蓝月亮实业有限公司营销模式及营销策略研究

论文总字数：19998字

摘 要

经济发展使群众的生活水平日益提高，在日常生活中，大众对洗涤用品的依赖程度越来越高，国内洗涤行业得到了快速的发展，2015行业年消费量已达到1200万吨，且市场潜力仍然巨大。一些外资企业如汉高，联合利华，宝洁在市迅速进入中国，与此同时，国内民营企业受利润的驱动，使中国洗衣行业出现了千帆竞发的局面。许多大公司已经感受到竞争的巨大压力，国内企业危机重重。洗涤行业的整体管理水平，营销策略的发展，促进了行业的进步，并加剧了竞争。如何打造企业的核心竞争力，在激烈的竞争中，保持企业的可持续发展，系统的营销策略，形成一套合适的模式，将成为赢得市场份额的关键。在这样的背景下，笔者选择了蓝月亮实业有限公司作为研究对象，努力建立一个洗涤行业发展规律的营销体系。从市场营销的理论，然后分析了洗涤剂行业，然后对月亮实业有限公司的宏观环境进行分析，包括宏观政治、经济环境、社会环境和技术环境。之后，从内部环境进行分析，首先简要介绍了“蓝月亮”产业有限公司，然后详细分析了“蓝月亮”的营销现状及其实施的营销策略，并得出以下四点：产品定位不明确，销售服务不到位，销售渠道单一和促销方式的局限性。在上述的宏观和微观环境出发，运用PEST分析和SWOT分析方法，对蓝月亮实业有限公司提出一些建设性的营销策略建议，主要包括：深化品牌意识，注重产品的差异化，提高服务水平，建立高效的销售团队，加强技术研究与开发，提高价格的策略，扩大销售渠道，提高渠道管理和改进促销方式而完善整个营销网络。

关键词：蓝月亮实业有限公司；洗涤行业；营销策略

Study on marketing mode and marketing strategy of blue moon Industrial Co., Ltd.

Abstract

The economic development of people"s living standards are improving, in daily life, the higher the mass of washing products are more and more dependent, domestic washing industry has been the rapid development of the 2015 industry annual consumption has reached 12 million tons, and the market potential is still huge. Some foreign companies such as Unilever, Henkel, Procter amp; Gamble in the city at the same time, quickly enter the China, driving domestic private enterprises by profit, the China laundry industry appeared drastically compete situation. The huge pressure of many large companies have felt the competition, the domestic enterprise crisis. The overall management level of washing industry, the development of marketing strategy to promote the progress of the industry, and competition how to build the core competitiveness of enterprises, in the fierce competition, maintain the sustainable development of enterprises, the system of marketing strategy, the formation of a suitable model, will be to win market share The key. In this context, the author chose the blue moon Industrial Co., Ltd. as a research object, try to establish a law of the development of washing industry marketing system. From the marketing theory, and then analyzes the detergent industry, and then to the moon Industrial Co., the macro environment analysis, including macro political and economic environment., social environment and technical environment. Then, from the analysis of the internal environment, briefly introduces the "blue moon" Industrial Co. Ltd., and then a detailed analysis of the "marketing strategy marketing situation and implementing the blue moon", and the following four points: product positioning is not clear, the sales service is not in place, the limitations of sales single channel and sales promotion. Starting in the macro and micro environment, using PEST analysis and SWOT analysis method, put forward some constructive marketing of blue moon Industrial Co. Ltd. Strategies and suggestions, mainly including: deepen the brand consciousness, pay attention to product differentiation, improve service levels, establish high efficient sales team, strengthening of technical research and development, raise the price strategy, expand sales channels, improve the improvement of channel management and promotion, improve the marketing network.

Keywords: blue moon Industrial Co. Ltd.; washing industry; marketing strategy

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1研究背景及意义 1

1.2研究目的与内容 1

1.2.1研究目的 1

1.2.2研究内容 2

1.3研究方法和思路 2

第二章 文献综述 3

2.1国外研究概况 3

2.2国内研究概况 3

第三章 蓝月亮实业有限公司营销环境分析 5

3.1蓝月亮实业有限公司简介 5

3.2蓝月亮宏观营销环境分析 5

3.2.1政治法律环境分析 5

3.2.2经济环境分析 5

3.2.3社会环境分析 5

3.2.4技术环境分析 6

3.3蓝月亮实业有限公司SWOT分析 6

3.3.1竞争优势(Strengths) 6

3.3.2劣势分析(Weaknesses) 6

3.3.3机会(Opportunities) 7

3.3.4威胁(Threats) 8

第四章 蓝月亮实业有限公司营销模式及营销策略分析 9

4.2蓝月亮实业有限公司的4P营销策略 10

4.2.1产品策略 10

4.2.2定价策略 10

4.2.3渠道策略 11

4.2.4推广策略 11

第五章 蓝月亮实业有限公司营销中存在问题及建议 12

5.1蓝月亮实业有限公司营销问题 12

5.2蓝月亮有限公司营销策略建议 12

5.2.1深化品牌意识，集中差异化 13

5.2.2提高服务水平，建立高效的销售团队 13

5.2.3加强技术创新，完善价格策略 13

5.2.4拓宽销售渠道，加强渠道管理 14

5.2.5提升促销方式，完善网络营销 14

第六章 结 论 15

致 谢 16

参考文献（Reference） 17

第一章 绪 论

1.1研究背景及意义

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