案例分析：合生元公司——交叉销售策略研究-工商管理专业论文.docxVIP

暨南大学 EMBA 学位论文：案例分析：合生元公司交叉销售策略研究 万方数据 摘要 本文以案例研究的形式，选择合生元公司作为案例，研究合生元公司的交叉销售实 施情况。通过市场营销和交叉销售的相关理论描述，参考已有的市场实践数据和经验， 通过定性加定量分析的方法，综合合生元公司的外部环境、内部环境、优势、劣势、机 遇、挑战等进行分析，再针对当今消费者的行为特征分析，阐述合生元交叉销售模式的 缘由和选择意义，评估交叉销售策略的效果以及目前的交叉销售模式与以往相比有何优 化之处，并且提出更进一步的优化建议。解读在当前的新型竞争环境下结合互联网发展 情况，合生元新型的交叉销售实施手段的探索和改进方式，阐述合生元交叉实施策略对 其他同类型公司的借鉴意义。 关键词 合生元公司，交叉销售，策略，创新 1  Abstract In this article, Biostime is selected as case and its implementation of the cross-selling of is being studied. Through the theories about marketing and cross-selling, combined with the evaluation and statistic analysis of the previous promotion and cross-selling campaign, and Biostime’s external environment analysis, internal environment analysis, SWOT analysis, consumer behavior characteristics analysis, the article make comments on its cross-selling strategy and analyzes its implementation effect compared with the previous mode, as well as the weakness and the suggested solution. This article is believed to have much s ignificance for further study on cross-selling of other companies of the same type. Keywords Biostime, cross-selling, strategy ,innovation 2  目录  HYPERLINK \l _bookmark0 摘要................................ .................. 1  HYPERLINK \l _bookmark1 Abstract 2  HYPERLINK \l _bookmark2 目录................................ .................. 3  HYPERLINK \l _bookmark3 图表目录 ................................ .............. 6  HYPERLINK \l _bookmark4 案例介绍 ................................ .............. 8  HYPERLINK \l _bookmark8 案例分析 ................................ ............. 15  HYPERLINK \l _bookmark9 1. 绪论 ................................ .............. 15  HYPERLINK \l _bookmark10 1.1 选题背景和意义................................................15  HYPERLINK \l _bookmark11 1.1.1 选题背景...................................................................................................................... 15  HYPERLINK \l _bookmark12 1.1.2 选题意义.................................