本文選題：市場(chǎng)營(yíng)銷(xiāo)　切入點(diǎn)：營(yíng)銷(xiāo)觀念　出處：《遼寧工程技術(shù)大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：大連龍圣基建設(shè)項(xiàng)目管理有限公司自2009年成立以來(lái),成功地監(jiān)理了多個(gè)項(xiàng)目。但近年來(lái),隨著一些其他的監(jiān)理公司進(jìn)入大連市場(chǎng),使公司面臨嚴(yán)峻的競(jìng)爭(zhēng)形勢(shì)。如果墨守成規(guī),靠過(guò)去的一些老經(jīng)驗(yàn)在如此激烈的競(jìng)爭(zhēng)中站穩(wěn)腳跟已經(jīng)很不現(xiàn)實(shí)。因此,對(duì)大連龍圣基建設(shè)項(xiàng)目管理有限公司營(yíng)銷(xiāo)問(wèn)題的研究具有很重要的現(xiàn)實(shí)意義。通過(guò)大量的數(shù)據(jù)和資料的整理,運(yùn)用理論與實(shí)踐相結(jié)合的研究方法,首先介紹了大連龍圣基建設(shè)項(xiàng)目管理有限公司的基本情況與營(yíng)銷(xiāo)現(xiàn)狀,指出該公司成長(zhǎng)不穩(wěn)定。接著對(duì)大連龍圣基建設(shè)項(xiàng)目管理有限公司的政策、經(jīng)濟(jì)、社會(huì)、技術(shù)、競(jìng)爭(zhēng)者、用戶(hù)等營(yíng)銷(xiāo)微觀和宏觀環(huán)境進(jìn)行了詳細(xì)的分析。第三,從大連龍圣基建設(shè)項(xiàng)目管理有限公司成長(zhǎng)不穩(wěn)定現(xiàn)狀出發(fā),找到了本公司營(yíng)銷(xiāo)存在的問(wèn)題,包括產(chǎn)品缺乏設(shè)計(jì)理念、高服務(wù)標(biāo)準(zhǔn)與低監(jiān)理收費(fèi)的矛盾、促銷(xiāo)手段單一以及營(yíng)銷(xiāo)隊(duì)伍問(wèn)題。最后,依據(jù)此提出了自己的建議,制定符合該公司的營(yíng)銷(xiāo)策略,使該公司能夠從多個(gè)角度重新審視現(xiàn)有的市場(chǎng)營(yíng)銷(xiāo)工作,最大限度地提高營(yíng)銷(xiāo)業(yè)績(jī)。
[Abstract]:Since its establishment in 2009, Dalian Longshengji Construction Project Management Co., Ltd. has successfully supervised a number of projects. However, in recent years, with some other supervision companies entering the Dalian market, the company is facing a severe competitive situation. It is no longer realistic to rely on some old experience to gain a foothold in such fierce competition. It is of great practical significance to study the marketing problems of Dalian Longshengji Construction Project Management Co., Ltd. Through the collation of a large amount of data and data, the research method of combining theory with practice is used. This paper first introduces the basic situation and marketing situation of Dalian Longshengji Construction Project Management Co., Ltd., and points out the unstable growth of Dalian Longshengji Construction Project Management Co., Ltd. Then the policy, economy, society, technology and competitors of Dalian Longshengji Construction Project Management Co., Ltd. The micro and macro environment of customer marketing is analyzed in detail. Thirdly, starting from the unstable growth situation of Dalian Longshengji Construction Project Management Co., Ltd., we find the problems existing in the marketing of our company, including the lack of design concept of our products. The contradiction between high service standard and low supervision charge, the single means of promotion and the problem of marketing team. Finally, according to this, the author puts forward his own suggestion and formulates the marketing strategy in line with the company. It enables the company to re-examine the existing marketing work from multiple perspectives to maximize marketing performance.
【學(xué)位授予單位】：遼寧工程技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F284

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