A公司华南市场营销策略研究
发布时间：2021-03-09 14:00
进入21世纪,随着全球化的高速发展,企业面临着严峻挑战.如何在激烈的复杂环境中占有一定的市场份额和实现较好的业绩增长,是每个企业必须面对的重要课题。在应对上述挑战中,营销管理扮演着重要角色,而在营销管理过程中,关键因素就是能够结合企业的实际营销情况制定指导营销活动并可落地操作的营销策略.一般来说,正确的营销策略,往往需要把制度性和灵活性结合起来.企业必须坚持一种有效的营销策略,另一方面,企业也必须不断运用新方法来改进自己的营销策略,去适应不断变化的外界环境和客户需求。随着近几年我国经济的高质量发展,促进了我国调味料行业的快速发展,此行业潜在的巨大市场和发展前景吸引很多优势资本等进入,使得行业的竞争变得越来越激烈。A公司在华南区深耕10年,虽取得一些销售业绩,但随着市场的快速变化和自身存在的营销问题,这几年销售业绩一直增长缓慢,加之公司有上市销售业绩的硬性考核指标,急需进行营销策略的调整。本文依据营销绩效、工业品营销理论、价值链理论以及STP理论等所学的系统营销管理理论,基于对调味品A公司华南区近4年的实际经营情况,运用文献分析法、案例分析法、数据分析法、访谈等研究方法对所在工作单位的营...
【文章来源】：广东外语外贸大学广东省
【文章页数】：168 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
CHAPTER1 INTRODUCTION
1.1 Research background of the thesis
1.2 Research purpose and significance of the thesis
1.3 The research framework and method of the thesis
1.3.1 The research framework of the thesis
1.3.2 Research method of the thesis
CHAPTER2 LITERATURE REVIEW
2.1 The meaning of marketing performance and its influencing factors
2.1.1 Marketing performance
2.1.2 Performance Marketing
2.1.3 Factors affecting marketing performance
2.2 Marketing strategies for industrial products
2.2.1 Review of domestic and foreign literature on industrial productmarketing strategies
2.2.2 Characteristics of industrial products and markets and the differenceswith consumer product marketing
2.3 Value chain theory
2.3.1 Value chain theory and analysis methods
2.3.2 Development of value chain theory at abroad
2.3.3 The development of value chain theory in China
2.4 STP theory
2.4.1 STP theory:market segmentation,target market,market positioning
2.4.2 STP theory literature review
CHAPTER3 CASE DESCRIPTION AND PROBLEM ANALYSIS
3.1 Company Profile
3.1.1 Company profile,business model and industry description
3.1.2 Company business model
3.1.3 Main operating conditions（Internal financial data from the company）
3.2 The main problems in the current marketing work in South China and thespecific manifestations and causes of the problems:
3.2.1 Main problem
3.2.2 The specific performance of marketing status issues and
3.2.3
CHAPTER4 CASE ANALYSIS
4.1 Company A's position in the value chain
4.1.1 Company A value chain overview
4.1.2 Company A's competitive position in the industry value chain
4.2 Company A competitive environment analysis
4.2.1 Analysis of supplier influencing factors:the bargaining power ofsuppliers is weak
4.2.2 Analysis of buyer's influence factors
4.2.3 Analysis of influencing factors for potential entrants
4.2.4 Analysis of the influencing factors of substitutes
4.2.5 Analysis of factors influencing the competition degree of competitorsin the same industry
4.3 SWOT analysis of the company's market in South China
4.3.1 Analysis of external opportunities
4.3.2 Analysis of External Threat:Industry Characteristics Blocking andIncreasing Competition Pressure
4.3.3 Advantages within the company
4.3.4 Weaknesses in internal the company
4.4 Company A's southern China target market and positioning analysis
4.4.1 Market segmentation and target market selection plan
4.4.2 Market positioning plan
CHAPTER5 MARKETING STRATEGY SUGGESTIONS
5.1 Company A marketing strategy optimization suggestions
5.1.1 Based on the company's customized product strategy
5.1.2 Channel strategy based on the company's unique advantages
5.1.3 Based on Company A's customized price strategy
5.1.4 Promotion strategy based on value chain theory
5.2 Company A's marketing implementation guarantee measures
5.2.1 Guarantee of marketing finance
5.2.2 Guarantee of company organization and management
5.2.3 Guarantee of talents and culture
CHAPTER6 CONCLUSIONS AND MANAGEMENT IMPLICATIONS
6.1 Main conclusion
6.2 Management inspiration
6.3 Research limitations and future prospects
REFERENCES
APPENDIX
【参考文献】：
期刊论文
[1]基于波特五力模型的开放大学核心竞争力分析[J]. 刘翔,谢建罗. 湖北广播电视大学学报. 2016(04)
本文编号：3072968
【文章来源】：广东外语外贸大学广东省
【文章页数】：168 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
CHAPTER1 INTRODUCTION
1.1 Research background of the thesis
1.2 Research purpose and significance of the thesis
1.3 The research framework and method of the thesis
1.3.1 The research framework of the thesis
1.3.2 Research method of the thesis
CHAPTER2 LITERATURE REVIEW
2.1 The meaning of marketing performance and its influencing factors
2.1.1 Marketing performance
2.1.2 Performance Marketing
2.1.3 Factors affecting marketing performance
2.2 Marketing strategies for industrial products
2.2.1 Review of domestic and foreign literature on industrial productmarketing strategies
2.2.2 Characteristics of industrial products and markets and the differenceswith consumer product marketing
2.3 Value chain theory
2.3.1 Value chain theory and analysis methods
2.3.2 Development of value chain theory at abroad
2.3.3 The development of value chain theory in China
2.4 STP theory
2.4.1 STP theory:market segmentation,target market,market positioning
2.4.2 STP theory literature review
CHAPTER3 CASE DESCRIPTION AND PROBLEM ANALYSIS
3.1 Company Profile
3.1.1 Company profile,business model and industry description
3.1.2 Company business model
3.1.3 Main operating conditions（Internal financial data from the company）
3.2 The main problems in the current marketing work in South China and thespecific manifestations and causes of the problems:
3.2.1 Main problem
3.2.2 The specific performance of marketing status issues and
3.2.3
CHAPTER4 CASE ANALYSIS
4.1 Company A's position in the value chain
4.1.1 Company A value chain overview
4.1.2 Company A's competitive position in the industry value chain
4.2 Company A competitive environment analysis
4.2.1 Analysis of supplier influencing factors:the bargaining power ofsuppliers is weak
4.2.2 Analysis of buyer's influence factors
4.2.3 Analysis of influencing factors for potential entrants
4.2.4 Analysis of the influencing factors of substitutes
4.2.5 Analysis of factors influencing the competition degree of competitorsin the same industry
4.3 SWOT analysis of the company's market in South China
4.3.1 Analysis of external opportunities
4.3.2 Analysis of External Threat:Industry Characteristics Blocking andIncreasing Competition Pressure
4.3.3 Advantages within the company
4.3.4 Weaknesses in internal the company
4.4 Company A's southern China target market and positioning analysis
4.4.1 Market segmentation and target market selection plan
4.4.2 Market positioning plan
CHAPTER5 MARKETING STRATEGY SUGGESTIONS
5.1 Company A marketing strategy optimization suggestions
5.1.1 Based on the company's customized product strategy
5.1.2 Channel strategy based on the company's unique advantages
5.1.3 Based on Company A's customized price strategy
5.1.4 Promotion strategy based on value chain theory
5.2 Company A's marketing implementation guarantee measures
5.2.1 Guarantee of marketing finance
5.2.2 Guarantee of company organization and management
5.2.3 Guarantee of talents and culture
CHAPTER6 CONCLUSIONS AND MANAGEMENT IMPLICATIONS
6.1 Main conclusion
6.2 Management inspiration
6.3 Research limitations and future prospects
REFERENCES
APPENDIX
【参考文献】：
期刊论文
[1]基于波特五力模型的开放大学核心竞争力分析[J]. 刘翔,谢建罗. 湖北广播电视大学学报. 2016(04)
本文编号：3072968
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