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| 论文编号： | 6398 | |
| 作者编号： | 2120112915 | |
| 上传时间： | 2014/6/9 21:14:47 | |
| 中文题目： | 基于竞争情报分析的营销策略研究 | |
| 英文题目： | The study of marketing strategy based on Competitive Intelligence Analysis | |
| 指导老师： | 王知津 | |
| 中文关键字： | 竞争情报分析, 营销策略, 模型 | |
| 英文关键字： | Competitive Intelligence Analysis, Marketing Strategy, Model | |
| 中文摘要： | 竞争情报和营销策略对企业发展起了越来越重要的作用，面对激烈的市场竞争环境，企业也只有充分重视这两个工具，在企业经营过程中不断地利用，才能使企业在竞争中不断保持优势。竞争情报对营销策略起着支持作用，能否制定出适合的营销策略，竞争情报起着举足轻重的作用。本文以竞争情报和营销策略两个工具为出发点，结合现快消行业的巨头—宝洁公司的实际案例，分析宝洁公司如何利用竞争情报分析以及现采取的营销策略，从其案例中归纳总结一套基于竞争情报分析的营销策略模型。在理论模型提出之后，重点介绍了模型中的竞争情报源的确定以及竞争情报分析方法，随后对模型的现实适用性进行探究。通过对宝洁公司的案例进行分析并归纳提出理论模型，宝洁公司可以在竞争情报分析的基础上采取的营销策略有：产品策略中继续坚持下属品牌策略和多品牌策略；定价策略中继续完善产品价值定价的策略；广告策略中坚持利益诉求策略和情感诉求策略并重，并不断倾向情感诉求策略；渠道策略中不断重视三四线市场和数字营销渠道。 | |
| 英文摘要： | Competitive intelligence and marketing strategy plays a more and more important role in the development of enterprises. In the face of the fierce market competition environment, enterprises only pay attention to the two tools, to use in the process of enterprise management, can make the enterprise keep advantage in competition. Competitive intelligence plays a supporting role to the marketing strategy, can formulate the appropriate marketing strategy, competitive intelligence play a decisive role. In this paper, two tools of competitive intelligence and marketing strategy as the starting point, combined with the actual case in FMCG industry giants - Procter & Gamble, analysis the company how to make use of competitive intelligence analysis, we take the marketing strategy from the cases summarized a set based on the marketing strategy analysis model of competitive intelligence. After the proposed theoretical model, introduced the competition information source model are identified and competitive intelligence analysis method, then the practical applicability of the model to explore. Puts forward the theory model and through the P&G case analysis, take the basic P&G can be analyzed in competitive intelligence on marketing strategy: Product Strategy persist under the brand strategy and multi brand strategy; Pricing Strategy need to improve product value pricing strategy; Advertising Strategy persist in interest appeal strategy and emotion strategy, and constantly emotional appeal strategy; Channel Strategy need to pay more attention on the three and four line of the market and digital marketing channels. | |
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