中小环保型企业市场营销模式探究【文献综述】.doc

1、毕业论文文献综述工商管理中小环保型企业市场营销模式探究TOMATCHTHENEEDSOFCOSTUMERS,CONSUMERSANDPRODUCERS,NOTONLYINCASEOFPRIVATEPEOPLEBUTOFBUSINESSESORCOMPANIES,TARGETMARKETINGISNEEDEDTOOBTAINTHEPARTICULARMARKETFIRSTLYAMARKETERHASTOPREPAREAMARKETRESEARCH,AFTERWHICHHESEGMENTSTHEMARKET,ANDTHENTARGETSASINGLESEGMENTORSERIESOFSEGMENT

2、S,ANDFINALLYPOSITIONSWITHINTHESEGMENTSFROMTHESEPROCESSES,IHAVECHOSENSEGMENTATIONANALYSISASTHETOPICOFTHISESSAY,BECAUSEITISACRUCIALELEMENTINTHE“FORMULA”OFMARKETINGINMARKETINGPLANSMASSMEDIASTRATEGIESAREVERYPOPULAR,BUTITISDANGEROUSTORELYONTHEMENTIRELYINADDITION,SWENSON1990SAYS,“SUCHSTRATEGIESARENOLONGER

3、ASEFFICIENTORCOSTEFFECTIVEASTHEYONCEWEREINTHATTHEMARKETPLACEISCHANGINGWEHAVEMOVEDFROMAMANUFACTURINGDRIVENTOACONSUMERDRIVENECONOMYTHEMASSMEDIAITSELFISFRAGMENTINGWEARECELEBRATINGETHNICANDSOCIALDIVERSITY,RATHERTHANPOURINGEVERYONEINTOAHOMOGENEOUSMOULDANDTHEGROWTHRATEOFTHEPOPULATIONISSLOWINGWITHARESULTAN

4、TIMPACTONTHEDEMANDFORGOODSANDSERVICES”FURTHERMORE,SEGMENTATIONISAFTERMARKETRESEARCHTHEFIRSTSTEPINSTPANDHERBYTHESECONDMOSTIMPORTANTINTHEMARKETINGPROCESSMOREOVER,IFFROMAMARKETINGSTRATEGYAPROPERSEGMENTATIONISMISSED,ITWILLDEFINITELYHARDENTHETARGETING,POSITIONINGANDEASILYMISLEADTHEWHOLEPROCESSACCORDINGTO

5、KNOWTHISLLC19982008THEPROPERDEFINITIONOFMARKETSEGMENTATIONISTHEFOLLOWINGBECAUSEPEOPLEAREDIFFERENTANDSEEKDIFFERENTWAYSTOSATISFYTHEIRNEEDS,NEARLYALLORGANIZATIONS,WHETHERFORPROFITSORNOTFORPROFITS,INDUSTRIALORCONSUMER,DOMESTICORINTERNATIONAL,MUSTUSEAMARKETSEGMENTATIONAPPROACHTOTARGETMARKETINGTHISAPPROAC

6、HDIVIDESBROADMARKETS,CONSISTINGOFCUSTOMERSPOSSESSINGDIFFERENTCHARACTERISTICS,INTOSMALLERMARKETSEGMENTSINWHICHCUSTOMERSAREGROUPEDBYCHARACTERISTICTHEOBJECTIVESOFTHISSTUDYARETOPERFORMMARKETSEGMENTATIONFORASMEINTHEFROZENFOODSECTORTHESTUDYCOULDFORMABASISOFSEGMENTATIONFRAMEWORKFORASMELIKEEDENFARM,THEFRAME

7、WORKONCEDEVELOPEDFROMACADEMICLITERATUREWOULDHELPTOUNDERTAKEAMARKETSEGMENTATIONINTHEFROZENFOODINDUSTRYWITHRELEVANTSEGMENTATIONCRITERIAWHICHWOULDFORMABASISOFTARGETINGSTRATEGYFORTHECOMPANYINTHISDISSERTATION,THELITERATUREONMARKETSEGMENTATIONISREVIEWEDANDRELEVANTCRITERIAFORSEGMENTATIONINANINDUSTRYAREUNDE

8、RSTOODTHETYPOLOGYFROMTHELITERATUREIDENTIFYINGTHEVARIABLESFORSEGMENTATIONANDRELEVANTSTRATEGICTOOLSFORANALYSISOFTHESECTORISUSEDTODEVELOPAFRAMEWORKFORSEGMENTATIONINTHEINDUSTRYTHEFRAMEWORKISAPPLIEDTOCARRYOUTADETAILEDSEGMENTATIONOFTHEMARKETSFORFROZENFOOD,ANANALYSISISCARRIEDOUTTOUNDERSTANDTHETARGETMARKETS

9、ANDSTRATEGICTOOLSUSEDTOIDENTIFYTHETARGETMARKETSALONGWITHTHESEGMENTATIONOFTHEMARKETS,ANANALYSISOFTHERESULTSISCARRIEDOUTANDRECOMMENDATIONSAREPROVIDEDFORSTRATEGICGROWTHOFTHECOMPANYPRODUCTDIFFERENTIATIONANDMARKETSEGMENTATIONINAPPLESAUCEUSINGACHOICEEXPERIMENTTOASSESSTHEVALUEOFORGANIC,LOCAL,ANDNUTRITIONAT

10、TRIBUTESJENNIFERSJAMES,BRADLEYJRICKARD,WILLIAMJROSSMANRECENTLY,THEREHASBEENMUCHINTERESTAMONGHORTICULTURALPRODUCERSCONCERNINGTHEMARKETINGOFORGANICANDLOCALLYPRODUCEDFOODACONSUMERSURVEYWASADMINISTEREDTHATASKEDRESPONDENTSTOCHOOSEANAPPLESAUCEPRODUCTFROMALISTOFPRODUCTSDIFFERENTIATEDBYPRICE,ANDBYLABELSTHAT

11、DESCRIBEDFATCONTENT,NUTRITIONCONTENT,ANDWHETHERTHEPRODUCTWASGROWNORGANICALLYAND/ORLOCALLYOURANALYSISINDICATESTHATCONSUMERSWEREWILLINGTOPAYMOREFORLOCALLYGROWNAPPLESAUCECOMPAREDTOAPPLESAUCETHATWASLABELEDUSDAORGANIC,LOWFAT,ORNOSUGARADDEDFURTHERMORE,WEFINDEVIDENCETHATINCREASEDKNOWLEDGEOFAGRICULTUREDECRE

12、ASESTHEWILLINGNESSTOPAYFORORGANICANDLOCALLYGROWNAPPLESAUCEKEYWORDSAPPLESAUCE,CHOICEEXPERIMENT,CONSUMERDEMAND,FRUITANDVEGETABLEMARKETS,LOCALFOOD,MULTINOMIALLOGICMODEL,ORGANIC,PENNSYLVANIA,WILLINGNESSTOPAYLABELSCONTINUETOBEAKEYSTRATEGYFORDIFFERENTIATINGPRODUCTSINFOODMARKETSINRECENTYEARS,LABELUSAGETHAT

13、PROMOTESPRODUCTATTRIBUTESHASEXPANDEDANDBECOMEINCREASINGLYIMPORTANTFORMANYFOODS,INCLUDINGFRUITSANDVEGETABLESPRODUCTSSOLDINGROCERYSTORESAREOFTENDIFFERENTIATEDBYLABELSTHATMAKEREFERENCETOHEALTHCLAIMS,NUTRIENTCONTENT,INFORMATIONDESCRIBINGPRODUCTIONMETHODS,ANDGEOGRAPHICALINDICATORSORGANICLABELSARECOMMONLY

14、USEDFORBOTHFRESHANDPROCESSEDFRUITSANDVEGETABLESPRODUCTSTHATAREDIFFERENTIATEDASLOCALLYPRODUCEDAREMORELIKELYSALESPROMOTIONCANBEDEFINEDASASHORTTERMINCENTIVETOENCOURAGETHEPURCHASEORSALEOFAPRODUCTMARKETERSINALMOSTALLCATEGORIESOFGOODSANDSERVICEINDUSTRIES,ATTEMPTTOBUILDPRODUCTCATEGORYNEEDS,CREATEBRANDAWARE

15、NESS,ANDFACILITATEPURCHASESTHROUGHEFFECTIVECOMMUNICATIONSANDSALESPROMOTIONCOMMUNICATIONISTHEPROCESSOFESTABLISHINGCOMMONNESSORUNDERSTANDINGBETWEENASENDERANDARECEIVERGEMMYA1999INTEGRATEDMARKETINGCOMMUNICATIONSISTHECOORDINATIONOFALLPROMOTIONALACTIVITIESTOPRODUCEAUNIFIEDCUSTOMERFOCUSEDMESSAGEPROFESSIONA

16、LSINTHEORGANIZATIONSARERESPONSIBLEFORINTEGRATINGANDCOORDINATINGALLCOMMUNICATIONSINORDERTODELIVERACLEAR,CONSISTENT,ANDCOMPELLINGMESSAGEABOUTTHEORGANIZATIONANDITSPRODUCTSINTEGRATEDMARKETINGCOMMUNICATIONSINWHICHSALESPROMOTIONISANINTEGRALPARTBEGINSWITHTHEIDENTIFICATIONOFCONSUMERNEEDSITINCLUDESMANAGINGEV

17、ERYASPECTOFTHEIMAGEANORGANIZATIONWANTSTODELIVER,WHICHINVOLVESCOORDINATINGTHELOOKANDFEELOFEACHELEMENT,ASWELLASCOORDINATINGTHETIMINGOFVARIOUSPROMOTIONELEMENTSTHENTHEORGANIZATIONMUSTDELIVERTHATIMAGETHROUGHEVERYTHINGTHATTHEYDO,BECAUSEEVERYTHINGCOMMUNICATESSOMETHINGABOUTTHEBRANDBEINGPROMOTEDTHEINCREASING

18、COMPLEXITYANDSOPHISTICATIONOFMARKETINGCOMMUNICATIONSREQUIRESCAREFULPROMOTIONALPLANNINGTOCOORDINATEINTEGRATEDMARKETINGCOMMUNICATIONSSTRATEGIESITISIMPERATIVETOMENTIONHERETHATTHEOBJECTIVESOFCOMMUNICATIONSINCLUDEINFORMING,PERSUADING,REMINDING,ADDINGVALUEANDASSISTINGOTHERORGANIZATIONALEFFORTSTHECOMMUNICA

19、TIONPROCESSINVOLVESSIXBASICELEMENTSSENDERENCODER,MESSAGE,CHANNEL,RECEIVERDECODER,NOISE,ANDFEEDBACKSTUDENTSLEANTABOUTCELLULARPHONEFROMMANYSOURCES,MAINLYFROMFRIENDSANDFAMILIES,THROUGHADVERTISEMENTANDFROMTHEIROWNEXPERIENCEWHETHERAPROMOTIONANDADVERTISINGHURTORHELPABRANDISUNDERRESEARCHEDMELA,GUPTALEHMAN,

20、1997INTHELONGRUN,ADVERTISEMENTHELPBRANDSBYMAKINGCONSUMERLESSPRICESENSITIVEANDMORELOYALEXPOSUREOFANADISCRUCIALTOBEEFFECTIVEINCHANGINGCONSUMERKNOWLEDGE,ATTITUDEANDBEHAVIOREVANS,MOUTINHOVANRAAJ,1996ANDFORTHEADTOBESEEN,ITMUSTGRABTHEATTENTIONOFITSTARGETAUDIENCEADSORIGINALITYASDEFINEDFROMPIETES,WARLOPANDW

21、EDEL,2002WEREEASIERFORCUSTOMERTOREMEMBERTHANORDINARYADSBYINCREASINGATTENTIONTOITTHISTHUSINCREASEDATTENTIONTOTHEBRANDBEINGADVERTISEDHOWEVER,REGARDLESSOFTHECONTENT,ADSFORBRANDLEADERSAREMORESUCCESSFULDUETOTHEINFLUENCEOFTHEBRANDSIMON,1970ADSFORLESSPOPULARBRANDSMAYBELESSSUCCESSFULEVENTHOUGHTHECONTENTMAYB

22、EGOODLIKINGTOWARDSTHEBRANDITSELFCANINFLUENCELIKINGFORTHEBRANDHAWKINS,BESTCONEY,1992HOWEVERACCORDINGTOSTUDYBYBIEHAL,STEPHENSANDCURLO1992WHETHERCONSUMERSLIKEORDISLIKEANADDOESNOTNECESSARILYLEADTOBRANDACCEPTANCEORREJECTIONSO,EVENTHOUGHCONSUMERSMAYLIKETHEADTHATTHEYSEE,ITDOESNOTNECESSARILYMEANTHATTHEYWILL

23、GOOUTANDBUYTHEBRANDADVERTISEDUSUALLYTHECONSUMERUSESTHEIRATTITUDETOWARDSTHEADAADINBRANDCHOICEEQUALEDTHATOFATTITUDETOWARDSTHEBRANDSTHEIMPLICATIONSOFTHISRESEARCHAREOFSIGNIFICANCEFORMARKETERSANDSCHOLARSINTHEFIELDOFPRESTIGEBRANDSSPECIFICALLY,ITOFFERSAPOTENTIALCONTRIBUTIONTOTHEMEASUREMENTOFPRESTIGE,ANDSUG

24、GESTSANALTERNATIVEAPPROACHTOTHEISSUEOFPOSITIONINGPRESTIGEBRANDSRECENTLYADVANCEDBYROUX1991INSUM,OURFINDINGSCONTRIBUTETONEWEXPLANATIONSOFPRESTIGEBRANDADVANTAGEBEYONDTHATEXPLAINEDINTHEECONOMICS/ANALYTICALLITERATUREOURFRAMEWORKASSUMESTHEEXISTENCEOFLATENTPRESTIGECONSTRUCTSINFLUENCEDBYPERSONALANDINTERPERS

25、ONALPERCEPTIONSTOWARDTHEBRANDSTHESEFINDINGSHELPEXPLAINTHEFIVEKEYPRESTIGEVALUESTHATMANAGERSMUSTESTABLISHORMONITORFORCREATINGALASTINGPRESTIGEBRANDASNOTED,THEPROPOSITIONSOFTHISREVIEWCOULDSERVEVARIOUSPURPOSES,BUTPERHAPSBESPECIFICALLYAPPLIEDTOCREATEANDBUILDBRANDPRESTIGE,ORADDRESSISSUESSUCHASHOWTOMAINTAIN

26、BRANDPRESTIGEONCEITISESTABLISHEDTHEBENEFITSFROMTHISFRAMEWORKRESIDEINHELPINGRESEARCHERSUNDERSTANDHOWCONSUMERSVIEWPRESTIGEBRANDSTHECONTRIBUTIONISBOTHUSEFULFROMAMARKETSEGMENTATIONPOINTOFVIEWANDFROMAMARKETPOSITIONINGPOINTOFVIEWFROMAMARKETSEGMENTATIONPOINTOFVIEW,CLUSTERINGGROUPSACCORDINGTOTHEIRPRIMARYPER

27、CEIVEDVALUESOFPRESTIGEFORABRANDMAYREVEALOTHERDEMOGRAPHICORPSYCHOGRAPHICCHARACTERISTICSWHICHMAYBETTERREPRESENTTHESECONSUMERSTHEPROPOSEDFACTORSTRUCTUREFORTHECONCEPTOFPRESTIGESUGGESTEDDURINGTHELITERATURESYNTHESISPROVIDEDABASISFORDEVELOPINGSEVERALPROFILESOFCONSUMERSTHESEDIFFERENTCONSUMERSPROFILESMAYINDI

28、CATEDISTINCTMARKETSEGMENTSTOWHICHDIFFERENTPRODUCTSAPPEALORADVERTISINGSTRATEGIESCOULDBEIMPLEMENTEDREFERENCEROGERS,EVERETTM1983,DIFFUSIONOFINNOVATIONS,NEWYORKTHEFREEPRESSROSSITER,JOHNRANDLARRYPERCY1987,ADVERTISINGANDPROMOTIONMANAGEMENT,NEWYORKMCGRAWHILLROSSITER,JOHNR,LARRYPERCYANDROBERTJDONOVAN1991,“A

29、BETTERADVERTISINGPLANNINGGRID,“JOURNALOFADVERTISINGRESEARCH,315,1121ROUX,ELYETTE1991,“COMMENTSEPOSITIONNENTLESMARQUESDELUXE,“REVUEFRANAISEDUMARKETING,132/13323,111118ROUX,ELYETTE1994,“LELUXEENTREPRESTIGEETMARCHEDEMASSE,“DCISIONSMARKETING,1JANUARYAPRIL,1522ROUX,ELYETTE1995,CONSUMEREVALUATIONOFLUXURYB

30、RANDEXTENSIONS,EMACCONFERENCE,MAY,ESSEC,PARISROUX,ELYETTEANDJEANMARIEFLOCH1996,“GRERLINGRABLELACONTRADICTIONINTERNEDETOUTEMAISONDELUXE,“DCISIONSMARKETING,9SEPTEMBERDECEMBER,1523SEKORA,JOHN1977,LUXURYTHECONCEPTINWESTERNTHOUGHT,EDENTOSMOLLETT,BALTIMORE,MDJOHNHOPKINSUNIVERSITYPRESSSHETH,JAGDISHN,BRUCEI

31、NEWMAN,ANDBARBARALGROSS1991,“WHYWEBUYWHATWEBUYATHEORYOFCONSUMPTIONVALUES,“JOURNALOFBUSINESSRESEARCH,221,159170SIRGY,MJOSEPH1982,“SELFCONCEPTINCONSUMERBEHAVIORACRITICALREVIEW,“JOURNALOFCONSUMERRESEARCH,9DECEMBER,287300SNYDER,CHARLESRANDHOWARDLFROMKIN1977,“ABNORMALITYASAPOSITIVECHARACTERISTICTHEDEVELO

32、PMENTANDVALIDATIONOFASCALEMEASURINGNEEDFORUNIQUENESS,“JOURNALOFABNORMALPSYCHOLOGY,865,518527SOLOMON,MICHAELR1983,“THEROLEOFPRODUCTSASSOCIALSTIMULIASYMBOLICINTERACTIONISTAPPROACH,“JOURNALOFCONSUMERRESEARCH,10DECEMBER,319329SOLOMON,MICHAELR1994,CONSUMERBEHAVIOR,2NDED,BOSTON,MAALLYNANDBACONTELLIS,GERAR

33、DJANDGARYJGAETH1990,“BESTVALUE,PRICESEEKING,ANDPRICEAVERSIONTHEIMPACTOFINFORMATIONANDLEARNINGONCONSUMERCHOICES,“JOURNALOFMARKETING,54APRIL,3445THOMPSON,CRAIGJANDDIANALHAYTKO1997,“SPEAKINGOFFASHIONCONSUMERSUSESOFFASHIONDISCOURSESANDTHEAPPROPRIATIONOFCOUNTERVAILINGCULTURALMEANINGS,“JOURNALOFCONSUMERRE

34、SEARCH,23JUNE,1542VEBLEN,THORSTEINB1899,THETHEORYOFTHELEISURECLASS,BOSTONHOUGHTONMIFFLINVERHALLEN,THEOM1982,“SCARCITYANDCONSUMERCHOICEBEHAVIOR,“JOURNALOFECONOMICPSYCHOLOGY,22,299321VERHALLEN,THEOMANDHENRYSROBBEN1994,“SCARCITYANDPREFERENCEANEXPERIMENTONUNAVAILABILITYANDPRODUCTEVALUATION,“JOURNALOFECONOMICPSYCHOLOGY,15JUNE,315331WEGENER,BERND1992,“CONCEPTSANDMEASUREMENTOFPRESTIGE,“ANNUALREVIEWOFSOCIOLOGY,182,253280WONG,NANCYYANDAARONCAHUVIA1998,“PERSONALTASTEANDFAMILYFACELUXURYCONSUMPTIONINCONFUCIANANDWESTERNSOCIETIES,“PSYCHOLOGYANDMARKETING,15AUGUST,423441