本文選題：營銷組合策略 + SWOT分析��； 參考：《燕山大學(xué)》2015年碩士論文

【摘要】：受國全球金融危機(jī)的影響,一直以來快速增長的鋼鐵行業(yè)發(fā)展速度開始放緩,鋼鐵板材的需求也在下降,產(chǎn)品營銷問題越來越受到關(guān)注。本文以秦皇島首鋼板材有限公司為研究對象,旨在通過科學(xué)的方法,制訂出適合其特點(diǎn)的營銷戰(zhàn)略,從而達(dá)到幫助企業(yè)板材行業(yè)中獲得全面的競爭優(yōu)勢等目的。本研究成果為大型企業(yè)在全球化背景下應(yīng)對競爭和挑戰(zhàn)提供了有力的理論參考和實(shí)踐指南。首先本文系統(tǒng)闡述了研究背景和意義,梳理了國內(nèi)外研究現(xiàn)狀,并指出當(dāng)前研究的不足,同時概述了營銷相關(guān)理論等,奠定了論文的研究基礎(chǔ);其次,對秦皇島首鋼板材有限公司的營銷現(xiàn)狀進(jìn)行了闡述,分別應(yīng)用PEST分析理論及波特的五力模型對公司的外部營銷環(huán)境、行業(yè)發(fā)展環(huán)境進(jìn)行了全方位的分析,并詳細(xì)解剖了公司內(nèi)部營銷環(huán)境,同時通過綜合應(yīng)用IFE矩陣、EFE矩陣、SWOT定性分析模型和象限分析法,對公司進(jìn)行分析,確定了公司在營銷過程中所應(yīng)采取集中化的戰(zhàn)略;再次,對秦皇島首鋼板材公司的集中化戰(zhàn)略進(jìn)行了詳細(xì)的規(guī)劃和設(shè)計(jì),并通過STP方法進(jìn)行市場細(xì)分、目標(biāo)市場選擇和產(chǎn)品定位,設(shè)計(jì)出以產(chǎn)品和價格為重點(diǎn)的營銷組合策略;最后,從強(qiáng)化業(yè)務(wù)保障能力、推進(jìn)營銷隊(duì)伍建設(shè)、建設(shè)企業(yè)文化等方面提出了保障該營銷策略順利實(shí)施方案措施。
[Abstract]:Affected by the global financial crisis, the rapid growth of the steel industry has been slowing down, steel plate demand is also declining, product marketing issues are increasingly concerned. This paper takes Qinhuangdao Shougang sheet Co., Ltd. as the research object, aims at making out the marketing strategy suitable for its characteristics through scientific methods, so as to help the enterprise to obtain the overall competitive advantage in the sheet metal industry and so on. The results of this study provide powerful theoretical and practical guidance for large enterprises to deal with competition and challenges in the context of globalization. First of all, this paper systematically expounds the research background and significance, combs the current research situation at home and abroad, and points out the shortcomings of the current research, at the same time, summarizes the marketing related theories, and establishes the research foundation of the thesis. This paper expounds the marketing situation of Qinhuangdao Shougang sheet Co., Ltd., and analyzes the external marketing environment and industry development environment of the company by using PEST analysis theory and Porter's five-force model, respectively. At the same time, the author analyzes the company by using IFE matrix and quadrant analysis method, and determines the strategy of centralization in the process of marketing. The centralized strategy of Qinhuangdao Shougang sheet Company is planned and designed in detail, and through the STP method, market segmentation, target market selection and product positioning are carried out to design a marketing mix strategy with emphasis on product and price. From the aspects of strengthening the ability of business security, promoting the construction of marketing team and constructing enterprise culture, this paper puts forward some measures to ensure the smooth implementation of the marketing strategy.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.31

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王鴻;;轉(zhuǎn)型階段資產(chǎn)管理公司的市場營銷[J];北京工商大學(xué)學(xué)報(社會科學(xué)版);2006年01期

2 李玉珍,張玉梅;解讀中國市場營銷發(fā)展史[J];河北師范大學(xué)學(xué)報(哲學(xué)社會科學(xué)版);2004年02期

3 汪義平;;我國鋼鐵行業(yè)資產(chǎn)重組戰(zhàn)略思考[J];合作經(jīng)濟(jì)與科技;2010年03期

4 蔣善玉;;濟(jì)鋼鍋爐用鋼板的生產(chǎn)現(xiàn)狀與對策[J];寬厚板;2006年04期

5 徐斌;;中國鐵礦石進(jìn)口價格波動影響因素的實(shí)證研究[J];經(jīng)濟(jì)問題探索;2014年07期

6 王景妍;;基于PEST分析的衡水營銷環(huán)境及策略探析[J];湖南農(nóng)機(jī);2012年11期

7 周玉泉;;基于中國傳統(tǒng)儒家思想的現(xiàn)代市場營銷倫理探討[J];生產(chǎn)力研究;2010年04期

8 陸紅葉;;把營銷隊(duì)伍的培訓(xùn)模式納入“3C”體系[J];上海商業(yè);2010年09期

9 何一夫;;企業(yè)市場營銷戰(zhàn)略選擇——社會責(zé)任營銷[J];特區(qū)經(jīng)濟(jì);2013年05期

10 李華敏;楊磊;;市場營銷資源有效配置的博弈模型及實(shí)證[J];統(tǒng)計(jì)與決策;2013年15期

，

本文編號：1813036