【摘要】：市場營銷策略是一個管理學(xué)分支的學(xué)科，指在營銷活動中運用專門的知識、技能、工具和方法，使企業(yè)的營銷工作能夠在有限資源限定條件下，實現(xiàn)或超過設(shè)定的需求和期望。本論文作者通過在吉林森工金橋地板集團中的領(lǐng)導(dǎo)工作，理論結(jié)合實際并從實踐中發(fā)現(xiàn)問題，運用營銷管理的方法、工具和理念來解決實際困難，真正做到知行合一。理論知識是實踐和工作的基本，本文中作者首先介紹了市場營銷管理的基本概念、工具方法及發(fā)展歷程等，在該理論知識基礎(chǔ)上作者結(jié)合吉林森工金橋地板集團的自身發(fā)展特點又歸納了“金橋”牌地板營銷管理的基本戰(zhàn)略、定位以及相關(guān)分析結(jié)論和未來規(guī)劃等，為日后金橋地板的營銷工作打好了基礎(chǔ)、做好了鋪墊。文中作者利用營銷管理的各類工具對金橋地板目前的營銷工作進行了深入的分析，進一步認清了目前市場形勢，科學(xué)的權(quán)衡了同競爭對手的優(yōu)勢、劣勢以及機遇和風(fēng)險等問題，制訂了解決方案和詳實的營銷計劃，為今后繼續(xù)加強吉林森工金橋地板集團的營銷工作積累了寶貴的經(jīng)驗。
[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)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.88;F274

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