《如何提高真鲜奶吧在杭州的市场份额--纯英文》-毕业论文.doc

上海金融学院毕业论文 Shanghai Finance University Niels Brock Copenhagen Business College Final Project Work 论文题目： 如何提高真鲜奶吧在杭州的市场份额 ? Title： How to improve the market shares of Zhenxian Milk Bar in Hangzhou? 专业/Major： 市场营销/ international marketing 姓名/学号： /2010177237 Name / Student No.： Wang Zhuoyang / 2010177237 指导老师/Guidance Teacher： Yanshu 丹麦主考/Danish Examiner： Soren Andersen 公司/Company： Zhenxian Milk Bar Abstract Nowadays, we are indeed living in an age that seems to be traveling faster that the speed of light; meanwhile, the issue on how to improve the market shares of Zhenxian Milk Bar in Hangzhou has aroused an increasing number of individuals’ attention.the positioning is an important part of the business development process, has a huge impact on the long-term development of the business. In this paper, Based on the market, the business district of Hangzhou, the basic situation of residential and the consumers a variety of consumer characteristics, competitors in all aspects of investigation and research, combined with understanding of the companys own products Yi Ming, real milk bar format, and other resources, in-depth Analysis of Hangzhou and potential market capacity, market segmentation selection point, the purchasing power of consumer audiences, consumer psychological changes. The use of positioning theory to find out some problems in Hangzhou market, thus for enterprises in Hangzhou and healthy development of a more reasonable brand as well as product positioning recommendations. Key Words：Market share, Market Positioning; Zhenxian Milk Bar; Market Research; Investigation TABLE OF CONTENTS TOC \o 1-2 \h \z \u HYPERLINK \l _Toc352520485 1. Introduction PAGERE