本文關(guān)鍵詞： 快速消費(fèi)品 精細(xì)化營(yíng)銷 管理構(gòu)架模式 實(shí)證研究　出處：《東北師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：快速消費(fèi)品精細(xì)化營(yíng)銷模式是國(guó)際企業(yè)戰(zhàn)略與全球戰(zhàn)略重要手段，對(duì)快速消費(fèi)品精細(xì)化營(yíng)銷模式進(jìn)行研究，目的在于揭示國(guó)際企業(yè)市場(chǎng)營(yíng)銷成功的核心原因。探索建立基于市場(chǎng)分析、渠道管理、積極銷售系統(tǒng)管理、規(guī)范化培訓(xùn)、用戶運(yùn)營(yíng)成本管理和客戶管理六個(gè)組成構(gòu)架的精細(xì)化營(yíng)銷管理構(gòu)架，為中國(guó)企業(yè)學(xué)習(xí)國(guó)際企業(yè)精細(xì)化營(yíng)銷提供理論依據(jù)。 快速消費(fèi)品的精細(xì)化營(yíng)銷戰(zhàn)略基礎(chǔ)來(lái)源于本土跨文化營(yíng)銷理論。以經(jīng)濟(jì)學(xué)，市場(chǎng)營(yíng)銷學(xué)，社會(huì)學(xué)等研究基礎(chǔ)，利用因素分析法等傳統(tǒng)的企業(yè)市場(chǎng)營(yíng)銷評(píng)價(jià)方法，，運(yùn)用理論分析結(jié)合實(shí)證分析、定量分析結(jié)合定性分析等方法，全面分析國(guó)際快速消費(fèi)品企業(yè)在跨文化營(yíng)銷理論基礎(chǔ)上從全面營(yíng)銷發(fā)展到精細(xì)化營(yíng)銷，進(jìn)而創(chuàng)造性的將注重管理的精確度發(fā)展到注重管理的人文特征和企業(yè)文化，將營(yíng)銷實(shí)踐發(fā)展為基于客戶價(jià)值和員工潛能的精益化營(yíng)銷。 長(zhǎng)春百事可樂(lè)飲料有限公司在不同發(fā)展階段對(duì)全面營(yíng)銷、精細(xì)化營(yíng)銷、精益化營(yíng)銷應(yīng)用案例分析，為信息時(shí)代快速消費(fèi)品企業(yè)如何應(yīng)用精細(xì)化營(yíng)銷管理提供現(xiàn)實(shí)而有意義的參考。目前，國(guó)內(nèi)企業(yè)最首要的任務(wù)就是如何完成從精細(xì)化營(yíng)銷轉(zhuǎn)型成為精益化營(yíng)銷。精細(xì)化營(yíng)銷模式能有效發(fā)掘快速消費(fèi)品類型企業(yè)原有市場(chǎng)份額的潛力，通過(guò)內(nèi)涵擴(kuò)張來(lái)達(dá)到提高市場(chǎng)份額的目的。
[Abstract]:FMCG fine marketing model is the international business strategy and global strategy important means to study the FMCG fine marketing mode, the purpose is to reveal the core reason for success in international market. To explore the establishment of enterprise marketing based on market analysis, channel management, sales management system actively, standardized training, the operation cost of a user and customer management the six component management framework fine marketing management framework, provide a theoretical basis for the study of international business enterprise Chinese refined marketing.
FMCG fine marketing strategy based on local cross cultural marketing theory. In economics, marketing, sociology and other basic research, using factor analysis method to evaluate the traditional enterprise marketing, using the combination of theoretical analysis and empirical analysis, quantitative analysis combined with qualitative analysis, a comprehensive analysis of international FMCG in cross culture marketing theory from the comprehensive development of marketing to precision marketing, and creative management will focus on the accuracy of the development of human characteristics and enterprise culture on the management, the marketing practice for the development of lean marketing based on customer value and potential employees.
Changchun Pepsi Cola Beverage Co. Ltd. in different development stages of comprehensive marketing, precision marketing, marketing analysis of application of lean, as the information age FMCG enterprises how to use fine marketing management to provide realistic and meaningful reference. At present, most domestic enterprises become the primary task is how to complete the lean marketing from fine marketing transformation. Fine marketing mode can effectively explore the FMCG enterprise type original market share potential, through the expansion of the connotation to improve market share.

【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F723

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