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作者： Jonathan Boom 上海财经大学

学位级别：硕士

The commissioning company for this advisory report is Swiss Butchery,a Shanghai-based butchery store chain active in *** company was founded in 2015 and its core business activity is retailing a focused range of high-quality imported and local food products,with a focus on fresh and home-made and processed *** aim of the company is ’to bring a world-class meat experience,that is comparable or better than home.’The company operates 4 brick-and-mortar stores and an online store,is in complete control of its sourcing chain and has its own production *** company aims to further introduce the Chinese market to high-quality imported meat products and Western-style cooking by offering a deepened variety of high-quality fresh *** company has seen successful business amongst expat consumers and now intends to adapt its strategy to more accurately cater to local *** advisory report is guided by the following research question:“What strategic changes does Swiss Butchery need to make to their market positioning,product portfolio and business operations to better target,attract and retain local（Chinese）customers?" In order to gather the data required to answer the main research question,an external analysis,consumer needs analysis and internal analysis have been *** outcomes of this advisory report are based on both desk-and field research,conducted through qualitative and quantitative research ***,to outline the position of food retailers in the Chinese market in regard to consumer behavior,product portfolio and brand image,an external analysis has been *** external analysis focused on the food retail industry,which is home to a strong degree of *** creates a highrisk and high-reward *** market is seen to become increasingly difficult in regards to customer loyalty and requires a strong focus on keeping up with the ***,the market holds a large compound annual growth ra

关键词： marketing strategy Customer Engagement Customer Retention Promotion Customer Profiling Import Store Export Switzerland

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marketing strategy of Fast Fashion Brand A Case Analysis Based on H&M

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校园英语 2014年第18期 191-192页

作者： Jin Chuchu Beijing Forestry University

This thesis takes H&M, a leading fast fashion brand, as a case to analyze the success of international fast fashion brands’ marketing strategies in China as a reference to domestic clothing brands.

关键词： marketing strategy fast fashion H&M

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CUSTOMER EQUITY: MAKING marketing strategy FINANCIALLY ACCOUNTABLE

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Systems Science and Systems Engineering 2004年第4期13卷 405-422页

作者： Ashwin ARAVINDAKSHAN Roland T. RUST Katherine N. LEMON Valerie A. ZEITHAML Department of marketing R.H. Smith School of Business University of Maryland College Park MD 20742Department of Marketing R.H. Smith School of Business University of Maryland College Park MD 20742Marketing Department Carroll School of Management Fulton Hall 444140 Commonwealth Ave Chestnut Hill MA 02467Kenan-Flagler Business School University of CB #3490 Chapel Hill NC 27599-3490

The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable. Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm’s customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies. Hence, it is important to evaluate a firm’s marketing strategies in terms of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change.

关键词： Customer equity return on marketing brand equity customer value relationship marketing marketing strategy customer lifetime value customer satisfaction measurement

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marketing strategy Analysis of Migu Video App Based on 4I Theory

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Proceedings of Business and Economic Studies 2024年第3期7卷 1-5页

作者： Binli Zhang Faculty of Business Administration Rajamangala University of Technology PranakornBangkok 10300Thailand College of Economy and Management Suihua UniversitySuihua 152061Heilongjiang ProvinceChina

With the increasing maturity of 5G technology and the comprehensive development of video apps on the Internet,the landscape of video app downloads shows that Migu Video lags behind giants like iQiyi,Tencent Video,Youku,and Mango ***,during the Tokyo Olympics and the Beijing Winter Olympics,Migu Video’s focus on sports coverage and commentary led to increased public use and app *** study analyzes the marketing status and strategy of the Migu Video *** conducts a detailed analysis using the 4I theory-interest,interaction,individuality,and initiative-and proposes a brand marketing strategy tailored for Migu *** aims to provide insights into the marketing strategies of other mobile Internet companies.

关键词： Migu Video App 4I theory marketing strategy

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A Study on the Service marketing strategy of PT Alpatra Modern Indonesia

A Study on the Service Marketing Strategy of PT Alpatra Mode...

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作者： Nastassja Siswanto 上海财经大学

学位级别：硕士

The main study of the thesis is to aim at restructuring the market strategies and looking for creative ideas to increase sales post Pandemic *** Alpatra Modern Indonesia is a supplier,production,and organizer for Events and Weddings *** research is a quantitative research using a purposive sampling *** population used in this study for the SWOT analysis is the entire strategic team of PT Alpatra Modern Indonesia during 2022,totaling 8 *** population used in this study for the STP & 7P's analysis is all the past clients of PT Alpatra Modern Indonesia during 2021,totaling 246 *** sample for the SWOT analysis is the entire strategic team of PT Alpatra Modern Indonesia during 2022,calculated using saturation *** sample size for the SWOT analysis at this study is *** sample for the STP & 7P's analysis is all the past clients of PT Alpatra Modern Indonesia during 2021,calculated by Slovin *** on those,the sample of this research was 152 *** research data collection method in this study used a questionnaire with proportional sampling *** indicators on the questionnaire used a category scale and a Likert *** data analysis of this research used multiple linear regression and SWOT *** results of this study showed that product,price,place,promotion,people,process,and physical evidence or as known as 7P's have an effect on purchase decisions on PT Alpatra Modern Indonesia.

关键词： marketing strategy Increase Sales Pandemic Covid 19 marketing Mix STP Analysis

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marketing strategy of the Network Bank

Marketing Strategy of the Network Bank

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2010 IEEE 2nd Symposium on Web Society

作者： Nan YANG School of Economics and Management Zhongyuan University of Technology Zhengzhou China

＜正＞At present the business of network bank in China had been popularized gradually,but there are still numerous restriction *** paper analyzed marketing condition and the problems in marketing management of network bank in china at present firstly,and expounded how Chinese network banks to promote their steady development and gain the initiative in the *** the basis of that,it put forward opinion on developing network banking in from risk management,market position,services characteristics and development mode.

关键词： network bank innovation management marketing strategy security management

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Comparative Analysis of the Effects of False Low-Price marketing strategy on Multiple Platforms

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Proceedings of Business and Economic Studies 2021年第6期4卷 32-38页

作者： Wanting He Xixi Zhu Lianghui Zhao School of Economics and Management Wuyi UniversityJiangmen 529020Guangdong ProvinceChina Hochschule Anhalt Bernburg 06406Germany

In order to make full use of the characteristics of commodity prices,merchants on e-commerce platforms have adopted the low-price marketing *** promotional discounts can bring new vitality to the commodity sales market,but extreme discount marketing methods would lead to serious impacts on the sales of competing products,thus affecting the stable development of the online shopping *** sales data of four electrical products using the false low-price marketing strategy on three e-commerce platforms(Taobao,JD,and Amazon)were used in this *** sales data from different e-commerce platforms and different time periods were analyzed,and one-way ANOVA was used on the factors affecting the effect of marketing *** results showed that there is a significant difference between the direct marketing of high-priced products and low-priced products on Taobao;the difference between the marketing effects of high-priced products and mid-priced products on JD and Amazon is *** analysis would help businesses formulate reasonable marketing strategies and promote the stable development of the online shopping market.

关键词： E-commerce platform False low price marketing strategy marketing effect

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Research on the marketing strategy of Online Education - Taking New Oriental as an Example

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Journal of Management Science & Engineering Research 2019年第2期2卷 13-22页

作者： Jialu Chen Yingxiao Han An Li Hebei University BaodingHebei071000China

In recent years,with the development of society and the progress of science and technology,online learning has penetrated into people’s daily life,and people’s demand for high-quality curriculum products is more and more *** a macro perspective,the continuous growth of national financial investment in education,the continuous upgrading of China’s consumption structure,the development of 5G technology and the popularization of AI intelligence make online teaching less *** online education industry is showing an explosive growth *** and more online education institutions are listed for financing,and the market value is ***,in 2019,except for GSX,the latest online learning platforms such as New Oriental,Speak English Fluently and Sunlands,have been in a state of *** of these agencies seize the market by increasing advertising investment,but at the same time,they also bring huge marketing costs,which affect the financial performance of the *** the enhancement of Matthew effect,largescale educational institutions occupy a large market through free classes and low-price classes,while small and medium-sized institutions with weak capital strength are often unable to afford high sales costs,facing the risk of capital chain *** new Oriental online as an example,this paper analyzes the problems existing in the marketing strategies of online education *** also puts forward suggestions on four aspects,which are target market,differentiated value,marketing mix and marketing mode,so as to make sure that online education institutions can control marketing expenses and achieve profits by improving course quality,expanding marketing channels and implementing precise positioning.

关键词： New oriental Online course marketing strategy Matthew effect

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The Analysis of marketing strategy of Plendil

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Asian Journal of Social Pharmacy 2020年第1期15卷 37-43页

作者： Fu Geyang Tian Lijuan School of Business Administration Shenyang Pharmaceutical UniversityShenyang 110016China

Objective To provide marketing strategies suitable for the characteristics of the Chinese market by determining the strengths,weaknesses,opportunities and challenges of Plendil through SWOT *** SWOT analysis of Plendil shows that the product is well-known with safety,tolerance,excellent performance,and good brand *** addition,great market potential,and the gradual improvement of the medical market and the health insurance system all provide an exciting opportunity for its ***,weaknesses and threats still exist,including unsound marketing policy and remuneration incentive system,poor channel control,fierce market competition,competition from foreign companies and domestic generic drugs,and the intensified state supervision ***,our company shall speed up the design of marketing portfolio strategy through 4P *** and Conclusion Establish brand image and ensure high quality products are conducive to maintaining advantages;Improve sales cost policy and salary incentive system,and strengthen channel control are conducive to overcoming disadvantages;Actively carrying out academic promotion is conducive to seizing opportunities;Accelerating product upgrading,formulating reasonable pricing strategies and developing relationship marketing are conducive to the company to cope with threats and maintain an advantageous position in the fierce market competition.

关键词： Plendil SWOT analysis 4P theory marketing strategy

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Social Media Influence on College Students'Consumption Behavior and marketing strategy

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经济管理学刊（中英文版） 2020年第2期9卷 87-89页

作者： Yumeng Qin Yuhua Xin Bingbing Yang Anhui University of Finance and Economics AnhuiChina233030

Nowadays,the use of social media is everywhere in college *** can often see students who stare down at the mobile phone screen and brush the dynamic circle of friends,even community meetings,group discussions are beginning to be replaced by WeChat *** rapid development of social media allows marketers to see more possibilities for *** students group is a group that marketers can not ignore,this kind of target consumers also have their own *** by understanding the characteristics and behavior of consumers can we better discover and spread *** paper will analyze the influence of the development of social media on the consumption behavior of college students,and put forward some suggestions on how to use social media to carry out marketing.

关键词： Social Media College Students Consumer Behavior marketing strategy

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