【摘要】：市場(chǎng)營(yíng)銷(xiāo)策略是一個(gè)管理學(xué)分支的學(xué)科，指在營(yíng)銷(xiāo)活動(dòng)中運(yùn)用專門(mén)的知識(shí)、技能、工具和方法，使企業(yè)的營(yíng)銷(xiāo)工作能夠在有限資源限定條件下，實(shí)現(xiàn)或超過(guò)設(shè)定的需求和期望。本論文作者通過(guò)在吉林森工金橋地板集團(tuán)中的領(lǐng)導(dǎo)工作，理論結(jié)合實(shí)際并從實(shí)踐中發(fā)現(xiàn)問(wèn)題，運(yùn)用營(yíng)銷(xiāo)管理的方法、工具和理念來(lái)解決實(shí)際困難，真正做到知行合一。理論知識(shí)是實(shí)踐和工作的基本，本文中作者首先介紹了市場(chǎng)營(yíng)銷(xiāo)管理的基本概念、工具方法及發(fā)展歷程等，在該理論知識(shí)基礎(chǔ)上作者結(jié)合吉林森工金橋地板集團(tuán)的自身發(fā)展特點(diǎn)又歸納了“金橋”牌地板營(yíng)銷(xiāo)管理的基本戰(zhàn)略、定位以及相關(guān)分析結(jié)論和未來(lái)規(guī)劃等，為日后金橋地板的營(yíng)銷(xiāo)工作打好了基礎(chǔ)、做好了鋪墊。文中作者利用營(yíng)銷(xiāo)管理的各類工具對(duì)金橋地板目前的營(yíng)銷(xiāo)工作進(jìn)行了深入的分析，進(jìn)一步認(rèn)清了目前市場(chǎng)形勢(shì)，科學(xué)的權(quán)衡了同競(jìng)爭(zhēng)對(duì)手的優(yōu)勢(shì)、劣勢(shì)以及機(jī)遇和風(fēng)險(xiǎn)等問(wèn)題，制訂了解決方案和詳實(shí)的營(yíng)銷(xiāo)計(jì)劃，為今后繼續(xù)加強(qiáng)吉林森工金橋地板集團(tuán)的營(yíng)銷(xiāo)工作積累了寶貴的經(jīng)驗(yàn)。
[Abstract]:Marketing strategy is a branch of management science, which refers to the use of specialized knowledge, skills, tools and methods in marketing activities, so that the marketing work of enterprises can meet or exceed the set needs and expectations under the condition of limited resources. Through the leadership work in Jilin Forest Industry Jinqiao flooring Group, the author of this paper combines theory with practice and finds out problems in practice, and uses marketing management methods, tools and ideas to solve practical difficulties and truly integrate knowledge and practice. Theoretical knowledge is the basis of practice and work. In this paper, the author first introduces the basic concept of marketing management, tools and methods and the development process, and so on. On the basis of this theoretical knowledge, the author sums up the basic strategy, positioning, relevant analysis conclusions and future planning of "Jinqiao" brand floor marketing management combined with the development characteristics of Jilin Seigong Jinqiao flooring Group. For the future Jinqiao floor marketing work laid a good foundation, do a good job of laying the groundwork. In this paper, the author makes a deep analysis of the current marketing work of Jinqiao floor by using all kinds of marketing management tools, further recognizes the current market situation, and scientifically weighs the advantages, disadvantages, opportunities and risks of the competitors. The solution and detailed marketing plan have been worked out, which has accumulated valuable experience for strengthening the marketing work of Jilin Forest Industry Jinqiao flooring Group in the future.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.88;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 呂斌;我國(guó)實(shí)木復(fù)合地板發(fā)展現(xiàn)狀及趨勢(shì)[J];人造板通訊;2004年11期

，

本文編號(hào)：2473493