Research on The Marketing Strategy of Zhou Heiya in Yangtze River Delta Economic Zone
Zhou, Lijun (2016)
Zhou, Lijun
Satakunnan ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605066372
https://urn.fi/URN:NBN:fi:amk-201605066372
Tiivistelmä
The purpose of this thesis was to give some recommendations on market strategy for a case company in a specific district, through analyze its current market situation and strategy. Zhou Heiya Food Company was chosen as case company, and the Yangtze River Delta Economic Zone in China was the target market where Zhou Heiya ran its business.
The theoretical part was composed by the literatures review of market environment analysis, marketing strategy research and research methodology. The thesis mainly used PEST analysis (Politics, Economy, Social and Technology) and SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) to explore marketing environ-ment, and then utilized marketing mix and STP tool (segmenting, targeting and posi-tioning) to conduct marketing strategy research. These kinds of secondary data were collected by using some professional books and material from some official website to make up the theory part.
The empirical part firstly made a simple introduction about case company Zhou Heiya and its competitor Juewei, then analyzed the current situation of the leisure food industry that the case company belongs to, as well as give a simple introduction about the Yangtze River Delta. After that, the thesis specifically researched and analyzed market situation and marketing strategy specific for Zhou Heiya. Meanwhile, in order to collect the primary data about Zhou Heiya’s current market situation and marketing strategy in Yangtze River Delta, the qualitative research was selected and conducted in semi-structured interview, Some suggestions eventually were made based on the research and analysis.
The theoretical part was composed by the literatures review of market environment analysis, marketing strategy research and research methodology. The thesis mainly used PEST analysis (Politics, Economy, Social and Technology) and SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) to explore marketing environ-ment, and then utilized marketing mix and STP tool (segmenting, targeting and posi-tioning) to conduct marketing strategy research. These kinds of secondary data were collected by using some professional books and material from some official website to make up the theory part.
The empirical part firstly made a simple introduction about case company Zhou Heiya and its competitor Juewei, then analyzed the current situation of the leisure food industry that the case company belongs to, as well as give a simple introduction about the Yangtze River Delta. After that, the thesis specifically researched and analyzed market situation and marketing strategy specific for Zhou Heiya. Meanwhile, in order to collect the primary data about Zhou Heiya’s current market situation and marketing strategy in Yangtze River Delta, the qualitative research was selected and conducted in semi-structured interview, Some suggestions eventually were made based on the research and analysis.