Business Administration Opening Report Model Text 1
First, the basis of topic selection
With the arrival of the new century, the global economy is developing towards diversification and integration. In the context of development, reform and innovation are deepening and competition is becoming more intense. The enterprise's own marketing concept has been proved to be the foundation of survival. Paying attention to marketing, paying attention to users' needs, paying attention to the coordinated development with other enterprises and paying attention to the overall image and quality of enterprises have become the strategic guiding ideology for enterprises to survive and develop in the new century.
Marketing is the lifeline of enterprise management and an important weight for enterprises to participate in market competition. The competition of modern enterprises is a marketing "war", and it is a war with price, channel, media and promotion as weapons. How to formulate correct marketing strategy and efficient operation ability is the core issue of market competitiveness.
Marketing is suitable for all enterprises, but how to win in the fierce and cruel market competition as an enterprise lies in the use of limited resources in marketing strategy, tapping the greatest potential and creating infinite value. Only by in-depth research and reasonable analysis will the market be in its own hands and the enterprise will have long-term development. Therefore, it has become a top priority for every enterprise to formulate a reasonable enterprise marketing strategy and enhance its re-competitive strength.
With the rapid development of the new economy, new marketing models have emerged, such as service marketing, network marketing, concept marketing and integrated marketing. There are differences and connections between new marketing and traditional marketing. The former is consumer-oriented and "consumer-centered", while the latter is production-oriented and "production-centered". The innovation of the new market economy model has seriously destroyed the traditional marketing model that only pays attention to immediate interests, and also brought new opportunities for the development of enterprises. This leap has also changed the marketing concept of enterprises from the past enterprise-centered to the current customer-centered management model, thus forming a real people-oriented management model. Through the research and investigation of enterprise marketing strategy, we can constantly sum up the development and evolution of marketing model, formulate market operation norms and improve the operation mechanism according to its characteristics and laws, focus on giving full play to the advantages of enterprises, stimulate the creativity of marketing teams, and carry out scientific marketing.
Second, the content of literature review
This paper attempts to explain the history and present situation of marketing strategy and its development in China, and studies its marketing strategies such as market research, product strategy, pricing strategy, promotion strategy and distribution strategy. And make a brief comment on the enterprise marketing strategy to find out the shortcomings of the research. Put forward relevant solutions to enhance the competitiveness of enterprises.
Keywords enterprise; Marketing strategy; investigation and research
1 Introduction
With the development of economy, the characteristics of global economy are becoming more and more obvious. However, the only constant active factor is marketing. No matter how the market economy promotes the development of enterprises, the marketing ideas and strategies of enterprises themselves are the foundation of survival, which determines everything and leads the rise and fall of enterprises. Paying attention to the formulation and implementation of marketing strategy and the coordinated development of the overall image and quality of enterprises have become the strategic guiding ideology for enterprises to survive, develop and meet new challenges in the new century. With the rapid development of new economy, how to use new marketing strategies correctly is the key to gain strong market competitiveness. We should constantly sum up the development and evolution of marketing strategy, and take how to innovate enterprise marketing under the new economic conditions as the primary task at present according to its characteristics and laws.
2 The formation, development and present situation of marketing strategy
2. 1 Introduction to Western Marketing Strategies
Marketing ideas was first established in the 20th century in the west. Later, with the establishment of market research companies, the opening of related marketing courses and the establishment of market research companies, marketing became an important part of the market. In 1950s, marketing environment and market research became hot spots, and market segmentation began to appear. In 1960s, market research strengthened the research on consumers' attitudes and usage. In 1970s, service marketing promoted and opened up a new field of competition. In 1980s, customer satisfaction and brand equity became popular. With the process of global integration, theodore levitt proposed? Global marketing? Thought; Later Schultz put forward integrated marketing and relationship marketing; With the development of information technology, database marketing appears again. In the 1990s, reflective marketing activities appeared in enterprises, so 4? The s began in 4P? The challenge.
2.2 Description of domestic marketing strategy
From the initial stage of 1978- 1982, I began to have a superficial understanding of western marketing theory; From the spreading stage of 1983- 1985, marketing has spread all over the country in theory; 1985- 1992 economic system reform has created conditions for the application of marketing; From 1992 to 2002, the research, teaching and application of marketing have made great progress. However, due to the lack of full exploration of the application of western marketing theory in practice and effective combination with China's specific national conditions, there are still many problems in the development of Chinese marketing. How to integrate the internationally mature marketing theories and methods with the transitional market in China is an important issue facing the current marketing academic and business circles.
3 marketing strategy research
3. 1 product strategy
At home, we attach great importance to product research and innovation, and as the starting point for enterprises to carry out marketing, we are in a key position in the marketing mix. In China, Haier and other well-known enterprises ranked first in the national urban brand competitiveness survey with 1996 (Li Luo, 1998). Abroad, we pay more attention to product strategy, whether it is brand and trademark strategy, product life cycle strategy, product combination strategy, packaging decision, service and so on. The Japanese-funded E-book Alliance has joined more than 65,438+000 enterprises and invested more than 90 million yuan to develop this promising product (,Wang,, 2006). According to the research of DuPont, 63% of consumers make their purchase decisions according to the packaging of goods (Zhang Yanping, 2006). Like Elizabeth, a famous American research expert? Nelson said? Brand is like a glass door, through which consumers can feel the real value of the company. ? Luo Guifang, 2007.
3. 1.2 price strategy
There are obvious defects in domestic price strategy. Full free competition is the premise of the formation of balanced price, which requires smooth information channels, flexible structural transformation mechanism and free price decision-making subjects, but these conditions are not fully available in China at present, which forms the restrictive factors of price strategy. At present, the price formation in China has obviously increased the role of the market, but administrative means still have a considerable role (Liu Caizi, 2002). It is the requirement of planned economy for the government to become the price subject, which does not reflect the changing trend of supply and demand and economic structure (Liu Caizi, 2002). With the development of economy, the price strategy in international business war has also changed from tradition to novelty. For example, from simply suppressing the price to occupying the market and then suppressing the price, slow and steady, too much love; When determining the price, it will go its own way and develop in the direction of considering the interests of consumers more; From winning by quality to winning by price, price has become the key factor for the success of promotion (Niu Haipeng, 2006). Dell Computer Company adopts flexible pricing strategy, and constantly adjusts the price according to the changes of cost, competitive pressure and customer demand, and the price in different markets is also different (Wang Ying, 2003).
3. 1 .3 Marketing Channel Strategy
Enterprises meet the market demand of consumers, make appropriate channels to reach consumers, and strengthen the link construction between production and circulation enterprises and final consumers, that is, enterprises formulate their own marketing channel strategies. In China, since the reform and opening up, the marketing methods in this field have also made new development. First of all, the direct selling channel is developing rapidly, and the network marketing is also developing rapidly in China. Secondly, the agency system has been generally accepted and developed into four ways: exclusive agent, general agent, general agent and special agent; Third, the chain operation is moving towards standardization; Finally, warehouse stores are deeply loved by customers (Wu Min, 2006. )
The development of American marketing channel strategy is obvious to all, which makes direct channel and indirect channel strategy, long channel and short channel strategy, wide channel and narrow channel strategy and middleman's marketing decision. In North America, about 17% of retail sales are created through direct sales channels; In Europe, about 10% of retail sales are created through direct sales channels; In the United States, vertical integration system has become the main distribution channel of consumer goods market, accounting for 70% ~ 80% of the whole market (Zhang Yanping, 2006).
3. 1.4 Promotion Strategy
The promotion activities of the organization can be divided into push strategy and pull strategy from the operation direction. The push strategy lies in who goes through the middleman and who accepts the product or service, so that the product or service can penetrate into the distribution channel and finally reach the consumers. The pull strategy attracts consumers through advertisements, and finally guides middlemen to buy goods from manufacturers. At present, whether it is large or medium-sized supermarkets, shopping malls or enterprises in China, promotional activities will be held regularly or irregularly on holidays, and good results have been achieved, greatly improving sales and sales volume (Xiao Li, 2006). At present, it has sprung up all over China? Palace fever? Qing palace meal, tonic, skin care products, etc. It can be seen everywhere, which takes advantage of people's curiosity; In addition, Du Kangjiu and others have also achieved great success (Hu Zhengming, 2000). In foreign countries, the formulation of promotion strategies has long been perfect, such as marketing information communication and promotion combination strategy, advertising strategy, personnel promotion strategy, business promotion strategy, public relations strategy and so on. For example, Dalton Book Company of the United States donated more than $3 million to the literacy campaign in four years (Chun Hu, 2005). The slogan of Nestle Coffee? Does it taste good？ (Network) According to the statistics of the World Advertising Association, in 1983, the advertising expenditure of the United States accounted for 102 1 billion dollars of global advertising, more than half of the advertising market.
4 simple comments and questions
4. 1 Simple comments
Looking at the research literature at home and abroad, there are still many valuable theoretical works in the field of marketing:
(1) It is necessary to make further use of the professional knowledge of marketing to make an in-depth analysis of enterprise marketing strategies under incomplete market information, and combine the domestic market situation, practical application problems and marketing strategies in the analysis.
(2) In the analysis of enterprise marketing strategy, the biggest difficulty lies in how to describe what kind of marketing strategy can be used in a suitable enterprise and bring good benefits to the enterprise. Therefore, it is necessary to further analyze the behavior of relevant stakeholders from multiple levels and angles, that is, the problem of marketing channels, so as to develop the sales volume of enterprises.
(3) The international economy is constantly changing, and the way of marketing strategy is also developing dynamically. How do enterprises determine the development track of China enterprises with marketing strategies under the new situation?
(4) When studying the marketing strategies of China enterprises, domestic scholars mainly focus on price, sales channels, pricing and products. However, the new economic development situation requires us to broaden our thinking, spread our thinking and get rid of the shackles of tradition.
Therefore, the study of enterprise marketing strategy needs to be widely valued and should be the focus of current enterprise development. It is necessary to further apply market and marketing theory to analyze the economy of enterprises in China, and systematically study the marketing strategy of enterprises in China from the perspectives of development strategy, development concept and competitive consciousness, so as to meet the consumption demand of domestic market, the situation of China's entry into WTO and the need of connecting with the international market.
4.2 Several problems that should be further studied
4.2. 1 Brand strategy in product strategy
4.2.2 Regional pricing strategy in price strategy
4.2.3 Marketing Channel Strategy of Chain Operation Strategy
4.2.4 Public relations strategy in promotion strategy
5 conclusion
With the process of world economic integration and regional economic grouping, while the marketing theory is constantly enriched and improved, some new ideas and concepts are constantly emerging, such as global marketing, big marketing, service marketing, green marketing, network marketing and so on. And combined with marketing practice, it is explored. These new theories are not mature, but they broaden our horizons. The knowledge of marketing is not too much for us, but far from enough. With the development of our practice, the content about marketing will be more and more abundant.
refer to
Hu Zhengming: Marketing, ISBN: ISBN7-5607- 1550-8, Shandong University Press, p. 433. 2000
2. Irish Frank? Bradley, translated by Yu Wen: Strategic Marketing, ISBN7-5080, Huaxia Publishing House, pp. 17 1. 2005
3. Xiao Li: 77 key details of China marketing, ISBN: ISBN7-5028-9, seismological press, p. 172. 2006
4. Lori: Modern Marketing Strategy, ISBN7-80028-4 15-8, Modern Publishing House, p. 100.
5. Wu Min, Liu Jinhua: Marketing, ISBN: ISBN7-80207-664- 1, Economic Management Press, p. 3. 2006
6. Yan: Looking at the diversified marketing model from Dell's direct sales? , reference number: CN22- 1256\F, Modern Marketing (2007. 12), p. 58.
7. Jinping: the details are for the sake of customers everywhere, and the company is profitable for a long time? , reference number: CN22- 1256\F, Modern Marketing (2007. 12), p. 56.
8. Philips? Kotler, deepak? Jayne Sauvignon. New Marketing Theory in kotler, ISBN: ISBN7-80073-5 19-2\F, CITIC Publishing House, p. 164.
9. John? Westwood, How to Plan Marketing Scheme, DocumentNo.: ISBN7-80664-2 12-9\C, Changchun Publishing House, 9 1 p.
10. Chun Hu: Marketing Channel Management, literature number: ISBN7-8 1082-834-7, Tsinghua University Press, Beijing Jiaotong University Press, p. 106.
1 1. Niu Haipeng, Yin Chenghong and Wu Wen: Marketing of High-tech Enterprises, ISBN 7-80147-141-5, Enterprise Management Press, No.29/kloc-0.
12. Wang,: Modern Marketing, ISBN: ISBN7- 19654-6, Machinery Industry Press, p. 198.
13. Wang Ying and Wu Yanzhong: 2 1 innovative thinking of enterprise marketing in China in the century? Group Economic Research (No.243, 2007), p. 1 10.
14. Yu Ying: The strategic choice of international marketing of China enterprises? , marketing, (No.5, 2007), p.6. 15. Study on enterprise marketing strategy in Huan Wang knowledge economy era? () Strategic Research, (No.232, 2000), page 46.
16. Liu caizi: handbook of WTO management innovation, ISBN: ISBN 7-5418-1833-x, Shaanxi tourism publishing house, p. 306. 2002
17. Luo Guifang: Public welfare marketing: a new weapon of brand marketing communication? , Market and Marketing, (No.7, 2007), p. 33.
18. philip kotler, William Gregor and william rogers, The Coming of Marketing Adults, Solan Management Review, Winter,1989,49-62.
19. Diana Farrell. Offshore Outsourcing [M], Harvard Business School, Boston, 2006, 15-20
20. Gary Armstrong. philip kotler Marin Principle (10th Edition). Beijing: Tsinghua University Publishing House, 2005, 25 1
Third, the research plan
(A) the main research content
1) Understand the basic situation of the enterprises under investigation.
2) The theoretical basis of enterprise marketing strategy.
3) The specific situation of the formulation and implementation of the marketing strategy of the investigated enterprise.
4) Problems existing in the marketing strategy of the investigated enterprises.
5) What measures should be taken to solve the problems existing in the marketing strategy of the investigated enterprises?
(1) target
On the basis of theoretical research on a large number of documents of enterprise marketing strategy, combined with the specific situation of the investigated unit, this paper studies and analyzes what improvements enterprises need to make in the formulation and implementation of marketing strategy, so that marketing strategy can get the maximum profit at the lowest cost and win in the market competition. research method
(1) investigation and research method
Interview with senior managers of enterprises; Questionnaire for all employees of the enterprise; Go to the library, reference room, and relevant internet websites to look up information.
(2) Comparative analysis method
Comparative analysis of enterprise marketing strategy and performance in recent ten years.
(3) Progress
First, collect and study relevant information at home and abroad, and then select suitable enterprises to conduct on-the-spot investigation, and initially understand the specific situation and existing problems of enterprise marketing strategies by means of interviews and questionnaires. Finally, systematically sort out all the information, make in-depth analysis and write a paper.
Fourth, the process plan
1、 10? 1 30 Collect relevant information for theoretical analysis, design interview questions, questionnaires, etc.
2、 1? 2. 18 Select a suitable enterprise as the object of investigation and contact its responsible person.
2、20? 2.28 Enter the selected enterprise for internship, conduct on-the-spot investigation on the formulation and implementation of its marketing strategy, and adjust the interview form and questionnaire.
3、 1? 5. 1 Take the appropriate opportunity to interview its management and conduct a questionnaire survey on its employees.
5、8? 5.2 1 Systematically arrange and analyze the collected materials and data, and write the first draft of the paper.
Model essay on business administration opening report II
1. Background and significance
With the deepening of market economy, China's urban retail industry has made great progress, but in rural areas where the population accounts for the vast majority of the total population, the development of retail industry is still lagging behind, and there are some problems that cannot be ignored. Over the years, the central government has put forward many solutions? Agriculture, rural areas and farmers: 1. Explain? Solving the problems of agriculture, rural areas and farmers is related to the overall situation of building a well-off society in an all-round way and must always be the top priority of the whole party? ,? Adhere to the development of modern agriculture and the prosperity of rural economy as the primary task, strengthen the construction of rural infrastructure, and improve the rural market and agricultural service system? . Under the condition of market economy, the solution of the three rural issues can not be separated from the construction of rural market system, especially the construction of rural retail market system.
The rural retail industry in China is facing great opportunities and challenges, with advantages such as great market potential, low competitive pressure, low start-up cost, and national policies leaning towards rural areas. At the same time, it faces the disadvantages of low purchasing power of farmers as a whole, difficult financing in rural areas and low profit in rural retail industry. To develop rural retail market, especially to improve the understanding of developing rural retail, adopt practical methods to increase farmers' income, formulate scientific rural retail development plans, innovate rural retail formats, and standardize rural retail market order. Therefore, the development of rural retail industry is not only an effective way to improve the living standards of rural residents, but also an urgent need to alleviate the fierce competition in urban retail industry, which is of practical significance to realize the goal of building a new socialist countryside.
2. Literature review
2. 1 main contents
This paper mainly expounds the development status, problems and countermeasures of rural retail industry, and references play a great role in this paper. Under the condition of market economy, it is imperative to develop rural economy, and retail industry is one of the main tasks. Liu Qiong and Zhang Yukun from the School of Economics of Huazhong Normal University put forward that it is an important link to expand domestic demand to vigorously explore the rural consumer market and develop the rural retail industry. Retail industry is the oldest industry in the circulation field, and it is also the fastest-growing industry in the circulation field, and it is also a sword to develop the rural market in China. However, there are many problems in China's retail industry at this stage, which have caused certain difficulties in the construction of rural modern market system. Under the condition of expanding domestic demand, this paper discusses three modes of retail industry to explore rural market. On the basis of analyzing the development potential of rural retail market, Professor Zhang Dian of chongqing technology and business university University of Economics and Business pointed out the main problems existing in rural retail market in China and put forward corresponding solutions. Professor Jia from the School of Business Administration of Zhongnan University of Economics and Law analyzed the important direction of rural retail development. Zhang, Department of Political Economy, Weinan Normal University
This paper analyzes the deficiency of retail competitiveness of small towns in Shaanxi Province and the measures to promote its healthy development. Zhou Jun, a professor at the Business School of Hunan Agricultural University, summed up the main characteristics of the development of rural retail enterprises in China at present, and discussed the problems existing in the rural retail market in China and the marketing countermeasures for retail enterprises to explore the rural market.
2.2 Summary
After reading these articles, I felt a lot and realized the depth of my own research, but not all the references are perfect research results, and there are still some shortcomings, so we should continue this research trend on the basis of previous studies. Absorb the advantages of predecessors and improve and perfect yourself step by step.
3. Outline of the thesis
foreword
First, the development of rural retail industry
(A) Problems in the rural retail industry
(B) the rural retail industry faces strategic opportunities
Second, the development strategy of rural retail industry
(A) the development of rural retail business needs to implement chain operation.
(B) the development of retail business led by the operation of consumer goods.
(3) Rural consumers need goods and consumption knowledge? Double service?
Third, the development strategy of rural retail industry
(A) the strategic analysis of the development model
(B) Enterprise development strategy analysis
conclusion
refer to
4. Progress in thesis writing