内容摘要
伴随着我国经济的快速发展，人们对生活品质的要求也越来越高，当前大量的国外品牌蛋糕店不断涌进中国,都想在日益繁荣并且竞争日趋激烈的中国市场占据一席之地,面对激烈的行业竞争中，做到站稳脚跟并保持一定的市场占有率是每个企业必争的战略目标。本文以Mcake公司为例，运用各种科学方法，分析企业自身存在的主要问题，凝聚企业自身优势，构建实施适合的营销策略，使企业日益激烈的竞争中持续发展。利用4p营销策略为企业建立特有的营销体系使企业迈向成功。
关键词：
Mcake 4P 营销策略 SWOT分析法
ABSTRACT
With the rapid development of China’s economy, people’s quality of life are increasingly high requirements, the current large number of foreign brands into China continue to watch, we want to growing prosperity and increasingly competitive Chinese market to occupy a place, in the face of fierce competition in the industry, so that a firm foothold and maintain a certain market share of each firm compete for strategic objectives. In this paper, Mcake company, for example, using a variety of scientific methods to analyze the main problems of their own existence, the combination of their own advantages, to build for the implementation of the marketing strategy, so that enterprises increasingly fierce competition in sustainable development. Use 4p marketing strategy to establish a unique marketing system for enterprises to enable business success.
Keywords:
Mcake；4P；marketing strategy ；SWOT analysis
目录
内容摘要……………………………………………………….. I
ABSTRACT………………………………………………………. II
一、相关理论……………………………………………………………………………………………… 1
（一）SWTO分析法……………………………………………………………………………….. 1
（二）市场营销…………………………………………………………………………………….. 1
（三）4P理论………………………………………………………………………………………. 1
（四）互联网营销…………………………………………………………………………………. 1
二、Mcake营销现状分析………………………………………………………………………………. 1
（一）市场环境…………………………………………………………………………………….. 1
（二）行业竞争…………………………………………………………………………………….. 2
（三）消费者行为…………………………………………………………………………………. 2
三、市场策略分析……………………………………………………………………………………….. 2
（一）产品分析…………………………………………………………………………………….. 2
（二）价格分析…………………………………………………………………………………….. 3
（三）分销的组合…………………………………………………………………………………. 3
（四）促销组合…………………………………………………………………………………….. 4
四、SWOT分析……………………………………………………………………………………………. 4
（一）优势分析…………………………………………………………………………………….. 4
（二）劣势分析…………………………………………………………………………………….. 5
（三）机遇分析…………………………………………………………………………………….. 5
（四）挑战分析…………………………………………………………………………………….. 5
五、对策……………………………………………………………………………………………………. 5
（一）提高品牌影响力…………………………………………………………………………… 5
（二）提升顾客满意度…………………………………………………………………………… 5
（三）建立互联网营销渠道…………………………………………………………………….. 6
（四）加强人员素质培养………………………………………………………………………… 6
结论………………………………………………………………………………………………………….. 7
参考文献……………………………………………………………………………………………………. 8
