这项研究是在分析吉林省加拿大有限公司的营销策略，该公司是一家专门从事中国人参产品的集团公司。营销战略是当前学术界和实务界关注的热点和重大问题。在理论基础上，本研究首先回顾了企业战略理论及其分析方法。另一方面，营销战略是企业战略的重要组成部分。本研究阐述了几种相关的营销模式，为案例分析打下基础。吉林Plusone有限公司是该案的公司.公司的主要产品有人参产品，这是一个在中国和其他亚洲国家的传统食品和药品。产品的特点既是市场营销的优势，又是营销的劣势。通过对外部环境和内部因素的评价，对市场计划和战略提出建议。
研究结果表明，营销策略应坚持产品特性和顾客行为。在这种情况下，人参产品区别于其他产品。人参产品和客户的地质特征保持传统态度的人参产品。因此，通过案例分析对营销战略进行分析是至关重要和重要的。
This research is to give an analysis of marketing strategy in Jilin Plusone Ltd, which is a group company specializing in providing ginseng products in China. Marketing strategy is among the hot and significant discussions of management both in academy and practice. On the side of theoretical foundation, this research reviews the theories of corporate strategy and its analytical methods on the one side. On the other side, marketing strategy is an important part of corporate strategy. The study illustrates several relevant marketing models, in order to lay the foundation of analysis the case.
Jilin Plusone Ltd is the company in the case. The main products of the company are ginseng products, which are one of the traditional foods and medicines in China and other Asian countries. The characteristics of the products become both the advantages and disadvantages of the marketing. By evaluating the external environment and internal factors, the study gives suggestions about the market plan and strategy.
The findings in this study indicate that the marketing strategy should stick to the feature of products and customer behaviors. Ginseng products, in this case, are distinguished from other products. Ginseng products have geological features and the customers remain the traditional attitude towards the ginsengs products. As a result, the analysis of the marketing strategy by case study is critical and significant.
Table of contents
Chapter 1 Introduction 3
Chapter 2 Aim and objectives 3
Chapter 3 Literature review 4
3.1 Corporate strategy 4
3.1.1 Strategic position 5
3.1.2 Strategic choice 8
3.1.3 Strategy in action 9
3.2 Marketing strategy 9
3.2.1 Marketing orientation and evolution 9
3.2.2 Using SWOT analysis to develop a marketing strategy 10
3.2.3 Customer orientation 11
3.2.4 Diversity marketing 14
3.3 Summary of the review 14
Chapter 4 Methodology 27
4.1 Case study method 27
4.2 Introduction of Jilin Plusone Ltd 30
Chapter 5 Marketing strategy analysis 31
5.1 Marketing strategy in Jilin Plusone Ltd 31
5.2 Analysis of marketing environment 34
5.2.1 External environment 34
5.2.2 Analysis models 34
5.3 Design and implementation of marketing strategy 38
5.3.1 Consumer behavior analysis 38
5.3.2 Marketing segments 39
5.3.3 Marketing mix 40
5.3.4 Summary on marketing strategy in Jilin Plusone 41
Chapter 6 Conclusions and suggestions 42
Reference 43
Chapter 1 Introduction 介绍
Research questions and framework
This dissertation starts with building research objectives. Based on defining the research questions, this paper collects relevant researches and studies. These two parts lay the theoretical foundation for this study. The dissertation tries to solve problems by case study, which is the application of marketing strategy analysis. At last, the study gives the results and draws the conclusion.
Firstly, market segments should be taken into account in Jilin Plusone marketing strategy. There are a variety of competitors in the industry, and the brand image is obscure for customers. Ji
