營(yíng)銷全程定位分析及管理——兼論復(fù)方棗仁膠囊的全程定位.pdf

1、重慶大學(xué)碩士學(xué)位論文營(yíng)銷全程定位分析及管理——兼論復(fù)方棗仁膠囊的全程定位姓名：宗清輝申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：廖成林2002.9.20重慶大學(xué)碩士學(xué)位論文英文摘要AbstractThemarketingpositioningtheorywasbornintheendofsixtieslastcentury，ItsappearancemarksleapoftheorydevelopmentofmarketingThisth

2、esisemphasizestheimportantmeaninginthemarketinghistoryofthetheorythroughreviewingthedevelopmentcourseofthemarketingtheoryandcombinethedevelopmentofera，pointoutthedeficiencyandlimitationofthetheory；Thisthesisisstillontheb

3、asisofcombiningrelevantmarketingtheoryandmarketingtopractise，theanalyticalmethodofthepositioninginthewholecourseafterputtingforwardmarketing，CombinemarketingworkofCompoundjujubekernelcapsule，showmarketingtheapplicationco

4、urseoftheanalyticalmethodofthepositioninginthewholecoupeThistextfindtraditionpositioningtheoryhavelimitationthatitproceedfromproductsanddoesnotproceedfromconsumerinsteadofmodemmarketingcomparedwith4Cstheory；Comparedwith4

5、RstheorypositioningtheoryconfinetoSOlongasorientotheridealsconditionthatwillbesolvedinconformitywiththeedgeofSuccess，Besides，comparewiththesituationthatcombinemarketing，combinemarketingandputemphasisonutilizingallresourc

6、esandvariouskindsofmeanstotransmitthetheoryoftheproducts，positioningtheoryputemphasisonandoccupyoneuniquepositioninconsumersmindonlyButhowaboutrealizewhetherpositioning，howtokeepetc，Butthetechnologicalanalysisofoperation

7、ofonesthatorientthetheoryandlackclearly，Andthisisexactlythekeythatproduct’SpositioningcouldbecarriedoutThistextisinherittingthetraditionandpositioningtheoryquintessenceandabsorbs4Rstheoryof4Cstheoryandcombinemarketingthe

8、oryinbuttheplaceofreference，HaveproposedThemarketingpositioningtheoryinthewholecourse，namelyeverythingsetoutfromcustomertopositioningamongseveralmarketingtacticsinthewholecourseofmarketting，Itisofvariousfieldstoestablish

9、thedifferenceizationtoproductsandspace—timethatin，etctobe，whetheritestablishatmarketingeverylink(suchasmarketingstrategyproducts，price，orchannel，promote)ondifferentfromcompetitiondifferenceizationoftheproductsesmakeposit