【摘要】：UG公司成立于改革開放之初，，是由兩家在中國印刷界具有悠久歷史的百年老店聯(lián)合成立的大型國際印刷集團，其所涉及的印刷業(yè)務(wù)范圍很廣，主要包括書刊印刷、商業(yè)印刷、輪轉(zhuǎn)印刷，并包括前期的印前制作和后期的送貨服務(wù)。但隨著近年來行業(yè)競爭日趨激烈，印刷行業(yè)逐漸進入微利時代，UG公司也面臨著海外市場穩(wěn)步增長，而國內(nèi)市場銷售業(yè)績一路走低的情況。 本文是對UG公司國內(nèi)市場營銷方面進行的實證研究。首先介紹了UG公司的背景和現(xiàn)狀，然后針對公司的現(xiàn)狀，首先運用波特五力模型對UG公司的外部環(huán)境進行分析，然后運用SWOT分析工具對UG公司內(nèi)部環(huán)境進行剖析。接著再通過營銷戰(zhàn)略管理中的STP營銷理論和4Ps工具找出UG公司的對應(yīng)問題，接著對問題產(chǎn)生的原因進行分析并對如何解決問題提供思路。最后，根據(jù)前面的對應(yīng)的問題逐一提出營銷對策或在原有營銷策略的基礎(chǔ)上進行優(yōu)化，制定出符合國內(nèi)市場發(fā)展的營銷策略組合。 正值本人進行系統(tǒng)的MBA學(xué)習(xí)期間，本人通過運用所學(xué)MBA的理論知識并聯(lián)系自身的工作經(jīng)驗，對UG公司的國內(nèi)市場進行營銷診斷，結(jié)合公司實際情況來優(yōu)化和調(diào)整UG公司國內(nèi)市場營銷策略，以應(yīng)對競爭對手和國際經(jīng)濟環(huán)境不景氣帶來的挑戰(zhàn)與壓力，使公司能在未來與國內(nèi)同行的競爭中獲取更多的業(yè)務(wù)，達(dá)到提高國內(nèi)市場業(yè)績的目的，同時也為其他同類公司經(jīng)營提供參考和借鑒。
[Abstract]:Founded at the beginning of reform and opening up, UG is a large international printing group jointly established by two hundred-year-old stores with a long history in China's printing industry. it involves a wide range of printing business, including book printing and commercial printing. Rotating printing, including pre-press production and post-delivery services. However, with the increasingly fierce competition in the industry in recent years, the printing industry has gradually entered the era of small profits, UG is also facing steady growth in the overseas market, and the sales performance in the domestic market has been declining all the way. This paper is an empirical study on the domestic marketing of UG Company. This paper first introduces the background and present situation of UG company, and then analyzes the external environment of UG company by using Porter five-force model, and then analyzes the internal environment of UG company by using SWOT analysis tool. Then through the STP marketing theory and 4Ps tools in the marketing strategy management to find out the corresponding problems of UG Company, and then analyze the causes of the problems and provide ideas on how to solve the problems. Finally, according to the previous corresponding problems, the marketing countermeasures are put forward one by one or optimized on the basis of the original marketing strategy, and the marketing strategy combination in line with the development of the domestic market is worked out. During my systematic MBA study, I made a marketing diagnosis of the domestic market of UG Company by using the theoretical knowledge of the MBA learned and connecting with my own work experience. According to the actual situation of the company to optimize and adjust the domestic marketing strategy of UG company, in order to meet the challenges and pressures brought about by the downturn of competitors and the international economic environment, so that the company can obtain more business in the future competition with its domestic counterparts. To achieve the purpose of improving the performance of the domestic market, but also for other similar companies to provide reference and reference.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.84

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