花里品牌市场营销策略分析.pdfVIP

Abstract Abstract This article mainly studied in the marketing strategy of em erging brands and took brand “Huali”, a new well-known high-end goods E-commerce for instance, and conveyed comprehensive customer research. In addition, the article explored the consume behavior characters and demand influence factors of customers through professional method of data-analysis, and then found out the available marketing strategy which could most perfectly adapt to target customers ’ habit of obtaining information and meet their demand for product and service. On the survey and analysis of customer demand, the article, firstly had a basically statistical analysis basing on CRM database in order to understand the current situation of Huali’s marketing. Secondly, through the method of combining questionnaire survey and distribution statistics and factor analysis, the article had an exploratory analysis on consume behavior characters and demand influence factors of customers when purchasing flower gifts, trying the best to adequately understand the real demand from customers. Then, based on the industry experience and market situation, we developed the marketing strategy of Hua Li accordingly, in which, contained brand promotion strategy, brand product strategy, brand channel strategy and brand pricing strategy. Besides that, we also coordinated all departments in Huali to participate. We proposed all the actions could bring “Huali” a higher recognition in the market, an improvement in III Abstract revenue (the most important point), and could provide a successful marketing mode which could be copied and applied in the brand marketing work in the future. During implementing the marketing project , the article added in the project management technology such as project descr