基于不同消费群体的“快乐购”营销策略研究-research on marketing strategy of.docxVIP

优秀毕业论文 精品参考文献资料 Abstract With the widespread of TV and the coming of virtual channel era, the new marketing mode, TV shopping, will play a great role. Compared with developed country, there is a huge gap in terms of scale、profile, or the contribution to economy. One is the initial of TV shopping, most companys’short-term behavior make customers lose confidence; the other is that there exits big problem, not only TV shopping channel’s own marketing strategic planning, but also marketing mode. And all these reflect on the application of marketing strategies. This article takes the “Happy go”as an example, based on the 4Ps theory, to analyze the major question exits in the marketing strategic, and to design an optimization. In particular，I think that it exits problem mainly in the selection of target market、credit、goods、communication、cost benefit and cooperation. In the future, If “Happy go” want to make up these defects, reverse customer’s sense and continue to serve as the leader of the industry, they must be optimized from goods、 price、channel and marketing，and to meet the needs of different customers, besides, to attract potential. In order to further the market strategic of “Happy go”, and put forward a concrete suggestion, and to provide empirical support for how the different groups use different strategy, this article adopt the questionnaire. The main conclusions are drawn as follows: (1) no matter what type of consumer groups, their primary concern is the product factors, including quality, variety, performance and customer service; (2) the remaining three marketing strategies for different consumer the influence is not the same. Specifically, the core consumer groups focus on the promotion and the channel, at the core of consumer groups focus on promotion, price and channel, third consumer groups concerned about the price. In the further marketing strategy of “happy go”, this article suggests that:(1) Improve goods quality, expand product range, extending p