本文選題：舒菲婭 + 營(yíng)銷(xiāo)戰(zhàn)略��； 參考：《華中科技大學(xué)》2013年碩士論文

【摘要】：孕嬰童產(chǎn)品產(chǎn)業(yè)正蓬勃發(fā)展，，以生產(chǎn)制造或營(yíng)銷(xiāo)為核心的企業(yè)競(jìng)爭(zhēng)態(tài)勢(shì)也在不斷發(fā)生變化。舒菲婭公司是這個(gè)新興行業(yè)中的典型企業(yè)，不僅面對(duì)著內(nèi)、外資企業(yè)的雙重競(jìng)爭(zhēng)，還經(jīng)歷著中小企業(yè)資源能力有限的普遍困局。如何將現(xiàn)代企業(yè)管理理念及方法運(yùn)用于企業(yè)發(fā)展，如何在傳統(tǒng)消費(fèi)品行業(yè)細(xì)分市場(chǎng)中提高營(yíng)銷(xiāo)戰(zhàn)略規(guī)劃及品牌建設(shè)能力來(lái)把握市場(chǎng)機(jī)遇以獲得進(jìn)一步發(fā)展，是舒菲婭公司正在積極思考的問(wèn)題。 本文首先以5C分析模型對(duì)舒菲婭公司在國(guó)內(nèi)市場(chǎng)的營(yíng)銷(xiāo)環(huán)境和機(jī)會(huì)進(jìn)行了分析，綜合運(yùn)用了4P營(yíng)銷(xiāo)理論、STP營(yíng)銷(xiāo)戰(zhàn)略分析方法及PEST、波特五力、SWOT、層次分析法等工具。通過(guò)對(duì)企業(yè)所處宏觀環(huán)境及自身情況的分析，以消費(fèi)者特征、行為偏好和競(jìng)爭(zhēng)環(huán)境為出發(fā)點(diǎn)，幫助舒菲婭公司梳理了利用自身優(yōu)勢(shì)，規(guī)避劣勢(shì)及威脅并確立的一些戰(zhàn)略可選方向。在此基礎(chǔ)上，本文進(jìn)一步對(duì)舒菲婭公司的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)以及市場(chǎng)定位問(wèn)題進(jìn)行分析，從而幫助舒菲婭公司明確了未來(lái)營(yíng)銷(xiāo)戰(zhàn)略規(guī)劃中的關(guān)鍵問(wèn)題。然后提出了在戰(zhàn)略實(shí)施過(guò)程中以品牌建設(shè)為核心的營(yíng)銷(xiāo)組合改善策略：產(chǎn)品策略、渠道策略、定價(jià)策略和促銷(xiāo)策略，并建立了可以量化評(píng)價(jià)品牌建設(shè)工作成果的CMF（顧客Customer、市場(chǎng)Marketing、財(cái)務(wù)Finance）營(yíng)銷(xiāo)策略測(cè)效果量化評(píng)價(jià)體系模型。最后，文章還對(duì)公司的組織結(jié)構(gòu)、人力資源和財(cái)務(wù)管理等營(yíng)銷(xiāo)支持系統(tǒng)做了簡(jiǎn)單分析并提出優(yōu)化建議。
[Abstract]:The product industry of pregnant children is booming, and the competition situation of enterprises with production, manufacture or marketing as the core is changing constantly. Shuffia Company is a typical enterprise in this new industry. It not only faces the double competition of domestic and foreign enterprises, but also experiences the general difficulties of the limited resource ability of small and medium-sized enterprises. How to apply the modern enterprise management concept and method to the enterprise development, how to improve the marketing strategy planning and brand building ability in the traditional consumer goods industry subdivision market to grasp the market opportunity to obtain the further development, It's something that the company is thinking positively about. This paper firstly analyzes the marketing environment and opportunity of Schuefia Company in the domestic market by using 5C analysis model, and makes use of 4P marketing theory and STP marketing strategy analysis method and tools such as pester, Porter's five forces SWOT, analytic hierarchy process and so on. Through the analysis of the macro environment and its own situation, and taking consumer characteristics, behavior preferences and competitive environment as the starting point, the company has been helped to comb and utilize its own advantages. Avoid weaknesses and threats and establish strategic options. On this basis, this paper further analyzes the market segmentation, target market and market positioning of the company, so as to help the company to identify the key issues in the future marketing strategic planning. Then it puts forward the strategy of improving the marketing mix with brand building as the core in the implementation of the strategy: product strategy, channel strategy, pricing strategy and promotion strategy. A quantitative evaluation system model of CMF (customer Marketing, Finance) marketing strategy is established to quantitatively evaluate the achievements of brand construction. Finally, the article also makes a simple analysis of the company's organizational structure, human resources, financial management and other marketing support systems, and puts forward some suggestions for optimization.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.72

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