華潤萬佳有限公司營銷促銷策略調整.pdf

1、上海交通大學碩士學位論文華潤萬佳有限公司營銷促銷策略調整姓名：方先洋申請學位級別：碩士專業(yè)：工商管理（MBA ）指導教師：王方華20040111上海交通大學 MBA 論文 華潤萬佳有限公司營銷促銷調整方案 1A b s t r a c tThe dissertation raise the marketing promotion strategy through

2、 studying the current marketing promotion tactics based on the development of retailing industry in recent years, especially the tendency of China retailing industry development after China WTO.accession The str

3、ategy is to follow rapid change of development market environment, thus to improve enterprise profit earning capacity, to make marketing promotion expense more efficiency. Furthermore, the dissertat

4、ion is a reference for other retailing enterprises in the process of adjusting marketing promotion strategy. First, the dissertation analyze basic situations of retail industry, including retail industry business model

5、 classification, current global retail industry development status, and focus on retail industry development direction in the future, including business development tendency, influence on retail in

6、dustry with e-business model, China retail tendency on the background of globalization. Second, the dissertation introduces the CRV (China Resources V anguard Co. Ltd) profile, development history, business

7、 model, and organization structure. Further to detail and analyze the CRV marketing applying the matrix analysis method, introduce the products portfolio qualitative analysis model to promote marketing image for

8、CRV, to set promotion guideline for products portfolio; applying marketing variance analysis method making adjustment on marketing promotion strategy for CRV. The dissertation is written based on my working

9、 experience, all strategies and proposals come from my daily works. It is expected that the dissertation could provide a model on marketing promotion strategy adjustment for people working in relat