3000-word thesis for graduates majoring in marketing

Marketing activities mainly refer to the social process and management process of meeting the needs and desires of consumers in a changing market environment, completing corporate goals through exchanging and creating goods and value, and increasing corporate economic profits. . The following is the content of marketing graduate thesis that I have collected for everyone. Welcome to read and refer to it! Marketing graduate thesis 3000 words 1

A brief discussion on consumer psychology perspective and marketing management

Abstract: With the rapid and orderly development of the socialist market economic system with Chinese characteristics, the level of marketing management work carried out by modern enterprise organizations in our country has gradually attracted widespread attention, and the basic ideological and cognitive concepts of the grassroots people in our country have Under the historical background of the continuous improvement of the level of openness and diversity, the impact of consumer psychology on the final effectiveness of corporate marketing work has gradually attracted widespread attention. This article selects two issues focusing on the relationship between consumer psychology perspective and marketing management work. A brief analysis of specific aspects was carried out.

Keywords: consumer psychology; marketing; management; analysis and discussion

With the smooth advancement of my country’s modern national economy and social construction, as well as the competitive situation in the international commodity market environment is becoming increasingly fierce, and the actual market intensity faced by my country's existing product production and sales enterprises is also constantly developing and increasing. In recent years, under the historical background of my country's modern national economic construction maintaining a rapid and stable growth trend, the contribution of basic consumption behavior to the growth and development of the national economy has gradually attracted widespread attention. With the awareness of the basic ideological concepts of our country's grassroots people, The level of openness and diversity continues to increase, and the marketing effect of consumer psychology factors on consumer behavior decisions and marketing activities has gradually attracted widespread attention. In view of this, this article will specifically focus on the perspective of consumer psychology and marketing management work. The interrelationship issues are briefly discussed and analyzed.

1. The basic connotation and specific manifestation types of consumer psychology

(1) The basic connotation of consumer psychology

The so-called consumer psychology is an independent consumer individual A series of inner psychological activities that are generated and experienced during the specific implementation of practical activities such as the selection, comparison, detailed analysis, purchase decision-making and practice of physical goods and labor service items, specific applications, as well as the evaluation of application effects and subjective feelings. Consumption psychology has a profound impact on consumers' final consumption behavior decisions, and is the basic decision-making factor that ultimately determines whether consumers will carry out purchasing behavior for a specific commodity object. For example, Figure 1 shows a schematic diagram of the appearance of the Mozhong basketball shoe product. The differences in consumers’ subjective psychological feelings about consumption caused by its appearance design features have an extremely profound impact on the actual decision-making results of consumer activities. .

(2) Specific types of manifestations of consumer psychology

According to the performance characteristics of individual consumer behavior, usually the actual formation and expression of consumer psychology can be specifically divided into Four types of expressions:

First, herd psychology, usually refers to the "do as the Romans do when you are in town" psychology under the perspective of traditional consumer psychology research, which is when you see people around you targeting certain types of products. On the basis of the purchase behavior of different types, they will also follow the purchase behavior, so this kind of consumer psychology has a certain degree of convergence characteristics.

Second, the comparison psychology. Under the influence and driving conditions of the comparative consumption psychology, independent consumers often do not focus on the actual application value and application value of the product in the specific decision-making process of commodity consumption behavior. Use function, and its main psychological focus is to compare the purchase behavior of other people around you.

Third, the reality-seeking psychology. The so-called reality-seeking consumer psychology has clear mutual opposites at the level of basic connotation and performance characteristics. Its specific basic connotation lies in consumers’ actual decision-making of commodity consumption behavior. In the process, the focus is on the actual practicality of the product and the degree to which it satisfies its actual consumption needs, achieving full attention to the comprehensive efficiency level of product consumption behavior and possessing relatively sufficient rational performance characteristics.

Fourth, the psychology of seeking differences. The so-called consumer psychology of seeking differences refers to the simple and one-sided pursuit of differences between the products purchased by oneself and those purchased by others during the specific process of product selection and product consumption decision-making. Mutually different characteristics, to effectively satisfy one's own subjective psychological desire to introduce new things and be new, and to ignore the impact of other factors on the performance level of final consumption activities in the specific consumption behavior process, thus resulting in a certain degree of blindness and blindness in this kind of consumption psychology. Unscientific.

2. Specific ideas for consumer psychology analysis of corporate marketing management issues

At this stage, the socialist market economic system with Chinese characteristics still shows a certain degree of severity in the specific development process. , the traditional "seller's market" format in which sellers dominate the control position is gradually being replaced by the "seller's market" format dominated by "consumer groups", which directly leads to the existing various product-producing enterprise entities in our country. , as well as labor-exporting enterprise entities, are facing a series of distinct market-oriented business development challenges.

According to the empirical research data that has been obtained so far, under the current historical development background, my country’s consumer terminal market has not yet achieved a saturated development state, and can still open up new areas in the subsequent practice of consumer behavior. and create a sufficient amount of practice space for consumer behavior activities. For independent existing corporate organizational entities at this stage, how to combine the actual consumption psychological activities and consumption practice behavior characteristics of the target consumer groups to formulate and implement targeted marketing management work plans is an important issue for modern enterprises in my country. The primary development issues faced under the existing market environment.

The layout of modern enterprises in my country must rely on the formulation and implementation of scientific and reasonable marketing plans, continuously expand the market reach and coverage in the business practice of enterprise product sales and labor service projects, optimize and Expand the space for the consumption practice behavior of the target consumer groups. In the research field of basic theories of marketing management, the so-called consumption terminal problem actually refers to the consumer’s purchase of specific goods or service objects based on the specific use of goods. Objects or the psychological feelings obtained in the process of purchasing labor services. Under the condition that consumers obtain good psychological feelings, they will often fully accept the specific purchase and consumption of goods and labor services, and guide other Consumers implement similar consumption behaviors to build supporting conditions for the actual improvement of the marketing efficiency of specific enterprises.

III. Conclusion

In view of the relationship between consumer psychology perspective and marketing management, this article specifically selects the basic connotation and specific manifestation types of consumer psychology, as well as consumer psychology analysis of enterprise marketing management issues Two specific aspects of the specific ideas are briefly analyzed, with the purpose of providing reference for researchers in related fields. < /p>

[2] Guo Junhua. Consumer Psychology Perspective and Marketing Management Analysis [J]. Daily Chemical Science, 2009(12).

[3] Zhang Zheng. Consumer Psychology Perspective Discussion on marketing management [J]. Modern Economic Information, 2014(7).

[4] Yang Liu. Analysis of consumer psychology characteristics in clothing marketing [J]. Modern Marketing: Late Issue, 2014( 11).

[5] Xu Qin. Discussion on the construction methods of "Consumer Psychology Analysis" course for marketing major in higher vocational colleges [J]. Theory of Science, 2010(31). Marketing graduate thesis 3000 words Part 2

A brief analysis of book marketing planning

1. Arrangement of supporting factors currently needed to set up marketing experience planning plans for readers

Ensure that the stage is emerging The operation of book resources in bookstores is only an initial standard requirement. The more important task is to make the audience understand the meaning of book publishing and the related connotation mechanism. After the widespread stimulation of readers' purchasing desire, the book distribution port has achieved extremely high response performance. Among them, because readers retain a high degree of preference for certain types of book products, for the majority of booksellers, the supply of goods can be increased invisibly, which can be said to be a relatively appropriate interactive relationship. Nowadays, with the comprehensive development of information technology, it is difficult to clearly understand the number of terminal readers. The presentation methods of internal book reviews, book excerpts and new book introductions must be comprehensively adjusted. At this point, a publisher planning system for a new marketing model has been established. Currently, such behavior Model has become a necessary adaptive way for the transformation of my country's traditional book marketing plans.

1. Mobile book marketing experience unit.

Relevant planning entities can consider quickly transferring the latest stage of related book products to emerging media terminals such as mobile phones, and use their inherent intelligent mobile communication platforms and corresponding reading guidance programs to enable internal users to accurately collect and Interpret a series of electronic audio-visual books and materials with rich pictures and texts, and gain unprecedented visual and sensory enjoyment. Then, all book promotion benefits and coupons are announced through mobile phone transmission channels to ensure the expansion of profit channels for new types of book products.

2. Book online blog marketing experience unit.

This type of structure mainly combines the fixed ideas and behavioral habits of book authors and readers as supporting clues, and also cooperates with behavioral patterns of in-depth research on diverse blog articles to ensure that readers have a comprehensive perception of relevant books. Highly motivated and willing to take the initiative to spend money to purchase. Nowadays, the most widely recognized book blog network in my country is Douban. Its core concept is to jointly use the setting of comment units to absorb various users’ reading preference information, and then make friends with book authors for review to ensure that future works can meet the needs of the majority of consumers. The levels are transferred layer by layer to stabilize the number of website visits and actual book purchases.

3. Digital marketing experience unit.

Based on the objective perspective, books, as a special type of knowledge product, can extract a wealth of digital analysis elements, including tourist attractions, cultural features, etc., which can all be derived with the help of digital operation processes. Brand new marketing materials. Under the influence of the extensive derivatives and innovative marketing functions of new digital terminals, digital book marketing activities began to expand in an all-round way, which had a profound traction effect on later book communication methods. It is believed that this kind of marketing method will definitely transform into a new structure of book marketing in my country within a short period of time.

4. Theme marketing experience unit.

In fact, it is to open up a certain gimmick effect for later book sales activities, ensure that the theme of internal promotion activities and the connotation of the book are consistent with each other, implement targeted promotion control indicators, and ensure that the potential reading needs of readers at different levels expand sharply. , thus providing inexhaustible support for the broad bloom of the book market space. Within the entire thematic marketing activity control system, the planning body needs to coordinate with relevant functional units in advance to ensure that all social welfare activities, book signings, and author-reader gatherings receive due support; and then through thematic book reviews , reading essays and other channels to add a unique interpretation of the sales performance of popular books.

What needs special attention is that another method of the theme sales model is to set up theme bookstore specifications or set up theme communication areas in fixed stores, because the internal customer base is relatively stable, and with the The books provided to readers have gradually become more targeted, and the book classification pattern has suddenly become more refined. In the final analysis, this type of theme area is a specially set up sales and communication venue that combines the reading needs of readers at different levels. It involves the internal book resource type division method to fully cover the previous traditional subject division system, and fully instill all the fashion and leisure concepts of modern people into books. and theme exchange activities to lock in a fixed readership.

Based on past practical experience, we found that bookstores and exchange areas with these themes will be set up in prime locations for economic exchanges, where there are many hot topics of interest to readers, the cultural atmosphere is personalized enough, and the purchasing conditions are extremely convenient. The result of lasting emotional connection makes the themed bookshelf marketing model remain at the top of the established competitive field for a long time.

2. Analysis of the coordination strategy of publishing brands in the book marketing planning system

Combining the analysis with previous practical investigation experience, there are essential differences between publishing brands and the names of first-class publishing houses. The name always retains the identification of the function of a specific thing, and does not clearly present its specific personality. In other words, this type of brand always retains the personality of book products and the high-quality recognition effect of readers. It is a combination of names, logos, packaging and other symbols that distinguish it from traditional book products.

Some surveys show that when purchasing reading materials with similar content, some readers prefer books from a certain publisher; some prefer the works of a certain writer or editor; some prefer a certain book series because they One of them, and became interested in the entire series of books. This is actually the brand effect at work. A good brand is recognition and trust of its products by readers. Brand planning is actually the process of creating a famous brand, which achieves the purpose of promotion through people's admiration for famous brand products. Today, as the consumer psychology of the market gradually matures and readers become more rational in purchasing books, publishers and editors must have strong brand awareness in the production and market planning of each new book. Understand and grasp the reading tastes, purchasing psychology and actual needs of readers, establish a sense of responsibility for readers, closely link the naming of book brands with the shaping of publishing house brands, and create and maintain them. This is a systematic project that takes place from generation to generation and requires long-term planning and careful planning.

3. Conclusion

In summary, there are many elements of book marketing planning in my country today, which are necessarily related to the improvement of people’s quality of life and personalized reading needs. As a corresponding Sales planning entities must ensure that standard marketing planning concepts are established at all times, and if necessary, treat such marketing activities as a high-tech standard system to ensure that the subjective initiative of heterogeneous standard entities is fully exerted. Especially for publishing houses, they must be able to complete the task of staged marketing concept reform from a long-term strategic perspective, and at the same time comprehensively introduce and improve the latest modern book marketing theories and methods; then cultivate and maintain the strength of their own marketing planning team, and ultimately become my country's book The sustainable expansion of sales business space has laid a profound foundation for adaptation.

Marketing graduate thesis 3000 words Part 3

A brief discussion on the marketing strategies of shipbuilding industry enterprises

After my country’s accession to the WTO, with the increasing liberalization of the international shipping market, my country’s shipbuilding enterprises We are currently facing unprecedented severe challenges. Then, in order to improve the international competitiveness of my country's shipbuilding industry enterprises and promote the continuous improvement of my country's shipbuilding capabilities and ship export output, shipbuilding industry companies must strictly adhere to modern marketing theory and scientifically conduct scientific research with the "relationship between enterprises and customers" as the core content. Integrate marketing elements, and on the basis of fully combining marketing strategies, formulate scientific, targeted and feasible marketing strategies, so as to seek a way to survive in adversity and seek greater development.

1. Problems in the marketing management of shipbuilding industry enterprises

(1) Outdated marketing methods

First, the lack of image marketing awareness. Image building is a marketing link that modern enterprises attach great importance to [1]. However, judging from the current actual situation, some shipbuilding industry enterprises have not fully integrated corporate image and marketing work, and have not established a good relationship between the enterprise and customers and other stakeholders. relationship of mutual trust between them. Secondly, there is a lack of overall marketing awareness. As a systematic project, modern marketing requires collaborative operations from all aspects, including the cooperation of service providers, suppliers, financial companies, shipowners, employees, competitors, allies, news media, government and the general public. However, currently some of our country’s ships Heavy industry companies have not only failed to establish the concept of cooperative marketing, but their public relations work is also insufficient, which makes it difficult for shipbuilding industry companies to form a joint force in marketing work.

(2) The marketing channel is relatively single.

First of all, the length structure is single. Some shipbuilding industry companies pay too much attention to zero-level channels in the actual marketing process and fail to adopt targeted marketing strategies based on different services. This directly leads to the current situation of excessive pressure on the sales staff of shipbuilding industry companies and low sales efficiency and quality. Secondly, the width structure is single. Some shipbuilding industry companies pay too much attention to channels with stronger emotional relationships in actual marketing, and do not expand distribution channels strictly based on the company's distribution strategy, product characteristics, market characteristics, service nature, user distribution and other factors, resulting in The sales coverage is not wide and the performance is difficult to stand out. Again, the breadth structure is single. The sales of shipbuilding industry enterprises not only fail to diversify their choices, but also do not strictly follow the enterprise's mixed channel model (that is, a combination of multiple channels) for sales.

(3) The level of marketing teams is poor

At present, the fundamental reason why the marketing teams of many shipbuilding industry companies lack combat effectiveness is that these shipbuilding industry companies are recruiting and marketing In the process of personnel selection, no attention is paid to the complementarity and matching of talents in terms of age, gender, knowledge structure and temperament. At the same time, some shipbuilding heavy industry enterprises have long-term unhealthy employment mechanisms. For example, some leaders are only partial to others, absorbing many people with weak abilities and lack of enthusiasm for work, and there is also a lack of reasonable use of outstanding sales personnel with strong abilities. Sexuality, coupled with the lack of a sound assessment and incentive mechanism, overemphasis on R&D investment in ship supporting equipment, and a serious lack of investment in marketing funds, directly affected the enthusiasm of these excellent sales personnel, ultimately leading to a continuous decline in marketing performance.

2. Marketing management strategies of shipbuilding industry enterprises

(1) Opening up new marketing channels

As a key factor in achieving corporate marketing goals, marketing channels are undoubtedly It will be directly related to whether the enterprise's marketing strategy can be implemented smoothly and the effect of the implementation. Therefore, for shipbuilding industry companies, when selecting marketing channels during early market research, they should fully consider customer needs and select and design marketing channels based on the ways and habits of different target customer groups to obtain information. However, throughout my country's shipbuilding industry enterprises, they basically still adopt direct marketing methods, with relatively few marketing channels and a very limited number of customer groups that can be affected. Based on this, shipbuilding industry enterprises should make full use of their own advantages (such as alliance enterprises, ship repair agents), and make full use of modern information technology (such as Weibo, WeChat, etc.) to open up new marketing channels and further increase marketing efforts. , thereby effectively expanding the influence on target customer groups and attracting more target customers.

(2) Establish a scientific marketing management mechanism

Specifically, a performance appraisal plan that directly links marketing performance with the actual salary of marketing personnel should be established, because this kind of fairness A professional and scientific mechanism can not only fully reflect the value of employees, satisfy their sense of achievement and honor, and allow employees to enjoy spiritual benefits on the basis of meeting their economic needs, but also allow employees to challenge high salaries. The fighting spirit is stimulated. Therefore, during the implementation of marketing strategies, it is very necessary to provide timely feedback on marketing effects. Only in this way can problems and loopholes in marketing strategies be adjusted and improved in a timely manner.

Based on this, for shipbuilding heavy industry enterprises, whether they are marketing personnel, marketing personnel, or personnel from other related departments, they should understand the effects of the implementation of marketing strategies in a timely manner, and then feedback the actual situation to the business operations as soon as possible. The management, and then the operating management will conduct in-depth analysis and research, and finally formulate a scientific, targeted and feasible marketing strategy adjustment plan in a timely manner, effectively improve the marketing strategy, and ultimately enhance the marketing effect.

(3) Strengthen the management of the marketing team

1. Develop a scientific sales plan system. Shipbuilding industry companies should first accurately understand the ship market conditions and relevant information about shipowners, and set sales targets based on a comprehensive grasp of this information. What needs to be noted here is that the formulation of sales targets must not only focus on specificity, quantification and operability, but also strictly decompose them based on the domestic and foreign markets, the title ship project and the scale of the shipowner's company, and combine specific projects and indicators. Implemented to specific departments and personnel. Of course, in addition to laying out target figures, you should also develop an implementation plan with your sales staff and have a clear market development plan to ensure that quotations for ships and accessories, market development, production arrangements, operations and after-sales services are carried out in an orderly manner.

2. Establish a sales process management system. There is no doubt that focusing only on results and seriously ignoring the process is a common problem among many shipbuilding industry companies today. However, in order to fully reflect the effectiveness of marketing strategies, the management of the sales process will undoubtedly play a decisive role [2] . Based on this, shipbuilding industry companies should establish a management system for the sales process, such as the 3E-PRC system, and build an automatic feedback mechanism through work logs, so that marketers can proactively provide timely feedback on their work status, and related The management provides real-time feedback on each of the marketers' progress and achievements based on their work logs, and allocates tasks strictly based on the marketers' daily work satisfaction. At the same time, the existence of work logs also helps management to understand the execution status of each matter in real time, and can help management discover and solve problems in a timely manner.

3. Establish a scientific and reasonable performance appraisal system. As mentioned above, some of my country's shipbuilding industry enterprises currently clearly lack a highly rational performance appraisal system in the daily production and operation process. The existence of this problem will not only affect the employees' work enthusiasm, but also directly affect their performance. The final marketing effect of the enterprise. So, in order to change this situation, shipbuilding industry companies must establish as soon as possible a system that can conduct regular qualitative and quantitative assessments of sales performance of marketing personnel. The assessment indicators mainly include work enthusiasm, cooperative spirit, domestic and foreign market share, Number of quotations, profit margin, total output value of a single ship, number of new customers developed, ship owner evaluation, proportion of salesperson expenses in total sales, average number of visits per quarter, sense of responsibility for work and loyalty to the company, etc.

3. Conclusion

Marketing directly determines the future survival and development of an enterprise. Therefore, domestic shipbuilding heavy industry enterprises must fully realize the importance of marketing activities and formulate scientific and reasonable marketing strategies. At present, there are still some newly established shipbuilding heavy industry enterprises in China. Due to the constraints of external economic conditions in recent years, there are problems such as reduced order volume, declining output value, and declining corporate competitiveness. Therefore, we must conduct comprehensive investigation and research on the market. At the same time, we conduct in-depth analysis, and then combine the specific conditions of the enterprise to achieve the optimal allocation of various resources, with the help of formulating scientific and complete marketing strategies, and ultimately ensure the realization of the enterprise's business goals.

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