G公司云南市場營銷策略研究
發(fā)布時間：2019-01-29 20:58
【摘要】：本論文筆者結(jié)合在G公司市場營銷的長期實(shí)踐和在讀MBA期間所學(xué)的營銷理論知識所撰寫,前期通過對云南市場宏觀和微觀環(huán)境的分析,充分了解市場的政策要求及未來市場的發(fā)展空間,最終結(jié)合G公司在云南的市場文化、組織機(jī)構(gòu)、市場要求、競爭因素及自身產(chǎn)品等特點(diǎn)對G公司云南市場進(jìn)行研究分析,從而使G公司能在云南市場可持續(xù)的發(fā)展。本文首先對整個建筑行業(yè)的內(nèi)外部環(huán)境進(jìn)行了全面的掃描,分析了市場的未來前景,同時應(yīng)用了行業(yè)權(quán)威發(fā)布的大量數(shù)據(jù)有效的例證建筑行業(yè)的發(fā)展,并通過第一章營銷發(fā)展史及第二章G公司云南市場環(huán)境的綜合分析,結(jié)合G公司目前營銷現(xiàn)狀找到差距,從差距中找到適合G公司的營銷策略,過程中也應(yīng)用了相關(guān)市場營銷理論知識,從而更系統(tǒng)而全面的對云南市場的營銷策略進(jìn)行研究和探討,最終為G公司提出有效的市場營銷建議。由于G公司屬于建筑領(lǐng)域比較專業(yè)的信息化公司,而建筑領(lǐng)域在發(fā)展中的中國來說,正處于興旺時期,然而國內(nèi)信息化建設(shè)水平與發(fā)達(dá)國家相比較為落后,國家未來三年內(nèi)的投入力度不會減弱。據(jù)調(diào)查,在我國建筑行業(yè)中,67%的企業(yè)具有辦公自動化系統(tǒng)；93.2%的企業(yè)擁有專業(yè)軟件；21.6%的企業(yè)擁有管理信息系統(tǒng)；30.7%的企業(yè)擁有項目管理系統(tǒng)；4.5%的企業(yè)具有決策支持系統(tǒng)；6.8%的企業(yè)擁有企業(yè)資源規(guī)劃系統(tǒng)；6.8%的企業(yè)擁有大型數(shù)據(jù)庫系統(tǒng)。同時調(diào)查中顯示,是否擁有后三類系統(tǒng)與企業(yè)資質(zhì)等級具有密切關(guān)系,擁有這幾類系統(tǒng)的企業(yè),其資質(zhì)等級都在一級或甲級以上。由此可以看出建筑信息化的發(fā)展對建筑領(lǐng)域的影響力,本文的研究不僅能給予G公司的市場營銷策略提出有效建議,也可以為建筑信息化企業(yè)積累寶貴的方法論。本論文筆者運(yùn)用了多種營銷理論和分析方法,以菲利普.科特勒的市場營銷理論為基礎(chǔ),結(jié)合相關(guān)分析方法對全文進(jìn)行闡述。比較突出的分析方法有：PEST環(huán)境分析、波特五力競爭模型分析、SWOT-Q分析以及市場營銷理論和4P1S策略制定。通過這些分析方法,更全面地了解了市場的內(nèi)外部環(huán)境,進(jìn)而得出的市場營銷策略更易操作和執(zhí)行,本文的創(chuàng)新點(diǎn)在于結(jié)合G公司的實(shí)踐經(jīng)驗(yàn),用一定篇幅闡述了企業(yè)服務(wù)營銷的做法,而在互聯(lián)網(wǎng)高速發(fā)展的今天,以產(chǎn)品為王,客戶體驗(yàn)為基礎(chǔ)的營銷策略就顯得十分的重要,最后筆者也希望通過本文的研究能給G公司或其它類似的企業(yè)帶來一些幫助和思考。
[Abstract]:This paper is written by combining the long-term practice of marketing in G Company and the marketing theory knowledge learned during the reading of MBA, through the analysis of the macro and micro environment of Yunnan market. Fully understand the policy requirements of the market and the development space of the future market, and finally combine the market culture, organization, market requirements, competitive factors and its own products of G company in Yunnan to study and analyze the market of G company in Yunnan. So that G company can be sustainable development in the market in Yunnan. In this paper, the internal and external environment of the whole construction industry is comprehensively scanned, and the future prospects of the market are analyzed. At the same time, a large number of data published by the industry authority are used to illustrate the development of the construction industry. And through the first chapter marketing history and the second chapter G company Yunnan market environment synthesis analysis, unifies G company's present marketing present situation to find the disparity, from the disparity to find the suitable G company's marketing strategy, In the process, relevant marketing theory knowledge is also applied, so that the marketing strategy of Yunnan is studied and discussed more systematically and comprehensively. Finally, effective marketing suggestions are put forward for G Company. Because G company belongs to the information company which is specialized in the field of construction, and the construction field in the developing China, is in a prosperous period, but the level of information construction in China is relatively backward compared with the developed countries. The country's investment in the next three years will not be weakened. According to the investigation, 67% of the enterprises in our country have office automation system, 93.2% have professional software, 21.6% have management information system, 30.7% have project management system. 4.5 percent of enterprises have decision support systems, 6.8 percent of enterprises have ERP systems, and 6.8 percent of enterprises have large database systems. At the same time, the investigation shows that there is a close relationship between the latter three kinds of systems and the qualification grade of the enterprises. From this, we can see the influence of the development of construction information on the field of construction. The research in this paper can not only give G company effective suggestions for marketing strategy, but also accumulate valuable methodology for construction information enterprises. In this paper, the author uses a variety of marketing theory and analysis methods to Philip. On the basis of Kotler's marketing theory, combined with the relevant analysis method, this paper expounds the full text. The more prominent analysis methods are: PEST environment analysis, Porter five forces competition model analysis, SWOT-Q analysis, marketing theory and 4P1S strategy formulation. Through these analysis methods, we have a more comprehensive understanding of the internal and external environment of the market, and then come to the marketing strategy easier to operate and execute. The innovation of this paper is to combine the practical experience of G company. This paper expounds the practice of enterprise service marketing in a certain part, but today with the rapid development of the Internet, the marketing strategy based on product and customer experience is very important. Finally, the author also hopes that the research can bring some help and thinking to G Company or other similar enterprises.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.92
本文編號：2417858
[Abstract]:This paper is written by combining the long-term practice of marketing in G Company and the marketing theory knowledge learned during the reading of MBA, through the analysis of the macro and micro environment of Yunnan market. Fully understand the policy requirements of the market and the development space of the future market, and finally combine the market culture, organization, market requirements, competitive factors and its own products of G company in Yunnan to study and analyze the market of G company in Yunnan. So that G company can be sustainable development in the market in Yunnan. In this paper, the internal and external environment of the whole construction industry is comprehensively scanned, and the future prospects of the market are analyzed. At the same time, a large number of data published by the industry authority are used to illustrate the development of the construction industry. And through the first chapter marketing history and the second chapter G company Yunnan market environment synthesis analysis, unifies G company's present marketing present situation to find the disparity, from the disparity to find the suitable G company's marketing strategy, In the process, relevant marketing theory knowledge is also applied, so that the marketing strategy of Yunnan is studied and discussed more systematically and comprehensively. Finally, effective marketing suggestions are put forward for G Company. Because G company belongs to the information company which is specialized in the field of construction, and the construction field in the developing China, is in a prosperous period, but the level of information construction in China is relatively backward compared with the developed countries. The country's investment in the next three years will not be weakened. According to the investigation, 67% of the enterprises in our country have office automation system, 93.2% have professional software, 21.6% have management information system, 30.7% have project management system. 4.5 percent of enterprises have decision support systems, 6.8 percent of enterprises have ERP systems, and 6.8 percent of enterprises have large database systems. At the same time, the investigation shows that there is a close relationship between the latter three kinds of systems and the qualification grade of the enterprises. From this, we can see the influence of the development of construction information on the field of construction. The research in this paper can not only give G company effective suggestions for marketing strategy, but also accumulate valuable methodology for construction information enterprises. In this paper, the author uses a variety of marketing theory and analysis methods to Philip. On the basis of Kotler's marketing theory, combined with the relevant analysis method, this paper expounds the full text. The more prominent analysis methods are: PEST environment analysis, Porter five forces competition model analysis, SWOT-Q analysis, marketing theory and 4P1S strategy formulation. Through these analysis methods, we have a more comprehensive understanding of the internal and external environment of the market, and then come to the marketing strategy easier to operate and execute. The innovation of this paper is to combine the practical experience of G company. This paper expounds the practice of enterprise service marketing in a certain part, but today with the rapid development of the Internet, the marketing strategy based on product and customer experience is very important. Finally, the author also hopes that the research can bring some help and thinking to G Company or other similar enterprises.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.92
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