费列罗集团在中国的市场策略

论文摘要

本研究课题分析了费列罗在中国市场的品牌战略。本文首先梳理了相关理论及文献,对巧克力行业如何打入意大利市场及费列罗公司做了全面的概述；接下来,作者对公司的经营环境,尤其是中国的市场,做了必要的分析,从而对不同品牌的巧克力市场战略进行了讨论；同时运用TOWS矩阵分析,试图找出费列罗在中国市场的挑战；最后,作者以实证分析的方法对费列罗中国市场战略选择做了佐证。

论文目录

• Abstract
• 摘要
• Table of content
• Ⅰ.Introduction
• 1.1 Research Background and Objective
• 1.2. Methodology
• 1.2.1 Research Approach
• 1.2.2 Research Conditions
• Ⅱ.Theory and Literature Review
• 2.1 Customer Behavior
• 2.2 Customer Buying Process
• 2.3 Marketing Mix
• 2.4 TOWS Matrix
• 2.5 Market Factors
• Ⅲ. Overview on Chocolate Market and Ferrero Co
• 3.1 Chocolate Market Overyiew（World/China）
• 3.2 Ferrero's History
• 3.3 Ferrero Products
• 3.4 Ferrero's Business in China
• Ⅳ.An Analysis on Ferrero International Marketing Strategy
• 4.1 Environment Analysis
• 4.2 Chinese Environment
• 4.3 Chocolate Market Segmentation in China
• 4.4 Strategies in Chinese Market
• 4.4.1 Ferrero Brand Strategies
• 4.4.2 Curiosity:The Wedding Market
• 4.5 Competitors Analysis
• Ⅴ. Empirical Study And Discussion
• 5.1 Questionnaire Designing
• 5.2 Sample Selections
• 5.3 Discussions and Analysis
• Ⅵ.Conclusion
• 6.1 Summary
• 6.2 Innovation and limitation of the Study
• 6.3 Potential Research Topic in the Future
• References
• Acknowledgement
• 卷内备考表