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1、電子科技大學(xué)碩士學(xué)位論文目錄第一章緒論....................................................................................................................11.1選題背景及其意義............................................................................................11.1.1選題背景.................
2、.................................................................................11.1.2選題意義..................................................................................................11.2研究?jī)?nèi)容和方法..................................................................
3、..............................21.3必勝宅急送手機(jī)訂餐業(yè)務(wù)實(shí)施整合營(yíng)銷(xiāo)傳播的理論環(huán)境............................31.3.1整合營(yíng)銷(xiāo)傳播理論的核心內(nèi)涵..............................................................31.3.2整合營(yíng)銷(xiāo)傳播理論在中國(guó)的研究及發(fā)展現(xiàn)狀......................................4第二章必勝宅急送中國(guó)區(qū)域內(nèi)外部環(huán)境分析................
4、............................................52.1基于行業(yè)和市場(chǎng)角度的外部環(huán)境分析............................................................52.1.1餐飲行業(yè)環(huán)境分析..................................................................................52.1.2消費(fèi)者需求分析.................................
5、.....................................................72.1.3技術(shù)環(huán)境分析..........................................................................................72.1.4競(jìng)爭(zhēng)態(tài)勢(shì)分析..........................................................................................92.2基于百勝集
6、團(tuán)及必勝宅急送角度的內(nèi)部環(huán)境分析........................................92.2.1百勝餐飲集團(tuán)背景及必勝宅急送的發(fā)展..............................................92.2.2必勝宅急送角度的內(nèi)部環(huán)境分析........................................................132.3綜合內(nèi)外部環(huán)境的SWOT分析..............................................
7、.......................152.4必勝宅急送市場(chǎng)主要競(jìng)爭(zhēng)對(duì)手分析..............................................................162.4.1必勝宅急送主要競(jìng)爭(zhēng)者定位................................................................162.4.2必勝宅急送市場(chǎng)主要競(jìng)品詳細(xì)分析....................................................162.
8、5本章小結(jié)..........................................................................................................20第三章必勝宅急送手機(jī)訂餐市場(chǎng)及目標(biāo)顧客分析....