本文以胖东来企业为研究对象,运用市场营销的4P理论,即产品(Product)、价格(Price)、渠道(Place)、促销(Promotion),对其营销策略进行全面分析。胖东来注重产品的品质与多样性,以满足不同消费者的需求。其产品策略包括提供多样化的商品...本文以胖东来企业为研究对象,运用市场营销的4P理论,即产品(Product)、价格(Price)、渠道(Place)、促销(Promotion),对其营销策略进行全面分析。胖东来注重产品的品质与多样性,以满足不同消费者的需求。其产品策略包括提供多样化的商品选择,深入挖掘商品的特点,以及通过自有品牌强调质量。采取了合理的价格策略,通过批量采购为顾客提供质优价实的产品。同时避免频繁的促销活动,而是注重为顾客提供持续的价值。在渠道策略方面,胖东来通过其广泛的连锁店网络,确保了其在目标市场的广泛覆盖。其商超设计注重人性化和舒适度,为顾客提供愉快的购物体验。胖东来的促销策略主要依赖于社交媒体和短视频平台的活跃推广,以及通过提供优质的顾客服务来增强品牌形象,他们还利用直播和限时优惠等手段吸引顾客等。通过对胖东来企业的4P营销策略进行深入剖析,总结其成功经验,并提出改进建议,以期为我国零售企业提供一定的参考和借鉴。This article takes Pangdonglai Enterprise as the research object and applies the 4P theory of marketing, namely product, price, place, and promotion, to comprehensively analyze its marketing strategy. Pangdonglai pays attention to the quality and diversity of its products to meet the needs of different consumers. Its product strategy includes providing diverse product choices, delving into the characteristics of the products, and emphasizing quality through its own brand. We have adopted a reasonable pricing strategy and provided customers with high-quality and affordable products through bulk procurement. At the same time, avoid frequent promotional activities and focus on providing customers with sustained value. In terms of channel strategy, Pangdonglai has ensured its wide coverage in the target market through its extensive chain store network. Its supermarket design emphasizes humanization and comfort, providing customers with a pleasant shopping experience. The promotion strategy of Pangdonglai mainly relies on active promotion on social media and short video platforms, as well as enhancing brand image by providing high-quality customer service. They also use live streaming and limited time discounts to attract customers. Through in-depth analysis of the 4P marketing strategy of Pangdonglai Enterprise, this paper summarizes its successful experience, and proposes improvement suggestions, in order to provide certain reference and inspiration for retail enterprises in China.展开更多
新能源汽车日益成为当今社会汽车产业发展中的强大支柱,对全球国家和地区陆续实现碳中和、碳达峰之绿色转型具有重要的推动意义。发展新能源是我国构建现代化产业体系的重要一环,以新能源为基础的汽车产业成为了发展新动能。我国作为新...新能源汽车日益成为当今社会汽车产业发展中的强大支柱,对全球国家和地区陆续实现碳中和、碳达峰之绿色转型具有重要的推动意义。发展新能源是我国构建现代化产业体系的重要一环,以新能源为基础的汽车产业成为了发展新动能。我国作为新能源汽车生产和销售大国,新能源汽车发展态势迅猛,涌现出众多新能源汽车品牌,产品竞争尤为激烈,在众多新能源汽车品牌当中比亚迪突出重围,在全球市场中占据重要份额。因此基于4P理论分析比亚迪新能源汽车的营销策略现状及营销困境,并按上述分析为比亚迪新能源汽车的营销策略优化提出切实可行之建议。New energy vehicles are increasingly becoming a powerful pillar in the development of the automotive industry in today’s society, and have important driving significance for countries and regions around the world to achieve green transformation towards carbon neutrality and peak carbon emissions. Developing new energy is an important part of building a modern industrial system in China, and the automotive industry based on new energy has become a new driving force for development. As a major producer and seller of new energy vehicles, China’s development trend of new energy vehicles is rapid, with numerous new energy vehicle brands emerging. Product competition is particularly fierce, and BYD stands out among many new energy vehicle brands, occupying an important share in the global market. Therefore, based on the 4P theory, this paper analyzes the current situation and marketing difficulties of BYD’s new energy vehicle marketing strategy, and proposes practical and feasible suggestions for optimizing BYD’s new energy vehicle marketing strategy according to the above analysis.展开更多
瑞幸咖啡作为后起之秀,其门店数量近几年迅速上升。在这迅速扩张的背后,是其卓有成效的营销。本文基于新4P营销理论,从产品的卖点、售点、焦点以及买点对瑞幸咖啡的营销进行研究,分析其营销过程中的各项营销元素。研究发现,在卖点上,瑞...瑞幸咖啡作为后起之秀,其门店数量近几年迅速上升。在这迅速扩张的背后,是其卓有成效的营销。本文基于新4P营销理论,从产品的卖点、售点、焦点以及买点对瑞幸咖啡的营销进行研究,分析其营销过程中的各项营销元素。研究发现,在卖点上,瑞幸以独特标识形成品牌标志,打出品牌效应,辅以产品品质和多样口味款式选择;在售点上,铺设线上私域渠道,扩张线下分布门店,与其他企业建立合作关系,拓宽朋友圈,提高知名度;在焦点上,咖啡品质与消费便捷两手抓,与年轻人同频共振,拉近顾客心理距离;在买点上,布局下沉市场,以大数据技术探索市场,以价格策略打动顾客,持续触达顾客。最后,基于对瑞幸咖啡的营销研究,提出几点可供餐饮行业参考的发展建议。As a rising star, Luckin Coffee has seen its number of stores rise rapidly in recent years. Behind this swift growth lies its fruitful marketing strategy. This article, based on the new 4P marketing theory, studies Luckin Coffee’s marketing from the aspects of product selling points, sales points, focus points, and purchase points, analyzing various marketing elements in its marketing process. The research found that, in terms of selling points, Luckin has formed a brand logo with unique identifiers, creating a brand effect, supplemented by product quality and a variety of taste and style options;in terms of placing points, it has laid out online private domain channels, expanded offline store distribution, established cooperative relationships with other enterprises, broadened its social circle, and increased visibility;in terms of focusing points, it has focused on both coffee quality and consumer convenience, resonating with young people and closing the psychological distance with customers;in terms of buying points, it has laid out in the lower-tier market, explored the market with big data technology, and moved customers with pricing strategies, continuously reaching out to customers. Finally, based on the marketing research of Luckin Coffee, several development suggestions are put forward for the catering industry to consider.展开更多
文摘本文以胖东来企业为研究对象,运用市场营销的4P理论,即产品(Product)、价格(Price)、渠道(Place)、促销(Promotion),对其营销策略进行全面分析。胖东来注重产品的品质与多样性,以满足不同消费者的需求。其产品策略包括提供多样化的商品选择,深入挖掘商品的特点,以及通过自有品牌强调质量。采取了合理的价格策略,通过批量采购为顾客提供质优价实的产品。同时避免频繁的促销活动,而是注重为顾客提供持续的价值。在渠道策略方面,胖东来通过其广泛的连锁店网络,确保了其在目标市场的广泛覆盖。其商超设计注重人性化和舒适度,为顾客提供愉快的购物体验。胖东来的促销策略主要依赖于社交媒体和短视频平台的活跃推广,以及通过提供优质的顾客服务来增强品牌形象,他们还利用直播和限时优惠等手段吸引顾客等。通过对胖东来企业的4P营销策略进行深入剖析,总结其成功经验,并提出改进建议,以期为我国零售企业提供一定的参考和借鉴。This article takes Pangdonglai Enterprise as the research object and applies the 4P theory of marketing, namely product, price, place, and promotion, to comprehensively analyze its marketing strategy. Pangdonglai pays attention to the quality and diversity of its products to meet the needs of different consumers. Its product strategy includes providing diverse product choices, delving into the characteristics of the products, and emphasizing quality through its own brand. We have adopted a reasonable pricing strategy and provided customers with high-quality and affordable products through bulk procurement. At the same time, avoid frequent promotional activities and focus on providing customers with sustained value. In terms of channel strategy, Pangdonglai has ensured its wide coverage in the target market through its extensive chain store network. Its supermarket design emphasizes humanization and comfort, providing customers with a pleasant shopping experience. The promotion strategy of Pangdonglai mainly relies on active promotion on social media and short video platforms, as well as enhancing brand image by providing high-quality customer service. They also use live streaming and limited time discounts to attract customers. Through in-depth analysis of the 4P marketing strategy of Pangdonglai Enterprise, this paper summarizes its successful experience, and proposes improvement suggestions, in order to provide certain reference and inspiration for retail enterprises in China.
文摘新能源汽车日益成为当今社会汽车产业发展中的强大支柱,对全球国家和地区陆续实现碳中和、碳达峰之绿色转型具有重要的推动意义。发展新能源是我国构建现代化产业体系的重要一环,以新能源为基础的汽车产业成为了发展新动能。我国作为新能源汽车生产和销售大国,新能源汽车发展态势迅猛,涌现出众多新能源汽车品牌,产品竞争尤为激烈,在众多新能源汽车品牌当中比亚迪突出重围,在全球市场中占据重要份额。因此基于4P理论分析比亚迪新能源汽车的营销策略现状及营销困境,并按上述分析为比亚迪新能源汽车的营销策略优化提出切实可行之建议。New energy vehicles are increasingly becoming a powerful pillar in the development of the automotive industry in today’s society, and have important driving significance for countries and regions around the world to achieve green transformation towards carbon neutrality and peak carbon emissions. Developing new energy is an important part of building a modern industrial system in China, and the automotive industry based on new energy has become a new driving force for development. As a major producer and seller of new energy vehicles, China’s development trend of new energy vehicles is rapid, with numerous new energy vehicle brands emerging. Product competition is particularly fierce, and BYD stands out among many new energy vehicle brands, occupying an important share in the global market. Therefore, based on the 4P theory, this paper analyzes the current situation and marketing difficulties of BYD’s new energy vehicle marketing strategy, and proposes practical and feasible suggestions for optimizing BYD’s new energy vehicle marketing strategy according to the above analysis.
文摘瑞幸咖啡作为后起之秀,其门店数量近几年迅速上升。在这迅速扩张的背后,是其卓有成效的营销。本文基于新4P营销理论,从产品的卖点、售点、焦点以及买点对瑞幸咖啡的营销进行研究,分析其营销过程中的各项营销元素。研究发现,在卖点上,瑞幸以独特标识形成品牌标志,打出品牌效应,辅以产品品质和多样口味款式选择;在售点上,铺设线上私域渠道,扩张线下分布门店,与其他企业建立合作关系,拓宽朋友圈,提高知名度;在焦点上,咖啡品质与消费便捷两手抓,与年轻人同频共振,拉近顾客心理距离;在买点上,布局下沉市场,以大数据技术探索市场,以价格策略打动顾客,持续触达顾客。最后,基于对瑞幸咖啡的营销研究,提出几点可供餐饮行业参考的发展建议。As a rising star, Luckin Coffee has seen its number of stores rise rapidly in recent years. Behind this swift growth lies its fruitful marketing strategy. This article, based on the new 4P marketing theory, studies Luckin Coffee’s marketing from the aspects of product selling points, sales points, focus points, and purchase points, analyzing various marketing elements in its marketing process. The research found that, in terms of selling points, Luckin has formed a brand logo with unique identifiers, creating a brand effect, supplemented by product quality and a variety of taste and style options;in terms of placing points, it has laid out online private domain channels, expanded offline store distribution, established cooperative relationships with other enterprises, broadened its social circle, and increased visibility;in terms of focusing points, it has focused on both coffee quality and consumer convenience, resonating with young people and closing the psychological distance with customers;in terms of buying points, it has laid out in the lower-tier market, explored the market with big data technology, and moved customers with pricing strategies, continuously reaching out to customers. Finally, based on the marketing research of Luckin Coffee, several development suggestions are put forward for the catering industry to consider.
