独创性声明
本人郑重声明：所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究
成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表
或撰写过的研究成果，也不包含为获得 广东外语外贸大学 或其他教育机构的学位或证书
而使用过的材料。与我一同工作的人对本研究所做的任何贡献均已在论文中作了明确的说
明并表示谢意
作者签名： 签字日期： 2018 年 5月27日
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权 广东外语外贸大学 可以将学位论文的全部或部分内容编入有关数据库进行检索，可以
采用影印、缩印或扫描等复制手段保存、汇编学位论文
作者签名： 导师签名：
签字日期：20年月 日 签字日期：20年 月 日
DEED OF DECLARATION
I, helimin, hereby submit my MBA dissertation for oral defense, entitled
Case Analysis on Marketing Strategies of New Sub-brand YC of M Company .and
truthfully declare that the above-titled case analysis is a product of my original
research investigation.
I further declare that, should the school eventually discover that a substantial portion o
f my dissertation is lifted, into to, from original source, using exactly the words of the
author in more than 20% of the whole content, I reserve the right to Guangdong Unive
rsity of Foreign Studies to recall my MBA Diploma and cancel the degree granted to
me.
Signed this day ofat Guangdong University of Foreign Studies.
MBA Candidate
ACKNOWLEDGEMENTS
I will soon finish my three-year study at Guangdong University of Foreign
Studies and I feel so grateful when reviewing my past. I would like to thank my
teachers for their realistic and rigorous teaching spirit. This will enable me to gain a
deep understanding of our school motto, Pursuit of virtue & perfection; emulate
actions & practices. Well versed in all Chinese and Western knowledge”.
The entire thesis was carefully guided by my teacher, associate professor Li Rongxi.
During the analysis of the thesis, the questions raised by the teacher often led me to
the meditation. Professor’s extensive knowledge and meticulous research attitude left
a deep impression on me and made me gain for the rest of my life. I would like to
express my sincere gratitude to our respected and loving teacher!
This article has received strong support and help from company leaders and
employees during the writing process. During the interview, we got a lot of valuable
first-hand information. We hereby extend our sincere gratitude to the company’s
leaders and employees!
Thanks to experts, scholars who have spared precious time to review and comment on
this thesis. Finally, I express my gratitude and sincere blessings to all the teachers and
loved ones who have helped and cared about me!
i
ABSTRACT
Accompanied with the accelerating pace of life, habits of carrying and eating casual
biscuits were increasingly popular. This emerging consumption habits brought biscuit
companies some new opportunities. As the leading company in biscuit industry, M
company was also facing the pressure of consumption upgrade. So, in order to
maintain a sustainable competitive advantage, it was important for the company to
design and adjust marketing strategy to adapt to the new environment.
Firstly, some classic theories, such as STP strategies, SWOT analysis, marketing mix,
were reviewed. Then the development background of biscuit market was introduced,
and the marketing environment of M company was analyzed. Based on the analysis
on consumers, two variables-age and purchase interests- were chosen as the segmental
criteria to divide the whole market, and six market segments of wafer biscuit products
were confirmed. Among all the segments, two submarkets, the people under 24-year
old for everyday consumption and those from 24 to 35-year old for gift, were selected
as the target market. And the characteristics and demands of consumers in these two
segments were discovered and concluded.
Based on the previous analysis, points were proposed as YC’s brand positioning.
Firstly, the buyer of YC focus disciplined in lives/diet and yet seeking for good taste
when eat snacks. Secondly, health was also the target consumer’s most important
demand, so high quality criteria, for example original materials, should also be
focused. Thirdly, there are a group of consumers in target market who is under 24-
year old and care more about the popular element, so fashion standard should also be
developed. Last but not least, YC needs to make good use of the company's brand
aura, because these target people would love to spend more to pursue the inner
satisfaction. With the previous brand positioning, marketing mix, which include
product strategy, pricing strategy, place strategy and promotion strategy, were
proposed.
For this paper, two contributions were proposed. On the one hand, some suggestions
on designing and adjusting marketing strategies were given, which was useful to
increase the market share of the new sub-brand YC of M company. on the other hand,。