The thesis mainly discusses in two aspects. The first aspect is how the customers think of the “Present Wheater” of the Hualong Group and what the position of the “Present Wheater” is in the Chinese instant noodle market. We tried to find those points not only from consumers’cognition, attitude and behavior to the “Present Wheater”, but also from the management level of the Hualong Group.The second part is what we can do to improve the current marketing strategy of the “Present Wheater” and help the “Present Wheater” gain more market shares so as to win its two main competitors. Three fields are touched: marketing research, consumer market and behavior,and the marketing mix. Theories from the three fields are applied to facilitate the discussion of our research. Marketing research theory …
Contents
1. INTRODUCTION
1.1. BACKGROUND OF THE STUDY
1.2. AIM AND OBJECTIVE
1.3. VALUE OF THE STUDY
1.4. RESEARCH SCOPE AND LIMITATION
1.5. STRUCTURE OF THIS STUDY
2. BACKGROUND
2.1. DEVELOPMENT OF CHINESE INSTANT NOODLE MARKE
2.1.1. First Stage: In 1980s
2.1.2. Second Stage: In 1990s
2.1.3. Third Stage: Current Market
2.2. INTRODUCTION TO HUALONG FOOD GROUP CO. LTD
2.3. DEVELOPING HISTORY OF HUALONG GROUP
3. LITERATURE REVIEW
3.1. DEFINITION OF MARKETING RESEARCH
3.2. TARGET MARKETING
3.2.1. Market Segmentation
3.2.2. Market Targeting
3.2.3. Market Positioning
3.3. CONSUMER MARKET AND BEHAVIOUR
3.3.1. Model of Consumer Behavior
3.3.2. Personal Characteristics Affecting Consumer Behavior
3.4. COMPETITOR ANALYSIS
3.4.1. Questions to Structure Competitor Analysis
3.4.2. Understanding Competitors
3.5. THE MARKETING MIX
3.6. PRICE
3.6.1. General Pricing Approaches
3.6.2. Major Pricing Strategies
3.7. PLACE
3.7.1. Decisions for Designing the Distribution Channel
3.7.2. Store Retailing
3.8. PROMOTION
3.8.1. Advertising
3.8.2. Personal Selling5
3.8.3. Sales Promotion
3.8.4. Public Relations
3.9. PRODUCT
3.9.1. Product Attribute
3.9.2. Brand
3.9.3. Packaging
4. METHODLOGy
4.1. DETERMINE THE PARADIGM OF RESEARCH
4.2. SAMPLING IN SURVEY
4.2.1. Probability sampling
4.2.2. Non-probability sampling
4.2.3. Sample Choosing
4.3. COLLECT RESEARCH DATA
4.3.1. Primary Data
4.3.2. Secondary Data
4.3.3. Questionnaire Design
4.3.4. Interview
4.4. DATA ANALYSIS
4.5. RELIABILITY AND VALIDITY
5. ANALYSIS AND RESULTS
5.1. QUESTIONNAIRE
5.1.1. Analysis and Results
5.2. INTERVIEW
5.2.1. Price
5.2.2. Place
5.2.3. Promotion
5.2.4. Product
5.3. CONCLUSION AND FINDINGS
6. CONCLUSION AND RECOMMENDATIONS
6.1. CONCLUSION
6.2. RECOMMENDATIONS
6.2.1. Price
6.2.2. Place
6.2.3. Promotion
6.2.4. Product
6.3. IMPLICATIONS FOR OTHER CONGENER DOMESTIC COMPANIES
6.4. FURTHER STUDY
7. REFERENCE
8. APPENDIX
Author: Yanni Shizhou, Shishang Gu
Source: Blekinge Institute of Technology
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