Graduation thesis of marketing major is 2000 words.

Marketing is a practical course. It is difficult for students to understand and be familiar with the marketing workflow, cultivate their interest in learning and improve their ability to solve practical marketing problems. The following is a 2000-word marketing paper I recommend to you. I hope you like it!

A 2000-word marketing paper

Countermeasures for enterprises to cope with changes in marketing environment

Nothing in the world can stand still. Only with the continuous change of development will it not be eliminated by the economic market. The same is true for enterprises. The competition between enterprises is like stormy waves, fierce and extremely dangerous. No matter which enterprise can escape from this net. Therefore, if you can't escape, you must deal with it. Enterprises should come up with reasonable solutions to face the ever-changing marketing environment in today's society, rationally adjust their own enterprises, and find out strategies and methods suitable for their own enterprises.

First, the differences of modern marketing environment.

1. The market competition is increasingly fierce.

At present, excessive consumption by consumers has become a huge problem in the economic market. In most parts of China, there is a period when consumers have a strong desire to buy and the market completely becomes a buyer's market. Due to the emergence of various products in society, the competition between enterprises is becoming more and more fierce, which leads to the increasing purchase space of consumers. The same product may be sold by thousands or even tens of thousands of companies. Consumers don't have to worry about not buying anything at all. What they are worried about is how to buy the highest quality goods at the lowest price. In the process of competition among thousands of enterprises, why choose their own products in consumption? Many enterprises give full play to their price advantage at this time, and often keep the price to a minimum, so that enterprises can win under this marketing strategy. But this way is usually blind and the lowest level. The result of this way of competition will only be the successive closure of various enterprises, resulting in both losses.

As we all know, this way is irrational and unreasonable. Is it a kind of? Harm others and not benefit themselves? We usually don't agree with the actions taken by enterprises. At the same time, China enterprises are also facing the threat of foreign new products. In today's economic and trade globalization, our government requires all enterprises to be active? Go out? , break out of your own sky. Under the tide of joining the international market, many enterprises want to seek their own sky in a wider world. Of course, the international market has its unique advantages, but it also has great shortcomings and loopholes. It will create a new market for the development of enterprises in China, and it will also bring great danger to the development of enterprises in China. This is both an opportunity and a challenge for China enterprises, but in the current form, the challenge is far greater than the opportunity.

Because we have to admit that many foreign products, such as cosmetics, are far superior to domestic products in quality and have great advantages in price, consumers are definitely more willing to buy foreign products and give up domestic products. In this way, they will occupy a great advantage in the market in China, and on the other hand, they will also hit the healthy development of enterprises in China. There are also some bad enterprises that cooperate with foreign companies to improve their competitiveness, crack down on competitors and maximize their own interests. This way is very undesirable, and such a business model will make enterprises more diversified and become Sino-foreign joint ventures. This change requires enterprises to correctly understand the interest relationship and structural adjustment between industries, and the most important thing is to look at the changes in the marketing market with a development perspective.

2. Marketing methods need to be changed.

When the market in China has further developed, it has led to great changes in the marketing model. In the past, we were market-oriented and guided consumers to spend. Now we are consumer-oriented to guide enterprises to change their marketing strategies, and the changes in marketing methods also show us the changes in marketing centers. At present, with the continuous development of information technology, the application of the Internet is gradually increasing. Today's world is a world of networks and an era of information. Since we live in this era, we must conform to the development trend of this era. Since the network was applied to the market, our marketing methods have changed greatly. We have changed the traditional marketing model and gradually applied new marketing methods, such as telemarketing, which is the most representative one. Telemarketing is simply telemarketing, and we can know the needs of consumers by taking the initiative to call.

This marketing method has many advantages, for example, it can promote enterprises to understand consumers' shopping needs, communicate well with consumers and serve consumers better. In today's society, mobile phones are also the product of the times under the network. Now many sales can be done on mobile phones, such as what is popular now? Wechat business? . They use the WeChat function on their mobile phones to sell products to consumers and realize profits. This marketing method is the most popular one at present, because the mobile phone is an indispensable communication tool for each of us, and our life cannot be separated from the use of the mobile phone. It is very convenient to sell or buy products on WeChat, so the interest space in WeChat business is still very huge.

3. The marketing concept needs to be developed.

At present, many enterprises in our country can not develop, a large part of which is due to conservative business philosophy. They can't abandon the traditional marketing concept and are unwilling to accept the development of new things, which leads to their failure. Enterprises should keep pace with the times and change their marketing concepts in order to make progress and development. Traditional marketing concepts pay more attention to the quantity of marketing, and they put improving business rate at the top of all work, ignoring the product itself. Modern enterprises are different from traditional enterprises, and pay more attention to product quality and service. With the increasing demands of modern consumers, they have more restrictions on the appearance, quality and pre-sales and after-sales service of products. Therefore, enterprises should conform to the development of the times, and pay more attention to the improvement of product quality and service satisfaction in the process of producing products, rather than blindly focusing on seeking benefits. Such enterprises will certainly not develop rapidly. While paying attention to economic benefits, enterprises should pay more attention to social benefits and responsibilities, and cannot realize the development of their own interests at the expense of national resources. Enterprises should try their best to balance the relationship between economic benefits, social responsibility and environmental development. In addition, while serving the public, modern enterprises gradually apply the concept of private service to their own enterprises, which also makes the marketing concept of modern enterprises gradually systematic. Standardize and advance.

Second, corporate marketing measures to deal with changes

1. Macro-control market

Coordinate the development ability of enterprises in all aspects, so that enterprises can adapt to the changes in the market. The person in charge of the enterprise should further understand the development situation and improvement space of the enterprise and find a road suitable for the development of his own enterprise. According to the actual situation of enterprises, keep the balance between enterprises and marketing and changes in consumer consumption concepts. This adjustment will make the enterprise develop in a balanced state as much as possible, even if it can't keep up with the pace of marketing environment as soon as possible, it won't cause too much economic loss. However, if this regulation method is not appropriate, it will have many negative effects. Therefore, we should pay attention to the macro-control of the market: first, grasp the changing law of overall marketing. Secondly, we should proceed from the actual situation of the enterprise and avoid? Utopianism? . Finally, once the marketing market changes greatly, enterprises can adjust flexibly to keep the development of enterprises in a stable trend.

2. Implement the change method

In fact, the change of policy is not difficult to understand. Simply put, when some products of some enterprises may be on the verge of elimination because of poor management, don't give up easily without making some efforts. We should carry out ever-changing principles and policies. Perhaps this product has had some bad effects and left some bad impressions in consumers' minds. We should use some reasonable means to change the image of our products. For example, this change can be in the form of products, and we can enhance the product image by playing some positive advertisements. You can also do some eye-catching promotional activities to attract consumers' attention and desire to buy by lowering the price, thus saving the product. But the premise of this series of changes we have made must be not to harm the interests within the enterprise.

3. Innovative product form and performance

Innovation is the core of enterprise development and the foundation of long-term development. We can't increase the sales rate by lowering the income blindly, which will bring down the enterprise sooner or later. With the development of China's economy and the increase of enterprises, no matter what kind of products are eliminated, the frequency of upgrading is getting faster and faster. Because the slow development can no longer meet the material needs of consumers in China. All our enterprises must innovate in order to win in the fierce competition. First of all, we need to change the product form, the most typical example is the upgrading of mobile phones. There are many mobile phones in China, but they are all the same. What is the eternal theme? Smart? . China's high-tech market urges consumers to shop under the banner of smart phones. So is the performance of innovative products. In the past, the traditional mobile phone was smart enough to answer the phone, but after the development of market economy, our mobile phone can completely replace the computer, not only to answer the phone, but also to browse the news, watch videos, chat online and so on. In this way, the improvement of product performance greatly improves the sales rate of products.

Three. conclusion

In today's society, it is necessary for enterprises to change their marketing methods to face the society, which is also an effective way for enterprises to develop. If enterprises want to stand out in the tide of competition, they must start with improving their core competitiveness, innovate science and technology, adapt to the market development environment and promote the sustainable development of the national economy.

A 2000-word paper on marketing

Research on case teaching method of marketing

Abstract: As an applied science based on economics, behavior and modern management theory, marketing has strong practicality and application. How to introduce cases systematically in the teaching process is the need to improve the teaching effect and quality, and also the need to cultivate students' ability to analyze and solve problems. This paper summarizes the practice of marketing case teaching, aiming at exploring an effective case teaching method and forming a complete case teaching method system.

[Keywords:] marketing case teaching practice

Marketing is a comprehensive subject with strong application, which is based on economics, behavior and modern management theory and gradually formed with the high development of commodity economy. It is an applied science that combines theory with practice, and has the characteristics of whole process, comprehensiveness and practicality. With the economic integration of China into the international community, the competition among enterprises is becoming increasingly fierce. Case teaching plays an active role in cultivating and bringing up management talents who adapt to the new situation.

First, the necessity of marketing case teaching

1. Case teaching is conducive to the combination of theory and practice.

If the teaching of marketing only pays attention to the systematic teaching of theoretical knowledge and is divorced from reality, and ignores the cultivation of students' ability to analyze and solve practical problems by using marketing theory, it is a great pity and a great failure. How to embody the combination of theory and practice in the teaching process, cultivate and improve students' practical ability, and through continuous discussion in the marketing teaching process, it is concluded that case teaching is an effective method to realize the combination of theory and practice. Under the guidance of teachers, case teaching method is a teaching method that uses cases to carry out teaching activities and organize students to study and discuss according to the requirements of teaching objectives. In the teaching process, use typical cases. Through the analysis of cases, students are encouraged to break through the original knowledge range, and learn to use more knowledge and more flexible skills to deal with problems, so as to make up for the lack of mechanical acceptance of knowledge.

2. Case teaching is conducive to cultivating students' creative thinking.

Case teaching method is to try to put students in the actual business posts and learn how to operate from the actual environment. Therefore, the case teaching method is not to find the correct answer, but to find specific methods to deal with and solve problems. Cultivate students' divergent and creative thinking mode through learning.

3. Case teaching is helpful to arouse students' learning initiative.

The process of teaching and learning should be synchronized, not isolated from each other. The teaching content in the classroom is too abstract to understand; Or the teacher is full, students' interest in learning can't be raised, and their sense of participation can't be satisfied. Case teaching is an interactive teaching, which changes students' passive attendance into active participation, and is conducive to mobilizing students' enthusiasm and initiative. Clients? Identify with solving problems and make independent decisions, thus constantly mobilizing students' enthusiasm and initiative. In the case discussion, from practice to theory, from sensibility to rationality, the learning process from shallow to deep has been truly realized.

Second, the operation of case teaching method

1. Choosing the right case is the first step in marketing teaching.

The first step of case teaching method is to choose the appropriate case according to the teaching purpose and teaching theory content. Whether the case selection is appropriate or not directly affects the classroom teaching effect. (1) The cases used in teaching must first meet the requirements of teaching objectives, be closely related to the theme, and contain corresponding marketing theories and strategies or the basis for students' decision-making. (2) According to the specific situation of the teaching object, it is difficult to be moderate. If the case is too simple, the answer will be known at a glance, which will not arouse students' interest in learning; It is too difficult, beyond the students' knowledge level and theoretical ability, which makes students unable to analyze and affects their learning enthusiasm, which is not conducive to the role of case teaching and marketing cases. (3) The case should be new. The selected cases should basically reflect the current market environment and enterprise conditions, and cannot be divorced from reality, otherwise the analysis of the cases will lose its significance. (4) To be typical, it can draw inferences from others, and at the same time, it is necessary to consider the positive and negative cases that reflect the practice of enterprise marketing activities. Finally, cases reflecting domestic enterprises account for a large proportion. On the one hand, students are relatively familiar with the domestic market environment and enterprises, which is conducive to analysis, on the other hand, they can better play the role of case teaching in applying what they have learned.

2. The organization of classroom teaching is the guarantee to do a good job in marketing case teaching.

The classroom organization form of case teaching should consider the specific situation of the teaching object. For undergraduates who lack practical work experience, copying the mature practices of some foreign business schools may not be effective. Therefore, the specific forms of applying case method to marketing classroom teaching mainly include: (1) teaching some chapters around specific cases. Through the teacher's analysis of the case, students will have a more practical and profound understanding of the teaching content, and it is easy to master the marketing theory, principles, methods and strategies, which is similar to how to analyze similar problems. (2) Send the selected cases to students, so that students can be prepared to participate in the discussion in advance. You can adopt a combination of group discussion first and then speaking on behalf of the whole class. (3) Send marketing cases to students, asking them to read, think and judge the cases independently, and finally write a written analysis report. Teachers understand and judge students' mastery of marketing knowledge and their ability to analyze and solve problems through analysis reports.

Third, the problems that should be paid attention to in the implementation of case teaching method

1. Doing a good job in the teacher-student relationship in the process of case teaching is the key to the successful implementation of case teaching.

The implementation of case teaching should fully reflect students' dominant position, and teachers should establish? Student-centered? Teachers should avoid being the center of discussion. Teachers' comments should be short and unbiased, and usually expressed in the form of questions to keep the discussion going. Therefore, the teacher's foot color should be: introduce the background information of the case, give necessary guidance, and sometimes summarize the case teaching with the students.

2. The mutual echo of case teaching and system theory learning is the guarantee of successful case teaching.

Case teaching cannot replace the traditional classroom teaching based on knowledge transfer. In the process of marketing teaching, the traditional classroom teaching method based on knowledge transfer aims to establish a systematic marketing theory system, while the purpose of case teaching method is to cultivate students' ability to analyze and solve problems by using what they have learned. Although we emphasize the role of case teaching method, we should not weaken or ignore the knowledge transfer as the foundation. Because students can only do a good case analysis on the basis of mastering the theoretical knowledge of marketing. Without a certain knowledge of marketing theory, case discussion is difficult to carry out and it is superficial to do it reluctantly. Therefore, the transfer of knowledge is the main and leading link.

Case teaching of marketing course plays a unique and irreplaceable role in improving students' ability to analyze and solve problems. In the process of organizing and implementing teaching, we should carry out case teaching practice step by step, reasonably and effectively according to the specific situation, and create a marketing case teaching model suitable for China's national conditions through continuous exploration and improvement, so as to give full play to its due effectiveness.

References:

[1] Cheng Xiufang. On the Application of Case Analysis in Marketing Teaching [J]. Coal Higher Education, 200 1.9

[2] Lu Yemiao: Marketing Strategy [M]. CITIC Publishing House, 2002.6438+0 (1)

[3] Cai Yannong. Marketing case analysis [M]. China Material Publishing House, 2002.2(3)

Marketing paper 2000 words three

The transformation of marketing strategy in the internet age.

Network economy is a sublation of traditional industrial economy and a direct economy based on the further division of labor in information industry and the mutual integration of traditional industries. Under the background of network economy, in the marketing process, we must combine the new situation and new characteristics of network economy, change the marketing strategy, continuously improve the pertinence of marketing strategy, effectively realize the high-level needs of users, effectively safeguard users, and effectively link the future needs of users with the long-term development of enterprises.

First, the characteristics of marketing under the background of network economy

Network economy is based on Internet technology. Compared with the traditional industrial economy, the network economy itself has great advantages.

First, the long-term value of customers. In the traditional economic form, marketing pursues short-term interests and tries to tap the existing value of users as much as possible. However, under the network economy, the homogenization competition of enterprises is becoming more and more fierce. In the process of marketing, we must pay attention to tapping the long-term value of customers. This is mainly because in the context of fierce competition in the network economy, users have a wide range of choices, and the investment of enterprises in developing new users is much higher than maintaining old users. At the same time, relying on network technology, enterprises are more helpful to provide users with targeted personalized services in the marketing process.

Second, the marketing work under the background of network economy is an interactive marketing. Under the background of network economy, the interaction between users and enterprises has been strengthened. Enterprises can provide users with direct personalized services according to their actual needs. Thirdly, under the background of network economy, enterprises no longer pursue simple direct indoctrination marketing mode in the marketing process, but provide users with practical information with the help of a soft marketing method. In these similar ways? Soft text? Contains the content of marketing.

At the same time, at this stage, marketing pays more attention to the initiative of users, and users actively screen information. Enhance the initiative and selectivity of users. In the process of marketing, enterprises need to strengthen market research and effectively analyze users' needs in order to realize the value of marketing. Has modern marketing entered? Direct selling? In the model, its specific forms include? Direct selling? 、? Micro marketing? 、? Mail marketing? Wait a minute.

Second, the transformation of marketing environment under the background of network economy

Under the background of network economy, the marketing environment of enterprises has changed. The marketing work under the new situation must pay attention to the changes in the network environment and constantly adjust the marketing strategy, so as to effectively improve the pertinence and functionality of the marketing strategy. First of all, under the background of network economy, network marketing has been greatly expanded. Network marketing is a new marketing model, which has the characteristics of openness, wider coverage and farther communication area. Marketing is no longer limited by geography and time, and gradually evolves into an all-weather and three-dimensional brand-new marketing environment.

Secondly, under the influence and impact of the network, online marketing has been strengthened in terms of rapidity and impact. In the process of enjoying the service or putting forward the demand, users can not only directly bypass the intermediate manufacturers, but even directly connect with the producers, and the users will propose solutions, and the producers will directly provide services and products according to the users' intentions. Finally, with the popularity of the network economy, some online payment methods with high safety factor and convenient payment are constantly emerging. Payment methods on Alipay, WeChat and smart phones have greatly promoted the development of enterprise network marketing.

Third, the change of marketing strategy under the background of network economy.

Compared with the traditional industrial economy, the new forms and ways of network economy have greatly expanded the space and place of network marketing. Network marketing must strengthen the transformation of marketing strategy according to its new characteristics and the changes of marketing environment. Only in this way can we effectively enhance the value and function of online marketing.

1. Effectively improve the planning of marketing and reasonably drive the market.

Under the background of network economy, enterprises must pay attention to improving the planning and foresight of marketing in the marketing process, and promote the market reasonably and effectively by making good progress and guiding the rational consumption of the market. First of all, enterprises should establish market information analysis institutions, strengthen the analysis and summary of market information with the help of network technology and information technology, strengthen the judgment and collation of market information, and obtain valuable clues from complicated market information to serve the marketing activities of enterprises. Secondly, under the background of network economy, the types and quantity of economic subjects have increased. So-called? Do you need to be hard while the iron is hot? According to the fierce market environment, enterprises need to win the market with stable and reliable production quality and service quality in order to achieve the good purpose of occupying the market.

In addition, under the background of network economy, enterprises should also effectively change their roles and win the trust and support of users with good service and personalized service. Whether it is a physical enterprise or a virtual enterprise, in the process of providing services, users' needs should be oriented and users' intentions should be the principle. Only in this way can marketing really improve the economic benefits of enterprises. Finally, enterprises should also create a good image of enterprises through value-added services, free services, full-service and after-sales services, and enhance the recognition of enterprises in the hearts of users through image and cognition, so as to achieve the purpose of marketing.

2. Constantly update marketing methods and effectively expand corporate marketing channels.

Under the background of network economy, enterprises must pay attention to constantly updating marketing methods, effectively expand new marketing methods and update new marketing contents with the help of internet technology according to the changes of marketing environment and the characteristics of network marketing. On the one hand, enterprises should actively carry out marketing activities with the help of new social networking methods such as WeChat official account and Baidu commercial promotion. In particular, WeChat is the mainstream social software at present, with a wide range of users and a large age span, which is suitable for enterprises to carry out diversified online marketing. On the other hand, marketing is carried out through soft marketing methods such as sharing and communication. Under the background of network economy, the network itself contains huge treasures. Fans are an economic resource in the process of enterprise developing network marketing. Enterprises can attract fans by sharing some beautiful articles, promoting tourism scenery, spreading life skills and other soft marketing methods to form a stable fan base. At the same time, with the help of social media, we can realize the benign interaction between enterprises and users, enjoy and spread information, and achieve marketing purposes such as brand communication, product promotion and market research.

3. Strengthen the innovation of marketing methods

As far as the automobile industry is concerned, due to the impact of the network, simple enterprise sales and post-maintenance can no longer meet the growing material and cultural needs of customers. Therefore, when selling cars, 4S stores can cooperate with massage chair sellers or modern home furnishing enterprises. We all know that the space of 4S shop is relatively large and the interior decoration is relatively warm. So if some massage chairs are introduced, customers can experience them while buying a car or waiting. If they are satisfied, they may buy them together.

Another example is comfortable furniture. After seeing it, the guests not only have a good impression on the overall decoration of the 4S shop, but also may take away a few items they like. For some stores specializing in high-end furniture, a shopping lottery can be launched, and the prize is a voucher worth more than 1000, because there is a current trend in China that newlyweds generally decorate their houses to buy furniture, buy cars and then get married. This joint marketing method is very suitable for newlyweds.

So you came in? May day? Or? Eleven? At the peak of wedding, furniture, automobile, wedding and other industries can unite to promote this marketing method through the network or physical stores, and the one-stop shopping experience to meet customers' needs is increasingly respected. For ordinary non-newlyweds, because customers will definitely celebrate after driving, stores can also cooperate with self-help or catering businesses to give coupons or meal coupons, on the one hand, to take care of customers' needs, on the other hand, to provide business for catering businesses, and the cooperation between the two companies is more conducive to a win-win situation.

The network economy is developing rapidly. In the process of developing network marketing, enterprises must always change their marketing strategies according to the evolution of network environment in order to effectively improve the accuracy and innovation of marketing. On the one hand, enterprises should closely fit the network environment, effectively integrate enterprise resources, form a joint force, integrate all aspects of enterprises' capabilities, strike hard, and effectively operate more diversified and basket marketing methods. On the other hand, in the process of developing network marketing, enterprises must combine the current new marketing model and constantly innovate their own marketing model. Enterprises can effectively realize the integration and sharing of resources with the help of distribution system, and effectively realize the purpose of enterprise marketing by strengthening cooperative relations.

Fourth, summary.

Under the background of network economy, the marketing environment of enterprises has changed, and at the same time, many characteristics of marketing have been derived, which requires enterprises to pay attention to the changes of marketing strategies, effectively improve the comprehensiveness, pertinence and accuracy of enterprise marketing, and enhance their competitiveness through innovative marketing strategies and new marketing models.

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