Publicação
Commercial development plan for Oriental Yuhong Company: Construction sector
| Resumo: | The global outbreak of COVID-19 in 2020 has changed the way of human life and work to a great extent and has brought different impacts and influences on various industries.The purpose of this project is to develop a new marketing plan for Oriental Yuhong Company in response to the decline in revenue and profit in 2022 and a rise in revenue of only 5% in 2023. This thesis uses literature review method, internal analysis method and questionnaire method, and conducts external, internal and competitive analysis, and uses 4P marketing model to formulate a new marketing plan. The conclusion of this thesis: Firstly, the company needs to reposition the new product market and develop different product systems for different groups.Then, use digital marketing to reach the target customers, improve the enterprise network information system, and establish the service system of O2O marketing mode. Finally, offline scene penetration. From industry exhibitions and forums, site sample room cooperation, dealer training in three aspects, increase customer retention. Ultimately, after rigorous execution of the marketing implementation plan in this thesis, the company's revenue and profit growth targets of 10% in 2024 and 15% in 2025 will be achieved. |
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| Autores principais: | Lan Jie |
| Assunto: | COVID-19 New marketing plan Customer retention Novo plano de marketing Retenção de clientes |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The global outbreak of COVID-19 in 2020 has changed the way of human life and work to a great extent and has brought different impacts and influences on various industries.The purpose of this project is to develop a new marketing plan for Oriental Yuhong Company in response to the decline in revenue and profit in 2022 and a rise in revenue of only 5% in 2023. This thesis uses literature review method, internal analysis method and questionnaire method, and conducts external, internal and competitive analysis, and uses 4P marketing model to formulate a new marketing plan. The conclusion of this thesis: Firstly, the company needs to reposition the new product market and develop different product systems for different groups.Then, use digital marketing to reach the target customers, improve the enterprise network information system, and establish the service system of O2O marketing mode. Finally, offline scene penetration. From industry exhibitions and forums, site sample room cooperation, dealer training in three aspects, increase customer retention. Ultimately, after rigorous execution of the marketing implementation plan in this thesis, the company's revenue and profit growth targets of 10% in 2024 and 15% in 2025 will be achieved. |
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