亿滋在中国口香糖市场营销战略分析+4P策略
本文对口香糖市场的现在做了阐述，从营销战略原理的基本原理出发分析了亿滋（中国）的目标市场，通过企业内部实力结合营销环境的分析，从产品定位、定价、渠道、推广等几个方面阐明了亿滋（中国）在中国口香糖市场采用的营销战略，并提出了相应的建议和措施。
毕业论文关键词： 市场份额；营销战略；目标市场；4P；4C
Marketing strategy analysis of Mondelēz (Chinese) in Chinese chewing gum market
Abstract In current years, the scale of Chinese chewing gum market has grown dramatically and show a prosperous prospective. This positive condition has also attracted plenty of overseas candy corporations and manufactures who had invested a large amount of fund and promoted new brands, which resulted market saturation to some extent and the fierce marketing competition. However , in the negative circumstance , Mondelēz (Chinese) liked a brave warrior who hold two swords——Stride and Trident and defeated all the opponents. During the short period, its proportion of the Chinese chewing gum market has ranked top 3 lists. How and which marketing strategy it adopted to achieve this aim?
This research would illustrate the current chewing gum market background and analyse the target market of Mondelēz (Chinese) by the means of studying basic principles and theory in this field. What’s more, it also shows a present on the Marketing strategy of Mondelēz (Chinese) from produce, price, place and promotion, these four aspects, by combining internal ability and marketing environment, at the same time, giving some corresponding suggestions and measures.
Key words: market shares; marketing strategy; target market; 4p; 4c
目 录
一、绪论1
（一）选题背景、研究意义和研究目的1
1、选题背景1
2、研究意义1
3、研究目的1
（二）研究内容1
二、口香糖产品行业现状2
（一）口香糖的产品概述2
1、口香糖产品简介3
2、口香糖产品的功能 3
（二）口香糖市场现状3
1、口香糖市场的总体研究 3
2、口香糖功能化的未来发展趋势的研究 4
3、中国口香糖市场概况 4
三、亿滋（中国）的营销环境分析 4
（一）亿滋（中国）公司概况 5
（二）亿滋（中国）的主要竞争对手 5
1、箭牌 5
2、韩国乐天集团6
3、好丽友6
4、不凡帝范梅勒集团 7
5、雅客 7
（三）亿滋（中国）在目标市场的五力模型分析 7
1、供应商的议价能力 8
2、购买者的议价能力 8
3、新进入者的威胁 8
4、替代品的威胁 9
5、同业竞争者的竞争程度 9
（四）亿滋（中国）内部实力分析 11
（五）亿滋（中国）SWOT分析 13
四、亿滋（中国）的战略定位分析 13
（一）市场细分13
1、按人口统计细分 14
2、按消费行为细分 14
3、按地理位细分 16
（二）亿滋（中国）目标市场选择策略 16
五、产品策略 17
（一）亿滋（中国）产品定位策略 17
（二）亿滋（中国）产品包装策略 18
下一篇：我国公立医院医生年薪制研究