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Qingxia Wang. Marketing innovation of Yuan Qi Sen Lin : a case study based on 4P theory. Master's Degree(Business Administration). Rangsit University. Rangsit University Library. : Rangsit University, 2022.
Marketing innovation of Yuan Qi Sen Lin : a case study based on 4P theory
元气森林的营销创新-基于4P 理论的个案分析
Name: Qingxia Wang
LCSH:
Marketing strategy
LCSH:
Marketing
-- Technological innovations
LCSH:
Industrialization
-- China
Abstract:
The relevant departments establish incentive to develop and design low-fat,
green, healthy and natural nutrition juice beverage, and then use active development
and design of beverage with regional advantages as the key work. In January 2017, the
National Development and Reform Commission and the Ministry of Industry and
Information Technology of the people's Republic of China jointly issued the Guiding
Opinions on Promoting Sustainable Development of Food Industry, in which the food
industry in China must adhere to the development direction of "industrialization,
intellectualization, scale development and green development". In a case study of
Yuanqi Senlin company, the related theories are elaborated based on the definition of
related concepts. The internal and external marketing environment of Yuanqi Senlin
company is systematically analyzed by using PEST analysis tools. Moreover, it was
found that the reasons for the problems in Yuanqi Senlin marketing lie in the lack of
core competitiveness of products. Based on STP theory and 4P theory, this paper
proposes the marketing mix strategy of Yuanqi Senlin, and the guarantee measures
from the aspects of active expansion of network marketing, strengthened internal
management, establishment of scientific and effective incentive mechanism, emphasis
on enterprise brand building, evaluation and control of strategy implementation,
providing significant support for the operation decision of Yuanqi Senlin company.
Abstract:
相关部门确立激励开发设计低脂肪、绿色身心健康、天然营养的果汁饮料，
然后把积极主动开发设计具备区位优势的饮品做为重点工作。2017 年1 月，发改
委和国家工信部联合发文《关于促进食品工业持续发展的指导意见》，2017 年1
月，国家发展和改革委员会和中华人民共和国工业和信息化部联合发布了《关于
促进食品行业可持续发展的指导意见》，中国食品行业必须坚持工业化、智能
化、规模发展、绿色发展的发展方向。本文以元气森林公司为例，在对相关概
念进行界定的基础上，阐述相关理论；运用PEST 分析等分析工具，对元气森林
公司所处的企业内外部营销环境进行系统的分析，发现元气森林营销存在问题的
原因在于产品缺乏核心竞争力;进而利用 STP 理论进行目标市场分析，结合4P
理论提出元气森林的营销组合策略，并围绕营销策略的实施从积极拓展网络营
销、加强企业内部管理、注重企业品牌建设、战略实施的评价和控制建立科学有
效的激励机制等方面提出保障措施，为元气森林公司果汁饮料的运营决策提供重
要的支撑
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Tang Yingkai
Role:
Advisor
Created:
2022
Modified:
2567-03-07
Issued:
2024-03-07
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Rangsit University
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Qingxia Wang
| Title | Contributor | Type |
|---|---|---|
| Marketing innovation of Yuan Qi Sen Lin : a case study based on 4P theory
มหาวิทยาลัยรังสิต Qingxia Wang | Tang Yingkai | วิทยานิพนธ์/Thesis |
Tang Yingkai