本文選題：印刷公司　切入點(diǎn)：市場(chǎng)營(yíng)銷(xiāo)　出處：《北京交通大學(xué)》2017年碩士論文

【摘要】：改革開(kāi)放以來(lái),中國(guó)經(jīng)濟(jì)高速增長(zhǎng),取得了舉世矚目的成績(jī),得益于國(guó)民經(jīng)濟(jì)的平穩(wěn)快速發(fā)展,印刷業(yè)也保持了高速穩(wěn)定增長(zhǎng)。大量印刷企業(yè)的涌入促進(jìn)了印刷行業(yè)的高速發(fā)展,但也帶來(lái)了一系列的問(wèn)題,產(chǎn)能過(guò)剩,產(chǎn)品供大于求,市場(chǎng)競(jìng)爭(zhēng)日益激烈。雖然印刷總體產(chǎn)業(yè)值逐年上升,但利潤(rùn)率卻逐年下滑。JY印刷公司作為印刷企業(yè)大軍中的一員,同樣也面臨著上述困境。JY印刷公司如何在激烈的市場(chǎng)競(jìng)爭(zhēng)中整合自身現(xiàn)有資源,在市場(chǎng)營(yíng)銷(xiāo)理論指導(dǎo)下,制定適合自己的市場(chǎng)營(yíng)銷(xiāo)策略,脫離困境,是本文的主要研究問(wèn)題。本文以JY印刷公司為研究對(duì)象,首先運(yùn)用PEST分析法、波特五力模型、SWOT分析法對(duì)JY印刷公司的內(nèi)外部營(yíng)銷(xiāo)環(huán)境和營(yíng)銷(xiāo)現(xiàn)狀和問(wèn)題進(jìn)行分析,發(fā)現(xiàn)公司自身優(yōu)勢(shì)、劣勢(shì)和機(jī)會(huì)威脅,然后在此分析的基礎(chǔ)上,運(yùn)用STP營(yíng)銷(xiāo)理論對(duì)公司面臨的市場(chǎng)進(jìn)行細(xì)分,結(jié)合企業(yè)優(yōu)劣勢(shì)界定出公司的目標(biāo)市場(chǎng)和產(chǎn)品定位,最后結(jié)合4Ps營(yíng)銷(xiāo)組合理論制定出公司的營(yíng)銷(xiāo)策略,并對(duì)策略實(shí)施的控制和保障進(jìn)行說(shuō)明。本文以市場(chǎng)營(yíng)銷(xiāo)、戰(zhàn)略管理相關(guān)理論為基礎(chǔ),結(jié)合JY公司的營(yíng)銷(xiāo)資料,針對(duì)現(xiàn)階段存在的問(wèn)題,提出了公司市場(chǎng)營(yíng)銷(xiāo)策略調(diào)整優(yōu)化的方法,對(duì)促進(jìn)公司的營(yíng)銷(xiāo)管理,提高企業(yè)經(jīng)濟(jì)效益有一定的現(xiàn)實(shí)意義和指導(dǎo)意義,對(duì)同類(lèi)型印刷企業(yè)制定營(yíng)銷(xiāo)策略也有一定的借鑒意義。
[Abstract]:Since the reform and opening up, China's economy has grown at a high speed and achieved remarkable results. Thanks to the steady and rapid development of the national economy, the printing industry has also maintained a rapid and steady growth.The influx of a large number of printing enterprises has promoted the rapid development of the printing industry, but it has also brought a series of problems, such as overcapacity, oversupply of products and increasingly fierce market competition.Under the guidance of marketing theory, it is the main research problem of this paper to make the marketing strategy suitable for oneself and break away from the predicament.This article takes JY Printing Company as the research object, first uses the PEST analysis method, the Porter five-force model SWOT analysis method to JY printing company's internal and external marketing environment and the marketing present situation and the question, discovers the company own superiority, the inferiority and the opportunity threat,Then, on the basis of this analysis, we use the STP marketing theory to subdivide the market that the company faces, define the target market and product positioning of the company combined with the advantages and disadvantages of the enterprise, and finally work out the marketing strategy of the company combined with the theory of 4Ps marketing combination.The control and guarantee of the implementation of the strategy are explained.Based on the relevant theories of marketing and strategic management, combined with the marketing data of JY Company, this paper puts forward the method of adjusting and optimizing the marketing strategy of the company, which can promote the marketing management of the company.It is of practical significance and guiding significance to improve the economic benefits of enterprises, and it is also useful for the same type of printing enterprises to formulate marketing strategies.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.84

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