欢迎来到天天文库
浏览记录
ID:9174212
大小:34.33 KB
页数:16页
时间:2018-04-20
《商务英语毕业论文-企业的市场营销策略研究》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、StrategiesonCosmeticMarketingSchool:CollegeofAppliedForeignLanguageGrade:2011.Major:BusinessEnglish.StudentName:吴晓旭.StudentID:.Advisor:凤宇飞.HeilongjiangUniversityMay10,201512AbstractThemodernsenseofthemarketingideologicaloriginallystartedintheearly20thcentury,thechangethatmarketingresearchcon
2、vertedtraditionaleconomicsintomanagementsciencemarkedthebeginningofthemarketingmanagementera,4Ps’sproposedbyexperthavelaidthefoundationtheoreticalframeworkforthemanagementofmarketing.Themajorissueswhichourmarketingacademiaandbusinesscirclesarefacingwithcurrentlyarethathowcanmatureinternation
3、almarketingtheoryintegratewithChinamarketintransition.Businessmarketingstrategyisthemainactivityofthemodernbusinessmarketingandwhetherthestrategiesarescientificisdirectlyrelatedtothesuccessorfailure.Hence,tomakethebusinessmarketingactivitiesoperateandtoachievetheexpectedeconomicbenefits,wemu
4、stresearch,analyzeandevaluatethebusinessmarketingstrategies.Withthecontinuousdevelopmentofthesociety,thecosmeticsindustryhasbecomeashiningstar.Inthispaper,IanalyzedthepresentsituationofChina’scosmeticindustry’scompetitionandsummarizedthemarketingstrategiesofforeignbrand-namecosmetics.Istudie
5、dthathowcandomesticsmallcosmeticsstandoutinahighlycompetitivemarketandexpandthemarketsharebyfocusingonbrandingandmarketingstrategy.Thishasaveryimportantpracticalsignificanceforimprovingourabilityandlevelofanalyzingandsolvingproblems.Keywordscosmeticsindustry,products,brands,marketing,strateg
6、y12摘要现代意义的市场营销思想最初始于20世纪初,营销从传统的经济学转入管理学研究,标志营销管理时代的开始,4个P理论的提出奠定了管理营销的基础理论框架,如何将国际成熟的营销理论与方法和中国转型市场完成对接,是当前摆在我国营销学界和企业界面前的一个重大课题。企业市场营销战略,是现代企业市场营销的主要活动,战略和策略制定是否科学,直接关系到企业营销的成败。因此,要使企业营销活动正常进行,取得预期的经济效益,就必须研究、分析和评价企业的市场营销策略。随着时代的不断发展,化妆品行业俨然成为一颗闪耀的巨星。本文深入分析我国化妆品行业的市场竞争现状,总结分析了国外名牌化妆品的营销策略,
7、重点从品牌和营销策略出发,研究国内中小化妆品如何在竞争激烈的市场上脱颖而出,扩大市场份额。对于提高自己分析问题、解决问题的能力和水平,具有非常重大的实际应用意义。关键词化妆品行业,产品,品牌,营销,策略12ContentsAbstractI摘要II1.Introduction22.OverviewofMarketingTheory22.1TraditionalMarketingTheory22.24PsTheory22.3SWOTanalysis23.4PsTheory’sApplicati
此文档下载收益归作者所有