《9.国商专业毕业设计(样文)》由会员分享，可在线阅读，更多相关《9.国商专业毕业设计(样文)（11页珍藏版）》请在金锄头文库上搜索。
1、 毕业论文论文题目论文题目： 静妃表业有限公司网络营销方案静妃表业有限公司网络营销方案 姓姓 名：名： 刘刘 某某 某某 学学 号：号： 06131131050613113105 系别专业：系别专业： 经贸法律系国际商务法律专业经贸法律系国际商务法律专业 指导教师：指导教师： 施施 余余 兵兵 完成日期：完成日期： 20092009 年年 4 4 月月 1717 日日 BeijingBeijing CollegeCollege of of PoliticsPolitics andand LawLaw DissertationTopic: An Internet Marketing Plan f
2、or Jingfei Watch CompanyWritten by: _LIU Jingfei_Majoring in: International Business LawSupervised by: _SHI Yubing_Submitted toThe Faculty of Trade and Economic LawBeijing College of Politics and LawOn the date of 17 April 2009Table of ContentsExecutive SummaryIntroductionDiscussion and AnalysisThe
3、Theory of Marketing MixCurrent Marketing Conditions of Jingfei Company and Its InefficienciesConclusion Recommendations References 1An Internet Marketing Plan for Jingfei Watch CompanyExecutive SummaryA “Marketing Mix“ is the set of controllable, tactical marketing tools that work together to achiev
4、e companys objectives, they are: product, price, promotion, place. Nowadays more and more companies come to realize its importance and try to apply the theory to the operation of their marketing activities.As a new company, Jingfei limited company has been operating in the traditional manner from su
5、ch aspects as its product category, pricing strategy, distribution channels, and promotion strategy. However, after the September 2008 financial crisis resulting from the US, Jingfei Company has experienced a sharp decreasing in its market share. To change the bad conditions, the report analyzes the
6、 current marketing conditions of Jingfei Company by means of the Marketing Mix theory, and hereby put forward some recommendations: (a) to increase the types of Jingfei Companys current products, such as some domestic brand watches, some low price watches, etc.; (b) to adopt a more flexible pricing
7、strategy, for example, to reduce the prices of some of its products aiming to attract more potential consumers; (c) to strengthen the functions of the newly-established Internet Marketing Department, such as establish the online B2C purchasing system, arrange a more efficient delivery system, and th
8、e like; and (d) to realize the importance of promotion and do more promotion or champions relating to its products regularly so as to keep its loyal consumers and attract new consumers. Introduction As a new company, Jingfei limited company was co-invested by a Chinese limited company and a foreign
9、company in 2005 with Beijing as its headquarter, and specializes in the selling of international brand watches, such as CASIO, Rolex, Burberry, and the like. Its target consumers include bosses, managers and some high-rank officials in the governments, who are usually called Successful People. It ma
10、inly 2sells its products by specialty shops and plazas and seldom does some promotions or organizes some champions. After the September 2008 financial crisis resulting from the US, Jingfei Company has experienced a sharp decreasing in its market share. In view of the conditions, the board of directo
11、rs made a decision: to establish an Internet marketing department responsible for the selling through the Internet. And this report aims to make an Internet marketing plan for this company.Discussion and AnalysisThis part will analyze the current marketing conditions of Jingfei Company by means of r
12、elevant marketing theory.The Theory of Marketing MixThe “Marketing Mix” is generally accepted as the use and specification of the “four Ps“ describing the strategic position of a product in the marketplace. One version of the marketing mix originated in 1948 when James Culliton said that a marketing
13、 decision should be a result of something similar to a recipe. This version was used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term “Marketing-Mix“. A prominent marketer, E. Jerome McCarthy, proposed a 4
14、 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes. Generally speaking, a “Marketing Mix“ is the set of controllable, tactical marketing tools that work together to achieve companys objectives, they are: product, price, promot
15、ion, and place. Although some marketers have added other Ps, such as personnel, packaging and physical evidence, the fundamentals of marketing typically identifies the four Ps of the marketing mix as referring to the 4 aspects as follows:Product3Product refers to a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry secondly, the prices of its products are too hi
