本文關(guān)鍵詞：基于移動(dòng)O2O模式的重慶主題公園微信營(yíng)銷發(fā)展研究，由筆耕文化傳播整理發(fā)布。

致謝；畢業(yè)設(shè)計(jì)完成了，在這個(gè)過(guò)程中我學(xué)到了很多東西；最后,我想由衷的感謝關(guān)心、幫助我的老師和同學(xué)們��；參考文獻(xiàn)；[1]MartinNatter.Improvin；Drechsler,2009,4(3):16-1；[2]譚耀卿．微信營(yíng)銷策略分析[J]．中國(guó)商論，；[3]金鑫．小微企業(yè)網(wǎng)絡(luò)營(yíng)銷策略研究[D]．四川；[4]秦瑤．微信新型交往文化與營(yíng)銷策略分析[D]

致 謝

畢業(yè)設(shè)計(jì)完成了，在這個(gè)過(guò)程中我學(xué)到了很多東西。首先我要感謝我的導(dǎo)師，他在我完成論文的過(guò)程中，給予了我很大的幫助。在論文開始的初期，我對(duì)于論文的結(jié)構(gòu)以及文獻(xiàn)選取等方面都有很多問(wèn)題，在論文的寫作過(guò)程中她一直以嚴(yán)格的標(biāo)準(zhǔn)要求你、指導(dǎo)你，從起初的開題報(bào)告、任務(wù)書，到論文的具體內(nèi)容，再到最后論文反復(fù)的修改，老師總是認(rèn)真負(fù)責(zé)地給予我詳細(xì)的指導(dǎo)，論文批注清晰明了，幫助我快速理清脈絡(luò)，細(xì)心點(diǎn)撥、以及親切的給予我鼓勵(lì)。正是由于老師的無(wú)私幫助與鼓勵(lì)，我的畢業(yè)論文才能夠如此順利完成。老師，謝謝您！

最后,我想由衷的感謝關(guān)心、幫助我的老師和同學(xué)們！謝謝你們！

參考文獻(xiàn)

[1] Martin Natter.Improving Marketing’s Contribution to New product development[J].Wenzel

Drechsler,2009,4(3):16-18.

[2] 譚耀卿．微信營(yíng)銷策略分析[J]．中國(guó)商論，2015(4)：25-27．

[3] 金鑫．小微企業(yè)網(wǎng)絡(luò)營(yíng)銷策略研究[D]．四川：電子科技大學(xué)，2013．

[4] 秦瑤．微信新型交往文化與營(yíng)銷策略分析[D]．西安：西北大學(xué)，2014．

[5] Time to Twitter.Marketing via new technologies[J]. British LibrarySerial,2011,3(12):12-15．

[6] 于瀚強(qiáng)．基于微信的企業(yè)網(wǎng)絡(luò)營(yíng)銷模式探討[D]．大連：大連海事大學(xué)，，2014．

[7] 陳旭清．基于移動(dòng)O2O模式的重慶主題公園微信營(yíng)銷發(fā)展研究[D]．重慶：重慶師范大

學(xué)，2015．

[8] 王驚雷．企業(yè)微信營(yíng)銷研究及策略分析[J]．價(jià)格月刊，2014(5)：5-8．

[9] Taylor.The Role of marketing capability in innovation-based competitive strategy[J],

American Journal of Tourism Management,2013,24(5): 5-8.

[10] 李敏，劉江．基于SWOT分析的企業(yè)微信營(yíng)銷策略[J]．中北大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版)，

2015，4(7)： 5-6．

[11] 徐曉颯．整合營(yíng)銷傳播下微信營(yíng)銷策略分析[J]．現(xiàn)代營(yíng)銷，2014(5)：17-18．

[12] 鄭偉．現(xiàn)代企業(yè)微營(yíng)銷策略研究[D]．陜西：西北農(nóng)林科技大學(xué)，2015．

[13] 肖澗松．新媒體時(shí)代的微信營(yíng)銷策略研究[J]．商業(yè)時(shí)代，2014(8)：80-81．

[14] 王博．電子商務(wù)背景下企業(yè)微信營(yíng)銷模式研究[D]．哈爾濱：哈爾濱工業(yè)大學(xué)，2014．

[15] 周悉然．微信營(yíng)銷存在的問(wèn)題及應(yīng)對(duì)策略分析[J]．商場(chǎng)現(xiàn)代化，2014(9)：8-9．

[16] 喬金旭．微信營(yíng)銷存在的問(wèn)題與應(yīng)對(duì)策略分析[J]．科技經(jīng)濟(jì)市場(chǎng)，2015(10)：18-20．

[17] 王時(shí)杰．關(guān)于微信營(yíng)銷現(xiàn)狀及對(duì)策的思考[J]．信息與電腦，2014(6)：6-8．

[18] 余倩倩．零售業(yè)開展微信營(yíng)銷的優(yōu)勢(shì)探析[J]．信息與電腦，2014(7)：11-12．

附 錄

一、英文原文

Marketing Strategy

John Mariotti

A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.

Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.

The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.

Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.

Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:

For some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intel Corp.launched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match any clever,effective marketing moves made by its primary

competitor.

Sometimes a company's positioning strategy entails associating its product with(or distancing it from)a product class or attributes.Some companies try to place their products in a desirable class,such as"Made in the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S.

Certain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-quality continuum.Discount stores such as Target and Kmart are at the other.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired—and for the most part succeeded in—repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.

The word brands is comprehensive;it encompasses other narrower terms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.

A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark is recognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant(canned and frozen vegetable products)and Arm&Hammer(baking soda)are both brand names and brand marks.

A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law Revision Act,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.

For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand also influences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities(Sunkist oranges,Morton salt,and Domino sugar,for example).

Pricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.

Pricing strategies usually change as a product passes through its life cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the maximum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.

二、英文翻譯

市場(chǎng)營(yíng)銷策略

具有需求，具有購(gòu)買能力并愿意花銷的個(gè)體或組織構(gòu)成了市場(chǎng)。然而，在大多數(shù)市場(chǎng)中，購(gòu)買者的需求不一致。因此，對(duì)整個(gè)市場(chǎng)采用單一的營(yíng)銷計(jì)劃可能不會(huì)成功。一個(gè)合理的營(yíng)銷計(jì)劃應(yīng)以分市場(chǎng)中存在的差異為起點(diǎn)，這一過(guò)程被稱為市場(chǎng)細(xì)分，它還包括將何種細(xì)分市場(chǎng)作為目標(biāo)市場(chǎng)。

市場(chǎng)細(xì)分使公司能更加有效地利用其營(yíng)銷資源。而且，也使得小公司可以通過(guò)集中在一兩個(gè)細(xì)分上場(chǎng)上有效地參與競(jìng)爭(zhēng)。市場(chǎng)細(xì)分的明顯缺點(diǎn)是，其導(dǎo)致了比單一產(chǎn)品、單一大市場(chǎng)策略更高的生產(chǎn)和營(yíng)銷成本。但是，如果市場(chǎng)細(xì)分得當(dāng)?shù)脑�，更加符合消費(fèi)者的需求，實(shí)際上將生產(chǎn)更高的效率。

確定目標(biāo)市場(chǎng)有三種可供選擇的策略，它們是統(tǒng)一市場(chǎng)、單一細(xì)分市場(chǎng)和多重細(xì)分市場(chǎng)。統(tǒng)一市場(chǎng)策略即采取一種營(yíng)銷組合用到一個(gè)整體的、無(wú)差異的市場(chǎng)中去。采取單一細(xì)分市場(chǎng)策略，公司仍然僅有一種營(yíng)銷組合，但它只用在整個(gè)市場(chǎng)的一個(gè)細(xì)分市場(chǎng)中。多重細(xì)分市場(chǎng)策略需要選擇兩個(gè)或更多的細(xì)分市場(chǎng)，并且每個(gè)細(xì)分市場(chǎng)分別采用一種單獨(dú)的營(yíng)銷組合。

管理者將注意力集中于一種品牌，并以恰當(dāng)?shù)姆绞綄⑵渑c類似的品牌相區(qū)分，但這并不意味著該品牌就一定能夠最后贏利。因此，管理者需要進(jìn)行定位，即塑造與競(jìng)爭(zhēng)品牌和競(jìng)爭(zhēng)對(duì)手的其他品牌相關(guān)的自我品牌形象。

市場(chǎng)營(yíng)銷人員可以從各種定位策略中加以選擇。有時(shí)，他們決定對(duì)某一特定產(chǎn)品采用一種以上的策略。

對(duì)一些產(chǎn)品來(lái)說(shuō)，最佳的定位是直接針對(duì)競(jìng)爭(zhēng)對(duì)手。該策略特別適用于已經(jīng)具有固定的差別優(yōu)勢(shì)或試圖強(qiáng)化這種優(yōu)勢(shì)的廠商。為排擠微處理器的競(jìng)爭(zhēng)對(duì)手，Intel公司開展了一項(xiàng)活動(dòng)使用戶確信它的產(chǎn)品優(yōu)于競(jìng)爭(zhēng)對(duì)手的產(chǎn)品。公司甚至為電腦制造商出錢，讓它們?cè)谧约旱膹V告中帶上“Intel Inside”標(biāo)志。作為市場(chǎng)領(lǐng)導(dǎo)者，可口可樂(lè)公司推出新產(chǎn)品并實(shí)施其市場(chǎng)營(yíng)銷策略。同時(shí)，它密切注視百事可樂(lè)公司，以確保對(duì)主要競(jìng)爭(zhēng)對(duì)手的任何一次巧妙、有效的營(yíng)銷舉措采取相應(yīng)的對(duì)策。

有時(shí)候，公司的定位策略有必要將自己的產(chǎn)品與其類別和屬性相聯(lián)系（或相區(qū)別）。

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  本文關(guān)鍵詞：基于移動(dòng)O2O模式的重慶主題公園微信營(yíng)銷發(fā)展研究，由筆耕文化傳播整理發(fā)布。