發(fā)布時間：2018-03-18 21:46

  本文選題：建材市場　切入點：營銷戰(zhàn)略　出處：《黑龍江大學》2013年碩士論文　論文類型：學位論文

【摘要】：當今時代，，隨著經(jīng)濟的日益全球化和我國社會主義市場經(jīng)濟體制的逐步形成和完善，企業(yè)己成為市場競爭的主體，企業(yè)之間的競爭越來越激烈，市場的競爭使營銷戰(zhàn)略已經(jīng)成為建材行業(yè)內(nèi)的共同課題，企業(yè)戰(zhàn)略的正確制定和有效實施成為企業(yè)在市場競爭中制勝的關(guān)鍵因素，因此尋找一條適合建材企業(yè)的，具有自身特色的營銷之路，己經(jīng)成為各建材企業(yè)需要解決的一個重要課題。 本文以T建材公司作為研究對象，運用科學、系統(tǒng)的戰(zhàn)略研究方法和工具，對T建材公司的現(xiàn)有環(huán)境因素進行分析，并運用波特五力模型研究分析T建材公司所處的行業(yè)競爭環(huán)境，利用SWOT戰(zhàn)略分析法，制定出企業(yè)總體發(fā)展戰(zhàn)略和基本競爭戰(zhàn)略。通過對T建材公司現(xiàn)狀發(fā)展與市場營銷內(nèi)外部環(huán)境的分析，提出T建材公司存在的五點問題，并制定出市場與服務、品牌與資源、合作與結(jié)盟的營銷戰(zhàn)略加以解決。 最后，本文闡述了戰(zhàn)略實施的原則、重點及需要注意的幾點問題以及實施戰(zhàn)略過程中從組織結(jié)構(gòu)、人力資源、創(chuàng)新等方面能力的保障措施，為戰(zhàn)略的順利實施提出了建議。
[Abstract]:Nowadays, with the globalization of economy and the gradual formation and perfection of our socialist market economy system, enterprises have become the main body of market competition, and the competition among enterprises is becoming more and more intense. The market competition has made the marketing strategy a common topic in the building materials industry. The correct formulation and effective implementation of the enterprise strategy has become the key factor for the enterprise to win in the market competition. With its own characteristics of marketing road, has become a building materials enterprises need to solve an important issue. This paper takes T Building Materials Company as the research object, using scientific and systematic strategic research methods and tools to analyze the existing environmental factors of T Building Materials Company. And using Porter's five-force model to study and analyze the competitive environment of T Building Materials Company, using SWOT strategic analysis, The overall development strategy and the basic competitive strategy of the enterprise are worked out. Through the analysis of the present situation of T Building Materials Company and the internal and external environment of marketing, this paper puts forward five problems existing in T Building Materials Company, and formulates the market and service, the brand and the resources. Cooperation and alliance of the marketing strategy to be addressed. Finally, this paper expounds the principles, key points and some problems needing attention in the implementation of the strategy, and puts forward some suggestions for the smooth implementation of the strategy in terms of the organizational structure, human resources, innovation and so on.
【學位授予單位】：黑龍江大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.92

【參考文獻】

相關(guān)期刊論文 前2條

1 沐春輝;;淺談中小型建材企業(yè)的市場適應性[J];建材發(fā)展導向;2007年02期

2 張新國;21世紀關(guān)系營銷發(fā)展新趨勢[J];中南財經(jīng)政法大學學報;2002年06期

本文編號：1631439