本文關(guān)鍵詞：A公司電焊機(jī)市場(chǎng)營(yíng)銷策略研究　出處：《石家莊經(jīng)濟(jì)學(xué)院》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著我國(guó)市場(chǎng)經(jīng)濟(jì)進(jìn)一步深化，企業(yè)競(jìng)爭(zhēng)越來越激烈。近年，，受全球經(jīng)濟(jì)危機(jī)的影響，我國(guó)經(jīng)濟(jì)走勢(shì)持續(xù)低迷，企業(yè)的生存與發(fā)展受到影響，特別是中小企業(yè)經(jīng)營(yíng)更是雪上加霜。面對(duì)復(fù)雜多變的外部環(huán)境影響，A公司營(yíng)銷策略還不夠完善，以至于公司一直處于很被動(dòng)的地位，經(jīng)營(yíng)出現(xiàn)一些問題。在此形勢(shì)下，企業(yè)不但要推陳出新，生產(chǎn)出更多符合市場(chǎng)要求的新產(chǎn)品，而且還要更加重視市場(chǎng)營(yíng)銷策略的研究和改進(jìn)，特別是中小型電焊機(jī)生產(chǎn)企業(yè)，更是如此。 本文首先分析了國(guó)內(nèi)的政治、經(jīng)濟(jì)及技術(shù)環(huán)境，進(jìn)而分析國(guó)內(nèi)電焊機(jī)的現(xiàn)狀和發(fā)展趨勢(shì)及電焊機(jī)的市場(chǎng)需求，運(yùn)用波特的五力模型對(duì)A公司電焊機(jī)的競(jìng)爭(zhēng)強(qiáng)度進(jìn)行了分析，結(jié)合目前的形勢(shì)和公司的實(shí)際情況，對(duì)公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)與威脅進(jìn)行了分析，剖析了A公司電焊機(jī)目前在市場(chǎng)營(yíng)銷環(huán)節(jié)中存在的問題，對(duì)A公司電焊機(jī)的市場(chǎng)定位策略、產(chǎn)品策略、價(jià)格策略、渠道策略及促銷策略進(jìn)行了逐一的，詳盡的分析，最后從服務(wù)和網(wǎng)絡(luò)營(yíng)銷兩個(gè)方面闡述了A公司市場(chǎng)營(yíng)銷策略，為A公司電焊機(jī)在市場(chǎng)的營(yíng)銷提供了參考性的意見。 本文研究的目的就是通過對(duì)A公司營(yíng)銷策略的研究，就其目前現(xiàn)狀和營(yíng)銷管理中存在的問題，找出癥結(jié)所在，在此基礎(chǔ)上有針對(duì)性的提出解決問題的途徑和措施。從而使A公司能在競(jìng)爭(zhēng)中獲得優(yōu)勢(shì)，提高企業(yè)效益，最終實(shí)現(xiàn)可持續(xù)發(fā)展。
[Abstract]:As the market economy of our country is further deepened , the competition of enterprises is getting more and more intense . In recent years , the economic trend of our country has been weak , and the survival and development of enterprises have been affected , especially the operation of small and medium - sized enterprises . In the face of the complex and changeable external environment , the company has been in a passive position , and the management has some problems . In this situation , the enterprise not only has to push out the new products , but also pay more attention to the research and improvement of the marketing strategy , especially the production enterprises of small and medium - sized electric welding machines . This paper first analyzes the domestic political , economic and technological environment , then analyzes the current situation and development trend of the domestic electric welder and the market demand of the electric welder , analyzes the advantages , disadvantages , opportunities and threats of company A by using Porter ' s five - force model , analyzes the current situation and actual situation of the company , analyzes the advantages , disadvantages , opportunities and threats of company A , analyzes the market positioning strategy , product strategy , price strategy , channel strategy and promotion strategy of company A . The purpose of this paper is to find out the crux of the problem in the current situation and marketing management of company A through the research of A company ' s marketing strategy .

【學(xué)位授予單位】：石家莊經(jīng)濟(jì)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.4

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本文編號(hào)：1360622