本文關(guān)鍵詞：CG公司營(yíng)銷策略研究　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 市場(chǎng)營(yíng)銷 玻璃深加 建筑LOW-E能玻璃

【摘要】：經(jīng)過改革開放30年的快速發(fā)展，中國(guó)的制造產(chǎn)業(yè)已趨成熟。制造行業(yè)的企業(yè)競(jìng)爭(zhēng)已經(jīng)愈發(fā)激烈，企業(yè)的生存顯得比過往更為艱難。一個(gè)企業(yè)要想取得發(fā)展和壯大，不能在像上個(gè)世紀(jì)那樣毫無(wú)章法毫無(wú)頭緒的參入競(jìng)爭(zhēng)，而是要走專業(yè)的市場(chǎng)化道路，從企業(yè)內(nèi)部的戰(zhàn)略制定，到生產(chǎn)管理，甚至到營(yíng)銷策略的制定都在深刻的影響著企業(yè)的發(fā)展走向，無(wú)論哪個(gè)環(huán)節(jié)出現(xiàn)問題都會(huì)阻礙企業(yè)的發(fā)展大計(jì)。特別在現(xiàn)如今的市場(chǎng)環(huán)境下，筆者認(rèn)為營(yíng)銷策略的重要性已經(jīng)到了無(wú)以復(fù)加的地步。目前，在激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下，企業(yè)只有做好營(yíng)銷策略，并讓其為公司的總體戰(zhàn)略服務(wù)，才能贏得市場(chǎng)訂單，才能為企業(yè)的發(fā)展創(chuàng)造利潤(rùn)支持。腦白金的成功以及王老吉和三株口服液的巨大成功無(wú)不都在說明營(yíng)銷策略的重要性。 本文把CG公司作為研究對(duì)象，并根據(jù)工業(yè)品消費(fèi)特征，從產(chǎn)品、價(jià)格、促銷、渠道幾個(gè)方面入手，全面研究CG公司的營(yíng)銷活動(dòng)，并研究了企業(yè)在華南市場(chǎng)的營(yíng)銷環(huán)境及營(yíng)銷策略。本文使用了PEST、STP、4CS、4Ps、SWOT和企業(yè)管理的有關(guān)理論，通過分析找到能夠更完善CG公司LOW-E節(jié)能玻璃的營(yíng)銷策略方案。為了保證營(yíng)銷策略的實(shí)施，本文還根據(jù)CG公司的實(shí)際情況，，提出了相應(yīng)的實(shí)施建議。 本文以市場(chǎng)營(yíng)銷等理論為基礎(chǔ)，定性分析為主，結(jié)合適當(dāng)?shù)臄?shù)據(jù)定量分析，所研究的內(nèi)容對(duì)CG公司當(dāng)前和未來的生存及發(fā)展具有較好的指導(dǎo)意義和實(shí)際應(yīng)用價(jià)值，對(duì)玻璃行業(yè)的其他企業(yè)也具有借鑒意義。
[Abstract]:After 30 years of rapid development of reform and opening up, the manufacturing industry in China has become mature, and the competition of manufacturing enterprises has become more and more fierce. The survival of enterprises is more difficult than before. If an enterprise wants to achieve development and growth, it should not enter the competition without any rules as it did in 0th century, but take the road of professional marketization. From the internal strategic formulation to the production management, even to the formulation of marketing strategies, it has a profound impact on the development of enterprises. No matter which link problems will hinder the development of enterprises. Especially in today's market environment, the author believes that the importance of marketing strategy has reached a point. At present. Under the fierce market competition environment, the enterprise can win the market order only by doing well the marketing strategy and letting it serve the company's overall strategy. The success of brain platinum and the great success of Wang Laoji and Sanshu Oral liquid all illustrate the importance of marketing strategy. In this paper, CG company as the research object, and according to the consumption characteristics of industrial products, from the products, prices, promotions, channels, a comprehensive study of CG marketing activities. The marketing environment and marketing strategy of enterprises in South China are studied. Through the analysis to find a more perfect CG company LOW-E energy-saving glass marketing strategy. In order to ensure the implementation of marketing strategy, this paper also according to the actual situation of CG company. The corresponding implementation suggestions are put forward. This paper is based on the theory of marketing, qualitative analysis, combined with appropriate quantitative analysis of data. The research content has good guiding significance and practical application value for the current and future survival and development of CG company, and also has reference significance for other enterprises in glass industry.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.721

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