發(fā)布時(shí)間：2018-01-25 03:09

  本文關(guān)鍵詞： 寵物業(yè)務(wù) 合作營銷 競爭優(yōu)勢　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)全球化的不斷深入、科學(xué)技術(shù)的迅猛發(fā)展、互聯(lián)網(wǎng)對社會(huì)生活的顛覆性影響以及企業(yè)間競爭程度的進(jìn)一步加劇等一系列環(huán)境的變化,企業(yè)需要找到新的更加適應(yīng)經(jīng)濟(jì)和社會(huì)發(fā)展需求的營銷模式以構(gòu)建持續(xù)的競爭優(yōu)勢。合作營銷正是在這樣的時(shí)代背景下應(yīng)運(yùn)而生的,作為21世紀(jì)營銷理論中最重要的理念,它具有很多明顯的優(yōu)勢,已成為企業(yè)實(shí)現(xiàn)銷售收入和利潤、開發(fā)新品、實(shí)現(xiàn)企業(yè)擴(kuò)張、開拓新市場的主要營銷方式,是許多企業(yè)獲得持續(xù)的競爭優(yōu)勢的動(dòng)力。本文以獸藥行業(yè)中的PA藥業(yè)公司寵物業(yè)務(wù)為研究對象,通過對大量中英文資料的參閱、整理和分析,清晰理解合作營銷的含義,并運(yùn)用競爭戰(zhàn)略理論、企業(yè)核心能力理論、價(jià)值鏈理論、交易成本理論、博弈論等相關(guān)理論,同時(shí)結(jié)合案例研究,分析寵物藥品行業(yè)的營銷特點(diǎn)和未來行業(yè)發(fā)展趨勢,提出了幾種可能的寵物藥品業(yè)務(wù)合作營銷模式。本文的創(chuàng)新之處有:第一,不是以單一的某個(gè)維度,而是以PA藥業(yè)公司寵物業(yè)務(wù)為例,將營銷組合4P理論(產(chǎn)品、渠道、價(jià)格和促銷)與縱橫向合作營銷方式相結(jié)合,從廣度和深度兩個(gè)維度對構(gòu)建寵物制藥企業(yè)合作營銷模式做了積極的探討。第二,線上購物已成主流,而寵物制藥企業(yè)線上銷售渠道仍處萌芽階段,嘗試構(gòu)建寵物制藥企業(yè)線上銷售渠道營銷模式,為同行業(yè)其他企業(yè)未來開辟線上銷售提供參考。
[Abstract]:With the deepening of economic globalization, the rapid development of science and technology, the subversive impact of the Internet on social life and the further intensification of competition among enterprises a series of environmental changes. Enterprises need to find a new marketing model to meet the needs of economic and social development in order to build a sustained competitive advantage. As the most important concept in the marketing theory in 21th century, it has many obvious advantages. It has become the main marketing method for enterprises to realize sales income and profit, to develop new products, to realize enterprise expansion and to open up new markets. This article takes the pet business of PA pharmaceutical company in veterinary medicine industry as the research object, through consulting, collating and analyzing a lot of Chinese and English materials. Clearly understand the meaning of cooperative marketing, and use competitive strategy theory, enterprise core competence theory, value chain theory, transaction cost theory, game theory and other relevant theories, combined with a case study. This paper analyzes the marketing characteristics of the pet medicine industry and the development trend of the future industry, and puts forward several possible cooperative marketing models of pet medicine business. The innovations of this paper are: first, it is not a single dimension. Instead, take the pet business of PA Pharmaceutical Company as an example, combine the marketing combination 4P theory (product, channel, price and promotion) with the vertical and horizontal cooperative marketing mode. From the breadth and depth of the two dimensions of the construction of pet pharmaceutical enterprises to actively explore the cooperative marketing model. Second, online shopping has become the mainstream, and pet pharmaceutical enterprises online sales channels are still in the embryonic stage. This paper attempts to construct the online sales channel marketing model of pet pharmaceutical enterprises, which provides reference for other enterprises in the same industry to open up online sales in the future.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F416.72

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本文編號：1461820