本文關(guān)鍵詞： 戰(zhàn)略合作營(yíng)銷(xiāo) 戰(zhàn)略聯(lián)盟 競(jìng)爭(zhēng)優(yōu)勢(shì)　出處：《大連海事大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：戰(zhàn)略合作營(yíng)銷(xiāo)是21世紀(jì)營(yíng)銷(xiāo)中最重要的理念,與傳統(tǒng)營(yíng)銷(xiāo)相比,它具有很多明顯的優(yōu)勢(shì),已發(fā)展成為企業(yè)實(shí)現(xiàn)較高銷(xiāo)售收入和利潤(rùn)、開(kāi)發(fā)新品、實(shí)現(xiàn)企業(yè)擴(kuò)張、開(kāi)拓新市場(chǎng)的主要營(yíng)銷(xiāo)方式,是許多企業(yè)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的戰(zhàn)略選擇。企業(yè)通過(guò)戰(zhàn)略合作營(yíng)銷(xiāo)的實(shí)施,以取得持續(xù)的競(jìng)爭(zhēng)優(yōu)勢(shì),來(lái)確保企業(yè)獲得可持續(xù)發(fā)展的動(dòng)力。該論文是為煙臺(tái)正海新材料有限公司在新的經(jīng)濟(jì)和行業(yè)背景條件下,獲取和提升競(jìng)爭(zhēng)力設(shè)計(jì)并實(shí)踐戰(zhàn)略合作營(yíng)銷(xiāo)模式。企業(yè)的市場(chǎng)營(yíng)銷(xiāo)活動(dòng)是該論文的研究?jī)?nèi)容,在市場(chǎng)競(jìng)爭(zhēng)殘酷的外墻保溫行業(yè)中,企業(yè)的營(yíng)銷(xiāo)模式和活動(dòng)及復(fù)雜而多變的環(huán)境是一個(gè)有機(jī)的系統(tǒng),運(yùn)用現(xiàn)代營(yíng)銷(xiāo)理論、戰(zhàn)略管理理論、企業(yè)競(jìng)爭(zhēng)理論、合作營(yíng)銷(xiāo)理論為基礎(chǔ),以波特五力模型和價(jià)值鏈分析作為工具,鑒于新經(jīng)濟(jì)和行業(yè)環(huán)境加以研究分析,從介紹戰(zhàn)略營(yíng)銷(xiāo)、戰(zhàn)略聯(lián)盟、合作營(yíng)銷(xiāo)的內(nèi)涵、特點(diǎn)開(kāi)始,對(duì)新形勢(shì)下正海新材料有限公司戰(zhàn)略合作營(yíng)銷(xiāo)的內(nèi)涵、內(nèi)容及基本模式進(jìn)行分析,并通過(guò)對(duì)現(xiàn)有營(yíng)銷(xiāo)模式進(jìn)行對(duì)比,創(chuàng)造性的提出一種適合正海新材料有限公司的戰(zhàn)略合作營(yíng)銷(xiāo)模式,從而為正海新材料有限公司打造和培育營(yíng)銷(xiāo)競(jìng)爭(zhēng)力,實(shí)現(xiàn)公司可持續(xù)發(fā)展提供一種新的思路和方法。本研究由五部分組成。第一部分為緒論。在緒論中介紹了問(wèn)題的提出和意義,同時(shí)介紹了該問(wèn)題目前的研究現(xiàn)狀。第二部介紹了戰(zhàn)略合作營(yíng)銷(xiāo)的基本理論。在這部分中介紹了戰(zhàn)略合作營(yíng)銷(xiāo)的基本概念、相關(guān)理論和具體實(shí)現(xiàn)方法。第三部分介紹了煙臺(tái)正海新材料有限公司的企業(yè)概況和營(yíng)銷(xiāo)現(xiàn)狀分析。第四部分介紹煙臺(tái)正海新材料有限公司戰(zhàn)略合作營(yíng)銷(xiāo)方案設(shè)計(jì),從團(tuán)隊(duì)建設(shè)、客戶(hù)信用評(píng)級(jí)和銷(xiāo)售政策方面進(jìn)行具體方案設(shè)計(jì)。第五部分介紹煙臺(tái)正海新材料有限公司戰(zhàn)略合作營(yíng)銷(xiāo)實(shí)施方案設(shè)計(jì),主要從目標(biāo)、進(jìn)度計(jì)劃和保障措施等方面進(jìn)行研究。
[Abstract]:In 21th century, strategic cooperative marketing is the most important concept in marketing. Compared with traditional marketing, it has many obvious advantages, and has developed into an enterprise to achieve higher sales income and profits, and to develop new products. It is the strategic choice for many enterprises to gain competitive advantage to realize the expansion of enterprises and to open up new markets. Through the implementation of strategic cooperative marketing, enterprises can obtain sustainable competitive advantage. This paper is for Yantai Zhenghai New material Co., Ltd under the new economic and industry background. Obtain and enhance competitiveness design and practice strategic cooperative marketing model. The marketing activities of enterprises is the research content of this paper, in the fierce market competition outside wall insulation industry. The marketing model and activities of enterprises and the complex and changeable environment are an organic system, which is based on modern marketing theory, strategic management theory, enterprise competition theory and cooperative marketing theory. With Porter's five-force model and value chain analysis as a tool, in view of the new economy and the industry environment to study and analysis, starting from the introduction of strategic marketing, strategic alliance, cooperative marketing connotation, characteristics. This paper analyzes the connotation, content and basic mode of strategic cooperative marketing of Zhenghai New Materials Co., Ltd under the new situation, and compares the existing marketing models. Creatively put forward a kind of strategic cooperative marketing mode suitable for Zhenghaixin material Co., Ltd., so as to create and cultivate marketing competitiveness for Zhenghaixin material Co., Ltd. This research consists of five parts. The first part is the introduction. In the introduction, it introduces the problem and its significance. The second part introduces the basic theory of strategic cooperative marketing. In this part, it introduces the basic concept of strategic cooperative marketing. The third part introduces the general situation and marketing situation of Yantai Zhenghaixin material Co., Ltd. 4th part introduces the strategic cooperative marketing scheme design of Yantai Zhenghaixin material Co., Ltd. . From the team building, customer credit rating and sales policy specific design. 5th part introduces Yantai Zhenghaixin material Co., Ltd. Strategic cooperation marketing implementation scheme design, mainly from the goal. Progress plan and safeguard measures are studied.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.7;F274

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本文編號(hào)：1473248