市场营销专业在湖北专升本考试中要求学生具有良好的营销思维，前沿的营销知识背景，能熟悉以消费 者需求为中心的企业市场营销活动过程和规律，能围绕具体项目开展营销策划。 一、填空题 6.市场调研按目的分类，可分为探索性调研、描述性调研和_________调研。 7.无差异营销策略与_________营销策略是两种对立的战略。 8.产品整体概念中，安装、保修属于_________产品层次。 1.从营销角度看，市场是某种产品或劳务的_________的集合。 2.市场营销管理的本质是_________。 3.企业营销微观环境中，与企业构成竞争关系的是_________。 4.根据消费者购买介入度和品牌差异度，购买笔记本电脑通常属于_________型购买行为。 5.组织市场中，为执行政府职能而采购商品和服务的市场称为_________市场。 9.新款高端电子产品上市时，常采用高价的_________定价策略。 10.促销组合中，具有公开展示、渗透性强特点的工具是_________。 二、名词解释 1. 市场营销 2.社会营销观念 3.消费者购买决策过程 4.市场定位 5.整合营销传播(IMC) 三、简答题 1.简述市场 ...

劣势:①中间商必须花很多钱作广告，大肆宣传其品牌。 ②中间商必须大批量订货，占用大量资金，有一定风险。 2.步入21世纪后，人口老龄化问题在大中城市日益突出，请列举出这一变化所带来的三个方面的市场机会。 市场营销专业在湖北专升本考试中要求学生具有良好的营销思维，前沿的营销知识背景，能熟悉以消费者需求为中心的企业市场营销活动过程和规律，能 围绕具体项目开展营销策划。 1.在现代市场经济条件下，生产者品牌和中间商品牌之间经常展开激烈竞争，这就是所谓的品牌战。在这种对抗中，中间商品牌有哪些优势和劣势? 答:优势:①零售商业的营业面积有限,因此,新企业和小企业难以用其品牌打入零售市场。 ②中间商特别注意保护其私人品牌的质量，能赢得消费者的信任。 ③价格通常比企业品牌的商品低。 ④中间商往往把自己品牌的商品陈列在商店醒目的地方，且妥善储备。 答:从三个方面:①老年文化娱乐市场的形成于发展(书刊、娱乐、休闲) ②老年医疗保健市场的形成 ③价格通常比企业品牌的商品低。 ③老年养老市场(养老院、老年公寓)的形成 3.某集团派两名营销人员A和B到一个小岛上进行市场调査。一到岛上A就发现岛上的人都不穿鞋，他立即给营销总监发电,表 ...

Core Viewpoint - Morgan Stanley has downgraded the sales guidance for Giant Bio (02367) for 2025 from a growth of 25% to flat or slight decline [1] Group 1: Revenue Forecasts - Morgan Stanley has reduced revenue forecasts for Giant Bio for 2025, 2026, and 2027 by 20%, 32%, and 35% respectively [1] - The net profit for 2025 and 2026 is expected to decline by 8% year-on-year, with a rebound of 20% anticipated in 2027 [1] Group 2: Market Conditions - The company initially expected a sales growth of 20% to 30% during Q4 and the Double Eleven shopping festival, but failed to meet these targets due to industry headwinds [1] - Intense price competition for similar products and declining returns on investment from live-streaming sales have led the company to prioritize price stability and profitability, resulting in a sales decline and weakened operating leverage [1] Group 3: Future Strategies - Morgan Stanley anticipates that the company will take various actions to drive sales recovery, including increasing marketing investments to counteract previous controversies and rebuild brand momentum [1] - The company is expected to reduce reliance on live-streaming sales and promotional events like Double Eleven and 618 [1] - A new beauty injection product is set to launch in 2026, which is expected to have a limited initial contribution but confirms that the company's past R&D efforts are still in the early stages of commercialization [1]

智通财经APP获悉，摩根士丹利发布研报称，巨子生物(02367)近期将2025年销售指引由增长25%，下调 至持平或轻微下跌。大摩将巨子生物2025至2027年收入预测分别下调20%、32%及35%，料2025及2026 年净利润同比跌8%，但于2027年反弹20%; 目标价由78港元降至42港元，评级"增持"。 报告指，虽然公司原先预期今年第四季及双11期间销售有20至30%增长，但因行业逆风未能达成目标。 面对同类型产品的激烈价格竞争，以及直播带货投资回报下降，公司优先考虑稳定价格及盈利能力，导 致销售下滑及固定营运开支杠杆效应减弱。展望未来，该行预期公司将采取不同行动推动销售复苏。首 先，该行认为提升市场营销投入，有助抵消早前争议的影响，重建品牌势头，并支持新产品推出。 而 公司利润率较高，料增加营销开支不会大幅影响公司盈利。 另外，大摩预计巨子生物销售将减少依赖直播带货和双11及618促销。而公司的美容注射型产品将于 2026年推出，该行预期产品初期贡献不会很大，但亦证实公司过往累积的研发成果仍处于商业化早期阶 段。 ...

Group 1 - The core objective of the "National Education Strong Country Construction Plan Outline (2024-2035)" is to promote deep integration between education and industry, cultivating compound talents with both theoretical knowledge and practical skills [1] - The event at Master Kong's headquarters showcased the company's strong brand foundation, with annual revenue reaching 80.65 billion and a household penetration rate of 82.4% [3] - The workshop emphasized the importance of integrating practical case studies with marketing theories, introducing frameworks like SEE and BOMB to enhance understanding of consumer trends and marketing strategies [5][8] Group 2 - The marketing strategies shared by Master Kong's executives highlighted the evolution from regional to national leadership, providing actionable insights for students [4] - The insights from the consumer trend report focused on the 18-30 age group, revealing their preferences for self-prioritization and minimal effort, which deepened the understanding of target audience positioning [4] - The dual-track teaching model of the Shanghai Jiao Tong University Antai EMBA program aims to broaden students' business perspectives and enhance practical abilities, reflecting the synergy between education and industry [8]

Summary of TaoTao Automotive Conference Call Company Overview - **Company**: TaoTao Automotive - **Industry**: Electric Low-Speed Vehicles and Golf Carts Key Points Production and Capacity Expansion - TaoTao Automotive primarily produces and exports vehicles from its factory in Vietnam, with plans for a new factory in Thailand expected to start production in Q1 2026, aiming for an annual capacity of 40,000 units once fully operational [2][3] - The U.S. factory currently operates one production line, with a second line planned for December 2025, employing nearly 400 staff to enhance assembly efficiency [2][3] Product and Brand Strategy - The second brand "Kaitou" aims to strengthen the dealer network, maintaining similar product pricing and gross margins as the main brand, but with improved aesthetics and smart features [2][5] - The brand has over 50 dealers, with plans to expand to 80-100 dealers, and has shipped over 500 units since August 2025, indicating strong demand [2][5] Market Demand and Competitive Landscape - The U.S. market for electric low-speed vehicles is experiencing unexpected growth, primarily targeting middle-class families, with a reported growth rate exceeding 8% [2][6] - Domestic brands are seeing significant revenue increases, while competitors like Yamaha expect a 10-15% growth in their gasoline vehicle segment [2][6] - TaoTao Automotive is positioned to leverage its comprehensive capabilities and production layout to surpass competitors in supply chain stability and customer transition [2][6] Financial Performance - The gross margin for golf carts is higher than the company average, with self-branded products accounting for over 70% of sales [2][8] - The overall gross margin for Q3 2025 was reported at 42%, with expectations for continued high net profit margins and gross margins due to pricing power amid rising production costs [2][8] Sales Forecast - Seasonal sales trends indicate that total sales for Q4 2024 are projected at over 4,000 units, with total sales from January to October 2025 exceeding 35,000 units, and an expectation to surpass 40,000 units for the year [2][9] - For 2026, the company anticipates a sales increase of over 50% compared to 2025 [2][9] Marketing Strategies - Successful marketing in the U.S. is attributed to a localized team, comprehensive online and offline penetration, and celebrity endorsements [2][10][11] Future Plans and IPO - The company plans to raise funds through an H-share IPO to support R&D, overseas capacity expansion, and potential acquisitions, with the IPO expected to be completed by Q2 2026 [2][13] - Collaboration with Yuzhu Technology for humanoid robots is underway, with prototypes already sent out and sales expected to begin next year [2][14] Product Development - The company is developing products for use on golf courses, with plans to validate product stability before entering the market [2][12]

Core Insights - The article discusses the shift in marketing paradigms, emphasizing the importance of intuitive decision-making over rational thought in consumer behavior [6][39] - It highlights the transition from traditional marketing strategies focused on creating new demands to modern approaches that awaken existing positive memories and associations in consumers [6][10] Group 1: Marketing Evolution - The essence of marketing is to attract and manage profitable customer relationships [5] - Traditional marketing methods based on conscious persuasion are becoming less effective, while new marketing focuses on emotional connections and existing consumer memories [6][10] - The goal is to create loyal customers who feel an emotional attachment to a brand, akin to friendship [8] Group 2: Customer Loyalty - Customer loyalty arises from both rational and emotional factors, with the ultimate aim being to transition from rational loyalty to emotional loyalty [16][20] - Rational loyalty is driven by product quality, consistent experiences, perceived value, and convenience [17] - Emotional loyalty is fostered through brand resonance, trust, and a sense of belonging within a community [20] Group 3: Building Brand Connections - Brands should focus on expanding their "brand connection group," which consists of all associations and memories related to the brand in consumers' minds [25] - Effective marketing should utilize "growth triggers" that resonate with consumers' existing beliefs and experiences [26] - Brands must avoid negative associations that can hinder growth and instead cultivate positive associations to strengthen their market position [31] Group 4: Strategies for Growth - Brands should prioritize acquiring new customers rather than solely relying on existing ones, as growth often comes from untapped markets [38] - The traditional marketing funnel is being replaced by a non-linear model that emphasizes rapid activation of unconscious associations [39] - Successful brands create a cohesive narrative that connects various themes and associations, enhancing their overall brand image [34][35]

Core Insights - The company held an annual marketing system seminar on November 15, attended by over 40 members including leadership, department heads, and marketing personnel [1][3] Group 1: Meeting Objectives - The seminar focused on key topics such as accumulating and maintaining high-end resources, enhancing public bidding capabilities, and optimizing the marketing organizational structure and personnel allocation [3] - Participants engaged in open discussions about the challenges faced in marketing, providing suggestions and expressing specific needs for cross-department collaboration [3] Group 2: Key Requirements from Leadership - The General Manager, Zhang Yu, summarized the meeting and outlined seven key requirements: 1. Build networks to strengthen the foundation for marketing efforts [3] 2. Strengthen the team by recruiting externally and selecting talent from project departments [3] 3. Focus on information by systematically screening reliable projects and planning for annual bidding [3] 4. Deepen customer relationships, particularly with government and leading companies in the industry chain [3] 5. Institutionalize monthly meetings for policy research, project evaluation, and personnel planning [3] 6. Ensure bidding volume by tracking tender information daily [3] 7. Optimize collaboration by forming stable bidding teams and clarifying evaluation standards [3]

Group 1: Business Planning - Starting a business requires careful planning and execution, including identifying a unique idea and conducting thorough market research [1][71] - A comprehensive business plan should outline purpose, products, target market, and financial projections [19][20] - Securing funding is critical, with various sources available such as personal savings, bank loans, and crowdfunding [31][32] Group 2: Market Research - Conducting thorough market research involves analyzing competitor strategies and identifying market gaps [12][16] - Understanding competitors' strengths and weaknesses can enhance product development and marketing strategies [13][15] - Tools like surveys and focus groups can provide insights into customer preferences and pain points [17] Group 3: Business Structure and Registration - Choosing the right business structure is essential for protecting interests and ensuring smooth operations [25][29] - Official registration involves completing forms, paying fees, and obtaining necessary licenses and permits [37][38] - Keeping organized documentation of registrations and licenses is crucial for future compliance [39][41] Group 4: Brand Development - Developing a strong brand identity is vital for standing out in a competitive market [42][45] - Creating a professional website and engaging with customers through social media are key strategies [49][47] - Consistent visual style and a memorable logo help differentiate from competitors [47] Group 5: Marketing Strategies - Implementing targeted marketing strategies is essential for connecting with ideal customers [51][54] - Utilizing social media and targeted advertising campaigns can effectively reach specific demographics [55] - Regularly analyzing marketing performance metrics helps refine strategies for better engagement [55] Group 6: Industry Insights - E-commerce is projected to grow to $6.39 trillion by 2024, making it a lucrative business opportunity [62] - Health and wellness services are expected to reach a market size of $4.24 trillion by 2026 [62] - Pet services are thriving due to 70% of U.S. households owning pets, creating opportunities in grooming and pet sitting [63]

Core Insights - The talent competition in the fund industry has intensified, with over 20 public fund companies initiating campus recruitment for the 2026 graduating class, indicating a significant expansion compared to previous years [2][3][4] - Leading companies are signaling an "expansion" in hiring, with E Fund opening over 40 positions, while mid-sized firms are opting for a more targeted approach [2][4][5] - The demand for AI and quantitative roles has surged, reflecting the industry's shift towards technology-driven investment strategies [6][7][8] Recruitment Trends - Major fund companies like E Fund, GF Fund, and Harvest Fund are actively recruiting across various functions, including research, marketing, operations, and technology [3][4] - The recruitment process follows a structured five-step approach, with rolling offers being a common practice among top firms [3] - Smaller firms are focusing on key positions to enhance efficiency and competitive differentiation, avoiding the pitfalls of indiscriminate expansion [5] AI and Quantitative Roles - AI has transitioned from a supplementary role to a dedicated focus in recruitment, with several firms hosting specialized hiring events for AI talent [6][7] - The need for quantitative and index-related positions has increased significantly, as firms recognize the importance of technology in enhancing investment research efficiency [7][8] Marketing and Sales Positions - There is a notable rise in demand for marketing roles, driven by the implementation of personal pension systems and the launch of direct sales platforms [8] - Companies are seeking "data-driven" marketing professionals who can integrate data analysis with content creation and channel management [8] Talent Requirements - The industry is increasingly in need of versatile talent who possess a blend of financial theory, technological skills, and practical experience [9] - Key areas of expertise include quantitative modeling, AI applications, global market understanding, and compliance technology [9] - The ultimate challenge for firms is to convert talent advantages into product and scale advantages in the competitive landscape [9]