概念营销的策略与实施分析

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1、山东大学硕士学位论文ABSTRACTConceptmarketing(CM)isoneeffectivemethodofenterprisedevelopment，andoneimportantfactorforenterprisemarketingstrategies．Withthedevelopmentofeconomyandsociety,thetechnicaldevelopmentabilitiesofenterpriseswillbestrengthened，thenewproductswillbecreated，andmoreandmorene

2、wconceptswillbeputforward．Asanewmarketingmethodwhichhasbeenprovedeffective，conceptmarketingwillcertainlybeappliedtomoreandmorefields，andhavegreaterpracticaleffects．Basedontherelevanttheoriesandmarketingcases，thepresentauthoranalyzesthebackground，characteristics，application，strategi

3、es，andorganizationalstructureofconceptmarketingwiththeexplanationofconceptmarketingcases，andputsforwardthemethodsofconceptrefiningandsomerelevantproblems．Thenoveltyofthethesisistoanalyzethemainconnotationsofconceptmarketingbysomeexpertsandscholars，andputforwardsomeviewpoints；toanal

4、yzeexperimentallytheenterpriseswhicharesuitabletOuseconceptmarketing。Someenterprisesandindustriesthathavesignificantenterprisediversitywilluseconceptmarketingmodeingreatrangeandareeasytosucceedwhilesomeenterprisesandindustriesthathavesignificantcentralizationandscalewilladjustthemo

5、des，methodsandmeans．Inordertomakegooduseofconceptmarketingmode，theenterprisesshouldnotonlydeeplyunderstandtheenterpriseconceptmarketingmode，butalsostudythecharacteristicsoftheirownenterprises．Thethesishassixchapters．InChapter1，theauthorintroducesthebackgroundandsignificanceofthethe

6、sis．InChapter2，theauthoranalyzesmarketing，andputsforwardhisownviewpoints．ThenthebackgroundandtherefiningofconceptmarketingarediscussedinChapter3．TheauthorcontinuestoanalyzetheapplicationandenterpriseswhichconceptmarketingcanbeappliedtOwithsomecasesinChapter4．InChapter5．theCombinati

7、onstrategiesofconceptmarketingareanalyzed．Inthefinalchapter,theorganizationalprotectionofconceptmarketingisdiscussed．8Key：conceptmarketing；scope；mode山东大学硕士学位论文皇鳓illlll。IIIIIIL．．．．．

8、i!II皇曼皇曼皇蔓曼皇曼鼍蔓!曼曼懋笪曼曼皇1．1选题的背景和意义第一章导论1．1．1选题的背景进入20世纪90年代以来，概念营销在我国逐渐盛行，伴随着国内企业的营销实践，概念营销经历了热和冷两个阶段

9、。刚开始为火璨期，突出表现就是企业纷纷抛出各种概念，