發(fā)布時(shí)間：2018-02-22 13:47

  本文關(guān)鍵詞： 市場(chǎng)營(yíng)銷 營(yíng)銷戰(zhàn)略 戰(zhàn)略分析 防護(hù)用品　出處：《蘭州理工大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的高速發(fā)展,各式各樣的環(huán)境污染問題也日益嚴(yán)重,除了重金屬污染土地、廢水排污進(jìn)江河湖流等情況外,各種廢氣排放所形成的霧霾也已經(jīng)成為了當(dāng)前最嚴(yán)重的環(huán)境污染問題之一,而且呈現(xiàn)出經(jīng)濟(jì)越發(fā)達(dá)的城市,霧霾污染相對(duì)越嚴(yán)重。除了我國(guó)一線城市北上廣深外,G20之后正在步入一線城市的杭州,在近幾年也飽受霧霾污染的折磨,但同時(shí)也催生出環(huán)保產(chǎn)品企業(yè)的誕生和發(fā)展。TD公司成立于2011年,是一家專業(yè)從事職業(yè)防護(hù)用品和醫(yī)療衛(wèi)生耗材代理并銷售的公司。隨著2013年開始大面積爆發(fā)霧霾,客戶對(duì)防霾口罩的需求呈現(xiàn)爆發(fā)式增長(zhǎng);另外,國(guó)家的相關(guān)政策出臺(tái),也使TD公司的職業(yè)防護(hù)用品得到更大的銷路。作為企業(yè)的管理者,除了關(guān)注TD公司的業(yè)績(jī)?cè)鲩L(zhǎng)外,也在公司經(jīng)營(yíng)過程中不斷的發(fā)現(xiàn)問題和解決管理問題。特別是近年來,發(fā)現(xiàn)公司的營(yíng)銷戰(zhàn)略和體系都存在一定的缺陷。因此本文就TD公司的營(yíng)銷戰(zhàn)略進(jìn)行深入研究,并在分析后提出具體的實(shí)施方案。在本文的撰寫過程中,根據(jù)TD公司的營(yíng)銷管理現(xiàn)狀,發(fā)現(xiàn)目前TD公司存在著產(chǎn)品銷售利潤(rùn)較少、銷售渠道相對(duì)狹窄、促銷策略過于簡(jiǎn)單、資金回籠較慢以及整體的營(yíng)銷管理體系缺陷等問題�；诖�,本文通過營(yíng)銷管理的戰(zhàn)略分析工具PEST分析法和SWOT分析法對(duì)TD公司進(jìn)行多方面多角度的分析,并根據(jù)營(yíng)銷戰(zhàn)略的選擇和營(yíng)銷組合戰(zhàn)略制定,確定了TD公司營(yíng)銷戰(zhàn)略的定位、目標(biāo)、管理體系等方面的改進(jìn)方案。在采取了本文建議的辦法后,TD公司在新的一年里,月均庫(kù)存同比上一年度庫(kù)存下降了25%,在應(yīng)收賬款方面月均同比下降15%左右,開拓新的線上營(yíng)銷模式,代理了適應(yīng)社會(huì)變化的新產(chǎn)品,初步實(shí)現(xiàn)了既定的目標(biāo)。
[Abstract]:With the rapid economic development of our country, all kinds of environmental pollution problems are becoming more and more serious. In addition to heavy metal pollution of land and sewage discharge into rivers and lakes, Haze caused by various kinds of exhaust gas emissions has become one of the most serious environmental pollution problems at present, and the more developed the city is, the more developed the economy is. The more serious the haze pollution is, the more serious it is. In addition to the first-tier cities in China, after going north to Guangzhou-Shenzhen and the G20, they are entering Hangzhou, a first-tier city. In recent years, they have also suffered from haze pollution. But it also gave birth to the birth and development of environmental protection products enterprises. TD Company was founded in 2011. It is a company specializing in the agency and sale of occupational protective products and medical and sanitary consumables. With the outbreak of haze in 2013, Customers' demand for anti-haze masks is exploding; in addition, the introduction of relevant national policies has also made TD Company's occupational protective products more marketable. As enterprise managers, in addition to focusing on the growth of TD Company's performance, Especially in recent years, the marketing strategy and system of the company are found to have some defects. Therefore, this paper makes a deep research on the marketing strategy of TD Company. In the process of writing this paper, according to the current situation of marketing management of TD company, it is found that TD company has less profit of product sales, relatively narrow sales channel, and too simple promotion strategy. Based on this, this paper analyzes TD Company from many angles through the strategic analysis tool of marketing management, PEST analysis method and SWOT analysis method. According to the choice of marketing strategy and the formulation of marketing combination strategy, the improvement scheme of TD company's marketing strategy, such as orientation, target, management system and so on, is determined. Compared with the previous year, the monthly average inventory has dropped by 25%, and the monthly average in accounts receivable has decreased by 15% or so. The new online marketing model has been developed, acting as a new product to adapt to the social changes, and the established target has been preliminarily achieved.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F426.8

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