Вы находитесь на странице: 1из 75

UNIVERSITATEA DE STAT DIN MOLDOVA

FACULTATEA TIINE ECONOMICE


DEPARTAMENTUL ECONOMIE, MARKETING I TURISM

Sevastianov Vladimir

Evaluarea activitii de marketing a ntreprinderii.

362.1 Marketing i logistic

Tez de licen

ef Departament _______________________ Onofrei Alexandr

Dr. hab., prof. univ

Conductor tiinific: ______________________ Onofrei Alexandr

Dr. hab., prof. univ

Autorul: _____________________________ Sevastianov Vladimir

Grupa MK 1303

CHIINU 2016

1


,



.
362.1

________________

Dr. hab., prof. univ

: ________________________

Dr. hab., prof. univ

________________________________

MK 1303

2016

2
.


SRL Hfep.
,
,

,
.
,
.


SRL Hafep
.
.


SRLHafep.

75 , 6 3 .

Abstract.

Teza este dedicat evalurii activitii de marketing a ntreprinderii SRL "Hafep". n aceast
lucrare ia n considerare gama de aspecte privind eficiena evalurii serviciilor de marketing,
influena de marketing asupra eficienei economice a organizaiei, precum i modaliti de a
cretere a eficienei activitilor de marketing.

n Prima parte a proiectului de diplom sunt luate n considerare aspectele teoretice generale
ale conceptului de eficien a activitii de marketing. Acest capitol descrie conceptele de baz i
definiii ale marketingului, eficacitatea acesteia i modalitile de funcionare a evalurii de
marketing.
n a doua parte a tezei este luata n considerare activitile principale a firmei SRL "Hafep" i
a fost efectuat analiza funcionrii i evaluarea performanei. Al doilea capitol al tezei arat, de
asemenea, evaluarea eficienei activitilor de marketing i de calcul a modalitilor de a

3
mbunti marketingul firmei SRL "Hafep", au fost identificate n partea final a tezei.
Teza cuprinde 75 pagini, 6 tabele i 3 figur

Abstract.

This thesis is devoted to assessing the effectiveness of marketing activities in the enterprise
SRL "Hafep". In this work we consider the range of issues on the effectiveness of the assessment
of marketing services, marketing influence on the economic efficiency of the organization, as
well as ways to increase marketing efficiency.

In the first part of the diploma the main idea is to get acquainted with the general theoretical
aspects of the concept of efficiency of marketing activity. This chapter describes the basic
concepts and definitions of marketing, its effectiveness and ways of functioning marketing.

In the second part of the thesis is considered the main activity of the company SRL "Hafep"
and carried out the operation analysis and evaluation of performance. The second chapter of the
thesis also shows the evaluation of the effectiveness of marketing and computing activities.

In the last part of diploma were identified ways to improve the marketing of the company
SRL "Hafep". Thesis contains 75 pages, 6 tables and 3 figures.

4

; Abstract ; Abstract.

..6

I ,
.

1.1. .10

1.2 ,
....13

1.3 ....21

II
SRLHafep.

2.1 ..26

2.2
....32

2.3 ......39

III
SRLHafep

3.1
....45

3.2
....52

.......62

66

1 ....68

2 ......69

3 2015.70

4 ...71

5 2015 .....72

1 Facebook... 75

.-

.-

.-

.-

.-

.-

.-

.-

SWOT- Strengths ( ), Weaknesses ( ), Opportunities


() Threats ().

SRL - Societate cu rspundere limitat ( )

CAC (Customer Acquisition Cost)

LTV - (Life Time Value)

,
,
() ,
. ,
.

,

. [23]

,
, ,
.
, ,
,
, .
,
. [8 241.]

, :

1) ?

2) ?

3) .

4) ,
?

5) ?

,
,

7
,
.


,
. ,
,
,
.

,

.
. , , , ,
.

,
. . ,
,
. .


, , ,
.

.
SRL
Hafep

- ;

-, ;

- ;

- .

- ;

-
.

- ;

- .

-
.

- SRL Hafep

- .

- .

-
.

- .

-
, .

,
,
, .
.
,
.
, .


,
, .

9
, ,
,
, ,
, .

1 ,
.

1.1. .

-
,
.

:
, .

,
, , , ,
- ..[27; 35]

,
.
: , ,
.
,
,
. ,
, : - .
- ,
.[34]

10
- , ,
, ,
;

- , (),
, ;
, , ,
.

: , ,
, , , ,

(, -, ).
- ,
.

(,
). .
, ,
, , , , ,
.

(, ,
).
,
.

(, ,
, ). ,
- ( , , ,
, , ).

( -
- ).

, :

- ;

11
- -,
;

( , ,
, ).[5 464]

: ,
. :
, ,
; , .
, ,
,
() ,
; ,
, .
, , ,
.
, .



(, ).[20]


(, )
.

.



.
,
, .

4 :

12
C
, ..;

(
);

,
, . ,

,

. [21
17]

1.2 ,
.


, ,
.

,
- . ,
,
.

,
,
. :
, , -, ..
.

13
,
, - .

.


-
, , .

( ,
, , , ).



.[2
147 ].

, ,
, , ,
. .
: ,
.

-;

. [23]


. (-
). ,
().

14
,
. , , ,
.
. ,
, . .

,
,
. ,
,
.
, , .
: , ,
, .
Faberlic, Avon .

- ( )
,
.

, .
.
, , ,
, - , , ,
, ..
.[10; 134; 14.]

, ,
, ,
, -.

.

, ,
. ,

15

.

, ()
, ,
,
/ .

, ,

,
, ,
,
.
(, ),
, ,
.

, ,
, ,
:

1) (CAC Customer Acquisition Cost)


1 . ,
, ,
. ,
. , $ 30.000
30 , CAC $ 1.000.

2) (M%-CAC)

(CAC) ,
, %-CAC
.

16
, ,
- .

, %- , 1)
; 2) ,
; 3)

. M%-CAC
10-20%. ,
, , 60-90% .

3) (Life Time Value)


CAC (LTV: CAC)

,
,
.
(LTV life time value). ,
.
LTV, ,
( )
( ) . , $
100 000 , 70%,
16% , LTV $ 437500.

LTV CAC,
. , ,
ROI.

. $
100.000, LTV $ 437500, LTV: CAC 4,4 1.
,
, 3:1. .
,
, ,
, .

17
4) CAC

, , ,
. CAC,
, ,
, . ,
, ,
, CAC, .
, , ,
, 12 , ,
,
.

5) (%)

,
. , ,
, ,
. , ,
, 20-40% , ,
,
70-95%. :
, , ,
.

6)

, ,
, . ,
,
(, ),
, .
,
50 99%. [37]
:

18
1



.
( (, ,
.) .


.
,
)

.
.


. 1)
,


%- .
( ,
10-30%
20-50%.

. 60-90 %
)
,



.
1:1 ,
,
. 3:1 -
LTV

LTV:CAC
LTV:CAC . 4:1
( ,
,

,
%
ROI
CAC )
.
.



19
1

6
,

,

. ,
. 9-18

,
,


. .
.
18



,
20-40%

40-70%.
,

.
70-95 %
. .




70 %

,

,
.
.
.

.

: .

,
,

, . , ,
,
.

20
- ,
,
, .[13 120]

1.3 .


.
. ,
,
.[28]

?
,
.


, , ,
.
, ,
, . [9 192]

1) :

;
,
;
:
(): ; ;
( ) ,
;
-
;

21
2) :
,
,

;
-
.
- -
, ;
,
,
, -, ;

3) ( ):
,
-, , ;

, ,
;
,


;


- ;

4) :


;

,
;

22
(
)

;

. [38]
( . market - ) - ,
,
,
. ,
. [4 339 ]

. :
-- ,
,
;
- ,
; ;

-
();

-
. [18]

.
.
,
.
.

,
,
, .

23
,
,
, ,
,
,
.

(marketing-management)
, ,
, .
,
,

. [11 367] ;[22 95]

(. marketing research) ,
, ,
. ,
- ,
.
. . [30]

,
.

.

,
.
,
, , .
-
. ,
. [5 464]

24
,
.
. ,
. , ,
, ..

, ,
, ..

.
,
.

,
.
:
, , .
-
: ,
,
, ..,
[16]; [36]

,
, . .
, .
,
.

,
- .

, , ,
. ,

. [6 207]

25
2
Hafep.
2.1 .


SRL. Hafep.

SRL. Hafep
. SRL. Hafep
JAFEP
OIKOS.
. SRL. Hafep
,
.


. 18 ,
.
,
. ,
, Hafep
. ,
.

,
, .
,
.
-
.

1998 . SRL. Hafep


Jafep., ()
.

26
( 500
):
- ;

-, ;

- , , ,
;

- ; .

SRL. Hafep
,
(2500 ).
.

Jafep

JAFEP 1965 .

30.000 .

, (ISO 9001
ISO 14001).

, 25 000 000 .

,
, ,
, .

- -:

.

- .
.

27
- .

.


. ,
, , JAFEP
,
. -
, ,
,
. [29]

SRL. Hafep OIKOS S.R.L.

OIKOS S.R.L. 25 .
,
, .

,
.

- Hafep
- Ottocento, Kreos, Raffaello Madreperlato, ,
Imperium Antico Ferro.

. OIKOS:


, ,
.

, ,
.

, 2000

28
(,
, , ..). OIKOS

,
. [40]

- Hafep
- Ottocento, Kreos, Raffaello Madreperlato, ,
Imperium Antico Ferro.

: ,
, , , , .

Hafep.

, :

1) ;

2) ;

3) ;

4) () ;

5) , ;

6) , , ,
;

7)
.
:

1) ,
;

2) ;

3) , ;

29
4) ;

5) ;

1) ,
;

2) ;

3) ,
;

4) .

5) .

6) .

1) .

2)
.

3) ,
.

4)

5) , , .

,
Hafep ,
. ,
. . ,

,
.

30
2 01.2013
04.2016 .

2013. 2014. 2015. 2016



% % % %


1 20.00 1 16.66 1 12.5 1 11.11


__ 0 __ 0 1 12.5 1 11.11


1 20.00 1 16.66 1 12.5 1 11.11


1 20.00 1 16.66 2 25 2 22.22

1 20.00 1 16.66 1 12.5 1 11.11

1 20.00 2 32.33 2 25 3 33.33

5 100 6 100 8 100 9 100

31
,
, ,
,
, , . ,
01.2013 04.2016 . SRL Hafep
5 9 , 44.44 %.

1) .

2) ;

3), ;

4) .

5)

6)

7)

2.2 .

, ,
.


, (, ,
, )
.

,
, , ,
.

32
,
;


, ;

, , .

.[3 369]

Hafep
.
,
.


,
. ,
.
Hafep ,
, .

SRL Hafep

1) .

2) .

3) .

4) - .

33

1) .

SRL Hafep ,
.
.
,
Hafep .

2)

SRL Hafep .

5% , 10%. 15000
5 10 %.
.

3)

SRL Hafep -
. .

. ,
- .
, Hafep
- .

4)

2 HAFEP
OIKOS ,
. .
, -
.
, ,

34
-
.

5) .

. SRL Hafep , ,
. ,

.
, .

6) .

SRL Hafep .
, ,
.
, , .

7)

SRL Hafep
. ,
,
, .


.
,
.
.


, ,
, , ,
, .

35

, , ,
,
.
Hafep
,
. [28]

1) (CAC Customer Acquisition Cost)

1 .


2015 .
Hafep 2015 .
. . 4; 3.

3 Hafep
2015 .


( )
%

36000 31.69


2000 1.76
.


75600 66.54

113600 100
[ 24; 25]

. 2015
22.( , )

36
113600/22= 5163 .
.

2) (Life Time Value)


CAC (LTV: CAC)

SRL Hafep ,
,
.
.
,
. :

4 (LTV CAC)

2015 71

2015 . 1.000.000
40%
20%
[26]

: .

LTV, ,
.

1) 1.000.000 /71 =14084 .

2) 14084 40 % = 5633

( )
2015 .

37
14084 ,
40% (5633 ), 20% ,
, LTV 28169 .

LTV CAC, .

() 5.163 , LTV
28169 , LTV CAC 5:1.

.
, , 3:1.
4:1. ,
, ,
. SRL Hafep 5:1,
. , ,
.

3) CAC

, , ,
.

CAC -5.163 , ,
.

, .

1000000 / 71 ( ) *22 (-
2015 )* 40 % -. = 0.5

0.50 , 6 . ,
. , SRL Hafep
, .

4) (%)

,
. , ,
71 , ,

38
. 22-
.( )
, 30 % .
,
.

,
;
;
. ,
SRL Hafep, , .

,
.
,
.

2.3 .


, .

,
, ,
. [28]


Hafep
, . ,

SWOT .

SWOT-
,
,
.

39

.

( -
), ,
, ,
, . [7 416]

SWOT
,
. [23]

SWOT- :


?
, ?
/
?
, ?

?

? [39]

, SWOT-
(Hafep),
. ,
,
. , Swot
, ,
.


. 18 ,
.
,
40
. ,
, Hafep
.
.
.


,
. ,
, . ,
,
,
. ,
, ..

5
, . 4 ,
1) CAPAROL 2) DECORSHOP 3) SUPRATEN 4) Home Dcor.
Supraten,
, . , SRL
Hafep , .
,
.
, ,
.

SRL Hafep
, . ,
.

. ,
SWOT SRL Hafep.
, .
,

41
, ,
.

5
.

CAPAROL DCOR SHOP SUPRATEN HAFEP HOME DECOR


+ + + + +
1) 1) 1) 1) 1)


2) 2) 2) 2) 2)
- -

- 3) 3) 3) 3)


1) - 4) 4) -



2) 1) - 5) 1)
-


3) 2) 1) - 2)




1) 3)

,


: [30] [31] [32] [33]

, SWOT ,
,
.

42
6 SWOT SRL Hafep.

( (
) )

1) 1)

2)
2) .
15

3) 3)
.

4)
4)
,

.
.

5)
5) .

6)
,
6) .

.

7)

9) .

10) ,
.

11) .

43

1) 1) -.

2) 2)
.

3)
3) ( )
.

4)
, .
4)

- .

5)
5)
- .

6) ,
6)

()
.

7)
.

SWOT ,
.
.
Hafep
:

44
1)
.

2) (Facebook, Instagram)

3) , .

4) ,
.

5) .

6) Facebook

7) , , .

3
Hafep SRL

3.1 .


Hafep SRL,


.


. 18 ,
.
,
. ,
, HafepSRL
. ,
.

45
,
, .
,
.
-
, .

Hafep SRL

1) .

2) .

3) .

4) - .

5) -
, .

, ,
,
, .

1) .

Hafep SRL ,
.
.
,
Hafep SRL .

46
2)

Hafep SRL .

5% , 10%. 15000
5 10 %.
.

3)

Hafep SRL -
. .

. ,
- .
, Hafep
- .

4)

2 HAFEP
OIKOS ,
. .
, -
.
, ,
-
.

5) .

. Hafep SRL , ,
. ,

.
, .

47
6) .

Hafep SRL .
, ,
.
, , .

7)

Hafep SRL
. ,
,
, .

, Hafep SRL
,
.

1) (CAC Customer Acquisition


Cost)

2) (Life Time Value) CAC (LTV: CAC)

3) CAC. .

4) (%). ,
.

SWOT HafepSRL
, .
SWOT
HafepSRL
.

48
(SWOT ,
, )

.

.
.
,
Hafep.SRL
,
.
.
.
.
.
, ,
, .

. .

, ,

:



(Facebook, Instagram)
,
.
,
.
.
Facebook.
,
.
49
.
,
.
:

1)
.

.
, .
,
.

2) (Facebook, Instagram)


Facebook
.
.

3) ,
.

.
HafepSRL , , .
,
.

4) ,
.

,
.
, ,
.

50
5) .

,
. , .
, .
, .

6) Facebook

HafepSRL Facebook.
.
,
Facebook. , .
Facebook . c ,
, , ,
.


, .

7) , ,
.

,
. ,
.
, .
, . , ,
.

,
.
, 3.2 .

51
3.2
.

,

HafepSRL .



(Facebook, Instagram)
,
.
Facebook.

,
.

1)
.

, :

, , .
, .
, ,
. ,
, .
, , . ,
, .

, .

- , . ,
.

52
, , ,
.

- . ,
, . ,
, , .
.

- , , ,
. - ,
.

- ,
, ,
.

-
- . ,
.

- ,
, .

Hafep SRL
.
,
.

2) (Facebook, Instagram)

, Facebook
, . -
Facebook. ,
. , .
.

53
.
, .
( ).
. Hafep-
md.

, . ,
, .
,
.

, , .
,
. ,
.
, .

3) ,
.

,
SRL Hafep. , .
, ,
. ,
:


Google.

,
. Google
.
, ,
. ,
SRL PIGEON. , . SRL
Hafep .

54
1 Google SRL PIGEON

https://www.google.com/?gws_rd=ssl#q=pigeon

. ,
,
. ,
. , -
,
.

,
, , Hafep SRL .

55
?


. ,
. - ,
, , ,
, [15 281 ]

, ,
-.
, , ,
.
, .


.
, ,
, .

.
,
.

HafepSRL ,
.

.

4) Facebook.


. ,
,
.
.

56

, :

, .
, , .

, .
,
.

, .

. ,
.
,
.
,
(, , )
. ,
.
,
. ,
, .

() , ,
.., , ,
.

Facebook.

, Facebook .
,
, ,

57
.
, ,
.

. , .

,
.

- ;

- (, ..);

- ( , ..);

- ;

- , ;

- ;

- .

Facebook-
.

Facebook , . ,

. ,
, .
.

.
, .

58
( ),
.

Hafep_md
Facebook .
.

Hafep-md .(. 6)
Facebook.
Facebook 11 19 2016 .

, .
, . , 16-
65+, , , , , .

.

2 6.04.16-3.05.16

: https://www.facebook.com/hafep1/insights

59
:

6.04.16-3.05.16 136 . 103


,
. (40%) 25
34 . 85% .
.
7 11.04-15.04.
.

3 Facebook.

: https://www.facebook.com/hafep1/insights

, .
11.96 $. 98
.
8807 . , 0.12 $.
, .
. 98

60
. , 98
10 .

, Facebook
: .
, facebook
, ,
Instagramm .

103 , 98
. ,

.

,

.
, ,
. , .

,
,
.

,
.

- ;

-
.

61
- SRL
Hafep;

- .

-
.

- SRL Hafep

- .

- .

- .

-
.

- .

-
, .

.
SRL Hafep,
. ,

, .
7
SRL Hafep.


4 , :

1) (CAC Customer Acquisition Cost)

2) (Life Time Value) CAC (LTV: CAC)

62
3) CAC

4) (%)


;
; ,
; .

SRL
Hafep, ,
.
. 30 %
, .
, .

,
SRL Hafep
. ,
,
.

,
.
.
,
SRL Hafep.

(
- ).
,
.
, .

SRL Hafep ,
, , ,

63

:


.
(Facebook, Instagram)
,
.
,
.
.
Facebook
, ,
.



.
SRL Hafep
.

64

1. , . . .
, , . / . . . .: , 2006. 232 .;

2. . .
[] // : . .
. (. -, 2012 .). .: , 2012. . 147-149.

3. . .: 3- ., . . -, 2008. 369 .

4. . . : , .
.: , 2005. (339).

5. .. : , . 2-
, . .: - ,2006 . 464.

6. .. : . - .:
, 2008. - 207 .

7. , . . : . / . . , . . .
.: , 2007. 416 .;

8. . , - .,
, 2006, . 241

9. .. . .: - , 2007.
192 .

10. .. //
, 2006. 134

11. : ,
. - .: -. 2007 . - 367 .

12. ., . - //,
1'2007 , C 8

65
13. . ., . .
// . 2013. 2. . 120-124

14. ., . . , 1997

15. : / .. , .. , ...
. .. . .: , 2005. 281 . ISBN 5-02-033965-2 ( .).


16 .. : : . - .: --
, 2007.

17. .. . .: ,
2005 .

18. .. . - ., 2007 .

19 .., . . . : .
2002. 352.

20. - , ... : 29
2009

21. 4 (71), 2008 . 17.

22. 3, (70), : .:
2008 . 95.

23. , : , 2006 .


24. 2015

25. MOLDEXPO

26.

27. [ ]// :
http://www.marketing.spb.ru/read/docum/a21.htm

66
28. , .. : , ,
htpp: \\ wwwmasters. Edu/ ru

29 Hafep http://hafep.md/jafep/index.php

30. aparol http://www. caparol.md/

31. Supraten http://www.supraten.md/

32. Decorshop http://www.decorshop.md/ru/home.html

33. Homedecor http://www.decorelit.md/ru_RU/

34. http://referats.allbest.ru/marketing/8700107024.html

35. http://www.znaytovar.ru/s/Marketing:_opredelenie_funkci.html

36. http://mirznanii.com/info/rol-marketinga-v-predprinimatelstve_144255

37. http://mrm-blog.ru/six-marketing-metrics/

38 . http://www.grandars.ru/student/marketing/funkcii-marketinga.html

39. http://marketolog.biz/swot-page-50.html

40. http://hafep.md/oikos/index.php

67

68

69
2015

70
MOLDEXPO

71

.
72
.

73
5

74
Facebook

75