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论文编号：	8265
作者编号：	2120142599
上传时间：	2016/6/6 9:58:11
中文题目：	倾燕记燕窝项目微营销策略研究
英文题目：	Qing Bird’s Nest Project Micro-marketing Strategy Study
指导老师：	于仲鸣
中文关键字：	燕窝; 微营销; 基本竞争战略; 五力模型
英文关键字：	Bird’s nest,Micro-marketing,Basic Competitive Strategy,the Five Force Model
中文摘要：	我国人民食用燕窝滋补具有源远流长的历史文化，随着我国国民收入水平提高，燕窝消费市场前景巨大。而2011年由于“血燕”事件, 我国政府禁止燕窝进口，2013年颁布了监管燕窝新政策后才恢复进口。这一禁一放几乎对燕窝行业进行了一次洗牌。同时，在政府解禁燕窝进口之后，燕窝市场迅速回暖，目前政府对燕窝已实行了特别的监管政策，预计今后政策会比较稳定，在这种情况下，我国燕窝行业发展前景会有很长一段增长时间与很大的增长空间。面向如此巨大的商业机会，如何销售燕窝更具成效？ 近几年，移动互联网应用越来越多地替代了电脑客户端应用，而由移动互联网衍生出了多种多样的商业机会。各领域商家积极开展基于移动互联网的微营销商业活动，取得了显著的成效。微营销商业模式是否适合燕窝销售？ 本文以倾燕记燕窝微营销项目为例，通过文献研究法、调查法、个案研究法以及经验总结法，研读了大量文献，经过详尽市场调查，本文选了十家覆盖高、中、低端并且走不同营销渠道的燕窝商家作为案例，进行价格比较，营销渠道分析，探索出更适合燕窝销售的微营销商业模式。同时，通过燕窝产品的独特性介绍，消费者需求分析，我国燕窝市场政策环境分析，行业分析，市场发展前景分析，了解到“禁止进口”政策放开后的市场回暖，二孩政策影响，女性需求上升等因素促进燕窝需求市场不断上升，再结合波特五力模型进行了产业环境分析，得出燕窝微营销项目面对一个很好的市场机会。面对如此好的市场机会，怎样的项目方案更适合倾燕记？ 本文在进行充分的市场机会分析后，确定了适合燕窝微营销项目的市场策略与运营管理方案，其中市场策略包含基本竞争战略方案、产品策略、定价策略与微营销平台构建策略，运营管理方案包含项目WBS工作分解方案、人力资源组织架构方案与微营销策略下营销项目化管理方案。 在进行以上分析后，本文又进一步进行了财务分析与风险分析，判定项目可带来可观的经济效益，评估了项目潜在的风险并提出风险应对方案。经过多方面阐述、分析，多角度论证了燕窝微营销项目方案具有时代机遇性与可操作性。截止2016年4月14日，中国知网检索以“燕窝微营销”关键字作为篇名的文献为0篇。该研究在燕窝行业极具创新性，在这个移动互联网社交时代，面对巨大的微营销商业价值，该研究也极具紧要性和必要性。 本文包含图5幅，表12个，参考文献20篇。 关键词：燕窝；微营销；基本竞争战略；五力模型
英文摘要：	There is long history and culture that Chinese people eating Bird’s nest as nourishing food, with improvement of Chinese income level, Bird’s nest consumption market prospect is huge. But in 2011, our government prohibited to import Bird’s nest due to “blood Bird’s nest” issue influence, and in 2013, our government resumed Bird’s nest import again after issuing a new regulatory policy. One “prohibit” and one “resume” almost made Bird’s nest industry conducted a reshuffle. At the same time, after the government lifting import Bird's nest, Bird's nest market quickly picked up. Currently, government implemented a special regulatory policy on bird’s nest industry; the policy is expected to be relatively stable in the future. In this case, the prospects for the development of the Bird's nest industry, there will be a long period of growth time and a lot of room for growth. For such a huge business opportunity, how to sell Bird's nest more effective? In recent years, mobile Internet applications are increasingly replacing the PC client applications, and the mobile Internet spawned a variety of business opportunities. Businesses were expanding in all areas of mobile Internet-based micro-marketing business activities, and achieved remarkable results. Whether micro-marketing model is suitable for bird’s nest sales? In this thesis, take Qing Bird’s Nest micro-marketing project as example, through literature research method, research method, case studies method and lessons learned method, has researched relative studies and after detailed market research, has chosen ten Bird’s nest brand that cover high, medium and low-end market position and cover different marketing channels, with the comparison for these brand’s price and analysis for these brand’s marketing channels, has explored micro-marketing business model that more suitable for Bird’s nest products. At the same time, through the introduction of Bird’s nest unique characteristics, the analysis of consumers’ demand, the analysis of Bird’s nest industry policy environment in China, the analysis of Bird’s nest industry, the analysis of the market prospect, and understood that after opening “ban on import” policy, two child policy, the demand increasing from women market and so on, these situation will promote demand rising and rising for Bird’s nest. And combined with Porter’s five forces model of industry environment analysis, we understood the Bird’s nest micro-marketing faces a very good market opportunity. Facing such a good market opportunity, what kind of project strategies will be more suitable for Qing Bird’s Nest? After carrying out a full analysis of market opportunity, has determined market strategies and operations management solutions that suitable for the Bird’s nest micro marketing project. And the market strategy program contains basic competitive strategy program, product strategy, pricing strategy and micro-marketing channels strategies; operations management scheme includes project WBS work breakdown program, human resources organization program, and project management program under micro-marketing strategy. After performing the above analysis, the thesis further analyzed financial and risk, determined the project can bring considerable economic benefits, assessed the project potential risks and proposes risk response plans. After several aspects expounding and analysis, has proved that Bird’s nest micro-marketing project faces a very good opportunity and it is very workable with multi-angle. On 14th April, 2016, I searched from CNKI website and found that there is zero thesis whose title includes “Bird’s Nest Micro-marketing” as key words. This study in the Bird’s nest industry is with high innovative, as facing enormous micro-marketing commercial value in this era of social networking with mobile Internet, the study is also very critical and necessary. This article contains 5 figures, 12 tables and 20 references. Key words: Bird’s nest,Micro-marketing,Basic Competitive Strategy,the Five Force Model
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