本文選題：營(yíng)銷 + 營(yíng)銷策略��； 參考：《河北大學(xué)》2017年碩士論文

【摘要】：在21世紀(jì)的前十年中,企業(yè)面臨著嚴(yán)峻的挑戰(zhàn)。如何在殘酷的市場(chǎng)經(jīng)濟(jì)環(huán)境中得以生存并實(shí)現(xiàn)良好的業(yè)績(jī),是企業(yè)必須面對(duì)的重要問(wèn)題。就全世界的情況來(lái)看,美國(guó)的市場(chǎng)經(jīng)濟(jì)搖搖領(lǐng)先于世界其他各國(guó),但是經(jīng)過(guò)經(jīng)濟(jì)危機(jī)的大沖擊后正在恢復(fù)階段,美國(guó)的經(jīng)濟(jì)也隨之受到重創(chuàng)。歐洲的企業(yè)規(guī)模較大,由于發(fā)展較早,營(yíng)銷模式較為陳舊,目前正處于改革完善期。亞洲經(jīng)濟(jì)發(fā)展起步較晚,但發(fā)展迅速,東南亞地區(qū)的企業(yè)發(fā)展尤為迅速,特別是中國(guó)。20世紀(jì)70年代末,中國(guó)的改革開放催生了市場(chǎng)經(jīng)濟(jì)體制,并將企業(yè)推向了市場(chǎng)經(jīng)濟(jì)的大潮,當(dāng)企業(yè)面臨陌生的市場(chǎng)經(jīng)濟(jì)環(huán)境時(shí),學(xué)習(xí)市場(chǎng)營(yíng)銷理論的沖動(dòng)便油然而生。當(dāng)然市場(chǎng)營(yíng)銷的理論創(chuàng)新是一個(gè)不斷發(fā)展和深化的過(guò)程,在這一過(guò)程中一些新的成熟的理論被逐步納入市場(chǎng)營(yíng)銷學(xué)的學(xué)科體系。本文以某國(guó)企的子公司XYG公司的市場(chǎng)營(yíng)銷策略作為研究對(duì)象,深入分析了當(dāng)前國(guó)內(nèi)外關(guān)于市場(chǎng)營(yíng)銷方面的基礎(chǔ)理論及前沿理論,深入剖析了當(dāng)今國(guó)內(nèi)外制造業(yè)所面臨的問(wèn)題,以及公司所存在的問(wèn)題和所面臨的發(fā)展機(jī)遇。指出公司營(yíng)銷策略存在產(chǎn)品定位模糊、定價(jià)標(biāo)準(zhǔn)混亂、渠道管理缺失、促銷方式單一的問(wèn)題。采用SWOT分析法和波特的五力競(jìng)爭(zhēng)分析模型進(jìn)行全方位診斷,提出了適應(yīng)XYG公司發(fā)展的4P營(yíng)銷策略組合模式,即產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略。并對(duì)總公司XY公司的營(yíng)銷發(fā)展提供了借鑒意義。
[Abstract]:In the first ten years of the 21 st century, enterprises are facing severe challenges. How to survive and achieve good performance in the cruel market economy environment is an important problem that enterprises must face. Worldwide, the U.S. market economy is rocking ahead of the rest of the world, but it is recovering after the economic crisis, and the U.S. economy has been hit hard. The European enterprise scale is bigger, because develops earlier, the marketing pattern is relatively old, is now in the reform consummation period. Asian economic development started late, but it developed rapidly, especially in Southeast Asia. Especially in the late 1970s, China's reform and opening to the outside world gave birth to the market economy system and pushed the enterprises to the market economy. When enterprises face strange market economy environment, the impulse to learn marketing theory arises spontaneously. Of course, the innovation of marketing theory is a process of continuous development and deepening. In this process, some new and mature theories are gradually brought into the discipline system of marketing. This paper takes the marketing strategy of XYG Company, a subsidiary of a state-owned enterprise, as the research object, deeply analyzes the basic theory and frontier theory of marketing at home and abroad, and analyzes the problems faced by the manufacturing industry at home and abroad. And the company's problems and opportunities for development. It is pointed out that there are some problems in marketing strategy, such as vague product positioning, confused pricing standards, lack of channel management and single promotion. SWOT analysis method and Porter's five-force competitive analysis model are used to diagnose all aspects, and the 4P marketing strategy combination model, which is suitable for the development of XYG Company, is put forward, that is, product strategy, price strategy, channel strategy and promotion strategy. And to the head office XY company's marketing development has provided the reference significance.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.4

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