本文選題：營銷策略 + 直銷�。� 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：受經(jīng)濟全球化、消費者生活方式變化的影響，保健食品產(chǎn)業(yè)競爭越來越激烈。經(jīng)歷連年高速增長之后，由于競爭加劇、中小企業(yè)快速追趕，I公司面臨需要對公司的營銷策略進行檢討和改進，以適應(yīng)時代變化、保持快速增長、提升企業(yè)的產(chǎn)業(yè)地位并縮小與標(biāo)桿企業(yè)的差距。 基于上述情況，筆者試圖運用在MBA課堂學(xué)到的相關(guān)市場營銷理論知識結(jié)合具體的工作實踐，為I公司的營銷策略提出建議。運用PEST分析方法分析健康食品產(chǎn)業(yè)和直銷行業(yè)的宏觀環(huán)境，運用波特五力模型分析企業(yè)所處競爭環(huán)境和競爭對手，運用4Ps營銷理論分析公司現(xiàn)狀及存在問題，結(jié)合SWOT分析方法制定出企業(yè)的營銷戰(zhàn)略選擇；在對目標(biāo)消費者需求調(diào)研基礎(chǔ)上，運用STP理論進行市場定位；最后根據(jù)調(diào)研的結(jié)果制定出公司的4Ps營銷策略組合建議。 分析發(fā)現(xiàn)，I公司在營銷策略中存在如下不適應(yīng)性：產(chǎn)品策略與企業(yè)戰(zhàn)略目標(biāo)不相匹配，，產(chǎn)品結(jié)構(gòu)不完善；價格策略以單一的成本定價模式為主而無法形成強有力的競爭態(tài)勢；渠道策略僅采用傳統(tǒng)的直銷渠道模式，沒能很好借助信息技術(shù)發(fā)展來推動業(yè)務(wù)快速發(fā)展；促銷策略中，與消費者的溝通方式不能適應(yīng)時代變化，未能與消費者形成更好的溝通方式。 本文通過運用相關(guān)營銷理論，在對宏觀環(huán)境、行業(yè)環(huán)境、競爭環(huán)境、公司內(nèi)部環(huán)境、消費需求等分析的基礎(chǔ)上，為I公司提出適應(yīng)時代變化的市場營銷策略組合建議：完善及調(diào)整產(chǎn)品結(jié)構(gòu)來更好地為顧客創(chuàng)造價值；采取多元化的定價模式來提升競爭力；借助信息技術(shù)的發(fā)展有效提升e化直銷的效率；調(diào)整與消費者的溝通方式以更好地實現(xiàn)促銷策略。最后，對營銷策略組合調(diào)整提出實施保障的建議，以期實現(xiàn)公司的持續(xù)快速發(fā)展。
[Abstract]:Affected by economic globalization and changes in consumer lifestyle, the health food industry is becoming more and more competitive.After years of rapid growth, due to the intensification of competition, small and medium-sized enterprises are faced with the need to review and improve their marketing strategies in order to adapt to the changes of the times and maintain rapid growth.Improve the industrial status of enterprises and narrow the gap with benchmark enterprises.Based on the above situation, the author tries to use the relevant marketing theory and practice learned in MBA classroom, and give some suggestions for the marketing strategy of I company.Using PEST analysis method to analyze the macro environment of healthy food industry and direct marketing industry, using Porter's five-force model to analyze the competitive environment and competitors of enterprises, and using 4Ps marketing theory to analyze the current situation and existing problems of the company.Combined with the SWOT analysis method to formulate the enterprise marketing strategy choice; on the basis of research on the target consumer demand, using the STP theory to position the market; finally, according to the results of the survey to formulate the company's 4Ps marketing strategy combination recommendations.It is found that the company has the following inadaptability in its marketing strategy: the product strategy is not matched with the enterprise strategic objectives, the product structure is not perfect, the price strategy is dominated by a single cost pricing model and cannot form a strong competitive situation.The channel strategy only adopts the traditional direct marketing channel mode, and fails to promote the rapid development of the business with the help of information technology development; in the promotion strategy, the way of communication with the consumers can not adapt to the change of the times.Failure to develop a better way of communicating with consumers.Based on the analysis of macro environment, industry environment, competition environment, internal environment, consumption demand and so on, this paper applies relevant marketing theory.Put forward the marketing strategy combination for I company to adapt to the change of the times: perfect and adjust the product structure to create value for the customer better, adopt the diversified pricing mode to enhance the competitiveness;With the help of the development of information technology, the efficiency of e-marketing can be improved effectively, and the communication mode with consumers can be adjusted to better realize the promotion strategy.Finally, some suggestions are put forward to ensure the adjustment of marketing strategy mix, in order to realize the sustained and rapid development of the company.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F416.82

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