Marketing plan of Oriental Yuhong Company

Detalhes bibliográficos
Autor(a) principal: Lan Jie
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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spelling 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
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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