市场营销案例分析教程(第2版全国职业教育规划教材)/财经系列

本书是“十二五”职业教育国家规划教材，案例经典、丰富，讨论题设计新颖。 本书可作为高职高专财经类各专业的“市场营销学” 课程教学配套教材、市场营销专业的“营销案例分析” 课程教材和非财经类专业学生选修市场营销课程时的辅助教材. 也可作为企业营销人员培训的参考用书.

本书的案例紧紧围绕“市场营销学” 课程的教学内容编撰而成. 其资料来源既有笔者实地调研而形成的一手资料. 也有笔者精心从现有资料中收集整理的二手资料. 它避免了直接选取各种媒体上已发表的、作者倾向性很强的有关报道作为案例带来的针对性不强等缺陷. 本书在按照市场分析、购买行为分析、ＳＴＰ 战略、市场竞争战略、产品策略、分销渠道策略、促销 等专题案例的基础上. 又编写了为数不少的营销综合案例. 以及运用新型营销理论和手段的营销前沿案例. 每个案例均由知识要点、案例正文、分析与讨论和教学组织建议组成. 内容丰富、体例新颖、叙述客观. 问题的设置既有动态性. 又有前瞻性. 本书可作为高职高专财经类各专业的“市场营销学” 课程教学配套教材、市场营销专业的“营销案例分析” 课程教材和非财经类专业学生选修市场营销课程时的辅助教材. 也可作为企业营销人员培训的参考用书.

北京吉利大学房地产学院/万科物业学院 副教授、院长

01   案例教学基础 ······················································································· 1     第一节  案例教学及其特点···································································· 3     第二节  案例教学的组织与实施···························································· 6 02  市场分析案例 ··················································································· 13     案例1  营销环境分析案例···································································· 15     案例2  市场调研案例分析···································································· 23 03   购买行为分析案例 ········································································· 29     案例3  消费者购买行为分析案例························································ 31     案例4  组织市场购买行为案例···························································· 38 04   STP战略案例 ····················································································· 43     案例5  STP战略案例 ············································································· 45     案例6  市场定位案例············································································ 51 05   市场竞争战略案例 ········································································· 57     案例7  市场竞争战略案例···································································· 59     案例8  市场竞争战略案例···································································· 64     案例9  产品整体概念案例···································································· 71 06   产品策略案例 ·················································································· 77     案例10  产品组合策略案例·································································· 79     案例11  新产品开发推广案例 ······························································ 87     案例12  品牌建设案例·········································································· 93     案例13  品牌竞争案例········································································ 100     案例14  产品包装案例········································································ 105      案例15  定价方法与策略案例 ····························································111 目录      案例16  价格战案例···········································································118      案例17  价格调整案例······································································ 125 07   分销渠道策略案例 ······································································· 133      案例18  渠道建设案例······································································ 135     案例19  渠道管理案例······································································ 142      案例20  特许经营案例······································································ 147 08   促销案例 ·························································································· 153      案例21  人员推销案例······································································ 155      案例22  营业推广案例······································································ 161      案例23  广告促销案例······································································ 166      案例24  公共关系危机案例······························································ 171      案例25  促销综合案例······································································ 177 09   营销综合案例 ················································································ 183      案例26  市场营销综合案例分析······················································ 185      案例27  营销组合案例······································································ 194      案例28  营销综合案例······································································ 200      案例29  营销与法律案例·································································· 209      案例30  广告促销与法律案例·························································· 216 10   营销前沿案例 ················································································· 223      案例31  整合营销案例······································································ 225      案例32  关系营销案例······································································ 231      案例33  事件营销案例······································································ 237      案例34  文化营销案例······································································ 242      案例35  体育营销案例······································································ 249      案例36  网络营销案例······································································ 255