某生物技术有限公司营销体系设计（本科毕业论文设计）.doc
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某生物技术有限公司营销体系设计（本科毕业论文设计）,某生物技术有限公司营销体系设计摘 要伴随着市场经济的发展，玩具产品企业更加强调对新市场的开发。为了占领全新的市场，企业需要通过市场调研和市场细分等等手段把目标市场进行重新整理，收集关键的信息进行处理，得到可以进行决策的数据，通过数据判断进入全新市场的可行性。本文通过市场细分、渠道设计、促销策略设计以及定价策略等全面的科...
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某生物技术有限公司营销体系设计
摘 要
伴随着市场经济的发展，玩具产品企业更加强调对新市场的开发。为了占领全新的市场，企业需要通过市场调研和市场细分等等手段把目标市场进行重新整理，收集关键的信息进行处理，得到可以进行决策的数据，通过数据判断进入全新市场的可行性。
本文通过市场细分、渠道设计、促销策略设计以及定价策略等全面的科学分析，最后提出天枣源进入重庆市场的可行性方案。重庆做为西部开发的龙头城市，有着自己的悠久历史和自己的文化基础。论文首先在理论与实际相结合的基础上提出了研究的内容、方法及框架，介绍了研究的理论基础，包括营销和营销管理、营销策略的相关理论，以及玩具产品行业发展现状和玩具产品营销管理的发展历程。接着从宏观环境和行业环境两方面介绍了公司的外部营销环境，认为宏观环境中的社会经济环境、政治与法律环境、技术环境和社会文化环境都会间接影响公司的营销战略，而行业环境中的消费者行为更理性化和个性化、买方市场的形成、国内市场国际化等因素则会直接影响到公司营销策略的制定。第四章介绍的是公司的内部营销状况，包括产品营销状况，以及营销中存在的问题等。第五章分析了重庆地区的发展前景以及北京天枣源在重庆的竞争形式，通过问卷调查并据此得到目标市场，进行市场定位。最后，根据前面所分析的内容，制定了营销组合策略和其他营销策略。在营销组合策略中，分别从产品、价格、渠道和促销四个方面给出了具体的营销理念和措施，并将营销策略扩展到了需求方策略、组织策略和服务策略，这些策略能更好地保证营销组合策略的实施。
关键词：市场营销，玩具产品，重庆市场，市场调研
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 录
中文摘要 Ⅰ
ABSTRACT Ⅱ
1绪论 1
1.1论文的研究背景和意义 1
1.2论文研究的内容及方法 1
1.2.1研究内容 1
1.2.2研究方法和理论 1
1.3 论文的框架 2
2论文研究的理论基础 3
2.1 营销、营销管理、营销体系 3
2.1.1营销 3
2.1.2营销管理 3
2.1.3营销体系 3
2.2 市场营销相关理论 5
2.2.1 STP分析法 5
2.2.2 营销组合理论 6
2.3 知识营销的兴起 7
2.4 玩具产品的特点及玩具产业现状分析 7
2.4.1 玩具产品消费和玩具产品本身的特点 8
2.4.2..
摘 要
伴随着市场经济的发展，玩具产品企业更加强调对新市场的开发。为了占领全新的市场，企业需要通过市场调研和市场细分等等手段把目标市场进行重新整理，收集关键的信息进行处理，得到可以进行决策的数据，通过数据判断进入全新市场的可行性。
本文通过市场细分、渠道设计、促销策略设计以及定价策略等全面的科学分析，最后提出天枣源进入重庆市场的可行性方案。重庆做为西部开发的龙头城市，有着自己的悠久历史和自己的文化基础。论文首先在理论与实际相结合的基础上提出了研究的内容、方法及框架，介绍了研究的理论基础，包括营销和营销管理、营销策略的相关理论，以及玩具产品行业发展现状和玩具产品营销管理的发展历程。接着从宏观环境和行业环境两方面介绍了公司的外部营销环境，认为宏观环境中的社会经济环境、政治与法律环境、技术环境和社会文化环境都会间接影响公司的营销战略，而行业环境中的消费者行为更理性化和个性化、买方市场的形成、国内市场国际化等因素则会直接影响到公司营销策略的制定。第四章介绍的是公司的内部营销状况，包括产品营销状况，以及营销中存在的问题等。第五章分析了重庆地区的发展前景以及北京天枣源在重庆的竞争形式，通过问卷调查并据此得到目标市场，进行市场定位。最后，根据前面所分析的内容，制定了营销组合策略和其他营销策略。在营销组合策略中，分别从产品、价格、渠道和促销四个方面给出了具体的营销理念和措施，并将营销策略扩展到了需求方策略、组织策略和服务策略，这些策略能更好地保证营销组合策略的实施。
关键词：市场营销，玩具产品，重庆市场，市场调研
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 录
中文摘要 Ⅰ
ABSTRACT Ⅱ
1绪论 1
1.1论文的研究背景和意义 1
1.2论文研究的内容及方法 1
1.2.1研究内容 1
1.2.2研究方法和理论 1
1.3 论文的框架 2
2论文研究的理论基础 3
2.1 营销、营销管理、营销体系 3
2.1.1营销 3
2.1.2营销管理 3
2.1.3营销体系 3
2.2 市场营销相关理论 5
2.2.1 STP分析法 5
2.2.2 营销组合理论 6
2.3 知识营销的兴起 7
2.4 玩具产品的特点及玩具产业现状分析 7
2.4.1 玩具产品消费和玩具产品本身的特点 8
2.4.2..
