幾十年來,建筑行業(yè)的產(chǎn)品制造商一直認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,不過,鑒于秘魯零售渠道的加強和集約化,以及消費者行為的變化,企業(yè)開始利用本國新溝通渠道和數(shù)字化轉(zhuǎn)型,更多地關(guān)注品牌形象,貿(mào)易營銷和商店滲透的重要性。然而,Sika Peru尚未利用這一變化,仍然以過時的方式開展營銷和傳播活動,僅以技術(shù)方式銷售產(chǎn)品,沒有完全與分銷渠道的客戶相結(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,而增加銷量,獲得市場份額,在分銷渠道中收獲品牌知名度,并將公司轉(zhuǎn)向B2C戰(zhàn)略。此外,作者研究了兩大問題。第一,品牌識別、包裝和產(chǎn)品名稱與消費者對目標任務或需求認知之間的關(guān)系;第二,電商渠道的品牌開放或與主要分銷商和第三方平臺的聯(lián)盟。本文根據(jù)ESTAS Lifestyle理論模型,通過多種消費者行為相關(guān)方法和理論框架來審查每個問題,研究包裝對銷售和Sika數(shù)字和貿(mào)易營銷活動的影響,這兩點對Sika實現(xiàn)目標至關(guān)重要。此外,本文還指出了實現(xiàn)Sika在實現(xiàn)目標之前需要解決的四個問題:品牌認知度、品牌包裝、分銷渠道的議價能力和電子商務渠道的開放。對于這四個問題,作者建議... 

【文章來源】：上海外國語大學上海市 211工程院校 教育部直屬院校

【文章頁數(shù)】：108 頁

【學位級別】：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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