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MBA硕士毕业论文_W公司中国市场营销策略研究DOC

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自国家“十二五规划”、“十三五规划”制定以来,国务院印发了各项加快旅游发展、 重新定位旅游业等意见。意见中指出,把旅游业培育成为国民经济的战略性支柱产业; 同时,就新时期旅游业的发展进行了全面部署。作为新型现代旅游资源, 主题乐园的 发展一直备受行业关注。 近十年是主题乐园产业在华风靡的初始阶段,爆发速度快、发展范围广,然而国 内的主题乐园产品供应商却还没有发展成熟。这为国外的乐园游乐设施供应商打开了 方便之门,使国外游乐设施的文化创意、产品技术、运营理念等飞速流入中国,一定 意义上解决了国内蓬勃的行业发展与国产产品单一匮乏的矛盾。随着主题乐园行业将 近三十年的发展历程,国内产品供应商逐渐成熟,主题乐园更趋于理性建设投资。而 国外品牌的游乐设施供应商面对此现象, 该如何调整自己在华市场的营销策略?从 一定意义上说,游乐设施是主题乐园的核心竞争力之一,而游乐设施的研发、生产质 量的高标准、市场营销方案的创新性,都反应了公司整体战略能力,三者缺一不可。 主题乐园业主们逐渐意识到了品牌游乐设施对于主题乐园安全的保障、宣传的力度、 游客的重游率是何等的关键。换句话说,游乐设施作为主题公园的核心竞争力,对于 增加乐园现金流的能力起到了决定性的作用。 本文通过梳理产品与市场营销的相关理论、回顾国内外主题乐园产品的相关文 献、借鉴国内外 B2B 产品发展经验,以加拿大 W 原创游乐设施设计及生产公司为实 证研究的案例,运用一系列的数据分析、市场营销战略剖析等方式,了解其产品发展 现状、外部环境中所遇到的机遇与挑战、竞争环境的分析、结合近年来的营销情况, 从市场营销策略的角度对其提出在中国的发展战略,借此帮助推动 W 公司在中国市 场长期健康发展;同时探索国外主题乐园行业供应商在华的营销策略,作为诸多行业 同行的借鉴。 关键词:主题公园游乐设施;市场营销策略;品牌营销;海外游乐设施III Abstract The State Council printed multiple files about accelerate tourism development and re-positioned tourism industry since Twelfth-five plan and Thirteenth-five plan. It indicated that tourism industry should be developed to the strategic pillar industry for citizens and have a comprehensive plan work on tourism’s development in current years. While as the modern tourism resource, the theme park development has been paid many attentions in the industry. In the past ten years, theme park has booming in China in initial phase, yet the domestic supplier hasn’t met the demand for the booming of theme parks, and overseas theme park ride supplier took a very important role during these years, and penetrate their concept, technology and operation theory into China market, which somehow solve the problems of multiple attractions to offer in theme parks. Along with the past 30 years development, domestic attraction supplier has become more and more mature, and theme park investment has turn to rational, then how could international theme park attraction supplier adjust their marketing strategy in ChinaAttraction was the core competitive force for theme parks, and the innovation, quality and marketing are three essential strategy powers for a company. The owner of theme parks not only took the brand attraction purchase as a cost management issue, but also a safety insurance, powers of promotion, and a key to attract guests. In this paper, setting Canada W company as an example, which is an original attraction manufacturer, Colleting and organize related theory of product and marketing, look back of related papers overseas and domestically, and take experience of theme park attractions development worldwide. This paper also analysis marketing data to draft a marketing strategy which is suitable for W company to development healthy in China market. Meanwhile, to explore the similar international theme park attractions supplier’s marketing strategy in China, as a reference to this industry. keywords: Theme Park Attractions; Marketing Strategy; Brand Marketing; Overseas Attraction目录 致谢.....................................................................................................................................................I 摘要....................................................................................................................................................II Abstract.............................................................................................................................................. III 第 1 章 绪论......................................................................................................................................1 1.1 研究背景 ...................................................................................................................................... 1 1.1.1 游乐设施市场概况 ...............................................................................................................1 1.1.2 游乐设施的发展现状 ..........................................................................................................2 1.1.3 研究意义 ..............................................................................................................................3 1.2 国内外研究现状 .......................................................................................................................... 4 1.2.1 国外相关研究 ......................................................................................................................4 1.2.2 国内相关研究 ......................................................................................................................5 1.3 研究内容和框架 ......................................................................................................................... 6 1.4 研究方法与创新点 ..................................................................................................................... 7 第 2 章 相关理论基础 ......................................................................................................................9 2.1 4P 营销理论 ................................................................................................................................. 9 2.1.1 4P 营销理论概述和框架 ......................................................................................................9 2.1.2 4P 营销理论的指导意义 ......................................................................................................9 2.2 STP 营销理论 ............................................................................................................................ 10 2.2.1 STP 理论概述 .....................................................................................................................10 2.2.2 STP 战略制定步骤..............................................................................................................11 2.2.3 STP 理论的指导意义..........................................................................................................12 2.3 品牌营销理论 ........................................................................................................................... 12 2.3.1 品牌营销理论概述 .............................................................................................................12 2.3.2 品牌营销策略主要构成 ....................................................................................................13 2.3.3 品牌营销理论的指导意义 ................................................................................................14 第 3 章 W 公司外部环境分析........................................................................................................15 3.1 宏观环境分析——PEST 分析模型 .......................................................................................... 15 3.1.1 政治环境因素 ....................................................................................................................17 3.1.2 经济环境因素 ....................................................................................................................173.1.3 社会环境因素 ....................................................................................................................18 3.1.4 科技环境因素 ....................................................................................................................19 3.1.5 PEST 分析结论 ...................................................................................................................19 3.2 行业环境分析——波特五力分析模型 .................................................................................... 20 3.2.1 同行竞争者的竞争 ............................................................................................................21 3.2.2 供应商的议价能力 ............................................................................................................21 3.2.3 客户的议价能力 ................................................................................................................22 3.2.4 潜在进入者的威胁 ............................................................................................................22 3.2.5 替代品的威胁 ....................................................................................................................23 3.3 本章小结 ................................................................................................................................... 23 第 4 章 W 公司中国市场营销现状分析及存在问题....................................................................24 4.1 W 公司在华业务概况................................................................................................................ 24 4.1.1 W 公司中国代表处组织结构.............................................................................................24 4.1.2 产品及产品线 ....................................................................................................................26 4.1.3 在华业务现状 ....................................................................................................................26 4.2 W 公司市场营销现状................................................................................................................ 28 4.2.1 产品营销策略现状分析 ....................................................................................................29 4.2.2 价格策略现状分析 ............................................................................................................31 4.2.3 营销渠道策略现状分析 ....................................................................................................31 4.2.4 促销策略现状分析 ............................................................................................................31 4.3 现行营销策略存在的问题及原因 ............................................................................................ 32 第 5 章 W 公司市场营销策略优化方案........................................................................................35 5.1 产品策略优化 ........................................................................................................................... 35 5.1.1 精进产品研发团队建设 ....................................................................................................35 5.1.2 加快产品创新速度 ............................................................................................................35 5.2 定价策略优化 ........................................................................................................................... 36 5.2.1 基于不同预算客户的差别定价 ........................................................................................36 5.2.2 基于新老客户的差别定价 ................................................................................................36 5.3 渠道策略优化 ........................................................................................................................... 37 5.3.1 供货渠道优化 ....................................................................................................................375.3.2 建立客户关系渠道优化 ....................................................................................................37 5.4 促销策略优化 ........................................................................................................................... 37 5.4.1 采购范围促销策略优化 ....................................................................................................37 5.4.2 采购内容促销策略优化 ....................................................................................................38 5.5 在华市场定位优化 .................................................................................................................... 38 5.5.1 目标市场类型精准化 ........................................................................................................38 5.5.2 目标市场预算精准化 ........................................................................................................39 5.6 品牌营销策略优化 .................................................................................................................... 40 5.6.1 品牌营销策略优化内容 ....................................................................................................40 5.6.2 品牌策略营销优化途径 ....................................................................................................42 第 6 章 在华市场策略实施方案的保障措施.................................................................................44 6.1 营销策略实施计划 ................................................................................................................... 44 6.1.1 短期实施营销计划 ............................................................................................................44 6.1.2 中期供应链管理优化 ........................................................................................................44 6.1.3 长期落实市场策略发展 ....................................................................................................45 6.2 有效进行资源配置 .................................................................................................................... 46 6.2.1 部门协作 ............................................................................................................................46 6.2.2 生产优化 ............................................................................................................................46 6.3 营销策略制度保障 .................................................................................................................... 47 6.3.1 营销部门制度落实步骤 ....................................................................................................47 6.4 营销计划可行性预期效果分析 ............................................................................................... 48 第 7 章 结论....................................................................................................................................49 7.1 基本结论 .................................................................................................................................... 49 7.2 本文研究中的不足 .................................................................................................................... 49 7.3 后续研究展望 ............................................................................................................................ 50