本文關鍵詞： 市場營銷戰(zhàn)略 價值鏈 利基市場 平衡計分卡 模擬情景分析　出處：《上海交通大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著經(jīng)濟發(fā)展全球化和中國改革開放步伐的加大，中國制造業(yè)企業(yè)面對國家經(jīng)濟結構調(diào)整帶來的機遇，同時，行業(yè)內(nèi)的競爭也隨著產(chǎn)業(yè)升級和外資進入變得越發(fā)激烈。制造型中型企業(yè)在技術，產(chǎn)品，市場和內(nèi)部組織上都有一定的積累，但是面對新的挑戰(zhàn)，企業(yè)如果沒有通過對內(nèi)部資源進行整合，提升價值鏈，構建持續(xù)的競爭優(yōu)勢的話，往往會很快落后于競爭之列。 現(xiàn)代企業(yè)的經(jīng)營戰(zhàn)略圍繞著企業(yè)的營銷戰(zhàn)略而制定，戰(zhàn)略在通過對宏觀環(huán)境，目標市場和市場競爭角度進行分析以后，制定出符合企業(yè)自身要素稟賦以及外部環(huán)境變化企業(yè)使命，產(chǎn)品方案和行動計劃。其中，本文通過對M公司的情況說明，案例分析，為M公司的市場營銷戰(zhàn)略做了規(guī)劃和設計，并介紹了M公司內(nèi)部為實現(xiàn)這些戰(zhàn)略做出的改革措施。企業(yè)內(nèi)部組織結構的改革是對企業(yè)制定營銷戰(zhàn)略和進行戰(zhàn)略實施的有效保障。M公司針對外部條件和自身特點制定了主動利基市場戰(zhàn)略，并通過客戶體驗優(yōu)化和控制互補產(chǎn)品兩種輔助戰(zhàn)術來對戰(zhàn)略進行實施。同時，M公司為了配合戰(zhàn)略成立了市場營銷部。市場營銷部在功能和外延上區(qū)別于傳統(tǒng)的銷售部，M公司成立市場營銷部專注于對市場，客戶和競爭的分析，制定和執(zhí)行整體銷售計劃，并負責從業(yè)務開發(fā)的角度對企業(yè)內(nèi)部各部門進行協(xié)同，提升價值鏈水平。本文通過對M公司的戰(zhàn)略分析和說明，，以及市場營銷部組織改革，引入平衡計分卡手段的介紹，來研究市場營銷戰(zhàn)略在這一企業(yè)經(jīng)營戰(zhàn)略中的功能和重要性。
[Abstract]:With the globalization of economic development and the increasing pace of China's reform and opening up, Chinese manufacturing enterprises face the opportunity brought about by the adjustment of the national economic structure, and at the same time. The competition in the industry has become more and more intense with the upgrading of industry and the entry of foreign capital. Manufacturing medium-sized enterprises have accumulated in technology, products, market and internal organization, but faced with new challenges. If enterprises fail to integrate their internal resources, upgrade the value chain, and build sustainable competitive advantages, they will soon fall behind the competition. The management strategy of the modern enterprise is formulated around the marketing strategy of the enterprise, after analyzing the macroscopic environment, the target market and the market competition angle. Make out the enterprise's own factor endowment and external environment change enterprise mission, product plan and action plan. Among them, this article through the case of M company, case analysis. M company for the marketing strategy to do the planning and design. The reform of internal organization structure is an effective guarantee for enterprises to formulate marketing strategy and carry out strategy implementation. M company aims at external conditions and itself. Characteristics of the active niche market strategy. And through customer experience optimization and control complementary products two assistant tactics to carry out the strategy. At the same time. M company has established marketing department in line with the strategy. The marketing department is different from the traditional sales department in function and extension. M has set up marketing department to focus on the analysis of market, customer and competition. Make and implement the overall sales plan, and be responsible for the business development of the internal departments of the enterprise to enhance the value chain level. This paper through the M company strategic analysis and explanation. As well as the organization reform of marketing department and the introduction of balanced Scorecard, this paper studies the function and importance of marketing strategy in the management strategy of this enterprise.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.61

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