本文選題：PEST　切入點(diǎn)：五力模型　出處：《河南科技大學(xué)》2015年碩士論文

【摘要】：鑄造業(yè)是制造業(yè)的基礎(chǔ),是國(guó)民經(jīng)濟(jì)的基礎(chǔ)產(chǎn)業(yè)�！笆濉币�(guī)劃是我國(guó)經(jīng)濟(jì)轉(zhuǎn)型和持續(xù)發(fā)展的重要時(shí)期,是鑄造業(yè)快速發(fā)展的關(guān)鍵時(shí)期。目前,我國(guó)鑄造業(yè)多以中小企業(yè)為主,存在平均產(chǎn)量低,鑄件附加值低,從業(yè)隊(duì)伍龐大,能耗和原材料消耗高等特點(diǎn)。伴隨著市場(chǎng)競(jìng)爭(zhēng)的不斷加劇和互聯(lián)網(wǎng)引發(fā)的營(yíng)銷變革,洛陽(yáng)龍躍公司的營(yíng)銷策略落后,與快速多變的市場(chǎng)需求相脫節(jié),已成其發(fā)展瓶頸。本研究的主要內(nèi)容如下:首先,文章簡(jiǎn)單闡述了本研究的選題背景及意義、國(guó)內(nèi)外研究現(xiàn)狀,研究?jī)?nèi)容、思路及方法。其次,重點(diǎn)分析了洛陽(yáng)龍躍公司的營(yíng)銷現(xiàn)狀和存在的問(wèn)題。從基本概況、組織機(jī)構(gòu)、主要產(chǎn)品、財(cái)務(wù)情況和企業(yè)文化等方面介紹洛陽(yáng)龍躍公司的經(jīng)營(yíng)運(yùn)轉(zhuǎn)情況;從銷售收入、銷售成本、銷售費(fèi)用、新客戶開(kāi)發(fā)、營(yíng)銷管理水平等方面分析了洛陽(yáng)龍躍公司的營(yíng)銷現(xiàn)狀,指出其存在規(guī)章制度落實(shí)不到位、營(yíng)銷隊(duì)伍素質(zhì)能力層次不齊、品牌影響力不足、促銷策略單一,售后服務(wù)管理系統(tǒng)滯后、銷售回款期較長(zhǎng),結(jié)算的方式較落后等問(wèn)題。再次,對(duì)洛陽(yáng)龍躍公司所處的營(yíng)銷環(huán)境進(jìn)行了分析,通過(guò)PEST模型對(duì)宏觀環(huán)境進(jìn)行了分析,運(yùn)用波特五力模型對(duì)微觀環(huán)境進(jìn)行了探討,最后結(jié)合洛陽(yáng)龍躍的自身環(huán)境進(jìn)行了SWOT分析。并以4P理論為指導(dǎo)從產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略等視角出發(fā)制定出洛陽(yáng)龍躍公司未來(lái)的營(yíng)銷策略。最后,在洛陽(yáng)龍躍營(yíng)銷策略的基礎(chǔ)上制定出相應(yīng)的實(shí)施保障措施,重點(diǎn)提出了加強(qiáng)人才管理、建立科學(xué)的績(jī)效評(píng)估和獎(jiǎng)勵(lì)機(jī)制,加強(qiáng)文化建設(shè)、調(diào)整并強(qiáng)化公司的職能部門(mén)、形成共享的信息管理系統(tǒng)和整合營(yíng)銷傳播體系等建議。
[Abstract]:Foundry industry is the foundation of manufacturing industry and the basic industry of national economy.The 12th Five-Year Plan is an important period for China's economic transformation and sustainable development, and a key period for the rapid development of foundry industry.At present, the foundry industry in our country is dominated by small and medium-sized enterprises, which has the characteristics of low average output, low added value of castings, huge working force, high energy consumption and high consumption of raw materials.With the aggravation of the market competition and the marketing reform caused by the Internet, the marketing strategy of Luoyang Long Yue Company is backward and disjointed with the rapid and changeable market demand, which has become the bottleneck of its development.The main contents of this study are as follows: firstly, this paper briefly describes the background and significance of this study, the current research situation at home and abroad, the research content, ideas and methods.Secondly, focus on the analysis of Luoyang Long Yue marketing status and existing problems.From the basic situation, organization, main products, financial situation and enterprise culture, introduce the operating situation of Luoyang Long Yue Company, from sales income, sales cost, sales expense, new account development, etc.This paper analyzes the marketing situation of Luoyang Long Yue Company from the aspects of marketing management level, points out that its existing rules and regulations are not in place, the level of quality and ability of marketing team is not uniform, the influence of brand is insufficient, and the promotion strategy is single.The after-sales service management system lags behind, the sales payback period is long, the settlement way lags behind, and so on.Thirdly, the marketing environment of Luoyang Long Yue Company is analyzed, the macro environment is analyzed by PEST model, and the micro environment is discussed by Porter's five Force Model.Finally, combined with Luoyang Long Yue's own environment for SWOT analysis.Under the guidance of 4P theory, the future marketing strategy of Luoyang Long Yue Company is worked out from the perspectives of product strategy, price strategy, channel strategy, promotion strategy and so on.Finally, on the basis of the marketing strategy of Luoyang Long Yue, the author formulates the corresponding implementation safeguard measures, and puts forward the following points: strengthening talent management, establishing scientific performance evaluation and reward mechanism, strengthening cultural construction, adjusting and strengthening the functional departments of the company.Form a shared information management system and integrated marketing communication system and other recommendations.
【學(xué)位授予單位】：河南科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.4;F274

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本文編號(hào)：1684349