Developing an organization's marketing strategy
| Jazyk: | ruština |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
обÑазоваÑелÑнÑе ÑÑлÑги
online education ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑдиÑоÑÐ¸Ñ ÑазÑабоÑка меÑопÑиÑÑий educational services targeted audience ÑÐ¾Ñ ÑÑм marketing анализ ÑÑÑекÑивноÑÑи performance analysis activity development маÑкеÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð´ÐµÑÑелÑноÑÑÑ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½ Ð¾Ð´ÐµÐ¶Ð´Ñ |
| DOI: | 10.18720/spbpu/3/2021/vr/vr21-960 |
| Popis: | Тема вÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ: «РазÑабоÑка ÑÑÑаÑегии маÑкеÑинга оÑганизаÑии». ЦелÑÑ ÑабоÑÑ ÑвлÑеÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· компании MeowOne.Brand Ð´Ð»Ñ Ð¿Ð¾ÑледÑÑÑего пÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¼ÐµÑопÑиÑÑий по ÐµÑ Ð¿ÑодвижениÑ. ÐÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑавленной Ñели бÑли ÑеÑÐµÐ½Ñ ÑледÑÑÑие задаÑи: - пÑоведен анализ маÑкеÑинговой деÑÑелÑноÑÑи пÑедпÑиÑÑÐ¸Ñ Ð½Ð° макÑо- и микÑоÑÑовнÑÑ ; - пÑоведено иÑÑледование ÑоÑÑавлÑÑÑÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑа маÑкеÑинга по модели 4P; - пÑоведен деÑалÑнÑй анализ ÑегменÑов Ñелевой аÑдиÑоÑии компании Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¾Ð¼ болей каждого ÑегменÑа и пÑедложением пÑÑей Ð¸Ñ Ð·Ð°ÐºÑÑÑиÑ; - ÑазÑабоÑан ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼ÐµÑопÑиÑÑий, напÑавленнÑÑ Ð½Ð° ÑовеÑÑенÑÑвование вÑÐµÑ ÑлеменÑов 4P; - запÑÑено меÑопÑиÑÑие по ÑовеÑÑенÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸Ð½ÑеÑнеÑ-пÑоекÑа и оÑенена его ÑÑÑекÑивноÑÑÑ. ÐÑедмеÑов иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑвлÑеÑÑÑ Ð¼Ð°ÑкеÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð´ÐµÑÑелÑноÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ MeowOne.Brand. РкаÑеÑÑве меÑодов иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð² ÑабоÑе иÑполÑзовалиÑÑ: иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑоÑиÑнÑÑ Ð¸ÑÑоÑников (ÑÑаÑей, пÑбликаÑий, наÑÑнÑÑ Ð¸ÑÑледований), инÑÑÑÑменÑÑ Ð¼Ð°ÑкеÑингового анализа (PEST и SWOT анализ), ÑмпиÑиÑеÑкое иÑÑледование по меÑодике Ñайного покÑпаÑелÑ. The theme of the final qualifying work: «Developing an organization's marketing strategy». The aim of the work is to analyze the company «MeowOne.Brand» for the subsequent proposal of activities for its promotion. To achieve this goal, the following tasks were solved: - an analysis of the marketing activities of the enterprise at the macro and micro levels - a study of the components of the marketing complex according to the 4P model was carried out - a detailed analysis of the segments of the target audience of the company was carried out with an analysis of the pains of each segment and a proposal for ways to close them - a set of measures has been developed to improve all elements of the 4P - an event was launched to improve the promotion of an Internet project and its effectiveness was assessed The subject of research is the marketing activities of the company «MeowOne.Brand». As research methods, the work used: research of secondary sources (articles, publications, scientific research), marketing analysis tools (PEST and SWOT analysis), empirical research using the mystery shopping. |
| Databáze: | OpenAIRE |
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