求一篇有关市场营销英文的论文5000字

First, services marketing. Modern economic development is characterized by a significant service industry booming national economy, the status of its growing importance of services marketing highlights the growing importance of China has joined WTO, foreign companies have to seize the Chinese, and foreign services, marketing war will appear white-hot trend. Economic life of service can be divided into two categories. One is service products, product creation and delivery for customers mainly from the core interests of intangible services. The other is the function of services, products, mainly from the formation of the core interests of the ingredients, invisible only to meet customer service needs of non-major. Berry think that the source of the product's core interests, the tangible and intangible elements of composition to be more than that, then the product can be seen as a "commodity" (tangible products)if intangible components of tangible elements to more than that, then the product can be seen as a "service." And services consistent with this distinction, service marketing research formed the two major areas, namely services, products, marketing and customer service marketing. Service is the essence of product marketing, how to promote the exchange of product servicescustomer service is of the essence of marketing, how to use the services as a marketing tool to promote the exchange of tangible products. However, both services product marketing, or customer service, marketing, service marketing is the core concept of customer satisfaction and loyalty, and by obtaining customer satisfaction and loyalty to the promotion of mutually beneficial exchange, and ultimately sales performance improvement and long-term business growth. Second, network marketing. Use of the Internet is a communication line, into the international network of global computer information delivery system will be the next most important channel for marketing. Internet Marketing features includecan provide anytime, anywhere 24 hours of global marketing servicescomputer can store large amounts of information, on behalf of consumer inquiries, the amount of information transmitted and accuracy, far more than other mediato meet market demands in a timely manner Update product or price adjustmentsreduce printing and mailing costsand no store rent, saving water and labor costscan avoid the interference of a salesman selling strongcan talk through the provision of information and interaction with consumers long-term good relations. Internet is the most powerful marketing tool, it also combines Qudao, marketing, electronic transactions, interactive customer service and market information analysis and delivery of a variety of functions. It features sound and light interactive communication, as of time, the media, who have been attracted to the eyes of the younger generation. In addition, it has a one to one marketing capabilities, it is consistent with [Focus marketing] and [direct marketing] future trend. Internet marketing can be considered as an emerging marketing channels, it is not necessarily to replace the traditional channels, but through the development of information technology to innovation and re-marketing channels. But it is undeniable that online marketing is bound to impact traditional marketing, so the business community must pay attention to this trend, and with the software industry for close contact and cooperation. Advertising industry as an example, in the latest media age, sales are consistent from start to finish operation, that is attracting attention from the triggered interest, resulting in purchases, procurement, these cities become, and advertising companies will participate in the marketing of the whole. Commercial enterprises also need to change the traditional organizational forms, to enhance the functions of the new media sector, the introduction of both quality and marketing personnel in computer technology, the future can have the market's competitive advantage. Third, green marketing. The so-called "green marketing" refers to the social and enterprises are fully aware of the increasing environmental awareness of consumers and the resulting need for clean-based pollution-free products based on the discovery, creation and select market opportunities, through a series of rational means of marketing to meet consumer and community development needs of the ecological environment and realize sustainable development process. Green Marketing is the core ecological principles in accordance with environmental protection and to select and determine the marketing mix strategy is based on green technology, green markets and green based on economic, ecological concerns for the human response to a mode of operation. Some developed countries the demand for green products is very extensive, but developing countries as capital and consumer orientation, quality and consumer reasons, it can not really achieve the greening of all consumer demand. Taiwan for instance, currently only some food, home appliances, communication products, part-greenwhile developed countries have adopted a variety of ways and means, including legislation, etc., Lai Tuixing and the achievement of all products Di green consumption. Thus having a very broad basis of market demand for green marketing activities have laid a solid foundation. To green, for example, the United Kingdom, Germany, the demand for green food can not self-sufficient, the United Kingdom every year, the import of 80% of the total food consumption in Germany is as high as 98%. This indicates that the market potential for green products is very large, very wide market demand. Green marketing is the twenty-first century consumer demand resulting from a novel marketing idea, that is, green marketing, marketing is also not out of the original theory. Therefore, the development of green marketing model and program selection and integration of related resources can not can not be severed from the original basis of marketing theory can be said that green marketing is the pursuit of health, safety, environmental protection, developed under the ideology of the new ways and means of marketing. Establish a modern enterprise is only a new marketing philosophy of sustainable development, make efforts to green marketing, the development of green products for green production, and sustainable development to adapt to the trend. At the same time, enterprises can further "consumer oriented", to promote sustainable consumption patterns of the full development and realization of their obligation to promote social development and ecological development of the responsibilities and obligations, so that their economic, social and environmental benefits .

看看对你有没有帮助。

The Competition

It is essential to know who the competition is and to understand their strengths and weaknesses. Factors to consider include:

Each of your competitor's experience, staying power, market position, strength, predictability and freedom to abandon the market must be evaluated.

Your Enterprise

An honest appraisal of the strength of your enterprise is a critical factor in the development of your strategy. Factors to consider include:

Enterprise capacity to be leader in low-cost production considering cost control infrastructure, cost of materials, economies of scale, management skills, availability of personnel and compatibility of manufacturing resources with offering requirements.

The enterprise's ability to construct entry barriers to competition such as the creation of high switching costs, gaining substantial benefit from economies of scale, exclusive access to or clogging of distribution channels and the ability to clearly differentiate your offering from the competition.

The enterprise's ability to sustain its market position is determined by the potential for competitive imitation, resistance to inflation, ability to maintain high prices, the potential for product obsolescence and the 'learning curve' faced by the prospect.

The prominence of the enterprise.

The competence of the management team.

The adequacy of the enterprise's infrastructure in terms of organization, recruiting capabilities, employee benefit programs, customer support facilities and logistical capabilities.

The freedom of the enterprise to make critical business decisions without undue influence from distributors, suppliers, unions, creditors, investors and other outside influences.

Freedom from having to deal with legal problems.

Development

A review of the strength and viability of the product/service development program will heavily influence the direction of your strategy. Factors to consider include:

The strength of the development manager including experience with personnel management, current and new technologies, complex projects and the equipment and tools used by the development personnel.

Personnel who understand the relevant technologies and are able to perform the tasks necessary to meet the development objectives.

Adequacy and appropriateness of the development tools and equipment.

The necessary funding to achieve the development objectives.

Design specifications that are manageable.

Production

You should review your enterprise's production organization with respect to their ability to cost effectively produce products/services. The following factors are considered:

The strength of production manager including experience with personnel management, current and new technologies, complex projects and the equipment and tools used by the manufacturing personnel.

Economies of scale allowing the sharing of operations, sharing of production and the potential for vertical integration.

Technology and production experience

The necessary production personnel skill level and/or the enterprise's ability to hire or train qualified personnel.

The ability of the enterprise to limit suppliers bargaining power.

The ability of the enterprise to control the quality of raw materials and production.

Adequate access to raw materials and sub-assembly production.

Marketing/Sales

The marketing and sales organization is analyzed for its strengths and current activities. Factors to consider include:

Experience of Marketing/Sales manager including contacts in the industry (prospects, distribution channels, media), familiarity with advertising and promotion, personal selling capabilities, general management skills and a history of profit and loss responsibilities.

The ability to generate good publicity as measured by past successes, contacts in the press, quality of promotional literature and market education capabilities.

Sales promotion techniques such as trade allowances, special pricing and contests.

The effectiveness of your distribution channels as measured by history of relations, the extent of channel utilization, financial stability, reputation, access to prospects and familiarity with your offering.

Advertising capabilities including media relationships, advertising budget, past experience, how easily the offering can be advertised and commitment to advertising.

Sales capabilities including availability of personnel, quality of personnel, location of sales outlets, ability to generate sales leads, relationship with distributors, ability to demonstrate the benefits of the offering and necessary sales support capabilities.

The appropriateness of the pricing of your offering as it relates to competition, price sensitivity of the prospect, prospect's familiarity with the offering and the current market life cycle stage.

Customer Services

The strength of the customer service function has a strong influence on long term market success. Factors to consider include:

Experience of the Customer Service manager in the areas of similar offerings and customers, quality control, technical support, product documentation, sales and marketing.

The availability of technical support to service your offering after it is purchased.

One or more factors that causes your customer support to stand out as unique in the eyes of the customer.

Accessibility of service outlets for the customer.

The reputation of the enterprise for customer service.

Conclusion

After defining your strategy you must use the information you have gathered to determine whether this strategy will achieve the objective of making your enterprise competitive in the marketplace. Two of the most important assessments are described below.

Cost To Enter Market

This is an analysis of the factors that will influence your costs to achieve significant market penetration. Factors to consider include:

Your marketing strength.

Access to low cost materials and effective production.

The experience of your enterprise.

The complexity of introduction problems such as lack of adherence to industry standards, unavailability of materials, poor quality control, regulatory problems and the inability to explain the benefits of the offering to the prospect.

The effectiveness of the enterprise infrastructure in terms of organization, recruiting capabilities, employee benefit programs, customer support facilities and logistical capabilities.

Distribution effectiveness as measured by history of relations, the extent of channel utilization, financial stability, reputation, access to prospects and familiarity with your offering.

Technological efforts likely to be successful as measured by the strength of the development organization.

The availability of adequate operating capital.

Profit Potential

This is an analysis of the factors that could influence the potential for generating and maintaining profits over an extended period. Factors to consider include:

Potential for competitive retaliation is based on the competitors resources, commitment to the industry, cash position and predictability as well as the status of the market.

The enterprise's ability to construct entry barriers to competition such as the creation of high switching costs, gaining substantial benefit from economies of scale, exclusive access to or clogging of distribution channels and the ability to clearly differentiate your offering from the competition.

The intensity of competitive rivalry as measured by the size and number of competitors, limitations on exiting the market, differentiation between offerings and the rapidity of market growth.

The ability of the enterprise to limit suppliers bargaining power.

The enterprise's ability to sustain its market position is determined by the potential for competitive imitation, resistance to inflation, ability to maintain high prices, the potential for product obsolescence and the 'learning curve' faced by the prospect.

The availability of substitute solutions to the prospect's need.

The prospect's bargaining power as measured by the ease of switching to an alternative, the cost to look at alternatives, the cost of the offering, the differentiation between your offering and the competition and the degree of the prospect's need.

Market potential for new products considering market growth, prospect's need for your offering, the benefits of the offering, the number of barriers to immediate use, the credibility of the offering and the impact on the customer's daily operations.

The freedom of the enterprise to make critical business decisions without undue influence from distributors, suppliers, unions, investors and other outside influences.

---