幾十年來(lái),建筑行業(yè)的產(chǎn)品制造商一直認(rèn)為他們之所以能售出這些產(chǎn)品,僅僅源于其技術(shù)規(guī)格和優(yōu)勢(shì),不過(guò),鑒于秘魯零售渠道的加強(qiáng)和集約化,以及消費(fèi)者行為的變化,企業(yè)開(kāi)始利用本國(guó)新溝通渠道和數(shù)字化轉(zhuǎn)型,更多地關(guān)注品牌形象,貿(mào)易營(yíng)銷(xiāo)和商店滲透的重要性。然而,Sika Peru尚未利用這一變化,仍然以過(guò)時(shí)的方式開(kāi)展?fàn)I銷(xiāo)和傳播活動(dòng),僅以技術(shù)方式銷(xiāo)售產(chǎn)品,沒(méi)有完全與分銷(xiāo)渠道的客戶(hù)相結(jié)合。本文研究了Sika Peru的情況,并試圖為該公司提供解決方案,而增加銷(xiāo)量,獲得市場(chǎng)份額,在分銷(xiāo)渠道中收獲品牌知名度,并將公司轉(zhuǎn)向B2C戰(zhàn)略。此外,作者研究了兩大問(wèn)題。第一,品牌識(shí)別、包裝和產(chǎn)品名稱(chēng)與消費(fèi)者對(duì)目標(biāo)任務(wù)或需求認(rèn)知之間的關(guān)系;第二,電商渠道的品牌開(kāi)放或與主要分銷(xiāo)商和第三方平臺(tái)的聯(lián)盟。本文根據(jù)ESTAS Lifestyle理論模型,通過(guò)多種消費(fèi)者行為相關(guān)方法和理論框架來(lái)審查每個(gè)問(wèn)題,研究包裝對(duì)銷(xiāo)售和Sika數(shù)字和貿(mào)易營(yíng)銷(xiāo)活動(dòng)的影響,這兩點(diǎn)對(duì)Sika實(shí)現(xiàn)目標(biāo)至關(guān)重要。此外,本文還指出了實(shí)現(xiàn)Sika在實(shí)現(xiàn)目標(biāo)之前需要解決的四個(gè)問(wèn)題:品牌認(rèn)知度、品牌包裝、分銷(xiāo)渠道的議價(jià)能力和電子商務(wù)渠道的開(kāi)放。對(duì)于這四個(gè)問(wèn)題,作者建議... 

【文章來(lái)源】：上海外國(guó)語(yǔ)大學(xué)上海市 211工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：108 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1.Research Background and Significance
        1.1.1.Current Status
            1.1.1.1.Current Situation of Peru
            1.1.1.2.Construction Market
            1.1.1.3.Edification and Household Market
            1.1.1.4.Construction Material Products
            1.1.1.5.Distribution Channel
            1.1.1.6.Digital Penetration in Peru
        1.1.2.Research Purpose
        1.1.3.Research Significance
    1.2.Literature Review
        1.2.1.Domestic Literature Review
        1.2.2.Foreign Literature Review
    1.3.Research Content and Questions
        1.3.1.Research Questions
        1.3.2.Research Implications
        1.3.3.Structure of the Thesis
    1.4.Research Methodology and Innovation
        1.4.1.Research Methodology
        1.4.2.Innovation
Chapter Two Theoretical Models and Frameworks
    2.1.Segmentation
    2.2.Digital Marketing
    2.3.Trade Marketing
Chapter Three Sika Environment Analysis
    3.1.PESTEL Analysis
        3.1.1.Political Factors
        3.1.2.Economic Factors
        3.1.3.Social Factors
        3.1.4.Technological Factors
        3.1.5.Environmental Factors
        3.1.6.Legal Factors
    3.2.SWOT Analysis
        3.2.1.Strengths
        3.2.2.Weaknesses
        3.2.3.Opportunities
        3.2.4.Threats
    3.3.Consumer and Target Market Analysis
    3.4.Competitors Analysis
Chapter Four The Existing Practices of Sika Peru,Challenges/Issues/Problems Analysis
    4.1.Introduction to the Company
        4.1.1.Overview of Business Units
        4.1.2.Overview of the current Marketing and Communication Strategy
        4.1.3.Overview of the Distribution Channel Strategy
    4.2.Key Challenges/Issues/Problems
        4.2.1.Lack of brand recognition among Peruvian consumers
        4.2.2.Brand packaging and product names
        4.2.3.Distribution channel and consumer bargain power
        4.2.4.The urgent need of repositioning an e-commerce channel
Chapter Five Solution Suggestion
    5.1 Improvement plan/method1 for issue4.1（Lack of brand recognition）
    5.2.Improvement plan/method2 for issue4.2（Brand packaging and product names）
    5.3.Improvement plan/method1 for issue4.3（Distribution channel and consumer bargain power）
    5.4.Improvement plan/method4 for issue4.4（The urgent need of repositioning an e-commerce channel）
Chapter Six Implementation Plan
    6.1.Management System Support
        6.1.1.Managerial and Corporate Support
        6.1.2.Organizational Structure Optimization
        6.1.3.Management System Improvement
    6.2.Human Resource Support
        6.2.1.Staff Management
        6.2.2.Customer Relationship Management
        6.2.3.Relationship between Sales Department and Marketing Department
    6.3.Technical Support
Chapter Seven Conclusion
    7.1.Conclusion
    7.2.Research Limitations
    7.3.Direction for Further Research
References
Table of Figures
Index of Tables



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