【摘要】：甘肅省人防工程公司創(chuàng)建于1982年,公司在“人防產(chǎn)品追求安全”的發(fā)展思路指導(dǎo)下,通過技術(shù)研發(fā),精細(xì)管理,迅速成長為集制造、銷售人防產(chǎn)品和其他人防設(shè)備及配套服務(wù)于一體的大型企業(yè)。但是近年來,因?yàn)楣靖偁帉κ�、行業(yè)競爭環(huán)境、產(chǎn)品銷售渠道和面對消費(fèi)者改變等原因,目前公司在市場競爭中面臨著如何獲取優(yōu)勢、如何制定營銷策略組合、如何滿足消費(fèi)者的不同需求等問題。在行業(yè)外部環(huán)境及內(nèi)部環(huán)境共同作用下,企業(yè)的競爭優(yōu)勢決定了其在行業(yè)中的所處位置。要想創(chuàng)造和保持競爭優(yōu)勢,公司必須對自身所擁有的資源進(jìn)行系統(tǒng)研究,分析出優(yōu)勢和劣勢,制定出合理的適合公司發(fā)展的競爭戰(zhàn)略及營銷策略,并保證有效的實(shí)施,才能促進(jìn)公司的長遠(yuǎn)發(fā)展。本文主要是關(guān)于甘肅人防工程公司在甘肅市場上的營銷策略的研究,首先對相關(guān)研究理論和工具進(jìn)行了詳細(xì)了論述,從中找出了研究本文的有力理論依據(jù)；其次對甘肅省人防工程公司的基本情況以及公司產(chǎn)品情況作了簡單介紹,并對公司的營銷現(xiàn)狀進(jìn)行了分析和研究。結(jié)合行業(yè)發(fā)展現(xiàn)狀和市場競爭情況以及公司內(nèi)部資源,分析出公司自身的優(yōu)勢和劣勢以及行業(yè)外部環(huán)境中面臨的機(jī)會和威脅,并對產(chǎn)品市場重新進(jìn)行了科學(xué)合理的市場細(xì)分、目標(biāo)市場選擇以及市場定位。接下來論文建立了甘肅省人防工程公司的營銷策略體系,并從產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略進(jìn)行了詳細(xì)分析。最后,從增加資金投入、加強(qiáng)營銷隊(duì)伍的建設(shè)、采用先進(jìn)的制造技術(shù)和專業(yè)的技術(shù)人員和提升差異化服務(wù)水平四個(gè)方面提出了保證甘肅省人防工程公司的營銷策略體系有效運(yùn)行的保障措施,以此來提高公司業(yè)務(wù)水平和服務(wù)質(zhì)量。
[Abstract]:Gansu civil air defense engineering company was founded in 1982, under the guidance of "civil air defense products for safety" development ideas, through technical research and development, fine management, rapid growth into centralized manufacturing, Sales of civil air-defense products and other civil air-defense equipment and supporting services in one of the large enterprises. But in recent years, because of the competition of the company, the competition environment of the industry, the sales channel of the product and the change of the consumer, the company is faced with how to gain the advantage in the market competition and how to formulate the marketing strategy combination. How to meet the different needs of consumers and other issues. Under the joint action of the external and internal environment, the competitive advantage of the enterprise determines its position in the industry. In order to create and maintain the competitive advantage, the company must make a systematic study of its own resources, analyze the advantages and disadvantages, formulate a reasonable competitive strategy and marketing strategy suitable for the development of the company, and ensure its effective implementation. In order to promote the long-term development of the company. This article is mainly about the Gansu Civil Air Defense Engineering Company in the Gansu market marketing strategy research, first of all, the relevant research theory and tools are discussed in detail, from which to find out the strength of the theoretical basis for this study; Secondly, the basic situation of Gansu Civil Air Defense Engineering Company and its products are briefly introduced, and the marketing status of the company is analyzed and studied. Combined with the current situation of industry development, market competition and internal resources of the company, this paper analyzes the advantages and disadvantages of the company itself and the opportunities and threats in the external environment of the industry, and carries out a scientific and reasonable market segmentation of the product market again. Target market selection and market positioning. Then the paper establishes the marketing strategy system of Gansu Civil Air Defense Engineering Company, and analyzes the product strategy, price strategy, channel strategy and promotion strategy in detail. Finally, in order to increase the investment of funds and strengthen the construction of marketing team, Adopting advanced manufacturing technology, professional technicians and raising the level of differentiated service, the paper puts forward the guarantee measures to ensure the effective operation of the marketing strategy system of Gansu Civil Air Defense Engineering Company. In order to improve the company's business level and service quality.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.4

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