论基于4ps理论的A公司市场营销策略-毕业论文
浅析市场营销4p理论策略的论文
浅析市场营销4p理论策略的论文(2)推荐文章医药企业市场营销探究论文热度：医药企业市场营销论文热度：商业体育市场营销策略论文热度：服装市场营销探索论文热度：有关市场细分的市场营销论文4000字热度：浅析市场营销4p理论的论文篇二《市场营销4P策略在企业竞争情报中的应用》[摘要] 市场营销范畴的4P策略精辟地概括了市场经济时代的特征。
运用4P策略，分析竞争情报的4P特征，总结我国企业竞争情报工作在4P中存在的问题，同时提出对策分析，对提升我国企业的情报能力，提升企业竞争力有重大的现实意义。
[关键词] 市场营销4P策略竞争情报4P策略整合一、理论综述1.涵义解析4P策略是传统的市场营销策略，即产品(Product)、价格(Price)、渠道(Place)和促进(Promotion)，在一定程度上可以概括为：企业要获取市场份额，必须以适当的方式、用适当的价格、将合适的产品、通过适当的渠道传递给顾客。
2.竞争情报的4P特征竞争情报需要借助4P策略才能发挥更大的作用，但是竞争情报的特性也决定了他在传统的4P中的特殊性，结合竞争情报的属性和4P 的内容，概括其4P特征如下：(1)产品。
竞争情报产品在满足产品一般特征的基础上更多地表现为它的特殊性，即竞争情报在很大程度上是一个隐蔽性的工作，他的搜集、获取等工作在很大程度上带比较低调的工作色彩。
(2)价格。
一般产品的价格在很大程度上是成本与利润的衡量确定物，价格的制定相对比较容易，但竞争情报是一种实践性很强的产品、工作，而且产品的形式带有多样性，比如，信号、文字等，而这些形式的产品价值有多少，能够给企业带来多大的收益等都是很难衡量的，很难找到参照物，因此，价格难以衡量。
(3)渠道。
传统产品的渠道主要是产品从厂商传递给顾客的一个过程。
情报产品具有隐蔽性和对抗性，他的顾客可能是单一的，他的传递需要采取隐蔽的手段，因此在很大程度上多采用“单一渠道”、“零级渠道”，即渠道的传递过程中只有制造商和顾客。
腾讯公司的营销策略分析-毕业论文
摘要随着互联网信息技术的迅速发展与普及，各种通讯平台及网络信息平台迅速发展起来。
腾讯控股公司成立于1998年，2004年在香港上市，股票代码00900，董事会主席马化腾。
腾讯公司致力于为用户提供互联网增值服务、移动及电信增值服务、网络广告服务以及电子商务交易服务。
截止到2014年，腾讯连续6年保持我国国内网络游戏运营商品牌价值第一的优势。
而腾讯公司无疑是目前国内市场知名度和占有率最高的互联网企业，而腾讯之所以能够获得如此成功，与其特殊的营销策略存在密切关系。
本文研究旨在结合腾讯公司的真实案例，探讨该企业的营销策略，明确该企业营销策略存在的一些问题与原因，进而设计改进方案。
关键词：腾讯公司营销策略AbstractWith the rapid development of information technology and the popularization of the Internet, a variety of network communications platform and information platform developed rapidly. Tencent Holdings, Inc. was founded in 1998, 2004, listed in Hong Kong stock code 00900, Chairman of the Board Ma. The company is committed to provide users with Tencent Internet value-added services, mobile and telecommunications value-added services, online advertising and e-commerce transaction services. As of 2014, Tencent six consecutive years to maintain the value of the first advantages of China's domestic online game operators brand. And Tencent is undoubtedly the highest domestic market visibility and market share of Internet companies, Tencent has been able to achieve such success, there is a close relationship with its special marketing strategy. This paper aims to combine real cases Tencent to discuss the company's marketing strategy, a clear cause of the problems associated with the presence of corporate marketing strategy, and then design improvements.KEYWORDS：marketing strategy Tencent目录摘要 (I)Abstract (II)目录 (III)引言 (1)一、理论概述 (2)二、腾讯营销策略现状 (3)（一）企业介绍 (3)（二）营销策略 (3)1.产品策略 (3)2.价格策略 (4)3.渠道策略 (4)4.促销策略 (5)三、腾讯营销策略的局限性与改进方案 (8)（一）腾讯营销环境SWOT分析 (8)（二）腾讯营销策略改进建议 (10)1.强化创新，丰富产品策略 (10)2.拓展青年客户市场 (11)3.提升渠道战略合作 (11)4.提升品牌知名度与系统安全性 (11)参考文献 (13)引言随着互联网信息技术的迅速发展与普及，各种通讯平台及网络信息平台迅速发展起来。
A公司市场营销策略分析
第三节ＳＴＰ市场定位理论
ＳＴＰ是市场细分（ｓｅｇｍｅｎｔａｔｉｏｎ）、目标市场选择（ｔａｒｇｅｔｉｎｇ）和市场定位
（ｐｏｓｉｔｉｏｎｉｎｇ）－－－个词的首写字母的组合。
ＳＴＰ理论的根本要义在于选择确定目标消费者或客户，或称市场定位理论。 根据ＳＴＰ理论，市场是一个综合体，是多层次、多元化的消费需求集合体，任 何企业都无法满足所有的需求，企业应该根据不同需求、购买力等因素把市场分 为由相似需求构成的消费群，即若干子市场。这就是市场细分。 ＳＴＰ理论的第一步是市场细分。所谓市场细分就是把市场细分为具有不同需 要、特点或彳亍为的购买者群体，并针对每个购买者群体采取单独的产品或市场营 销组合战略①。ＳＴＰ理论的第二步是目标市场选择。市场细分后，企业要对各类 细分市场进行评估，并根据细分市场的吸引力和本企业的资源和目标确定一个或 几个细分市场作为目标市场。ＳＴＰ理论的第三步是市场定位。所谓市场定位就是
ａｓ
ｃｌｏｓｅ ｃｏｍｍｕｎｉｃａｔｉｏｎ ｗｉｔｈ ｃｕｓｔｏｍｅｒｓ．Ｔｈｉｓ ｐａｐｅｒ ｗｉｌｌ ｐｒｏｖｉｄｅ
ａ
ｐｅｏｐｌｅ ｉｎ ｔｈｅ ｓａｍｅ ｔｒａｄｅ ｗｉｔｈ ｃ¨ｓｔｏｍｅｒｓ＇ｄｅｍａｎｄｓ．
ｏｕｔ ａｎｄ ｓａｔｉｓｆｙ ｌｅａｒｎｉｎｇ ｅｘｐｅｒｉｅｎｃｅ ｏｆ ｈｏｗ ｔｏ ｄｉｇ
ｃｏｎｃｅｐｔ）认为：消费者会喜欢那些随处可买到的价格低廉的产品，因此管理部门 应该把注意力集中在改进生产和销售效率方面。产品观念（ｐｒｏｄｕｃｔ ｃｏｎｃｅｐｔ）认为消 费者喜欢那些质量最优、性能最好和特色最多的产品，因此企业应该致力于对产
品不断地进行改进。推销观念（ｓｅｌｌｉｎｇ ｃｏｎｃｅｐｔ），这种观念认为除非机构采用大规 模的推销和促销活动，否则消费者不会购买。市场营销观念（ｍａｒｋｅｔｉｎｇ ｃｏｎｃｅｐｔ）
4ps营销策略
4ps营销策略4P营销策略是指产品、价格、渠道和促销四个方面的营销活动，也被认为是营销组合的基本元素。
下面是一个关于4P营销策略的700字的例子。
产品（Product）：产品是企业提供给消费者的实质性产品或服务。
在产品方面的营销策略主要包括产品定位、产品特性、产品品质和产品创新等方面。
企业应该根据目标市场的需求和竞争对手的分析，确定产品定位。
同时，产品要具有一定的特性和优势，以吸引消费者的注意。
另外，企业应该注重产品的品质控制，确保产品的可靠性和性能。
最后，企业应该不断进行产品创新，加入新的技术和功能，以满足市场的需求。
价格（Price）：价格是指企业向消费者销售产品或服务所收取的费用。
在价格方面的营销策略主要包括定价策略、定价方法和定价策略的实施等方面。
企业应该根据市场需求和竞争对手的定价情况，确定适当的定价策略。
企业可以采用市场定价、成本定价或竞争定价等方法来确定产品的价格。
最后，企业应该根据定价策略的实施情况，对价格进行调整，以提高产品的竞争力。
渠道（Place）：渠道是指产品从生产者到消费者的流通渠道。
在渠道方面的营销策略主要包括渠道选择、渠道设计和渠道管理等方面。
企业应该根据产品的特点和目标市场的需求，选择合适的渠道。
同时，企业应该设计一个高效的渠道系统，以确保产品能够及时地到达消费者。
另外，企业应该对渠道进行有效的管理，以提高渠道的效益和竞争力。
促销（Promotion）：促销是指企业通过广告、销售推广和公关等手段来促进产品销售的活动。
在促销方面的营销策略主要包括广告策略、销售推广策略和公关策略等方面。
企业应该通过广告来传达产品的信息和优势，吸引消费者的购买。
同时，企业应该通过销售推广手段来促进产品销售，如促销活动、赠品和优惠券等。
另外，企业应该进行公关活动，与媒体和消费者建立良好的关系，树立企业的形象。
总之，4P营销策略是企业进行市场营销活动的基本框架，通过产品、价格、渠道和促销四个方面的综合策略，提高企业的竞争力和市场份额。
基于4ps理论李宁在美国市场营销策略分析
Manuela Ingaldi、Katarína Lestyánszka Škůrková（2015）主要分析了体育运动品牌在国际市场营销过程中定价策略的影响因素，比如店铺位置、品牌价值大小、价值链有效性、竞争者实力等。George J. Avlonitis（2016）提出4ps分析的使用渗透到了各个方面中的文献研究中，其中便以Nike这一服装品牌为例，研究侧重于为企业分析可供推荐的营销战略行动。学者Otília Zorkóciová和 Erika Mária Jamborová（2016）对全球六大体育服装品牌进行了对比研究，包括Nike，Reebok，Adidas等在内，对21世纪全球体育服装用品市场营销发展前景进行了前瞻性预测。比如学者Adel I. El-Ansary（2016）就现在的全球经济大环境为背景，认为服装企业的营销战略得与外部环境匹配，从市场定位、产品类型、价格制定以及促销手段上都得运用差异化策略，对应不同的服装市场需求。
通过中外学者的研究对比，最终发现中国品牌在国际道路上还存在以下几个问题：第一，中国市场营销理论相较于国外起步晚，没有形成一定的体系，同时在这一专业方面的学者对4PS理论的觉悟也比外国起步晚，导致我国理论体系的落后。第二，中国缺少标志性品牌，在统计数据中，500强中国排名第一的企业是国家电网，第二是腾讯。这些品牌本身就具有很深的市场价值并不能成为例如李宁这类服装品牌的标榜，这一点也使得转件的研究具有局限性。这篇文章选取李宁这一品牌为例，分析在当今国际品牌竞争压力之下，李宁是怎样脱离困境，为我国的体育民族品牌做出好的榜样，并希望能够为同类型的困境企业提供相应脱离财务困境的启发和建议。
1ቤተ መጻሕፍቲ ባይዱ2 研究理论及方法
本文主要采用文献综述法和调查法，通过4PS理论对李宁在美国市场的营销策略进行分析。
4Ps营销策略组合的角度分析中小企业营销
4Ps营销策略组合的角度分析中小企业营销TITLE 1: PRODUCTProduct is the first and the most fundamental element of the 4Ps marketing strategy. It refers to the goods or services that a company offers to the customers for purchase. In the context of small and medium-sized enterprises (SMEs), product development is one of the most significant challenges faced by the entrepreneurs. This paper focuses on analyzing the product-related marketing strategies of SMEs and their role in the success of the business.Firstly, SMEs need to identify the market demand and analyze the customer preferences before developing the product. Conducting market research can help the entrepreneur identify the gap in the existing products in the market and accordingly develop the unique selling proposition (USP) of the product. SMEs need to concentrate on the quality of the product that sets them apart from their competitors. The product should not only meet the customer expectations but should also exceed them to build long-lasting relationships with the customers.Secondly, product differentiation can also be an effective marketing strategy for SMEs. By offering a unique product, SMEs can attract customers who want something different from the existing products in the market. However, product differentiation should not undermine the quality and the functionality of the product. The entrepreneur should also focus on creating a memorable brand image for the product that resonates with the customers.Thirdly, the pricing of the product can also impact the success of SMEs. SMEs need to do a cost-benefit analysis to determine an optimal price range that can yield maximum profits for the business. Pricing strategies such as dynamic pricing, psychological pricing, and bundling can also help in increasing sales and revenue.Fourthly, promotion is another crucial aspect of marketing the product of SMEs. The entrepreneur needs to strategize the promotional campaigns to reach the target audience effectively. The promotional campaigns should aim at emphasizing the USP of the product and creating a buzz around the product. Social media platforms, email marketing, influencer marketing, and offline advertising can all be effective promotion channels.In conclusion, the product is the backbone of any business, and SMEs need to develop their product keeping in mind the customer demand, quality, and differentiation to succeed in the market. The four strategies mentioned above – quality, differentiation, pricing, and promotion – are interdependent and need to be approached strategically to achieve the desired results.TITLE 2: PRICEPrice is the second element of the 4Ps marketing strategy. It refers to the cost that the customers need to pay to avail the goods or services offered by the SMEs. For SMEs, pricing is a challenging task as they need to balance profitability while attracting customers to the business. This paper analyzes the pricing strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to determine the cost of producing the product or service. The entrepreneur should include not only the direct costs but also the indirect costs such as rent, salaries, and taxes while calculating the cost of the product. This will help in determining the minimum price required to cover the costs and yield the desired profit margin.Secondly, SMEs can adopt a cost-based pricing strategy that factors in the production cost, desired profit margin, and the prevailing market rate. This strategy can ensure that the price of the product reflects the value that the customers associate with the product. However, this strategy needs to be adopted strategically to ensure that the price of the product is competitive in the market.Thirdly, value-based pricing is another effective strategy adopted by SMEs. This strategy is ideal for SMEs that offer unique and high-quality products or services. The price is determined based on the value that the product or service offers to the customers. The entrepreneur can charge a premium price if the product or service fulfills the customer requirements in a unique way.Fourthly, dynamic pricing is a strategy adopted by SMEs that sell products or services that have high demand fluctuations. The price of the product is adjusted based on the time of purchase, demand, and availability of the product or service. This strategy can help SMEs maximize their profits while ensuring that the price stays competitive in the market.To conclude, pricing is a sensitive matter, and SMEs need to adopt effective pricing strategies that factor in the cost, value, demand,and competition to succeed in the market. The entrepreneur needs to assess the market trend and customer demand to adopt the pricing strategy that yields maximum profits and customer loyalty.TITLE 3: PROMOTIONPromotion is the third element of the 4Ps marketing strategy. It refers to the communication strategy adopted by SMEs to create awareness and interest in their products or services. For SMEs, promotion is a crucial aspect of their marketing strategy as it helps in reaching their target audience effectively. This paper analyzes the promotional strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to identify their target audience and their preferences before developing a promotional strategy. The entrepreneur can use online and offline tools such as surveys, social media platforms, and focus groups to identify the audience and tailor the promotional campaign accordingly.Secondly, the promotional campaign should focus on the unique selling proposition (USP) of the product or service that sets it apart from its competitors. The entrepreneur should highlight the benefits of the product or service that resonate with the customer needs and preferences. The promotional campaign should aim to create an emotional connection with the customers that inspires them to make a purchase.Thirdly, the promotional campaign should be designed to suit the budget, time frame, and nature of the product or service. Theentrepreneur can use a mix of promotional channels such as social media platforms, email marketing, influencer marketing, and offline advertising to reach the target audience effectively.Fourthly, the promotional campaign should also aim to create a memorable brand image for the product or service. The entrepreneur can use multimedia elements such as visuals, testimonials, and storytelling to create a brand image that resonates with the customers. The branding should aim to create a perception of quality, trust, and reliability.In conclusion, promotion is a crucial aspect of SMEs' marketing strategy, and the promotional campaign should be tailored to the target audience, product, and budget. The promotional channels, branding, and messaging should aim to create emotional connections with the customers that inspire them to make a purchase and build long-lasting relationships.TITLE 4: PLACEPlace is the fourth element of the 4Ps marketing strategy. It refers to the distribution channels adopted by SMEs to make their products or services available to the customers. For SMEs, place is a critical aspect of their marketing strategy as it helps in reaching the target audience effectively. This paper analyzes the distribution strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to determine the best distribution channel that suits their product or service. The entrepreneur can choose from arange of channels such as direct selling, retail stores, e-commerce, and wholesale dealers. The choice of the channel should depend on the nature of the product or service, target audience, and the entrepreneur's budget.Secondly, SMEs can adopt a multichannel distribution strategy that uses a combination of distribution channels. This strategy can help SMEs reach a wider audience and improve their brand visibility. However, the entrepreneur needs to ensure that the distribution channels are integrated and do not cannibalize each other's sales.Thirdly, SMEs should also ensure the availability of the product or service in the chosen distribution channel. The entrepreneur needs to ensure that the product is easily accessible and available to the customers. The product should be distributed to the channels based on the customer demand and the channel's reach.Fourthly, SMEs need to ensure the quality of the product or service during the distribution process. The entrepreneur needs to ensure that the product is handled and transported correctly and reaches the customers without any damage or deterioration in quality.In conclusion, place is a critical aspect of SMEs' marketing strategy, and the distribution channels should be selected based on the nature of the product or service, target audience, and availability. The distribution channels should aim to improve brand visibility and ensure the availability and quality of the product or service.TITLE 5: PRODUCTIVITYProductivity is a critical aspect of the success of SMEs. It refers to the efficiency and effectiveness of the business process and the ability of the business to optimize resource utilization. In the context of marketing, productivity can play a significant role in enhancing the profitability and the customer satisfaction of SMEs. This paper analyzes the role of productivity in SMEs' marketing strategy and its impact on the business's success.Firstly, SMEs need to optimize their production process to ensure maximum efficiency and effectiveness. The entrepreneur needs to ensure that the production process is streamlined and that the resources are optimized to minimize the cost per unit. The production process should aim to deliver the product or service within the stipulated time frame to meet the customer demand.Secondly, productivity can also be enhanced by automating the business processes. The entrepreneur can use technology tools such as customer relationship management (CRM), inventory management software, and automated customer service to optimize the resource utilization and ensure maximum efficiency.Thirdly, productivity can also be enhanced by investing in the training and development of the workforce. The entrepreneur needs to ensure that the workforce is trained to use the technology tools, and the skills required to provide quality customer service are imparted.Fourthly, productivity can be enhanced by adopting a performance measurement system that tracks the performance of the businessprocess and provides actionable insights to improve efficiency. The entrepreneur should regularly monitor the performance of the marketing strategies and make modifications to improve effectiveness and profitability.In conclusion, productivity is a significant factor that can play a critical role in the success of SMEs' marketing. The entrepreneur needs to optimize the production process, automate the business process, train the workforce, and adopt a performance measurement system to ensure maximum efficiency and effectiveness.TITLE 6: PEOPLEPeople refer to the customers, employees, and stakeholders of the SMEs. In the context of marketing, people play a significant role in building the brand image, creating loyalty, and enhancing the profitability of the business. This paper analyzes the role of people in SMEs' marketing strategy and their impact on the business's success.Firstly, SMEs need to understand the customer needs and preferences to develop a marketing strategy that resonates with the customers. The entrepreneur should develop a customer-centric marketing approach that prioritizes customer satisfaction and loyalty. The marketing strategy should aim to build an emotional connection with the customers that inspire them to make the purchase and recommend the product or service.Secondly, the employees of the SMEs play a crucial role indelivering quality customer service and building the brand image. The entrepreneur should invest in the training and development of the employees to develop the skills required to provide quality customer service. The employees should be motivated and incentivized to provide the best possible experience to the customers.Thirdly, stakeholders such as suppliers, partners, and investors can also impact the success of the SMEs' marketing. The entrepreneur needs to maintain a healthy relationship with the stakeholders and ensure that they are aligned with the business's vision and goals. The entrepreneur should also communicate the marketing strategy and its implications on the stakeholders to develop a common understanding.Fourthly, the entrepreneur should also leverage the loyal customers to enhance the brand visibility and attract new customers. The loyal customers can provide testimonials, feedback, and referrals that can be used in the promotional campaigns and improve the product or service based on the customer feedback.In conclusion, people are a critical aspect of SMEs' marketing strategy and play a significant role in enhancing the profitability and customer satisfaction. The customer-centric approach, employee training and motivation, stakeholder management, and customer loyalty can impact the success of the SMEs' marketing strategy.TITLE 7: POWERPower refers to the ability of the SMEs to influence the market and the competition. In the context of marketing, power can play a significant role in developing a competitive advantage and enhancing the profitability of the business. This paper analyzes the role of power in SMEs' marketing strategy and their impact on the business's success.Firstly, SMEs need to identify their sources of power, such as the quality of the product or service, unique selling proposition, customer loyalty, and market share, to develop a marketing strategy that covers the competitive advantage. The entrepreneur should use the sources of power to develop a unique marketing approach that sets the business apart from its competitors.Secondly, SMEs can leverage the power of partnerships to enhance their market share and reach a wider audience. The entrepreneur can develop partnerships with other businesses, influencers, and media platforms to improve the brand visibility and reach the target audience effectively.Thirdly, SMEs can adopt a proactive approach to market research and competitive analysis to remain relevant and competitive in the market. The entrepreneur should constantly monitor the market trends, customer preferences, and competition to adapt to the changing environment and maintain the competitive edge. Fourthly, SMEs can also leverage the power of innovation to develop new products or services, improve the existing ones, and create a unique selling proposition. The entrepreneur should encourage creativity and innovation among the workforce andinvest in research and development to improve the business's competitiveness.In conclusion, power is a significant factor that can impact the success of SMEs' marketing strategy. The entrepreneur needs to identify the sources of power, develop partnerships, monitor the competition, and invest in research and development to ensure maximum competitiveness and profitability.GRADUATION SUMMARY:The 4Ps marketing strategy – Product, Price, Promotion, and Place – is a fundamental concept that SMEs need to master to succeed in the market. The marketing strategies adopted by SMEs should be tailored to the nature of the product or service, the target audience, and the business's budget to enhance the profitability and customer satisfaction. The seven titles – Product, Price, Promotion, Place, Productivity, People, and Power – analyzed the different aspects of SMEs' marketing strategies and their impact on the business's success. The entrepreneur needs to adopt a holistic approach that integrates these elements and focuses on innovation, customer satisfaction, and competitiveness to achieve the desired results. The role of the graduation supervisor is to guide the students to develop a comprehensive understanding of the 4Ps marketing strategy and its relevance to the SMEs' success. The graduation supervisor needs to provide practical insights, resources, and mentorship to help the students develop effective marketing strategies and succeed in their business ventures.。
毕业论文---蒙牛乳业集团的市场营销战略分析
毕业论文--—蒙牛乳业集团的市场营销战略分析成都东软信息技术职业学院毕业论文题目：蒙牛乳业集团市场营销战略分析作者姓名: 学号：专业班级：指导教师：毕业论文———蒙牛乳业集团市场营销战略分析【摘要】短短10年时间，蒙牛乳业集团的主营业务收入在全国乳制品企业中的排名由第1116位上升至第2位。
其中，UHT牛奶销量居全球第一，液态奶销量居全国第一,冰淇淋销量居全国第一。
蒙牛集团在市场营销方面，有着它独特而值得借鉴的一面。
本文结合理论与事例，共分五个部分论述蒙牛企业的4P框架。
第一部分主要从蒙牛的产品策略方面入手,分析蒙牛的核心产品差异化和产品线拓展。
第二部分研究蒙牛的定价策略,指出蒙牛在产品定价方面的高超之处。
第三部分研究蒙牛的渠道策略。
第四方面分析蒙牛的促销策略,特别是事件营销，其影响力在国内甚至于国外来说,都是空前的。
在最后一部分，从蒙牛的诸多经验中，总结出了几点启示，希望能给国内企业提供一些参考。
【关键词】产品策略定价策略渠道策略促销策略事件营销2毕业论文-——蒙牛乳业集团市场营销战略分析目录前言第一章导论1（1 蒙牛公司简介1（2 市场营销中的4PS概念第二章蒙牛公司的产品策略 2.1蒙牛公司的核心产品分析 2.2蒙牛公司的延伸产品分析第三章蒙牛公司的价格策略 3(1 蒙牛公司的定价策略3（2 消费者的成本分析第四章蒙牛公司的渠道策略 4(1市场营销渠道理论4（2 蒙牛公司的渠道策略第五章蒙牛公司的促销策略 5。
1 促销的概念与作用5.2 蒙牛公司的事件促销第六章蒙牛公司的成功给国内公司营销带来的启示6.1 产品必须具有差异化特征 6。
2 适宜、合理地进行产品线拓展 6。
3 事件营销打造品牌记忆6.4 蒙牛愿景致谢参考文献前言3毕业论文-—-蒙牛乳业集团市场营销战略分析在竞争激烈的市场上，企业的市场营销不仅要开发品质优良的产品、选择有利销售的渠道，制定合理优惠的价格，还必须让顾客及时地了解企业本身及产品，激发其购买欲望，影响其消费行为，扩大企业产品的销售。
欧莱雅公司在中国的市场营销策略研究——基于4P理论的分析
欧莱雅公司在中国的市场营销策略研究——基于4P理论的分析欧莱雅公司在中国的市场营销策略研究——基于4P理论的分析引言：市场营销是企业获取市场份额、满足消费者需求以及实现可持续发展的重要手段。
在中国这个庞大的市场中，欧莱雅公司作为全球领先的美容化妆品企业，一直以来都在不断调整和优化其市场营销策略。
本文将采用4P理论（产品、价格、渠道和推广）对欧莱雅公司在中国的市场营销策略进行深入研究和分析，以期能够对该公司在中国市场的市场营销策略提供一些相关建议和思考。
一、产品策略：欧莱雅公司在中国市场通过不断推出适应本地消费者需求的产品，实施差异化战略。
首先，欧莱雅公司将产品划分为不同的系列，如护肤、彩妆和个人护理系列，以满足不同年龄、性别和肤质的消费者需求。
其次，欧莱雅公司注重研发创新，不断推出适应国内市场的新产品，并在产品中融入中国文化元素，从而使其产品更具有吸引力。
例如，针对亚洲市场推出了控油护肤产品、防晒产品以及针对亚洲肤质的护理品。
这些产品的研发和推出，有助于欧莱雅公司在中国市场获得竞争优势。
二、价格策略：在中国市场，欧莱雅公司采取了不同的价格策略来满足不同层次的消费者需求。
首先，欧莱雅公司推出了高端系列的产品，以追求高品质和奢华感，为消费者提供更多的选择。
其次，欧莱雅公司在中国市场推出了中低价位的产品线，以满足中低收入人群的需求。
这种多价格带的策略，使得欧莱雅公司能够覆盖更广泛的消费群体，进一步拓展其市场份额。
三、渠道策略：欧莱雅公司在中国市场采用多元化的渠道策略，以便更好地将产品推向市场，并满足消费者的购买需求。
首先，欧莱雅公司通过与大型超市、百货商场等合作，将产品销售到线下实体渠道。
其次，欧莱雅公司注重线上渠道的拓展，通过与电商平台合作，提高产品的可及性和便捷性。
此外，欧莱雅公司还在一些一二线城市设立了专卖店，提供更直接和个性化的销售与咨询服务。
通过多种渠道的组合，欧莱雅公司能够更好地触达消费者，并提供更好的购物体验。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
论基于4ps理论的A公司市场营销策略-毕业
论文
.wenwendata.
摘要
市场营销策略对于提高企业营销素质，增强企业活力和竞争力，在激烈的市场竞争取胜具有重要作用。
市场营销理论主要研究市场营销活动及其规律性，是建立在经济科学、行为科学、现代管理理论基础之上，也是适应现代商品经济高速发展而产生和发展起来的一门关于企业经营管理决策的科学。
本文以山东A公司为案例，运用“4Ps”营销理论的基本思路，从产品设计、产品定价、渠道策略、促销策略等方面分析了该公司进一步发展的方向，并且提出了策略实施的具体保障，对该公司的发展具有参考意义。
关键词：市场营销 A公司 4Ps营销理论
.wenwendata.
目录
一、4Ps营销理论的内
涵 .............................................. 3 二、山东A公司的概况介绍.. (3)
（一）公司的发展历
史 ............................................ 3 （二）公司的经营状
况 ............................................ 4 三、山东A公司的swot分析. (4)
（一）优
势 ......................................................
4 （二）劣
势 ......................................................
5 （三）机
会 ......................................................
5 （四）挑
战 ......................................................
5 四、山东A公司市场营销策略的优化 (6)
（一）产品策
略 (6)
（二）价格策
略 (6)
（三）渠道策
略 (7)
（四）促销策
略 (7)
结语....................................................... ......... 8 参考文献....................................................... .. (9)
.wenwendata.
随着社会经济的发展,消费需求的差别市场正在朝向特色化方向发展。
企业采用符合自身特点的特色化市场营销策略可以提供与众不同的产品和服务,形成企业的竞争优势。
企业应该捕捉到市场的细微变化,了解市场的走势,通过对市场信息的深刻理解和快速反应,把握住市场定位，采用有效的市场营销策略，使企业在新的市场环境中不断发展。
一、4Ps营销理论的内涵
菲利普?科特勒于1967年在其畅销书《营销管理：分析、规划与控制》中进一步明确了以4Ps为核心的营销组合方法，具体包括：第一，产品（Product）：注重开发的功能，把产品的功能诉求放在第一位，主张产品应该有独特的卖点。
第二，价格(Price)：根据不同的市场定位制定适应的价格策略，企业的品牌战略是产品的定价依据，注重品牌的含金量。
第三，分销(Place)：注重经销商的培育和销售网络的建立，企业与消费者不
存在直接联系，而是通过分销商来进行的。
第四，促销(Promotion)：注重销售行为的改变来刺激消费，以短期的行为（如打折等）促成消费的增长，吸引消费者或导致提前消费来促进销售的增长。
二、山东A公司的概况介绍
（一）公司的发展历史
山东富豪菲格尔皮具有限公司（以下简称A公司）是国内专业生产皮具箱包的大型企业之一，拥有职工1500多人，各种专业设计人才100多人。
1996年3月由皮件、鞋等5个传统企业组建成山东富豪集团公司（其中最早的皮件厂1958年建厂）。
20xx年1月改制为私有股份制企业并更名为：山东富豪菲格尔皮具有限公司。
十几年以来，该公司以“FEGLAR”菲格尔品牌箱包皮具为主导产品，在国际市场取得成功以后，近几年又在国内市场创造了很好的业绩。
现已发展成为中国箱包皮具行业最具规模、潜力的企业之一。
其位于乳山城区的“富豪工业园”占地面积12万多平方米，建筑面积67000平方米，是一座集生产、办公、。