产品概念与营销概念

The Product Concept and Marketing Concept产品概念与营销概念Each student needs to complete an individually based report, and it is a study on one specific social institution, which can either be the company you own or are working for. Alternatively, it can be a government body or some not-for-profit organization or some other social unit which you are interested in or familiar with. 每一学生需写一个报告以讨论某一社会组织，这可以是一个你拥有或工作的公司。也可以 是一个政府机构或非营利性组织，或其它社会单位，只要是你感兴趣或熟悉的。First you need to provide a brief introduction of this institution, including such as its business structure, management team, nature of its business, and market situation. Then you need to have more detail discussion about its business operations, and 首先你需要简单地介绍这一组织，如它的组织架构，管理团队，业务性质及市场状况。然 后进一步解释它的业务及经营，包括(1) Descript its product, and define it according to the Product Concept, and provide accounts on the competitors and competing products, and examine the opportunities and threats in the context, and 描述它的产品，根据产品概念定义它的产品，分析它的竞争对手和竞争产品，再由 此讨论主要的机会与威胁。产品概念定义它的产品：厦门养怡康有限公司提供的产品和服务业务范围主要占两大块，一块是保健品的销售，另一块是健康网站的信息提供。公司主要经营高端保健食材，滋补养颜产品为主。竞争对手：已有网络直销商城以炎黄、马悦凌为代表。炎黄网络直销商城是通过自建站的形式，以网络营销为主的 B2C 模式。以经营进口保健品、品牌保健品为主的网络直销商城。产品线较长，覆盖二十多类健康问题，主要面对的消费者是中青年白领。竞争产品：马悦凌网络直销商城，则是通过养生专家马悦凌自身的知名度和人气，打造出来以 B2C 销售网站。以销售自产自研的养生保健产品为主，例如固元膏、牛角刮痧梳。仅其淘宝 C 店一站，年销售额高达 300 万。机会：保健品的周期性非常明显，6-9 月是相对淡季，而 11 月-次年 1 月是...