bh公司市场营销策略研究

华中科技大学硕士学位论文BH公司市场营销策略研究姓名：余敬申请学位级别：硕士专业：工商管理指导教师：云虹20061001IBHBHBHBHBHBHBHBHK/AIIAbstractWiththedevelopmentofreformandtheenhancementoflife,people'sexpensepsychologyandtheconsumptionpatterntransformdeeply,besidesthetraditionalbasicnecessitiesoflife,themassiveconsumerscomeupthehigherlevellifeandhealthcare,becauseitsgiantmarketandhighprofit,thebeeproducemarketattractsthemultitudinousbusinessestoenterin.thecompetitionwasextremelyintense.ThisarticleisbasedontheBHCorporationmarketmarketingstrategyhasbeendetermination,throughtheanalysisofthemarketenvironmentandthecompetitorconditionwhichtheBHCorporationlocates,IfoundtheBHCorporationnewmarketingstrategy.Ontheproductstrategy,thisarticleproposedBHCorporationshouldsetupthebeeproductexpert'sprofessionimage.Andunifythecorporateimageandtheproductimage.Onthechannelstrategy,thisarticleproposedthemerchantandthecompanyimplementationstrategyalliance,developsthenewproducttogether,meetsthecustomerdifferentdemands,andachievesthesalegoal.AlsoitproposedtobuildtheprofessionassociationleaderwhichBHCorporationlocates;BHCompanyshouldadoptthepolicyandgovernmentstrength,toreducethechanneldevelopmentcost.Onthepromotionstrategy,thisarticleproposedtobuildupthetargetK/Amarket,andstrengthenproductexhibitiontoachievethesalegoal,alsothearticleproposedtounifytheemphasisbrandandthepromotion.KeyWords:BeeproducesMarketsegmentingCompetitionsituationMarketingstrategy(“”)::::111.1700205020001100[1]1.1.170%12220022003320061.1.210-HAD12005812.5462.56%20063200610-HDA10-HDA[2]2200210-HDA10-HDA1.1.31241.2BHBH90%102005130020062003-20057020041.2.1BH1-11-1BH51.2.2123K/A41.3200050%60%6BHBHBHBHBH1-21-2722.1[3]4PS(product)(price)place(promotion)[4]2.2[5]8[6]2.2.1[5]2.2.212349[6]2.2.3[6]102.32.3.12.3.2112.3.32.3.4123BH3.13.1.1200011-6[7]3.1.2WTO133.1.33.1.43.23.2.13.2.211423200519961328311445.2%200334050200450%1851631922[8]3.3BHLFLBC153.3.1LFLLFLLFLLFL19991LFLLFLLFLLFLLOGO2LFLLFL20303LFLK/AAB/CLFL416LFLDM80%3.3.2BCBCBC19892020001BCBCBC2BC3BCBC17BCBC3.4BHBHLFLBC3.4.1BH500g900g500g900g3-12005BH70%10%3%183-120053.4.2BH72%9%3%1%15%193.4.3BH300035%715004500[9]3.4.420053-13-13-1BH200544.86%2.49%28.47%0.43%26.68%14.38%203.5BHBHBHBH3.5.1BHBH10BHBHBHBH3.5.221BHBHBH3.5.3BHBH3.5.4BHBHBH224BH4.14.1.1BH[10]1[11]3600600475214.1.223BH2.2.2BH4.224.2.1124234//54.2.2144.1%38.8%23500g37%500g61%500g3076.3%,500g3073%2585.6%447.1%5500g1587.3%4.2.3162.4%24-17.6%26,85.70%,7.60%,6.70%4-23LFL21.0%BC17.5BH7%4.34-1274.3.1BH1234,53.20%,33.00%,13.80%4-2285[12]4.3.2BH35~45295BHBH20058303000BC20052000BC50%40007000BH20054005.711013.3%BHLFLBCBH5.1BH2BHBHBH305.1.15.1.2BHBH5.2BH5.2.1BH5.2.25-1315-15-1500g500g500g500g900g325-21000G1000G1000G1000G500G1000G500G1000G500G500G385G385G15g*30125G125G125G125G4450g2450g2450g2450g2125g2125g2125g25-21K/AA1000gBC33500g1000g5g25g5.2.35-35-15-6345-3450g/200g/450g/200g/450g/200g/450g/200g/450g/200g/450g/200g/450g/200g/450g/450g/450g/250g450g/500g450g/150g450g/300g900g/1kg900g/380g900g/250gKg500gKg5gKg180Kg60Kg60KgKgKg180/Kg60/Kg25ml/Kg25ml/150g/50ml/355-220050100020003000400050006000700080009000450g0123455-12005500g36900g050001000015000200005-32005900g375-420055-520055-620050100002000030000400005000060000200g010002000300040005000050001000015000200002500030000381BHBH210-HADBCBHOEM3Kg5g5g30395.2.4BH[13]BHBH5.35.3.1BH405.3.2BH2BHBH125-45-4415.4[14]BH5.4.1K/AK/AAB5.4.242120062007235.4.3BH123BH435.4.4…5.5[15]44[16]5.5.1BH1K/A23POP5.5.21VIBHBH452346BHBHBHBHBHLFLBCBCBHBH4748[1]..2005(6)15~19[2].20052006.=619.2006-4-21.[3]T•A•N•....2001.[4]Dwyer,R.F.CustomerLifetimeValuationtoSupportMarketingDecisionMaking.JournalofDirectMarketing.1997.11(4)6~13[5]DelI.Hawkins,RogerJ.Best,KennethA.Coney.ConsumerBehavior:BuildingMarketingStrategy.8E.TheMcGraw-HillCompanies.Inc.2001.[6]....2004.1~183[7]..[8]..=1222.2005-8-9.[9]...1999316~21[10]....1993.4~15[11].....1997.13~47[12]A.R..E.....2005.26~142[13]..=153.2006-3-18.[14]...2000.51~103.49[15]...1998.101~122[16]..2005(7):21~35[17]..2003(E):13~15[18]..2004(5):12~14[19]..2005(3)4~6[20]D.QulinnMills.TheNewCompetiters.JohnWiley&Sons.1995.[21]PaulLeroux.SellingtoaGroup.Harper&ROWPublishersInc.1994.[22]ChristianHomburgAnnetteGering.PersonalCharacteristicsasModeratorsoftheRelationshipBetweenCustomerSatisfactionandLoyalty-AnEmpiricalAnalysis.Psychology&Marketing.2001.18(1):43~66[23].2004..2004(6)59~61[24].——..2004(4)34~35[25]Boyd,Harper,WilliamandMassy.MarketingManagement.NewYork:HarcourtBraceJovanovich.2002.[26]Berry,LleonardL.,A.Parasuraman.MarketingServices:CompetingThroughQuality.NewYork:Freepress.2001.[27]BrinbergD,LutzR(ed).PerspectivesonMethodologyInConsumerResearch.NewYork:Springer-VerlagInc1978.73~80[28]...2003.14712:30~33[29]...2003.1512:38~39[30].....2003.1512:40~42[31]RossiterJ,PercyL.Advertising&PromotionManagement.USAMcGraw-Hill.1987.453~487[32]PhilipKotler.MarketingManagement9th,Prentice-HallInternational,Inc.199