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目 录
目 录
1 导论·····················································································································1
1.1 研究背景······················································································································· 2
1.2 研究的意义··················································································································· 2
1.3 研究思路和内容··········································································································· 3
1.3.1 研究思路············································································································· 3
1.3.2 论文研究的内容································································································· 4
1.3.3 论文研究的方法································································································· 5
1.4 论文框架······················································································································· 5
2 理论综述·············································································································7
2.1 有关营销调研的理论··································································································· 7
2.1.1 市场调研的内容································································································· 7
2.1.2 市场调研的步骤································································································· 7
2.2 市场细分与定位··········································································································· 8
2.3 波特的五种竞争力模型······························································································· 9
2.4 营销组合理论··············································································································10
2.5 营销
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