【作者】 王雪峰；

【导师】 胡珑瑛；

【作者基本信息】 哈尔滨工业大学 ， 高级管理人员工商管理硕士（专业学位）， 2021， 硕士

【摘要】 近年来,随着信息网络的发展,市场营销理论又有了新的发展,引起国内外理论界广泛关注。1P理论是对西方经济理论中的传统的4P营销战略的突破,是以价格战略作为关键点的营销理论。它可以解决传统营销无法解决网络经济中的一些问题。1P理论强调在生态网络中和多个关联方进行价值共享赋能,赋能后企业的收益是多方面的,产品成本下降仅是一方面,使企业提升了效率及质量,降低了成本。使企业由粗放型迈向精细化经营,1P理论是适合网络时代使用的营销策略。通过对KTG集团的现状分析,归纳了KTG集团的主要问题:没有营销策略、品牌及管理意识缺乏、产业链分散不集中、没有商业模式、没有完整的商品定价系统、营销渠道效果不好。在KTG集团使用1P理论营销策略包括:销售电商化、产品平台化、利用整合网络价值达到零边际成本产品、从而成功吸引较大流量实现公司的营销策略。最后通过数据评估肯定了1P理论使用。对KTG集团的1P理论的应用实施及保障措施提出了具体的解决办法,如:加强文化及品牌建设;提升营销的服务意识与管理质量;组织与人员保障及考核及激励。本论文从KTG集团的存在的问题进行总结和分析,针对性提出了1P理论的应用方案,有效扭转了集团的亏损。为大健康行业的市场营销策略提供了参考和借鉴,对通过等规模其他行业的公司在管理及营销的优化上具有一定参考借鉴意义。更多还原

【Abstract】 In recent years,with the development of information network,marketing theory has made new development,which has attracted extensive attention from theoretical circles at home and abroad.1P theory is a breakthrough in the traditional 4P marketing strategy in western economic theory.It is a marketing theory with price strategy as the key point.It can solve some problems that traditional marketing can’t solve in network economy.1P theory emphasizes value sharing and enabling with multiple related parties in the ecological network.After enabling,the income of the enterprise is multifaceted,and the reduction of product cost is only one aspect.It improves the efficiency and quality of the enterprise,reduces the cost,and makes the enterprise move from extensive to fine management.1P theory is a marketing strategy suitable for the network times.By analyzing the current situation of KTG group,this paper summarizes the main problems of KTG group: there is no marketing strategy;Lack of brand and management awareness;The industrial chain is scattered and not centralized;No business model;The market has not been opened and there is no complete commodity pricing system;The effect of marketing channel is not good;Sales fell sharply.Using 1P theory in KTG group,the marketing strategy includes:sales e-commerce;Product platform;Use the integrated network value to achieve zero marginal cost products;So as to successfully absorb large traffic and realize the company’s marketing strategy.Finally,the use of 1P theory is confirmed by data evaluation.This paper puts forward specific solutions to the application,implementation and guarantee measures of KTG group’s 1P theory,such as strengthening culture and brand construction;Improve the service awareness and management quality of marketing;Put forward guarantee measures,such as organization and personnel guarantee,assessment and incentive.This paper summarizes and analyzes the existing problems of KTG group,puts forward the application scheme of 1P theory,and effectively reverses the loss of KTG group.It provides a reference for the marketing strategy of large-scale health industry,and has a certain reference significance for the optimization of management and marketing of Companies in other industries更多还原