本文選題：SLXD公司　切入點：營銷戰(zhàn)略　出處：《山東理工大學》2017年碩士論文　論文類型：學位論文

【摘要】：玻璃鋼復合材料作為新材料,在國內(nèi)發(fā)展的時間不長。但是,自中國加入WTO以來,隨著玻璃鋼產(chǎn)品得到了廣大用戶的認可,玻璃鋼行業(yè)實現(xiàn)快速發(fā)展,SLXD公司就是在這樣的背景下發(fā)展起來的。SLXD公司2004年由國企改制而來,自成立以來實現(xiàn)快速發(fā)展。但是,在快速發(fā)展的同時,存在的問題也逐漸顯現(xiàn)出來,原有的營銷戰(zhàn)略已經(jīng)無法滿足公司銷售需求,公司不得不改進玻璃鋼產(chǎn)品的營銷戰(zhàn)略來提高銷售業(yè)績。本文以市場營銷理論為基礎,結合SLXD公司的實際情況,首先運用PEST法分析了SLXD公司所處的宏觀環(huán)境,運用波特五力模型分析了公司的玻璃鋼產(chǎn)品的五種競爭力量,然后從組織結構、企業(yè)文化和公司的核心競爭力對公司的內(nèi)部環(huán)境分析;運用SWOT分析法分析了公司玻璃鋼產(chǎn)品內(nèi)部優(yōu)勢和劣勢,外部的機會和威脅,運用多指標分析法對公司的營銷環(huán)境評價,得到公司當前營銷戰(zhàn)略存在的問題主要是戰(zhàn)略定位不清、產(chǎn)品同質化嚴重、營銷渠道落后;根據(jù)分析結果提出SLXD公司玻璃鋼產(chǎn)品營銷戰(zhàn)略優(yōu)化措施有:重新進行市場細分和市場定位。營銷戰(zhàn)略實施對策有優(yōu)化產(chǎn)品生產(chǎn)線,結合客戶需求制定價格,優(yōu)化銷售渠道,促銷策略的優(yōu)化。本文所取得的創(chuàng)新性成果如下:對SLXD公司的營銷戰(zhàn)略影響因素和戰(zhàn)略現(xiàn)狀進行實地調(diào)研和分析評價,得到了公司4Ps戰(zhàn)略實施現(xiàn)狀,結合市場營銷學的有關理論,對公司的營銷環(huán)境評價,提出了SLXD公司玻璃鋼產(chǎn)品營銷戰(zhàn)略的優(yōu)化方案,對公司營銷戰(zhàn)略的調(diào)整提供參考意見。SLXD公司營銷戰(zhàn)略受到多方面因素的影響,本文的分析存在一定主觀因素,在未來需要更加精確的定量分析進行營銷戰(zhàn)略的深入研究,另外公司營銷案戰(zhàn)略的制定需要根據(jù)市場環(huán)境的變化不斷調(diào)整,來滿足客戶需求。
[Abstract]:FRP composites, as new materials, have not been developed in China for a long time. However, since China joined the WTO, with the wide recognition of FRP products, The rapid development of the FRP industry is under this background. SLXD Company was reorganized by the state-owned enterprises in 2004, and has achieved rapid development since its establishment. However, with the rapid development of the company, The existing problems are also gradually emerging, the original marketing strategy can no longer meet the company's sales demand, the company has to improve the marketing strategy of FRP products to improve sales performance. According to the actual situation of SLXD Company, the macro environment of SLXD Company is analyzed by PEST method, five kinds of competitive forces of FRP products are analyzed by Porter's five Force Model, and then the organization structure is analyzed. This paper analyzes the internal environment of the company by enterprise culture and the core competence of the company, analyzes the internal strengths and weaknesses of the company's FRP products, external opportunities and threats by using the SWOT analysis method, and evaluates the marketing environment of the company by using the multi-index analysis method. The main problems existing in the company's current marketing strategy are unclear strategic positioning, serious product homogenization and backward marketing channels. According to the analysis results, the optimization measures of SLXD's FRP product marketing strategy are as follows: market segmentation and market orientation are redone, the marketing strategy implementation countermeasures are to optimize the product line, to set the price according to the customer's demand, and to optimize the sales channel. The innovative results obtained in this paper are as follows: field investigation and analysis of the influencing factors and strategy status of marketing strategy of SLXD Company have obtained the actualization status of 4Ps strategy of SLXD Company. Based on the marketing theory and the evaluation of the marketing environment of the company, this paper puts forward the optimization scheme of the marketing strategy of SLXD FRP products. SLXD company marketing strategy is affected by many factors, the analysis of this paper has some subjective factors, in the future, need more accurate quantitative analysis of marketing strategy in-depth research. In addition, the company's marketing strategy needs to be adjusted according to the changing market environment to meet customer needs.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.7

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