水产品营销策划案例分析——以蓝冰集团为例(英文)

Aquacuture marketing planning case study-marketing plan for Blueice Group

在商业环境中,当公司试图开发一个新的目标市场或向市场推出新产品时,市场营销计划是其用以寻找商机和达到既定目标的有力工具。本文以冰岛水产品公司蓝冰集团的中国市场开发计划的制定作为案例来阐述营销计划的编制过程,从而使管理者掌握营销计划的编制方法并深入了解营销工具是如何在国际商业环境中作用于市场的。

Marketing Plan is a tool for companies to find opportunities and achieve their aims in business environment, such as entering a new market or expanding their business with a new product for end-consumer. A case study of an Icelandic seafood company （Blueice Group） has been used in this thesis to let the managers acquire skills in the marketing planning and to better understand how the various marketing tools work in the international business environment.