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MBA硕士论文_CC医疗美容器械公司在华营销策略研究DOC

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文本描述
摘要
随着改革开放的不断深入和中国经济的迅猛发展,人民生活水平不断提高,消费
理念不断升级,除了满足基本的衣食住行外人们更注重追求时尚、健康的新型生活方
式,医疗美容行业应运而生。CC 医疗美容器械公司正是在这样的大环境下诞生的具
有典型意义的中英合资企业。在过去的十几年,CC 公司严把质量、广拓市场、发展
势头喜人。然而,随着近些年行业需求的不断增长和竞争者的不断加入,利润越来越
小,竞争越来越激烈, CC 公司通过分析自身营销策略发现诸多方面仍有改进之处

本文将以 CC 公司在华营销为例,结合 MBA 阶段学习的知识和在 CC 公司多年
的业务经验,首先运用 PEST 法分析 CC 公司的外部宏观环境,运用五力模型分析 CC
公司的行业环境,运用 SWOT 法分析 CC 公司面临的优势、劣势、机会和威胁,以
引出 CC 公司目前在华营销策略的不足之处

通过上述工具的系统分析,本文得出 CC 公司在定位、产品、价格、渠道、传播
途径、售后、大客户关系管理等方面存在的问题,通过对现有问题进行深入剖析,提
出了可行性的营销策略改进方法,以提高 CC 公司的行业竞争水平,并希望对同行业
的其他公司给予一定借鉴意义,在一定程度上促进医疗美容器械行业的长远发展

关键词:医疗美容器械;营销策略;改进III
Abstract
With the further development of China’s reform and opening-up policy and rapid
economic development, people are more focusing on the fashion and healthy new life style
which gives the chance of the emergence and development of medical and beauty
equipment industry. CC medical and beauty equipment company is a typical Sino-British
joint venture which has been born under this large environment. In the past 10 years CC
company keep strict on quality control and market development which has emerged a
gratifying development tendency. However, with the continuous growth of industry
demand and the join of competitors in recent years, the profit margins are getting smaller
and smaller, through the analysis of this paper, CC company has realized there still have
some improvement space on its current marketing strategy.
The paper takes marketing strategy in China of CC company as an example, by using
the theoretical knowledge which has been learnt during MBA stage and my own business
experience in CC company, firstly has analyzed the external macroscopic environment by
using PEST analysis tool, then has analyzed CC company’s industry environment by using
five-force model tool, then by using SWOT analysis tool has analyzed CC company’s
advantages, disadvantages, opportunities and threatens, in order to get the shortcomings of
CC company&39;s current marketing strategy in China.
Through the comprehensive analysis by the above tools, the paper has get concluded
that CC company has some problems on its Positioning, Product, Price, Place, Promotion,
After-sales service and Big customer relation management system, through the analysis of
the existing problems the paper has put forward a feasible marketing improvement
marketing strategy in China, aims at increasing the industry competitiveness of CC
company, and hope give some reference to the other companies of the same industry and to
some extent promote the long-term development of this industry.
Key words: Medical and Beauty Equipment; Marketing Strategy; Strategy Improvement目录
致谢.....I
摘要...II
Abstract........ III
第 1 章 绪论..1
1.1 研究背景.......... 1
1.2 研究意义.......... 1
1.3 国内外研究现状.......... 2
1.3.1 国内研究现状........2
1.3.2 国外研究现状........3
1.4 研究内容与研究框架.. 5
1.4.1 研究内容....5
1.4.2 研究框架....6
1.5 研究方法.......... 7
1.5.1 文献综述法7
1.5.2 实证研究法7
1.6 主要创新点...... 7
第 2 章 相关理论基础..........9
2.1 定位理论.......... 9
2.2 营销组合理论 10
2.2.1 产品策略..10
2.2.2 价格策略..11
2.2.3 渠道策略..11
2.2.4 促销策略..12
2.3 大客户关系管理理论 12
2.4 本章小结........ 13
第 3 章 CC 公司营销环境分析......14
3.1 宏观环境分析 14
3.1.1 政治环境..........
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