某公司市場營銷方式轉(zhuǎn)型研究.pdf

1、上海交通大學碩士學位論文某公司市場營銷方式轉(zhuǎn)型研究姓名：胡正茂申請學位級別：碩士專業(yè)：工商管理指導教師：李乃和20100110STUDY ON MARKETING MODEL TRANSFORMATION OF COMPANY M ABSTRACT This thesis is based on a true consulting case about “Company M” which is a company focused on

2、selling mother and baby products through Internet and telephone. By analyzing the background, problems, and industrial sector of “Company M”, conclusion can be made that providing differentiated services is the way out.

3、Due to the requirement that the strategy of “Company M” should be differentiation, the company must transform its marketing model from ad-hoc activities to systematic database marketing. Implementation suggestions on ap

4、plying data mining technologies are also described in this thesis for fulfilling the requirements of database marketing. Unfortunately, at the time this thesis was written, “Company M” has not started the marketing model

5、 transformation yet. Therefore, the benefits of those suggestions described in this thesis can not be evaluated in real world. KEY WORDS: mother and baby products, direct marketing, personalized service, database marketi