商务英语结课论文

中文部分：

浅谈产品的营销策略

营销不仅是一门科学，更是一门艺术。这不仅仅是理论与实践的一种综合，更是一种升华，升华至无止境的营销世界。——菲利普. 科特勒

一、关于市场营销

菲利普·科特勒，关于市场营销的定义如下：市场营销是个人和群体通过创造并同他人交换产品和价值以满足需求和欲望的一种社会和管理过程。此概念将市场作为营销的起点，而不再是企业。企业以顾客为中心，以整体市场营销为手段，来赢得顾客满意，从而实现企业的经营目标。

可能很多人都把市场营销和推销等同起来，是的，我在之前也是这么认为的，事实上并不是这样，管理大师彼得·杜鲁曾经说过，可以设想，某些推销工作总是需要的。然而，营销的目的就是要使推销成为多余。营销的目的在于深刻地认识和了解顾客，从而使产品或服务完全适合顾客的需要而形成产品自我销售。可见，营销和推销是有一定差别的。

二、主要营销策略（4p策略）及举例

1、产品策略

所谓产品策略，即指企业制定经营战略时，首先要明确企业能提供什么样的产品和服务去满足消费者的要求，也就是要解决产品策略问题。它是市场营销组合策略的基础，从一定意义上讲，企业成功与发展的关键在于产品满足消费者的需求的程度以及产品策略正确与否。

产品策略是企业为了在激烈的市场竞争中获得优势,在生产、销售产品时所运用的一系列措施和手段,包括产品定位、产品组合策略、产品差异化策略、新产品开发策略、品牌策略以及产品的生命周期运用策略。

例如，可口可乐瓶，很多厂商已经注意到，产品的包装直接影响到其市场竞争力，它使你一眼就认出摆在货架上的产品。在包装设计上，也许最著名的就是1915 年由瑞典设计师 Alex Samuelson 设计的可口可乐玻璃瓶。尽管现在大批量的可口可乐已经以罐装或塑料瓶装出售，但在电视广告上可口可乐却永远以玻璃瓶的形式出现，这经典的诱惑曲线几乎与神秘的可口可乐配方同等重要，成为可口可乐的代名词。也正是因为这个神

奇的瓶子，Samuelson 得以在设计史上留有一席之地。

2、定价策略

定价策略，市场营销组合中一个十分关键的组成部分。价格通常是影响交易成败的重要因素，同时又是市场营销组合中最难以确定的因素。企业定价的目标是促进销售，获取利润。这要求企业既要考虑成本的补偿，又要考虑消费者对价格的接受能力，从而使定价策略具有买卖双方双向决策的特征。此外，价格还是市场营销组合中最灵活的因素，它可以对市场作出灵敏的反映。

我不敢说每个人买东西都会看价格，但是大部分买的时候还是会看的，所以为了既能反映产品的质量，又能保证企业有利可赚，做出合理的、人们能够接受的价格显得是很重要的。

3、分销策略

分销策略是指某种产品和服务在从生产者向消费者转移过程中，取得这种产品和服务。主要包括商人中间商（取得所有权）和代理中间商（帮助转移所有权）。此外它还包括作为销售渠道起点和终点的生产者和消费者，但不包括供应商和辅助商。

从某种角度上来说，制定合理的分销策略对一个产品的销售是有很大帮助的，举个例子说，戴尔的模式习惯被称为直销，在美国一般称为“直接商业模式”（Direct Business Model）。所谓戴尔直销方式，就是由戴尔公司建立一套与客户联系的渠道，由客户直接向戴尔发订单，订单中可以详细列出所需的配置，然后由戴尔“按单生产”。戴尔所称的“直销模式”实质上就是简化、消灭中间商。

4、促销策略

促销，是企业通过人员和非人员的方式，沟通企业与消费者之间的信息，引发、刺激消费者的消费欲望和兴趣，使其产生购买行为的活动。促销的核心是沟通信息。促销的目的是引发、刺激消费者产生购买行为。促销的方式有人员促销和非人员促销两大类。

在产品营销的策略中，促销策略是使用比较多的，促销活动也是多种多样，其中有人员促销，也有非人员促销，比如说广告、营业推广等。

三、我的营销实践

作为市场营销专业的学生，虽然学习了关于市场营销的专业知识，可是都是

纸上谈兵，所以，在大二的那个暑假我没有回家，而是找了份促销的工作。我做的是泸州老窖等系列白酒的促销，白酒促销这在整个促销中还是首创。泸州老窖有高、中、低的等级，为了做好促销工作，我们先要观察每一个前来购物的消费者，针对自己的判断来选择推销的等级；在我们促销商品时，要把商品的各大卖点都掌握，这样在介绍商品时才有话说，当然知识背熟了各大商品的卖点是不够的，你必须具有随机应变的能力，因为每位顾客所关心的重点并不是一致的，你要能够对每位顾客提出的问题做出对促销最有力的回答。每一种商品都有它的竞品，在促销自己的商品时不要贬低甚至抨击竞品这是我们应该知道的，其实，在生活中，也是应该这样，不能说我们的竞争对手如何如何的不好，表现自己的优点，我们并没有能力去评论别人，更何况是差评呢。

两个月的暑假促销生活很快就过去了，我不敢说我学到了多少东西，但是我自己觉得有了很大的收获：下雨天里，咬着牙去上班的坚持；晚上下班回来，走夜路的勇敢；高温下，公交车上的汗流浃背；最重要的是，所学的知识终于在实践中得到了应用。

最后说一句，也算是亲身体会到的吧：只要你想做一件事情，加上坚持，什么都不难！

参考文献

王海滋、张雷《市场营销理论与实务》华中科技大学出版社

张德鹏陈少霞体验营销的价值研究述评与未来展望中国市场营销2011（01），57—62

彼得·德鲁克【美】《巨变时代的管理》机械工业出版社

付遥《输赢》北京大学出版社

逯宇铎, 《国际市场营销》机械工业出版社

英文部分：

Discussion on the marketing strategy of product Marketing is not only a science,but also an art. This is not only a combination of theory and practice,but also a sublimation. It will raise to a higher level which is a unending marketing world .——Kotler· Philip

First, about marketing

Kotler·Philip made a definition about marketing .He considered it was a social and management process that a person and a group satisfied each other’need and desire by exchanging product and value. This definition regards market as the starting point rather than company. The company regards customers as gods and use whole marketing to satisfy customers. So,the company can achieve the goal.

It is possible for many people to think the marke ting is similar with sale. Y es,I thought it is true before,but actually it is wrong. Peter·Dulu said that the work of sale was necessary. However ,the aim of marketing is to make the sale unnecessary. The aim of marketing is to know the customers. With this,the product and service can satisfy the customers. It is possible for product to self-sale. In fact, marketing and sale is different.

Second, main marketing strategies and examples

1、product

The product strategy is that the company should know what product and service they can afford when company makes business strategy ,in other word,is to solve the problem of product. The product is the basis of marketing mix strategy. In a way, the key of company’success is to satisfy customers and make right product strategy.

The product strategy is a series of measures and means which are the company uses in order to make strength,including product position,product mix strategy,product differentiation strategy, new product development strategy, brand strategyand life cycle strategies.

For example, the bottle of Coca-Cola can be focused on the shelter at the first sight. Many factor owners realize the phenomenon that the package of product affects the marketing challenge. Maybe the glasses bottle of Coca-Cola designed by Alex Samuelson who is a Swede is famous. Although a large of Coca-Cola be sold by plastical bottle, the advertise on the TV is always appearing by glasses bottle. The classic and attractive curve is important with secret recipe. Samuelson is famous for the magic bottle.

2、price

Price strategy is a key compose of marketing mix. Usually,

price makes an important influence on the exchanging. At the same time,it is difficult to make sure. Company making price is aim to promote sales and get profit. The company not only considers cost compensation, but also considers the acceptance of customers. So,the price has the character of both two-way decision. Besides, price is also one of the flexible elements in the marketing mix, which is a mirror of market.

I dare not say that everyone think highly of the price, but mostly will do this. It is important to make a price which can reflect the product quality and make company have profit.

3、Place

Place strategy is to get the product and service when they transmit from producers to customers. It mainly composes of business brokers and agent middlemen. Besides, it includes the producers regarded as the start and the customers as the end, except the suppliers and auxiliary operators.

In a way, it will be helpful for product-sale to make reliable places. For example, the business of Dell is regarded as Direct sales, which is Direct Business Model. The Direct Business Model is a place that Dell builds with customers. With this, customers give orders what they want to directly to Dell company and Dell produce the product following the orders. In

fact Direct Business Model is simplifying and eliminating brokers.

4、Promotion

Promotion is an activity that company communicates with customer in order to attract the customers’need and interest and furthermore buy the product by person and non-person. The styles of promotion are personal and non-personal promotion.

In the product promotion, promotion strategy is used wildly with all kinds of promotion activities,including personal and non-personal promotion,for example, advertise and sales promotion and so on.

Third, my marketing practice

As a student of marketing,although I have learned the marketing knowledge, they can not be used in practice. When the Sophomore ended, I have not gone home,but seeked for a job of promotion.I worked for LuZhou. It is the first for wine to promote promotion. LuZhou have the degree of high low. In order to do a good job,we must make a choice which degree suits to the customer; We must have knowledge of the sale point of every product because it is the basis of promotion. In addition to this, you should have the ability of reflecting on

every matters because of different concentrations from different customers. Y ou should response to different questions strongly. Every product may be challenged by similar products, but it is known that we can not look down on the similar products. In fact, so is it in the life. The only we can do is to express ourself strength rather than look down on others.

Two months were passed fast. I can not dare to learn much knowledge, but I feel that I have good harvests. For instance,I insisted going for the job in the rainning day;I walked bravly in the dark night;I took buses in the hotest daytime;The most important, the knowledge I have learned finally was into practice.

Finally, I want to say: only if you want to do a thing, with insistance, every thing is not difficult.