立白市场营销调查报告.doc

word count: 2074introductionguangzhou liby enterprise group co., ltd. is a large daily chemical enterprise, founded in 1994. in the countrys reform and opening up policy and the party committees, governments, community care, support and help, liby group, both to maintain a rapid growth in recent years, chinas comprehensive strength ranks the top three washing industry. liby group has world-class r & d level, world-class production equipment.as always uphold the integrity of corporate management, the operating principle of taxation by chapter, liby group has become a banner of national daily chemical industry, the development of the white establishment by the government and the community widely recognized liby groups extensive marketing network throughout the country, the country has ten production bases, more than ten thousand employees.this report includes an explanation of what is marketing. also describes how to use marketing skills to expand market share. liby groups market survey, the concept of market segmentation, target market and market positioning. there are macro environmental factors and micro environmental factors impact of marketing strategy. how consumer behavior affect the consumer market.1. comparing alternative definitions of marketing. (outcome 1.1)(1) “marketing is an organizational functionand a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” -american marketing association .2004(2) marketing is through individual and collective creation, sale of goods, and other free exchange of products, in exchange for the process of what they want (3) marketing is to meet the needs of others, but also make their own interests were.commonsobjectivestarting pointdifference methodsangleprocess 2. identifying the main characteristics of liby as a marketing-oriented organization. (outcome 1.2) there are many in societys guiding ideology of competition. organizations are under the direction of a particular concept, engaged in marketing activities. these ideas include:1 .the production conceptproduction concept is one of the oldest marketing concepts. producers only care about the production of products, how to reduce production costs. expand the market, increasing distribution outlets, greater coverage. some companies in order to expand the market will take this approach.2 .the product conceptunder the guidance of the concept in the product, the producer is committed to producing quality products. continuously improve product quality, but without considering the needs of the market.3 .the selling conceptselling concept, is actively marketing and active promotion, it is that consumers and businesses will not completely buy a product, so through marketing. under the guidance of the selling concept, producers seeking only to sell their products to produce, rather than selling the customer needs.4 .the marketing conceptmarketing concept based on the consumer as the center, according to market demand and customer requirements, production of customer and market need. and marketing department to become the command and coordinating center of the entire production and business activities5. the societal marketing concept the concept of social marketing is centered on the long-term interests of the marketing concept is the concept of the marketing additions and amendments.liby company: through market research, liby group established target market, the production of products of various customer needs. for example, liby group, according to their own products, to establish the main target was a housewife, according to the needs of housewives, producing low-cost and practical necessities. liby group is committed to meet customer needs, which makes it better than its competitors access to customer recognition, more profit. and establish long-term profitable customer relationships.3. explaining the various elements of the marketing concept.1. customer demands:朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 名词 1. passing2. 动词 1. pass2. adopt3. pass through4. traverse5. transit6. carry3. 副词 1. past4. 介词 1. through2. by3. via4. by means of5. by way ofdemands are wants for specific products backed by an ability to pay.2. targeting markets:in the market, not the same for each consumer demand, marketers are hard to make every consumer satisfaction. in response to this phenomenon, marketers began to market segmentation. through consumer psychology, behavioral differences were subdivided into various groups, which is market segmentation. and select the most likely target customer groups for service, which is the target market.3. marketing mix: marketing mix is the company to achieve a set of marketing tools for marketing purposes. mccarthy summarized into four categories to these tools, called 4p, including: product, price, place and promotion. for example: liby quzibaquanxiao washing powderproductliby quzibaquanxiao washing powder in a package specification is 1.8kg, its quality in the market is good. its performance is mainly reflected in the clean-up of stubborn stains more than other products clean.priceliby quzibaquanxiao washing powder in a package price is not high, because the purchasing powers of targeted housewives are not high.promotionliby quzibaquanxiao washing powder for its target market, developing a series of ads, promotions, such as buy one get one and so on. also through personal selling and direct marketing to sell products.placeliby quzibaquanxiao washing powder for its target market, the merchandise sales sites are mainly located in the vicinity of residential areas is conducive to housewives to buy. 4. marketing planning: the marketing planning process consists of analyzing marketing opportunities; selecting target markets; designing marketing strategies; developing marketing programs; and managing the marketing effort.4. identifying and assessing the benefits and costs of liby using a marketing approach. (outcome 1.4)liby is a customer-centric company. so the product must meet customer needs, thereby enhancing customer loyalty. for loyal customers, the company lower costs for their services, because they know the quality of products and prices. so in a way, they are also the companys salesman. to some extent and therefore reduce the companys marketing costs.liby group, its products are daily necessities, so basically advertising theme is very close to real life. so customers feel warm to establish a good corporate image. because the cost of a new customer to 5 times the old customers, this is why to avoid the loss of customers. to do to avoid the loss of customers, company must make the customer satisfied. only customer satisfaction, companies can gain long-term interests.5. identifying and explaining macro and micro environmental factors which influence libys marketing decisions. (outcome 2.1)the market environment comprises all aspect of market which affect the companys relationship with its customers and the patterns of competition.market environment include micro environment and macro environment.macro environment:1. demographic environment: as chinas population is very large, so chinas market potential is very great. meanwhile, china has also made a lot of labor.2. economic environment: since the reform and opening up, chinas market economy become more perfect. peoples purchasing powers are increasingly high.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 代词 1. 你2. 您3. 你们4. 侬5. 尔3. nature environment: china has rich natural resources. for example, vast land that is helping set up factories.4. political/legal environment: with powerful national strength of china, chinas political and legal environment is also more democratic, more perfect. for businesses and protecting the legal rights of individuals are also more powerful5. technological environment: as economic development and opening up, chinas technology are more powerful.6. social culture environment:extensive and profound chinese culture, cultural environment is very prosperous.micro environment: 1. suppliers: the quality of suppliers determines the cost of the product level, the reason why liby product prices low, not only because of its technology, but also thanks to its suppliers.2. publics: because liby products are mainly for sale to housewives, so the ads for these products are very easy to understand. at the same time, this ad also makes more public know liby groups products to increase product sales.3. competitors: the strength of competitors, to a certain extent, affect the companys share of sales, therefore, we can not ignore the existence of competitors. liby competitors are procter & gamble, unilever. this is a capital, branding, marketing and management of the race; it must be taut nerves, fast run. liby through proper marketing strategy, is slowly catching up p & g, unilever.4. customers: customer satisfaction, sales in the products and enterprises can profit. liby group is a customer-centric company. therefore, libys products through market research, according to the needs of the customer tailored. purpose is the pursuit of customer satisfaction.5. marketing intermediaries:the position of marketing intermediary in the market environment can not be ignored. liby is through the establishment of the right marketing strategy and strong marketing agency, and slowly increase their market share.through the above analysis, we find that these environmental factors are important factors affecting work environment. for example, changes in suppliers to determine the level of cost of the product, leading companies need to adjust prices. so, marketing workers must pay close attention to these factors, and constantly adjust their strategies.6. proposing segmentation criteria to be used for two products in different markets of liby (outcome 2.2)geographic:nation or country, state or region, density, climatedemographic:age, race, gender, income, education, family size, family life cycle, occupation, religion, nationality, generation, social classpsychographiclifestyle, personality, core valuesbehavioraloccasions, benefits, user status, usage rate, loyalty status segmentation criteriaproductsincomefamily sizecore valuesoccupationsocial classusage rateliby quzibaquanxiao washing powderlow and middle income.bigclearhousewifemiddle and lower classoftenkaojiebajingrouwashing powderhigh-incomesmallsupple, carewhite-collarhigher levelssome time 7. outlining the factors which influence the choice of libys targeting strategy. (outcome 2.3)factors which influence the choice of targeting strategy are: market size the current demand competitive situation. growth profitabilitywhen the liby establish targeting strategy, the firm must look at two factors: the segments overall attractiveness and the companys objectives and resources. does a potential segment have characteristics that make it generally attractive, such as the current demand? dose investing in the segment make sense given the firms objectives, competencies, and resources? some attractive segments may not mesh with the companys long-run objectives, or the company may lack one or more necessary competencies to offer superior value.8. explaining how buyer behavior affects libys marketing activities in two different buying situations. (outcome 2.4)liby washing powderlow pricemain function is to remove stubborn stains.sales target for the housewives.traditional womens choicesliby chaojieroushun laundry detergenthigh pricemain function is to remove the stains and make clothes suppler.sales targets for the higher incomeyoung peoples choiceconsumer buying behavior is that consumers in order to meet their personal or family life took place decision-making process to buy goods. a consumers buying behavior is influenced by cultural, social, and personal factors. cultural factors exert the broadest and deepest influence.culture, subculture, and social class are particularly important influences on consumer buying behavior. culture is the most fundamental determinant of a persons wants and behavior. in addition to cultural factors, a consumers behavior is influenced by such social factors as reference group, family, and social roles and statuses. consumer buying decisions are also influenced by personal characteristics, including the buyers age; stage in the life cycle; occupation; economic circumstances; personality and self-concept; and lifestyle and values.the target customer of liby washing powder is low-income housewives. they dont have more money, and their family members work is physical labor primarily. so they are more concerned about price and quality of products. and their low level of education, so the main source of information is television and other peoples comments. therefore, for these factors, the liby should be set to increase advertising, improve market visibility, and improve the cleaning ability of the product.and the target customer of libychaojieroushun cleaning mixture is a group