中小环保型企业市场营销模式探究【开题报告】.doc

1、毕业论文开题报告工商管理中小环保型企业市场营销模式探究一、选题的背景与意义MARKETINGPLAYSIMPORTANTROLEINCORPORATIONNOWADAYS,HOWEVER,MARKETINGSEGMENTATIONISTHEPRIMARYGOALFORACORPORATIONITPOINTOUTTHEROUTEFORTHEFUTUREFORSMALLBUSINESS,ESPECIALLYENVIRONMENTALFRIENDLYCOMPANY,THEWHOLEINDUSTRYISQUITEDIFFERENTCOMPAREWITHTRADITIONALINDUSTRY,WHICH

2、MEANSFINDTHEIRTARGETMARKETISNECESSARYANALYZETHISTOPICCANSHOWSHOWMARKETSEGMENTATIONWORKSINNEWINDUSTRY,WHILEATTHESAMETIMEFINDOUTHOWENVIRONMENTALFRIENDLYCOMPANYINFLUENCEMARKETSEGMENTATIONSTRATEGIESIUSEECOMAGICASANEXAMPLEECOMAGIC,ANENVIRONMENTALLYFRIENDLYLUBRICANTANDCLEANSER,ISCURRENTLYFACINGPOORSALESAS

3、SUCH,MRWINDUSTRIESHASREQUESTEDAVIABLEMARKETINGPLANBEPRODUCEDTOIMPROVETHEPRODUCTSBRANDAWARENESSANDINCREASESALESTHEENVIRONMENTALANALYSISCONDUCTEDREVEALSTHATTHEECOMAGICPRODUCTHASSEVERALSTRONGADVANTAGES,SUCHASITSVERSATILITY,ITSECOFRIENDLYNATURE,ANDTHEFACTTHATITISLOCALLYPRODUCED,BUTALSOFACESMANYCHALLENGE

4、S,BOTHINTERNALANDEXTERNALINTERNALLY,ECOMAGICSUFFERSFROMUNSATISFACTORYPACKAGINGANDAPOORLYCONSTRUCTEDPRODUCTWEBSITEEXTERNALLY,THEPRODUCTFACESNUMEROUSCOMPETITORS,MOSTOFWHICHAREPRICEDLOWERTHANECOMAGICANDOFFERGREATERSELECTIONBCEINCISATELECOMMUNICATIONSSERVICEPROVIDER,OFFERINGARANGEOFPRODUCTSANDSERVICESTY

5、PICALOFTHEINDUSTRYTHECOMPANYCOMPETESAGAINSTTWOOTHERGIANTSINTHEINDUSTRY,TELUSANDROGERS,ANDTHETHREECOMPANIESCOLLECTIVELYCONTROLABOUT95OFTHEMARKETASSUCH,EACHCOMPANYOFFERSVERYSIMILARPRODUCTS,SERVICES,ANDPRICESTHROUGHANUMBEROFSUBSIDIARYCOMPANIESTHEREISLITTLEDIFFERENTIATIONINTHEINDUSTRYANDTHUSLITTLEGROWTH

6、TOCOMBATTHISSTAGNATION,BCEHASANUMBEROFSTRATEGICALTERNATIVESTOCHOOSEFROM,DRAWINGONTHEIROWNCOMPETENCIESSUCHASEXPERIENCE,EFFICIENCY,ANDEXISTINGINFRASTRUCTURE,ASWELLASEXTERNALOPPORTUNITIES,SUCHASTHEINCREASINGRELIANCECONSUMERSHAVEONTHEINTERNETANDTHEINCREASEDDEMANDFORWIRELESSSERVICESTHREEALTERNATIVESWERED

7、EVELOPEDONE,CONVERTWIRELINECUSTOMERSTOWIRELESSTWO,APRICELEADERSHIPSTRATEGYOFINCREASINGMARKETSHAREWITHLOWERPRICESANDBETTERSERVICESANDTHREE,OFFERNEWINTEGRATEDSERVICESWITHNEWTECHNOLOGYBCEINCISACANADIANTELECOMMUNICATIONSERVICESPROVIDERTHECOMPANYDIVIDESITSBUSINESSINTOTHREESEGMENTSWIRELINE,WIRELESS,ANDREG

8、IONALTELECOMMUNICATIONSERVICES二、研究的基本内容与拟解决的主要问题THISPAPERDISCUSSESTHEEXISTINGCONSUMERKNOWLEDGEDEALINGWITHASPECTSOFPRESTIGE,ANDBASEDONTHISLITERATURE,DEVELOPSACONCEPTUALFRAMEWORKUSEFULFORTHEANALYSISOFMARKETING,ACCORDINGTOWIKIPEDIA,AMARKETSEGMENTISASUBSETOFAMARKETMADEUPOFPEOPLEORORGANIZATIONSWITHONEORM

9、ORECHARACTERISTICSTHATCAUSETHEMTODEMANDSIMILARPRODUCTAND/ORSERVICESBASEDONQUALITIESOFTHOSEPRODUCTSSUCHASPRICEORFUNCTIONBCEASATELECOMMUNICATIONCOMPANYINCANADA,THEIRMARKETSEGMENTATIONSTRATEGYISQUITEUNIQUE,ANDITISALSOWORTHWHILETOANALYSETHEREARETHREEMAJOROBJECTIVESNEEDTOBESOLVEDTHEMARKETINGOBJECTIVESOFM

10、RWINDUSTRIESARETHREEFOLDTHEFIRSTOBJECTIVEISTOINCREASEGENERALPRODUCTAWARENESSOFECOMAGIC,HOPEFULLYACHIEVEDATLEASTINPARTTHROUGHTHEUSEOFSOCIALNETWORKINGTHESECONDOBJECTIVEISTOACHIEVEASALESGOALOF500,000PERYEAROVERTHENEXTFIVEYEARS,WITH1,000,000INSALESPERYEARBEYONDTHATTHEFINALOBJECTIVEISTOREFURBISHECOMAGICS

11、PRODUCT,PROMOTION,PRICING,ANDDISTRIBUTIONSTRATEGIESTOCAPTUREMARKETSHAREAPPROPRIATETOTHEPRODUCTSPOTENTIAL三、研究的方法与技术路线IUSESURVEYTOSETPOSITIONINGPLAN,PRODUCTPLAN,PROMOTIONPLANANDPRICINGPLANAFTERALLTHESEPLANSAREDONEWECOLLECTDATATODOMOREANALYZETHANIWILLMAKEAMODELTODOTHESALESPROFITFORECASTWHILEATTHESAMETI

12、ME,SWOTISALSONECESSARY四、研究的总体安排与进度（1）20102011学年第一学期第45周（2010年10月9日16日）开题论证会。第6周（2010年10月19日10月23日）对文献综述和开题报告进行修改。第714周（2010年10月26日12月18日）收集资料，修改论文研究框架，撰写论文。第15周（2010年12月21日12月25日）提交毕业论文初稿。（2）20102011学年第二学期寒假期间收集资料，修改论文。第1周（2011年3月5日）毕业论文定稿。五、主要参考文献1ROGERS,EVERETTM1983,DIFFUSIONOFINNOVATIONS,NEWYORKT

13、HEFREEPRESS2ROSSITER,JOHNRANDLARRYPERCY1987,ADVERTISINGANDPROMOTIONMANAGEMENT,NEWYORKMCGRAWHILL3ROSSITER,JOHNR,LARRYPERCYANDROBERTJDONOVAN1991,“ABETTERADVERTISINGPLANNINGGRID,“JOURNALOFADVERTISINGRESEARCH,315,11214ROUX,ELYETTE1991,“COMMENTSEPOSITIONNENTLESMARQUESDELUXE,“REVUEFRANAISEDUMARKETING,132/

14、13323,1111185ROUX,ELYETTE1994,“LELUXEENTREPRESTIGEETMARCHEDEMASSE,“DECISIONSMARKETING,1JANUARYAPRIL,15226ROUX,ELYETTE1995,CONSUMEREVALUATIONOFLUXURYBRANDEXTENSIONS,EMACCONFERENCE,MAY,ESSEC,PARIS7SEKORA,JOHN1977,LUXURYTHECONCEPTINWESTERNTHOUGHT,EDENTOSMOLLETT,BALTIMORE,MDJOHNHOPKINSUNIVERSITYPRESS8SH

15、ETH,JAGDISHN,BRUCEINEWMAN,ANDBARBARALGROSS1991,“WHYWEBUYWHATWEBUYATHEORYOFCONSUMPTIONVALUES,“JOURNALOFBUSINESSRESEARCH,221,1591709SIRGY,MJOSEPH1982,“SELFCONCEPTINCONSUMERBEHAVIORACRITICALREVIEW,“JOURNALOFCONSUMERRESEARCH,9DECEMBER,28730010SNYDER,CHARLESRANDHOWARDLFROMKIN1977,“ABNORMALITYASAPOSITIVEC

16、HARACTERISTICTHEDEVELOPMENTANDVALIDATIONOFASCALEMEASURINGNEEDFORUNIQUENESS,“JOURNALOFABNORMALPSYCHOLOGY,865,51852711SOLOMON,MICHAELR1983,“THEROLEOFPRODUCTSASSOCIALSTIMULIASYMBOLICINTERACTIONSAPPROACH,“JOURNALOFCONSUMERRESEARCH,10DECEMBER,31932912SOLOMON,MICHAELR1994,CONSUMERBEHAVIOR,2NDED,BOSTON,MAA

17、LLYNANDBACON13TELLIS,GERARDJANDGARYJGAETH1990,“BESTVALUE,PRICESEEKING,ANDPRICEAVERSIONTHEIMPACTOFINFORMATIONANDLEARNINGONCONSUMERCHOICES,“JOURNALOFMARKETING,54APRIL,344514THOMPSON,CRAIGJANDDIANALHAYTKO1997,“SPEAKINGOFFASHIONCONSUMERSUSESOFFASHIONDISCOURSESANDTHEAPPROPRIATIONOFCOUNTERVAILINGCULTURALM

18、EANINGS,“JOURNALOFCONSUMERRESEARCH,23JUNE,154215VERHALLEN,THEOMANDHENRYSROBBEN1994,“SCARCITYANDPREFERENCEANEXPERIMENTONUNAVAILABILITYANDPRODUCTEVALUATION,“JOURNALOFECONOMICPSYCHOLOGY,15JUNE,31533116WEGENER,BERND1992,“CONCEPTSANDMEASUREMENTOFPRESTIGE,“ANNUALREVIEWOFSOCIOLOGY,182,25328017WONG,NANCYYANDAARONCAHUVIA1998,“PERSONALTASTEANDFAMILYFACELUXURYCONSUMPTIONINCONFUCIANANDWESTERNSOCIETIES,“PSYCHOLOGYANDMARKETING,15AUGUST,423441指导教师审核意见