Marketing plan of Oriental Yuhong Company
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/29607 |
Resumo: | The COVID-19 outbreak, which started in 2020 and has continued globally since then, has largely changed the way human beings live and work, and has also caused different impacts and effects in various industries. The purpose of this project is to develop a new marketing plan to address the decline in operating revenue and profit of Oriental Yuhong Company in 2022. This thesis uses literature review method, case study method and questionnaire method, and conducts external, internal and competitive analysis, and uses 4P marketing model to formulate a new marketing plan. The final conclusion of this thesis: Firstly, the company needs to reposition the new product market and focus on R&D innovation. Then, vigorously develop the application of the Internet, improve the enterprise network information system, and establish the service system of O2O marketing mode. And it should pay attention to the change of consumer demand in key markets and keep up with the change of policy and general environment. |
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Marketing plan of Oriental Yuhong CompanyCOVID-19New marketing plan4PO2OInovação -- InnovationNovo plano de marketingThe COVID-19 outbreak, which started in 2020 and has continued globally since then, has largely changed the way human beings live and work, and has also caused different impacts and effects in various industries. The purpose of this project is to develop a new marketing plan to address the decline in operating revenue and profit of Oriental Yuhong Company in 2022. This thesis uses literature review method, case study method and questionnaire method, and conducts external, internal and competitive analysis, and uses 4P marketing model to formulate a new marketing plan. The final conclusion of this thesis: Firstly, the company needs to reposition the new product market and focus on R&D innovation. Then, vigorously develop the application of the Internet, improve the enterprise network information system, and establish the service system of O2O marketing mode. And it should pay attention to the change of consumer demand in key markets and keep up with the change of policy and general environment.O surto de COVID-19, que começou em 2020 e tem continuado a nível mundial desde então, alterou em grande medida a forma como os seres humanos vivem e trabalham, tendo também causado diferentes impactos e efeitos em vários sectores. O objetivo deste projeto é desenvolver um novo plano de marketing para fazer face ao declínio das receitas operacionais e dos lucros da Oriental Yuhong Company em 2022. Esta tese utiliza o método de revisão da literatura, o método de estudo de casos e o método de questionário, e realiza análises externas, internas e competitivas, e utiliza o modelo de marketing 4P para formular um novo plano de marketing. A conclusão final desta tese: Em primeiro lugar, a empresa precisa de reposicionar o mercado de novos produtos e concentrar-se na inovação de I&D. Depois, desenvolver vigorosamente a aplicação da Internet, melhorar o sistema de informação da rede da empresa e estabelecer o sistema de serviço do modo de marketing O2O. Além disso, deve prestar atenção à evolução da procura dos consumidores nos principais mercados e acompanhar a evolução da política e do ambiente geral.2023-11-15T13:09:44Z2023-10-13T00:00:00Z2023-10-132023-08info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/29607TID:203385870engLan Jieinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-19T01:16:42Zoai:repositorio.iscte-iul.pt:10071/29607Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:54:01.778430Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Marketing plan of Oriental Yuhong Company |
title |
Marketing plan of Oriental Yuhong Company |
spellingShingle |
Marketing plan of Oriental Yuhong Company Lan Jie COVID-19 New marketing plan 4P O2O Inovação -- Innovation Novo plano de marketing |
title_short |
Marketing plan of Oriental Yuhong Company |
title_full |
Marketing plan of Oriental Yuhong Company |
title_fullStr |
Marketing plan of Oriental Yuhong Company |
title_full_unstemmed |
Marketing plan of Oriental Yuhong Company |
title_sort |
Marketing plan of Oriental Yuhong Company |
author |
Lan Jie |
author_facet |
Lan Jie |
author_role |
author |
dc.contributor.author.fl_str_mv |
Lan Jie |
dc.subject.por.fl_str_mv |
COVID-19 New marketing plan 4P O2O Inovação -- Innovation Novo plano de marketing |
topic |
COVID-19 New marketing plan 4P O2O Inovação -- Innovation Novo plano de marketing |
description |
The COVID-19 outbreak, which started in 2020 and has continued globally since then, has largely changed the way human beings live and work, and has also caused different impacts and effects in various industries. The purpose of this project is to develop a new marketing plan to address the decline in operating revenue and profit of Oriental Yuhong Company in 2022. This thesis uses literature review method, case study method and questionnaire method, and conducts external, internal and competitive analysis, and uses 4P marketing model to formulate a new marketing plan. The final conclusion of this thesis: Firstly, the company needs to reposition the new product market and focus on R&D innovation. Then, vigorously develop the application of the Internet, improve the enterprise network information system, and establish the service system of O2O marketing mode. And it should pay attention to the change of consumer demand in key markets and keep up with the change of policy and general environment. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-11-15T13:09:44Z 2023-10-13T00:00:00Z 2023-10-13 2023-08 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/29607 TID:203385870 |
url |
http://hdl.handle.net/10071/29607 |
identifier_str_mv |
TID:203385870 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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