某生物技術(shù)有限公司營銷體系設(shè)計



摘    要


伴隨著市場經(jīng)濟的發(fā)展，玩具產(chǎn)品企業(yè)更加強調(diào)對新市場的開發(fā)。為了占領(lǐng)全新的市場，企業(yè)需要通過市場調(diào)研和市場細(xì)分等等手段把目標(biāo)市場進行重新整理，收集關(guān)鍵的信息進行處理，得到可以進行決策的數(shù)據(jù)，通過數(shù)據(jù)判斷進入全新市場的可行性。

本文通過市場細(xì)分、渠道設(shè)計、促銷策略設(shè)計以及定價策略等全面的科學(xué)分析，最后提出天棗源進入重慶市場的可行性方案。重慶做為西部開發(fā)的龍頭城市，有著自己的悠久歷史和自己的文化基礎(chǔ)。論文首先在理論與實際相結(jié)合的基礎(chǔ)上提出了研究的內(nèi)容、方法及框架，介紹了研究的理論基礎(chǔ)，包括營銷和營銷管理、營銷策略的相關(guān)理論，以及玩具產(chǎn)品行業(yè)發(fā)展現(xiàn)狀和玩具產(chǎn)品營銷管理的發(fā)展歷程。接著從宏觀環(huán)境和行業(yè)環(huán)境兩方面介紹了公司的外部營銷環(huán)境，認(rèn)為宏觀環(huán)境中的社會經(jīng)濟環(huán)境、政治與法律環(huán)境、技術(shù)環(huán)境和社會文化環(huán)境都會間接影響公司的營銷戰(zhàn)略，而行業(yè)環(huán)境中的消費者行為更理性化和個性化、買方市場的形成、國內(nèi)市場國際化等因素則會直接影響到公司營銷策略的制定。第四章介紹的是公司的內(nèi)部營銷狀況，包括產(chǎn)品營銷狀況，以及營銷中存在的問題等。第五章分析了重慶地區(qū)的發(fā)展前景以及北京天棗源在重慶的競爭形式，通過問卷調(diào)查并據(jù)此得到目標(biāo)市場，進行市場定位。最后，根據(jù)前面所分析的內(nèi)容，制定了營銷組合策略和其他營銷策略。在營銷組合策略中，分別從產(chǎn)品、價格、渠道和促銷四個方面給出了具體的營銷理念和措施，并將營銷策略擴展到了需求方策略、組織策略和服務(wù)策略，這些策略能更好地保證營銷組合策略的實施。




關(guān)鍵詞：市場營銷，玩具產(chǎn)品，重慶市場，市場調(diào)研

ABSTRACT


Along with the development of market economy, toy products enterprises greater emphasis on the development of new markets. In order to occupy a new market, enterprises need to adopt market research and market segmentation, and so on means to refresh the target market, to collect key information processing, decision-making can get the data through data judge the feasibility of entering new markets .

Through market segmentation, channel design, promotion and pricing strategies, such as design a comprehensive scientific analysis, the final day to enter the Chongqing market sources date the feasibility of the programme . Development of the western region of Chongqing as the leading city, has its own long history and its own cultural foundation. First of all papers in the theory and practice based on a combination of a study by the content, method and framework, introduced the study of theoretical basis, including marketing and sales management, marketing strategy in theory, and toy products industry and the development of product marketing toys Management of the development process. Then from the macro environment and industry environment both on the company's external marketing environment that the macroeconomic environment in the socio-economic environment, political and legal environment, technology environment and social and cultural environment will indirectly affect the company's marketing strategies, industry and the environment More rational consumer behavior and personality, and the formation of a buyer's market, the internationalization of the domestic market and other factors will directly affect the development of marketing strategy. The fourth chapter is the company's internal marketing conditions, including the status of product marketing, and marketing in the issue. Chapter V of the Chongqing region as well as prospects for the development of Beijing, Chongqing days of the date source in the form of competition, through surveys and, accordingly be the target market, market positioning. Finally, in accordance with earlier analysis of the content, developed a combination of marketing strategy and other marketing strategies. In the marketing mix strategies, from product, pricing, marketing channels and four are given a specific marketing ideas and measures and marketing strategies to expand the demand-side strategy, organizational strategy and service strategy, these strategies can better guarantee The implementation of the marketing mix strategy.




Key words： marketing, toy product, the market of Chongqing, market investigation and study

目   錄


中文摘要 Ⅰ

ABSTRACT Ⅱ

1緒論 1

  1.1論文的研究背景和意義 1

  1.2論文研究的內(nèi)容及方法 1

    1.2.1研究內(nèi)容 1

1.2.2研究方法和理論 1

  1.3 論文的框架 2

 2論文研究的理論基礎(chǔ) 3

   2.1 營銷、營銷管理、營銷體系 3

     2.1.1營銷 3

    2.1.2營銷管理 3

    2.1.3營銷體系 3

   2.2 市場營銷相關(guān)理論 5

     2.2.1 STP分析法 5

     2.2.2 營銷組合理論 6

   2.3 知識營銷的興起 7

   2.4 玩具產(chǎn)品的特點及玩具產(chǎn)業(yè)現(xiàn)狀分析 7

     2.4.1 玩具產(chǎn)品消費和玩具產(chǎn)品本身的特點 8

     2.4.2..