讲海天味业营销策划的书.docx
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讲海天味业营销策划的书
讲海天味业营销策划的书
篇一:
海天味业整合营销传播研究
摘要
整合营销传播理论作为近年来新兴的营销理念和传播方法,是将所有与产品或服务有关的资讯来源加以整合管理,使顾客以及潜在消费者接触资讯并由此产生购买行为,并维持消费忠诚度的过程。
作为我国调味品行业龙头的海天味业,在其销售和推广实践中自觉地以消费者为核心,综合协调地使用各种形式的传播方式,迅速树立产品品牌在消费者心目中的地位与密切关系,有效地达到广告传播和产品行销的目的,从而实现了跨越式增长,其实践为整合营销传播理论进行了生动的诠释,日益为其他企业所关注和效仿。
因此,深入研究和总结海天味业整合营销传播的方式方法,总结其经验教训,对我国企业的实践和相应理论的发展均具有重要的现实意义。
本研究选择海天味业为研究对象,从企业整合营销传播的现状出发,在充分掌握、阐述整合营销传播及相关理论的基础上,总结公司在整合营销传播中存在的问题,主要以现场调研与参考文献的方式收集数据。
基于现场调研结果与参考文献的分析,总结出影响海天整合营销传播的主要因素,并提出整合营销传播问题的对策。
关键字:
整合营销传播,品牌形象,细分市场,传播效应,海天味业
Abstract
Theintegratedmarketingcommunicationtheoryinrecentyearsasanewmarketingconceptandpropagationmethod,areallrelatedtotheproductortheserviceinformationsourceintegrationmanagement,makecustomerandpotentialcustomercontactinformationandthepurchasebehavior,andkeepingthecustomerloyalty.Integratedmarketingcommunicationdevelopmentsincetheendoflastcentury,providesaframeworkforthinkinggoodtothedevelopmentofmanyinternationalbrands,andthepracticeoftheworld'smostadvancedenterprisestocontinuouslyimprove.
AsaleadingChinesecondimentindustryHaitian,initssalesandmarketingpracticeconsciouslytoconsumersasthecore,integratedandcoordinateduseofvariousformsofcommunication,quicklyestablishthebrandinthemindsofconsumersandthecloserelationship,toachieveeffectiveadvertisingcommunicationandproductmarketingpurposes,soastorealizethegrowthbyleapsandbounds,thepracticeofintegratedmarketingcommunicationtheorytoexplain,forotherenterprisesincreasinglyattentionandimitation.Therefore,in-depthstudyandsummarizetheHaitianintegratedmarketingcommunicationway,summarizeitsexperienceandlessons,hasimportantpracticalsignificancetothepracticeofenterprisesinourcountryandthedevelopmentofthecorrespondingtheory.
ThisstudychoosetheHaitianflavorindustryastheresearchobject,throughanalyzingthepresentsituationoftheenterpriseintegratedmarketingcommunications,infullygrasp,inthispaper,theintegratedmarketingcommunicationsandrelatedtheory,basedonthesummaryontheproblemsexistingintheintegratedmarketingcommunicationscompany,ismainlytocollectdataintheformoffieldresearchandreferences.Basedonfieldsurveyandanalysisofreference,sumsupthemainfactorsinfluencingtheHaitianintegratedmarketingcommunications,integratedmarketingcommunicationsproblemscountermeasureswereputforward.
Keywords:
IntegratedMarketingandCommunications;brandimage;marketsegment;propagationeffect;Haitian
目录
摘要...............................................................................................................................1
ABSTRACT..................................................................................................................2
目录...............................................................................................................................3
第一章绪论...................................................................................................................5
选题的背景及研究意义.....................................................................................5
选题背景......................................................................................................5
研究意义......................................................................................................5
文献综述.............................................................................................................6
整合营销传播的概念及内涵.....................................................................6
整合营销传播的意义及特点.....................................................................6
整合营销传播的实施对策..........................................................................7
第二章海天味业企业概述...........................................................................................8
海天味业概况....................................................................................................8
企业经营现状..............................................................................................8
行业现状.....................................................................................................8
消费者分析.................................................................................................9
海天味业整合营销传播现状及现有策略........................................................9
业内竞争者整合营销传播现状对比分析(以李锦记为例)......................11
品牌形象定位............................................................................................11
终端销售传播手段...................................................................................11
整合营销传播...........................................................................................12
第三章海天味业在整合营销传播中存在问题分析.................................................14
品牌定位不明确....