【摘要】：在商業(yè)世界里,競爭越來越激烈。琪琪公司是一家沒有進(jìn)入全球市場的澳大利亞化妝品公司。面對激烈的競爭,琪琪公司決定進(jìn)入新的市場。在分析了全球市場的文化、經(jīng)濟(jì)和政治環(huán)境后,管理者選擇了中國(香港)作為目標(biāo)市場。在方法論上,琪琪公司進(jìn)行了一項探索性研究,以尋求什么樣的產(chǎn)品,如何在香港市場開發(fā)香港客戶的價格,產(chǎn)品,促銷和分銷。其次,琪琪公司分析了市場和公司的情況,決定公司是否需要入境。然后,用波特五力分析模型來分析競爭,新進(jìn)入者,替代品,買方力量和供應(yīng)商的力量。下一步是確定SWOT(優(yōu)勢,劣勢,機(jī)會,威脅)的內(nèi)部和外部的琪琪公司環(huán)境。敘述琪琪公司的國際目標(biāo)和市場目標(biāo),其目的是實(shí)現(xiàn)凈利潤和市場份額的日益增長。為了能成功進(jìn)入香港市場,建議琪琪公司進(jìn)入新市場的市場策略,選擇出口的最佳方式。本報告的營銷組合包括四個部分,有產(chǎn)品、價格、地點(diǎn)和促銷。在產(chǎn)品部分,報告介紹了琪琪公司的產(chǎn)品,其性質(zhì),質(zhì)量,品牌在市場上的有效性和形象。對于市場營銷組合的價格,琪琪公司應(yīng)該決定合理的價格,并使用折扣策略吸引新的消費(fèi)者。公司在本港市場上,公司需要控制新的市場信息,并利用這些信息為銷售產(chǎn)品打開不同的渠道。對于提升的一部分,在新的市場中引入產(chǎn)品,宣傳品牌,宣傳產(chǎn)品,保持產(chǎn)品和品牌的信譽(yù)。在分析國際研究,市場進(jìn)入策略和全面的營銷組合發(fā)展后,琪琪公司將計劃一個適當(dāng)?shù)念A(yù)算并預(yù)測,以提高營銷活動。
[Abstract]:In the business world, competition is getting fiercer and fiercer. Qiqi is an Australian cosmetics company that has not entered the global market. Faced with fierce competition, Qiqi decided to enter a new market. After analyzing the cultural, economic and political environment of the global market, managers chose China (Hong Kong) as the target market. On the one hand, Qiqi undertook an exploratory study to find out what kind of products it is looking for and how to develop the prices, products, promotions and distribution of its customers in Hong Kong. Secondly, Qiqi analyzed the market and the company's situation to determine whether the company needs to enter the country. Then, it used Porter's five-force analysis model to analyze competition, new entrants and substitutes. Substitutes, buyer power and supplier power. The next step is to determine the SWOT (strengths, weaknesses, opportunities, threats) internal and external environment of Qiqi. Describe Qiqi's international goals and market objectives, which are aimed at achieving increasing net profit and market share. In order to successfully enter the Hong Kong market, Qiqi is recommended to enter. The marketing mix of this report consists of four parts: product, price, location and promotion. In the product section, the report introduces Qiqi's products, their nature, quality, brand effectiveness and image in the market. For the price of the marketing mix, Qiqi should decide. Companies need to control new market information in the local market and use it to open up different channels for selling products. For part of the promotion, introduce products into new markets, promote brands, publicize products, and maintain product and brand credibility. After analyzing international research, market entry strategy and comprehensive marketing mix development, Qiqi will plan an appropriate budget and forecast to improve marketing activities.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.72;F274

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