marketing strategy写作Word文档格式.docx

marketing strategy写作Word文档格式.docx

《marketing strategy写作Word文档格式.docx》由会员分享，可在线阅读，更多相关《marketing strategy写作Word文档格式.docx（18页珍藏版）》请在冰豆网上搜索。

itisalsothefoundationofpricestrategy,promotionstrategyand

placingstrategy.2,thePricingstrategyaimsatfourobjectives:

（1）tosurvive;

（2）tomaximizeprofits;

（3）tomaximizemarketshare;

（4）productqualityoptimization.3,themainpurposeofthepromotionstrategyis:

thetransmissionofinformation,theintensificationofcognition,theprominenceofthecharacteristics,thestimulationofdemand,guidingconsumersinordertoexpandsales,tobreedpreferenceandstabilizesales.4,Thechannelstrategyreferstothesalespipelineinordertoachievethepurposeofproductdistribution.

OnthebasisofcomeupwiththeconceptionofthroughaddingPoliticsandPublictoit.In1981,BoomsandBitnerputforwardbyaddingPeople,ProcessandPhysicalevidencetotheformerone.

Later,asthemarketingstrategydevelopesmoreperfectly,newknownasConsumer,Cost,CommunicationandConvenienceanddevelopingaccordingtotheaddedMarketChanceandMarketChangetohavebeenpopular.Onthefoundationof,Americanscholarraisedcompletelynewmarketingtheory.The4RsarerespectivelyRelevance,Reaction,RelationshipandReward.Thisnewmarketingtheorysuggeststhatwiththedevelopmentofthemarket,companiesneed,inamoreeffectivemannerandfromahigherlevel,to

establishnewinitiativerelationswhichisdifferentfromtraditionalonesbetweenenterprisesandcustomers.

Itisobviousthatourmarketingstrategyhasgrownupmorecompleteandmatureworldwide,andtheevolutionofitiscontinuingtooptimize.Ibelievethemarketingstrategywillhaveapositiveeffectonthedevelopmentofoureconomywhenevernoworinthenearfuture.

MarketingStrategiesonMaturityStage

--OfHomeAppliance

Abstract

Ifforcedtofigureoutwhatplaysthemostimportantroleinthesuccessofone‘sbusiness,mostpeoplewouldindubitablyblurtoutthatisthemarketingstrategy.Obviously,asthemodernworldhasbeenpavingitswaytothemarketingeconomy,themarketingstrategyistakenforgrantedtobetheaccesstothesuccessofacompany.Associatedwiththeconceptofproduct,marketingstrategyisalsoengageditselfinthe4phasesofthePLC,namely,theintroduction,thegrowth,thematurity,aswellasthedeclinephase.Consequently,theapplicationofthestrategyineachstageofthePLCwillenhancetherevenueofacompanyundoubtedly.

……

Astheword-limitation，thisthesismainlycoversthemarketingstrategyinthematuritystage,advancingitselfviatheillustrationofthefeaturesandanalysisoftheproduct,aswellasthemeasurestakentosustaintheproductgrowthinthematuritystage.Certainselectedexamples,suchasthecasesinHaier,Wal-mart,andP&

Gappearinthisthesis,aimingtoproofthetheoreticalpart.

KeyWords

marketingstrategy;

thematuritystage;

marketingmix;

corefeatures;

cautionsandsuggestions

摘要

倘若让我们指出在一个企业的成功中什么起了决定性作用，大多数人会毫无疑问地回答说是营销策略。

显然，伴随着当今世界把他的航程驶向市场经济时代的到来，市场营销策略已经理所应当地成为一个企业事业成功的关键。

就产品概念而言，营销策略与其所射猎的四个不同的产品周期阶段有着紧密的联系。

因此，不同策略在不同阶段的成功应用将大有利地推动企业的收益状况。

由于论文字数的限制，以及专业性细方向的选材，故本文仅对成熟期的营销策略进行相关描述，并通过例证进行解析，望对有意者提供些许帮助。

关键词

营销策略;

成熟期;

营销组合;

主要特征;

注意事项及建议

Contents

Abstract............................................................................................................................................I摘要....................................................................................................................................................................II

Introduction………………………………………………………………………………………..1

1Introductionofthebasicconcepts.............................................................................................1

1.1Concernswiththemarketingstrategy................................................................................1

1.1.1Thedefinitionofmarketingstrategy........................................................................1

1.1.2Theroleofmarketingstrategyinbusiness...............................................................2

1.2Concernswiththematuritystage.......................................................................................2

1.2.1Introductionofproductlifecycle.............................................................................2

1.2.2Introductionofmarketingmix......................................................................................................2

1.3Featuresandanalysisofthemarketingstrategiesonmaturitystage.................................2

2Marketingstrategyonthematuritystage..................................................................................3

2.1Productstrategy..................................................................................................................3

2.2Distributionstrategy...........................................................................................................7

2.3.Pricingstrategy..................................................................................................................9

2.4Promotionstrategy...........................................................................................................10

3Somecautionsandsuggestionswhenconductingmarketingstrategies.................................12

3.1xxxxxxxxxxxxxxx……………………….…………………………………………….…xx

3.2xxxxxxxxxxxxxxxxx…………………………………………………...………………...xx3.2.1xxxxxxxxxxxxxxxxxxx……………………………………………………….……xx

3.2.2xxxxxxxxxxxxxxxxxxxxxxx……………………………………....……………….xx

3.2.3xxxxxxxxxxxxxxxxxxx……………………………………..……………………...xx

Conclusion.....................................................................................................................................13

References.....................................................................................................................................14

Acknowledgements.......................................................................................................................15

注：

若文中用到四级标题，四级标题不出现在Contents中。

MarketingStrategiesonMaturityStage–OfHomeAppliance

Obviously,asthemodernworldhasbeenpavingitswaytothemarketingeconomy,themarketingstrategyistakenforgrantedtobetheaccesstothesuccessofacompany.Associatedwiththeconceptofproduct,marketingstrategyisalsoengageditselfinthe4phasesofthePLC,namely,theintroduction,thegrowth,thematurity,aswellasthedeclinephase.Consequently,theapplicationofthestrategyineachstageofthePLCwillenhancetherevenueofacompanyundoubtedly.Astheword-limitation，thisthesismainlycoversthemarketingstrategyinthematuritystage,advancingitselfviatheillustrationofthefeaturesandanalysisoftheproduct,aswellasthemeasurestakentosustaintheproductgrowthinthematuritystage.Certainselectedexamples,suchasthecasesinHaier,Wal-mart,andP&

Bymarketingstrategy,itmeansthearrangementsofmarketingactivitiesandtheeffectiverevenueamongtheproceduresoftheproduction,thepromotionthedistributionaswellasthesales.Tobemoreexact,itreferstoaseriesofeffectivemarketingactionstoachievetheexpectedresult.Amarketingstrategyisacharacteristicofmarketing;

―itisthescientificandtactfulprocessofmatchingthecompany‘sresourcestothewiderenvironmenttoproduceastatement,whichsummarizetheoverallroutethefirmwilltaketoachieveitsobjectives.

1Introductionofthebasicconcepts'

;

Forbettercomprehensionandavailability,wenowneedtointroduceagreatmultitudeofspecificitemsandbuzzwords.Theseitemscoverthefieldofmarketing,andassistyoutosmooththereadingofthethesis.[1]

1.1Concernswiththemarketingstrategy

Justaswementionedabove,marketingstrategyplaysavitalroleinthesuccessofone‘sbusiness,yetwhatmarketingstrategyreallydefinesmightstillpuzzlecertainpeople,soletusturnnowtothedefinitionofmarketingstrategyfirst.

1.1.1Thedefinitionofmarketingstrategy

Tocomprehendthetermmarketingstrategy,itisindeednecessarytodigestthetwoseparateconstituentswhichcombinetoformthephrase,thatis,marketingandstrategy.

Whatismarketing?

Brieflyspeaking,marketingreferstothemanagementprocesswhichidentifies,anticipatesandsuppliescustomerrequirementsefficientlyandprofitably,andmarketingcanalsobeconcernedwiththenucleusofthebusinesssuccess.

Asfortheword?

strategy‘,itoriginatesfrommilitary,meaningtheartofplanningmovementsofarmiesorforcesinwar.Withthedevelopmentoflinguistics,strategyhasnowbecomeacommonterm,usedineveryaspectofworkandlife,aswecanseefrom―communicat