本文選題：中小企業(yè) + SWOT模型　； 參考：《廣東財經(jīng)大學》2015年碩士論文

【摘要】：本文以隱雪公司為例,在詳細分析隱雪公司整體發(fā)展戰(zhàn)略以及現(xiàn)有營銷管理體系所存在問題的基礎上,為公司設計一套市場營銷策略優(yōu)化方案。旨在研究迅速發(fā)展中的中小企業(yè)營銷策略方面存在的問題,尋求優(yōu)化營銷策略的原則及方法,由此可舉一反三,為廣大發(fā)展中的中小企業(yè)實施正確而有效的營銷策略提供借鑒作用。本文采用理論與實際相結合的研究方法,先是闡述營銷管理相關的基本理論,提出公司營銷管理的戰(zhàn)略目標及其總體要求;然后建立SWOT模型,分析隱雪公司的營銷管理現(xiàn)狀;接著指出公司營銷存在的主要問題,分析市場營銷中存在問題的本質;最后依據(jù)戰(zhàn)略的要求,提出優(yōu)化市場營銷策略的具體方案。筆者認為,企業(yè)要在市場中實現(xiàn)突圍,并不是看它的規(guī)模大小,而是看它市場營銷的能達到什么效果�？梢哉f,市場營銷活動關系到企業(yè)的生存,也是驅動企業(yè)發(fā)展壯大的引擎,營銷好,企業(yè)發(fā)展則會更順利,而最關鍵的更是制定這些營銷活動的策略。作為發(fā)展中的中小企業(yè)的一員,隱雪公司要想繼續(xù)發(fā)展壯大,必須進行創(chuàng)新,通過產(chǎn)品、價格、渠道和促銷等營銷組合策略的優(yōu)化來贏得成長機會。
[Abstract]:Based on the detailed analysis of the whole development strategy and the existing problems of the marketing management system, this paper designs a set of marketing strategy optimization scheme for the company. The purpose of this paper is to study the problems existing in the marketing strategy of the rapidly developing small and medium-sized enterprises, and to seek the principles and methods of optimizing the marketing strategy. For the majority of developing small and medium-sized enterprises to implement the correct and effective marketing strategy to provide reference. This article adopts the research method of combining theory with practice, first expounds the basic theory of marketing management, puts forward the strategic goal and the overall requirements of marketing management of the company, then establishes the SWOT model, analyzes the current situation of the marketing management of Hidden Snow Company. Then it points out the main problems existing in the marketing of the company, analyzes the essence of the problems in the marketing, and finally, according to the requirements of the strategy, puts forward the specific scheme of optimizing the marketing strategy. The author thinks that if an enterprise wants to break through in the market, it does not depend on its size, but on what effect it can achieve in marketing. It can be said that marketing activities are related to the survival of enterprises, but also driving the development and growth of enterprises, good marketing, enterprise development will be more smooth, and the most important is to formulate these marketing strategies. As a member of developing small and medium-sized enterprises, Hidden Snow Co., Ltd., in order to continue to grow, must innovate and win growth opportunities through the optimization of marketing mix strategy, such as product, price, channel and promotion.
【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.82

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