
        1.2.2.Foreign Literature Review
    1.3.Research Content and Questions
        1.3.1.Research Questions
        1.3.2.Research Implications
        1.3.3.Structure of the Thesis
    1.4.Research Methodology and Innovation
        1.4.1.Research Methodology
        1.4.2.Innovation
Chapter Two Theoretical Models and Frameworks
    2.1.Segmentation
    2.2.Digital Marketing
    2.3.Trade Marketing
Chapter Three Sika Environment Analysis
    3.1.PESTEL Analysis
        3.1.1.Political Factors
        3.1.2.Economic Factors
        3.1.3.Social Factors
        3.1.4.Technological Factors
        3.1.5.Environmental Factors
        3.1.6.Legal Factors
    3.2.SWOT Analysis
        3.2.1.Strengths
        3.2.2.Weaknesses
        3.2.3.Opportunities
        3.2.4.Threats
    3.3.Consumer and Target Market Analysis
    3.4.Competitors Analysis
Chapter Four The Existing Practices of Sika Peru,Challenges/Issues/Problems Analysis
    4.1.Introduction to the Company
        4.1.1.Overview of Business Units
        4.1.2.Overview of the current Marketing and Communication Strategy
        4.1.3.Overview of the Distribution Channel Strategy
    4.2.Key Challenges/Issues/Problems
        4.2.1.Lack of brand recognition among Peruvian consumers
        4.2.2.Brand packaging and product names
        4.2.3.Distribution channel and consumer bargain power
        4.2.4.The urgent need of repositioning an e-commerce channel
Chapter Five Solution Suggestion
    5.1 Improvement plan/method1 for issue4.1（Lack of brand recognition）
    5.2.Improvement plan/method2 for issue4.2（Brand packaging and product names）
    5.3.Improvement plan/method1 for issue4.3（Distribution channel and consumer bargain power）
    5.4.Improvement plan/method4 for issue4.4（The urgent need of repositioning an e-commerce channel）
Chapter Six Implementation Plan
    6.1.Management System Support
        6.1.1.Managerial and Corporate Support
        6.1.2.Organizational Structure Optimization
        6.1.3.Management System Improvement
    6.2.Human Resource Support
        6.2.1.Staff Management
        6.2.2.Customer Relationship Management
        6.2.3.Relationship between Sales Department and Marketing Department
    6.3.Technical Support
Chapter Seven Conclusion
    7.1.Conclusion
    7.2.Research Limitations
    7.3.Direction for Further Research
References
Table of Figures
Index of Tables



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