本文選題：山西奧瑞 + 營(yíng)銷戰(zhàn)略��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：本文首先,力圖借鑒市場(chǎng)營(yíng)銷戰(zhàn)略理論框架,對(duì)山西奧瑞公司發(fā)展的歷史階段進(jìn)行梳理,對(duì)山西奧瑞的組織結(jié)構(gòu)、人力資源、科技研發(fā)、市場(chǎng)營(yíng)銷、主要產(chǎn)品等進(jìn)行系統(tǒng)的研究。其次,針對(duì)山西奧瑞公司的市場(chǎng)營(yíng)銷環(huán)境進(jìn)行分析,得出其既有歷史悠久,技術(shù)力量較強(qiáng);專業(yè)突出,主導(dǎo)產(chǎn)品鮮明等優(yōu)勢(shì),面臨新醫(yī)改等帶來(lái)發(fā)展機(jī)遇、老齡化等帶來(lái)的行業(yè)增長(zhǎng)、交叉使用的技術(shù)變化帶來(lái)新增需求等機(jī)遇,又有競(jìng)爭(zhēng)實(shí)力還不夠強(qiáng)、產(chǎn)品序列還不夠完善、經(jīng)銷能力還有待加強(qiáng)、體制機(jī)制不夠靈活等劣勢(shì),面臨外國(guó)公司強(qiáng)力介入,醫(yī)療資源有限,輿論氛圍不友好等威脅,在此基礎(chǔ)上提出山西奧瑞的市場(chǎng)營(yíng)銷戰(zhàn)略思想、戰(zhàn)略目標(biāo)和戰(zhàn)略方向。第三,針對(duì)市場(chǎng)營(yíng)銷實(shí)踐中暴露出來(lái)的銷售渠道受到局限、產(chǎn)品線較為單一、銷售成本較高、銷售團(tuán)隊(duì)建設(shè)還不夠等問(wèn)題,提出:一是通過(guò)擴(kuò)展多元化的銷售渠道,加強(qiáng)分銷渠道管理;二是不斷豐富產(chǎn)品線,加以產(chǎn)品分類管理;三是不斷降低銷售成本,抓好銷售成本管理;四是加強(qiáng)職業(yè)技能培訓(xùn),強(qiáng)化銷售團(tuán)隊(duì)建設(shè)等建議。第四,為促進(jìn)山西奧瑞市場(chǎng)營(yíng)銷戰(zhàn)略早日實(shí)現(xiàn),提出要科學(xué)測(cè)算市場(chǎng)容量、努力提高市場(chǎng)占有率、加強(qiáng)產(chǎn)品銷售籌劃、強(qiáng)化產(chǎn)品銷售進(jìn)程管理等保障機(jī)制。論文主要?jiǎng)?chuàng)新點(diǎn)在于:一是通過(guò)借助PEST分析、五力模型分析、SWOT分析等方法深入分析影響市場(chǎng)營(yíng)銷戰(zhàn)略推進(jìn)的內(nèi)外部因素,把握優(yōu)化市場(chǎng)營(yíng)銷戰(zhàn)略的重點(diǎn)與難點(diǎn);二是從產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略等市場(chǎng)營(yíng)銷戰(zhàn)略角度,針對(duì)銷售渠道、產(chǎn)品線、銷售成本、銷售團(tuán)隊(duì)等重點(diǎn)環(huán)節(jié)和重點(diǎn)領(lǐng)域存在的問(wèn)題進(jìn)行剖析并擬定改進(jìn)措施;三是從市場(chǎng)容量、市場(chǎng)占有率、產(chǎn)品銷售籌劃、產(chǎn)品銷售進(jìn)程管理等角度,有針對(duì)性地提出促進(jìn)市場(chǎng)營(yíng)銷戰(zhàn)略實(shí)現(xiàn)的保障機(jī)制。
[Abstract]:First of all, this paper tries to draw lessons from the theoretical framework of marketing strategy, to comb the historical stage of the development of Shanxi Ori Company, and to analyze the organizational structure, human resources, scientific and technological research and development, marketing, and so on. The main products and so on carry on the systematic research. Secondly, based on the analysis of the marketing environment of Shanxi Ori Company, it is concluded that it has a long history, strong technical force, outstanding specialty, bright dominant products, and so on, and it faces the development opportunities brought by the new medical reform. The industry growth brought about by aging and the technological changes in cross-use bring opportunities such as new demand, but also the competitive strength is not strong enough, the product sequence is not enough perfect, the distribution ability needs to be strengthened, the system mechanism is not flexible enough and so on. Faced with the threat of strong intervention of foreign companies, limited medical resources and unfriendly atmosphere of public opinion, this paper puts forward the marketing strategy thought, strategic goal and strategic direction of Shanxi Auris. Thirdly, aiming at the problems of limited sales channel exposed in marketing practice, single product line, high sales cost and insufficient sales team construction, this paper puts forward the following points: first, by expanding diversified sales channels, Strengthen the management of distribution channels; second, constantly enrich the product line, and product classification management; third, constantly reduce sales costs, grasp the management of sales costs; fourth, strengthen vocational skills training, strengthen sales team construction and other suggestions. Fourth, in order to promote the early realization of the marketing strategy of Shanxi Ori, it is proposed to scientifically calculate the market capacity, strive to increase the market share, strengthen the product sales planning, and strengthen the management of the process of product sales, and so on. The main innovation points of this paper are as follows: first, by means of pest analysis and SWOT analysis, the internal and external factors affecting the promotion of marketing strategy are deeply analyzed, and the key points and difficulties of optimizing marketing strategy are grasped; Second, from the point of view of marketing strategy, such as product strategy, price strategy, channel strategy and promotion strategy, aiming at sales channels, product lines, and sales costs, The problems in key links and areas such as sales team are analyzed and the improvement measures are drawn up. Third, from the aspects of market capacity, market share, product sales planning, product sales process management, etc. This paper puts forward the guarantee mechanism to promote the realization of marketing strategy.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.46;F274

【相似文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 蘇成忠;山西奧瑞公司市場(chǎng)營(yíng)銷戰(zhàn)略及實(shí)踐研究[D];電子科技大學(xué);2013年

，

本文編號(hào)：2049017