【導讀】為秋之美保健有限責任公司開拓巴彥淖爾市保健品市場作前期準備，提供了數(shù)。全文主要包括三大部分。第一部分，公司及項目的背景介紹。保健品市場的基本情況和公司產(chǎn)品情況作了介紹。秋之美是一家專注中老年保健的專。場，向市場推出秋之美保健功能紡織產(chǎn)品，長遠準備向保健咨詢和保健服務發(fā)展。競爭與機會分析。通過對我國和巴彥淖爾市的人口、購買力、購買欲望的分析，得出。當?shù)乇＝∠M市場的規(guī)模和潛力。運用波特的五種力量競爭模型和SWOTF分析方法，通過對產(chǎn)品、價格、渠道、促銷、顧客。服務、人員、進程管理的討論。制定出適合中老年人特點的營銷組合策略。

　　

【正文】 學 .北京機械工業(yè)出版社 .2020 [3] 里斯 .特勞特 .營銷革命 .中國財政經(jīng)濟出版社 .2020 [4] 呂一林，楊延齡，李蕾，金占明著 .現(xiàn)代市場營銷學 .北京 .清華大學出版社 .2020 [5] 凱文 .萊恩 .凱勒著 .戰(zhàn)略品牌管理 . 中國人民大學出版社 .1998 [6] 楊錫懷編著 .企業(yè)戰(zhàn)略管理理論與案例 .北京 .高等教育出版社 .1999 [7] 中國人民共和國國家統(tǒng)計局編 .2020 統(tǒng)計年鑒 .中國統(tǒng)計出版社 .2020. [8] 巴彥淖爾市統(tǒng)計局編 .2020 統(tǒng)計年鑒 .2020 [9] 菲 利普科特勒著 . 梅汝和、梅清豪、周安柱譯 .營銷管理 .北京 .中國人民大學出版社 .2020 [10] Ja Rubio,Patrick Laughlin. Identifying Your Most Profitable Customers to Ensure a Lifetime of Growth. John Wileyamp。Sons [11] Art Turock. Invent Opportunities No One Else Can Imagine. Career Press Inc. Franklin Lakes, New Jersey, [12] Jeremy Comfort, Nick Brieger. MARKETING. Prentice Hall International [13] 中國營銷傳播網(wǎng) [14] 網(wǎng)絡營銷在線 [15] 網(wǎng)上營銷新觀察 中老年保健品營銷計劃市場分析營銷組合策略畢業(yè)論文 本科畢業(yè)論文 22 附 錄 英文參考文獻及中文翻譯 Serve Customers According to Their Value to the Organization Companies tend to approach marketing from a product perspective: develop a product and then see how customers will react. A better approach is to understand who the customers are and what their needs are, and then develop goods and services that meet those needs. Ja Rubio and Patrick Laughlin Computer users know Dell Computer for selling good puters at reasonable prices and for its outstanding customer service. But to observers of the general business scene, Dell is known more for its business model than for its products, pricing, or service. Buildtoorder is the foundation of the Dell business modelthe basis from which all its petitive advantages spring. Assembling puters to individual specifications as orders e in allows the pany to maintain very little inventory, order parts only when they are requires to build an order, and offer the freshest technology available in the marketplace. Because it has always dealt directly with its customers, Dell knows its customers and their needs much more fully than other puter panies. And being able to put new technology into users39。 hands more quickly than its petitors gives Dell a privileged position when dealing with suppliers as well. The buildtoorder model is more than a tool for managing inventory, supplier relationships, and customer behavior. As Dell Computer developed more sophisticated and indepth intelligence about their customers and prospects, it began to develop specific marketing strategies to extract additional business from their current clients and new programs to attract highvalue prospects. Because it could generate information from multiple data points, Dell was able to assign customers a specific ranking based on the value they provided to the pany. 中老年保健品營銷計劃市場分析營銷組合策略畢業(yè)論文 本科畢業(yè)論文 23 This practice of using the bination of definitive analytical numbers and subjective opinions and insights to generate an assessment of overall customer value to the anizationvalue segmentationis similar in concept to some other marketing tools that businesses of all size are familiar with. Lifetime value (LTV), for example, is a way to evaluate a customer39。s importance to you. A basic calculation for LTV multiplies a customer39。s average annual expenditures times the number of years that consumer can be expected to remain a loyal customer. Value segmentation is datadriven and goes beyond LTV by helping you guide your marketing efforts and manage your business. Unlike the typical LTV analysis that looks at how much a customer is spending with you now, value segmentation looks at how much a customer is spending in total for products and services that are similar to yours. It takes into consideration relationships established within the account as well as product plans and market changes within your industry. One of the great benefits of value segmentation is that it helps you and your pany to focus more on your customers and prospects and less on your products. If your pany is like most, the natural tendency is to attack marketing from a product perspective. Perhaps a better approach is to understand who your best customers are, what their needs are, and then develop products and services that meet those needs. Value segmentation facilitates this kind of an attitude shift and enables you to leverage your relationship with current clients to extract additional business from them. Threestep process. Value segmentation is basically a process of three steps: exploration, evaluation, and placement. In the exploration phase, you are using your market database of knowledge to create segments and then to profile them. The idea is to go beyond the first cut of dividing customers based on their purchases from you. While purchasing is the focus of your marketing effort, you may find it useful to be able to categorize your customers by using demographic, geographic, or industryspecific information. Take care to slice your customers into usable segments, not general markets. What does this mean? A market might be defined as small business owners. That39。s too general to be of use. It might include people who you are unlikely to ever sell to and who you can39。t define well enough to 中老年保健品營銷計劃市場分析營銷組合策略畢業(yè)論文 本科畢業(yè)論文 24 devise an intelligent offer or munications plan. A segment describes a group of customers or prospects that have similar attitudes toward you and your pany. A different profile, therefore, will be posed of customers who have different attitudes from that first group. The reason attitudes are important is that your customers39。 attitudes toward you drive the way you market to them. For example, one important attitude trait is the willingness to buy from you. This can be figured by looking at purchases from you in the past, or by purchases from similar providers, as well as information such as survey data in which prospects express a willingness to buy from you. To identify and track customers who exhibit similar attitudes, you will use various characteristic