Strategy And Practice Study Of Concept Marketing

Concept marketing (CM) is one effective method of enterprise development, and one important factor for enterprise marketing strategies. With the development of economy and society, the technical development abilities of enterprises will be strengthened, the new products will be created, and more and more new concepts will be put forward. As a new marketing method which has been proved effective, concept marketing will certainly be applied to more and more fields, and have greater practical effects.Based on the relevant theories and marketing cases, the present author analyzes the background, characteristics, application, strategies, and organizational structure of concept marketing with the explanation of concept marketing cases, and puts forward the methods of concept refining and some relevant problems.The novelty of the thesis is to analyze the main connotations of concept marketing by some experts and scholars, and put forward some viewpoints; to analyze experimentally the enterprises which are suitable to use concept marketing. Some enterprises and industries that have significant enterprise diversity will use concept marketing mode in great range and are easy to succeed while some enterprises and industries that have significant centralization and scale will adjust the modes, methods and means. In order to make good use of concept marketing mode, the enterprises should not only deeply understand the enterprise concept marketing mode, but also study the characteristics of their own enterprises.The thesis has six chapters. In Chapter 1, the author introduces the background and significance of the thesis. In Chapter 2, the author analyzes marketing, and puts forward his own viewpoints. Then the background and the refining of concept marketing are discussed in Chapter 3. The author continues to analyze the application and enterprises which concept marketing can be applied to with some cases in Chapter 4. In Chapter 5, the combination strategies of concept marketing are analyzed. In the final chapter, the organizational protection of concept marketing is discussed.