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论文编号：	9971
作者编号：	2220160604
上传时间：	2018/6/6 13:42:22
中文题目：	M公司实验室纯水设备中国市场营销战略研究
英文题目：	China Marketing Strategy Analysis of M Company''''''''''''''''s Lab Water Equipment
指导老师：	薛红志
中文关键字：	营销战略；目标市场定位；体验营销
英文关键字：	Marketing Strategy；Target Market Positioning；Experience Marketing
中文摘要：	在新的内外部环境下，通过市场营销相关理论总结和分析公司产品的现状及营销问题。基于市场营销相关理论进行营销战略的设计。本文以M公司为例，通过基于市场营销相关理论进行了设计营销战略的实际应用，探讨营销战略的设计和营销策略的分析。 随着中国经济发展趋于稳定，越来越多的外资企业面临着市场份额下降，消费者忠诚度下降以及行业竞争加剧的趋势。基于这种背景情况下，本文以M公司为例研究了中国市场的营销战略，为本公司在中国市场的营销战略提供了指导作用，为外企企业在中国市场的营销策略也起到借鉴作用。 根据是营销营销的产品、价格、渠道和促销，政治，经济，技术和环境以及波特五力等模型分析了M公司实验室纯水设备的营销问题。具体问题包括产品定位滞后于消费者需求，产品设计与营销方式不匹配和营销人员思维陈旧等问题。 结合M公司实验室纯水的营销问题，制定了以消费者需求为导向的营销战略目标设计，提升市场占有率和已有客户的保留率，最终实现营销收入的增长。根据产品的特点及消费者需求进行市场细分、目标市场和市场定位，基于产品市场定位进行行了M公司实验室纯水产品在中国市场的营销策略设计。具体包括结合细分市场和产品定位的产品、价格、渠道和促销营销策略设计，体验式营销策略设计及情感营销设计。 为了确保营销策略在中国的实施，还需要从技术研发、财务保障、线上营销和人员能力培养的方面作为战略实施的匹配保障。 由于时间和个人知识的局限性，本研究在大数据在营销策略制定的研究和营销人员激励制度对营销战略执行的促进作用还未进行深入研究。
英文摘要：	In the new internal and external environment, we summarize and analyze the company's product status and marketing problems through marketing related theories. Marketing strategy is designed based on marketing theory. This paper taking M company as an example, carries out the practical application of marketing strategy based on marketing related theories, and discusses the design of marketing strategy and the analysis of marketing strategy. With the stability of China's economic development, more and more foreign enterprises are facing the trend of declining market share, declining consumer loyalty and intensifying competition in the industry. Based on this background, this paper takes M company as an example to study the marketing strategy of the Chinese market, which provides guidance for the marketing strategy of the company in the Chinese market, also serves as a reference for the marketing strategy of foreign enterprises in the Chinese market. Based on the products, prices, place and promotions of marketing, politics, economy, technology and environment, and Potter's five forces model, the marketing problem of pure water equipment in M laboratory is analyzed. Specific problems include product positioning was behind the consumer demand, product design was not match to the marketing promotion and marketing & sales person are outdated thinking etc. According to the marketing problem of pure water in M company, the marketing strategic target of consumer demand is designed, the market share and the reservation rate of existing customers are promoted, and the growth of marketing revenue is finally realized. According to the characteristics of the product and consumer demand, market segmentation, target market and market positioning, based on product market positioning, the marketing strategy of pure water products in the M company in China is designed. It includes the design of product, price, channel and marketing strategy, the design of experiential marketing strategy and the design of emotional marketing, which combine the subdivision market and the product positioning. In order to ensure the implementation of marketing strategy in China, it also needs to be a matching guarantee of strategic implementation from the aspects of technology research and development, financial security, online marketing and personnel ability training. Due to the limitations of time and personal knowledge, this research has not been further studied in the research of big data in the research of marketing strategy and the promotion role of marketing staff incentive system to marketing strategy implementation.
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