本文選題：市場營銷　切入點：營銷觀念　出處：《遼寧工程技術(shù)大學》2014年碩士論文　論文類型：學位論文

【摘要】：大連龍圣基建設(shè)項目管理有限公司自2009年成立以來,成功地監(jiān)理了多個項目。但近年來,隨著一些其他的監(jiān)理公司進入大連市場,使公司面臨嚴峻的競爭形勢。如果墨守成規(guī),靠過去的一些老經(jīng)驗在如此激烈的競爭中站穩(wěn)腳跟已經(jīng)很不現(xiàn)實。因此,對大連龍圣基建設(shè)項目管理有限公司營銷問題的研究具有很重要的現(xiàn)實意義。通過大量的數(shù)據(jù)和資料的整理,運用理論與實踐相結(jié)合的研究方法,首先介紹了大連龍圣基建設(shè)項目管理有限公司的基本情況與營銷現(xiàn)狀,指出該公司成長不穩(wěn)定。接著對大連龍圣基建設(shè)項目管理有限公司的政策、經(jīng)濟、社會、技術(shù)、競爭者、用戶等營銷微觀和宏觀環(huán)境進行了詳細的分析。第三,從大連龍圣基建設(shè)項目管理有限公司成長不穩(wěn)定現(xiàn)狀出發(fā),找到了本公司營銷存在的問題,包括產(chǎn)品缺乏設(shè)計理念、高服務(wù)標準與低監(jiān)理收費的矛盾、促銷手段單一以及營銷隊伍問題。最后,依據(jù)此提出了自己的建議,制定符合該公司的營銷策略,使該公司能夠從多個角度重新審視現(xiàn)有的市場營銷工作,最大限度地提高營銷業(yè)績。
[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.
【學位授予單位】：遼寧工程技術(shù)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F284

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本文編號：1582806