9.国商专业毕业设计(样文).doc

毕业论文论文题目： 静妃表业有限公司网络营销方案 姓 名： 刘 某 某 学 号： 0613113105 系别专业： 经贸法律系国际商务法律专业 指导教师： 施 余 兵 完成日期： 2009年4月17日 Beijing College of Politics and LawDissertationTopic: An Internet Marketing Plan for Jingfei Watch Company Written by: _LIU Jingfei_ Majoring in: International Business Law Supervised by: _SHI Yubing_Submitted toThe Faculty of Trade and Economic LawBeijing College of Politics and LawOn the date of 17 April 2009Table of ContentsExecutive SummaryIntroductionDiscussion and AnalysisThe Theory of Marketing MixCurrent Marketing Conditions of Jingfei Company and Its InefficienciesConclusion Recommendations References An Internet Marketing Plan for Jingfei Watch CompanyExecutive SummaryA Marketing Mix is the set of controllable, tactical marketing tools that work together to achieve companys objectives, they are: product, price, promotion, place. Nowadays more and more companies come to realize its importance and try to apply the theory to the operation of their marketing activities.As a new company, Jingfei limited company has been operating in the traditional manner from such aspects as its product category, pricing strategy, distribution channels, and promotion strategy. However, after the September 2008 financial crisis resulting from the US, Jingfei Company has experienced a sharp decreasing in its market share. To change the bad conditions, the report analyzes the current marketing conditions of Jingfei Company by means of the Marketing Mix theory, and hereby put forward some recommendations: (a) to increase the types of Jingfei Companys current products, such as some domestic brand watches, some low price watches, etc.; (b) to adopt a more flexible pricing strategy, for example, to reduce the prices of some of its products aiming to attract more potential consumers; (c) to strengthen the functions of the newly-established Internet Marketing Department, such as establish the online B2C purchasing system, arrange a more efficient delivery system, and the like; and (d) to realize the importance of promotion and do more promotion or champions relating to its products regularly so as to keep its loyal consumers and attract new consumers. Introduction As a new company, Jingfei limited company was co-invested by a Chinese limited company and a foreign company in 2005 with Beijing as its headquarter, and specializes in the selling of international brand watches, such as CASIO, Rolex, Burberry, and the like. Its target consumers include bosses, managers and some high-rank officials in the governments, who are usually called Successful People. It mainly sells its products by specialty shops and plazas and seldom does some promotions or organizes some champions. After the September 2008 financial crisis resulting from the US, Jingfei Company has experienced a sharp decreasing in its market share. In view of the conditions, the board of directors made a decision: to establish an Internet marketing department responsible for the selling through the Internet. And this report aims to make an Internet marketing plan for this company.Discussion and AnalysisThis part will analyze the current marketing conditions of Jingfei Company by means of relevant marketing theory.The Theory of Marketing MixThe “Marketing Mix” is generally accepted as the use and specification of the four Ps describing the strategic position of a product in the marketplace. One version of the marketing mix originated in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version was used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term Marketing-Mix. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes. Generally speaking, a Marketing Mix is the set of controllable, tactical marketing tools that work together to achieve companys objectives, they are: product, price, promotion, and place. Although some marketers have added other Ps, such as personnel, packaging and physical evidence, the fundamentals of marketing typically identifies the four Ps of the marketing mix as referring to the 4 aspects as follows:ProductProduct refers to a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. PriceThe price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customers perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. PlacePlace represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. PromotionPromotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $131 to $130.99 would be considered a tactical change, potentially related to a promotional offer.The term Marketing Mix however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.Product-mix strategiesOnce we have a product range established, there are a number of strategies we might consider: Expansion of the product mix, many firms aim to grow by expanding their range, although often expanding the range can also add to the risks-it becomes harder to know all of the individual items being sold.Alteration of existing products, sales growth can also be achieved by updating or otherwise changing existing products. This can be less expensive than developing and launching new lines.Product-mix contraction, the impacts of product life cycles lead many line items to become unprofitable or incompatible with other company aims. Cutting away the dead wood products is a necessary part of the product management role.Trading up and trading down, these two strategies involve adding an additional line to a range, priced either above or below the current lines respectively.Choosing the right channel: Market considerations in choosing a channel, we should first consider the size, location and other characteristics of the market we want the channel to serve. We think type of market, number of potential customers, location of customers and order size. Product considerations, the size, unit price, complexity and other attribute of a product will also influence the choice of channel. There are numerous product-related factors to consider: unit value, perishability and technical nature of the product. Intermediary considerations, here, we need to consider which middlemen are willing and able to perform the channel tasks for us. Company considerations, the final choice of distribution channel is influence by factors such as financial strength, expertise and desire for channel control. Managing sales promotion includes premiums, in-store displays, trade shows, samples, in-store demonstrations and contests.Current Marketing Conditions of Jingfei Company and Its InefficienciesCompared with the 4p theory above, this part will analyze the 4 ps of Jingfei Company, and try to find its inefficiencies.First, Product. As mentioned at the beginning of this report, Jingfei Company only sells world famous brands. The board of directors did so since they treated watch as luxurious product which often means: the more expensive, the better. In view of this understanding, they havent tried to sell any domestic brand watches.Second, Price. Since all products that Jingfei Company sells are world famous brands, the price is obviously expensive which cannot be afforded by most people.Third, Place. In view of the luxurious nature of the products, Jingfei Company always chose the same distribution channelspecialty shop and plaza, which belongs to the high class marketing channel. Although later the board of directors decided to establish the Internet Marketing Department, the functions of this department have been fully developed and few effective measures have been taken to change the bad conditions.Fourth, Promotion. Just as a famous saying goes, “There is no need to advertise the wine if it is good enough”, the board of directors of Jingfei Company believed that it was not necessary for them to promote their products, say, offer the consumers some discount or concessions.After analyzing its 4ps above, we can see that the Marketing Mix of Jingfei Company is not sound which may lies in the 4 aspects as follows: Firstly, the types of its products are too simple and too high class which actually stop many potential consumers including middle-class or low-class consumers from buying them; secondly, the prices of its products are too high, and may be more flexible; thirdly, the traditional distribution channels that Jingfei Company utilized cannot meet the new trends, which requires Jingfei Company to realize the importance of the Internet and take more measures to push the marketing efforts by means of the Internet; fourthly, in modern society with more and more products emerging everyday, no product can survive without the effective and efficient promotion, however, Jingfei Company needs to do more in this aspect.ConclusionKnown the Marketing Mix theory and the current marketing conditions of Jingfei Company, we can draw the following conclusions: (a) Marketing Mix theory, namely, the 4p (product, price, place, and promotion) theory plays an important role in a company, and any company cannot survive without the guidance of this theory directly or indirectly. (b) The current marketing conditions of Jingfei Company are not so good, which on the other hand reflect some inefficiencies that existed in this company and needs to be improved through strengthening its marketing efforts.RecommendationsAfter the discussion and analysis above, this report pu