Marketing Strategy Study Of DQ In Liaoning

DQ ice cream as the world’s largest ice cream chain brand with the very characteristics of product lines and standardized management, but did very well at the same time in the southern market development in the Northeast market is slow.In this paper, DQ brand Liaoning analyzed to find the problems in the course of business, accurate market segmentation and positioning them in the use of marketing4P theory clear the DQ brand marketing strategy to be taken.This paper consists of six chapters, the first chapter is introduction, mainly elaborated this article research background significance, method and technical route, etc.; the second chapter for the paper the theoretical basis of introduction, which introduced in detail the STP-4pdetails of this thought theory; the third chapter is the status of internal and external marketing on brand of Liaoning DQ analysis, SWOT analysis of consumer survey analysis as well as the brand itself, find the problems and opportunities exist in the course of business DQ brand; the fourth chapter is carrieson the market segmentation and positioning of DQ brand, through the theory and a series of analysis before, the paper finally the DQ brand positioning in the "high-end ice cream expert"; the fifth chapter is about the DQ marketing strategy, by adjusting the DQ brand products/product strategy, based on the main storm series soft ice cream, R&D more new products or new variety for customers to choose, at the same time, advertisingand media propaganda way to adjust, improve sales promotion mode, bring the rapid development of the DQ brand, causes the enterprise to win more sales and profits more vast space, and ultimately to achieve the group’s long-term development goal; sixth chapter focuses onthe security measures for the implementation of marketing strategy.