本文選題：CG公司 + 營(yíng)銷(xiāo)問(wèn)題�。� 參考：《大連海事大學(xué)》2015年碩士論文

【摘要】：玻璃行業(yè)是國(guó)民經(jīng)濟(jì)發(fā)展中不可缺少的重要產(chǎn)業(yè),是傳統(tǒng)的民生行業(yè)。玻璃制品的化學(xué)穩(wěn)定性和阻隔性比較高,而且不宜與其他物質(zhì)發(fā)生物理反應(yīng),具有可回收性等優(yōu)點(diǎn),作為一種包裝材料,有著其他包裝材料難以媲美的優(yōu)勢(shì),是公認(rèn)的綠色環(huán)保包裝材料。自金融危機(jī)之后,全球經(jīng)濟(jì)遭受?chē)?yán)重破壞,國(guó)際市場(chǎng)恢復(fù)緩慢,中國(guó)企業(yè)受到沉重打擊,大部分外貿(mào)相關(guān)企業(yè)呈現(xiàn)頹勢(shì),輕則減產(chǎn)、虧損,重則倒閉。紅酒行業(yè)的玻璃瓶需求與玻璃工藝品出口的銷(xiāo)售量均有明顯緊縮。中國(guó)在國(guó)際市場(chǎng)上勞動(dòng)力的競(jìng)爭(zhēng)優(yōu)勢(shì)也在減弱,東南亞的一些國(guó)家在本國(guó)勞動(dòng)力成本低的優(yōu)勢(shì)下,大力發(fā)展勞動(dòng)密集型的產(chǎn)業(yè)。環(huán)境污染和氣候異常正在對(duì)人類(lèi)的各種活動(dòng)發(fā)生著不可忽視的影響,世界各國(guó)都紛紛發(fā)展低碳環(huán)保經(jīng)濟(jì),發(fā)達(dá)國(guó)家經(jīng)濟(jì)增長(zhǎng)率減緩有的甚至出現(xiàn)負(fù)值。我國(guó)也正在不斷推出新的政策措施,保持經(jīng)濟(jì)低增長(zhǎng),發(fā)展綠色經(jīng)濟(jì),節(jié)能降耗。中國(guó)經(jīng)濟(jì)繼續(xù)增長(zhǎng)的動(dòng)力將進(jìn)行根本性的轉(zhuǎn)換,創(chuàng)新的能力、居民的消費(fèi)、民營(yíng)經(jīng)濟(jì)和中西部地區(qū)將慢慢成為經(jīng)濟(jì)發(fā)展的重要驅(qū)動(dòng)力,玻璃制品行業(yè)也面臨著前所未有的機(jī)遇和挑戰(zhàn),也將迎來(lái)新的發(fā)展機(jī)遇。CG公司是以生產(chǎn)葡萄酒瓶為主的玻璃瓶專(zhuān)業(yè)制造公司,由于銷(xiāo)售方式單一公司內(nèi)部創(chuàng)新能力不足,在復(fù)雜的當(dāng)前經(jīng)濟(jì)形勢(shì)中,必須也急需對(duì)營(yíng)銷(xiāo)模式進(jìn)行優(yōu)化和轉(zhuǎn)變。本論文將運(yùn)用整合營(yíng)銷(xiāo)、4P、4C和4R組合等市場(chǎng)營(yíng)銷(xiāo)理論以及PEST、波特五力模型和SWOT分析等分析工具,對(duì)公司的優(yōu)劣勢(shì)、內(nèi)外部環(huán)境以及營(yíng)銷(xiāo)狀況等進(jìn)行全面分析,并對(duì)同行業(yè)競(jìng)爭(zhēng)者進(jìn)行了分析,仔細(xì)剖析了公司營(yíng)銷(xiāo)方面存在問(wèn)題,主要是市場(chǎng)競(jìng)爭(zhēng)觀念和企業(yè)文化觀念不足,企業(yè)軟實(shí)力薄弱,組織體系不完整,銷(xiāo)售團(tuán)隊(duì)、管理信息系統(tǒng)、營(yíng)銷(xiāo)渠道等方面的建設(shè)滯后,企業(yè)營(yíng)銷(xiāo)方面硬件配套設(shè)施跟不上,業(yè)務(wù)流程的監(jiān)管存在漏洞,營(yíng)銷(xiāo)的后續(xù)監(jiān)督不足。因此CG公司亟需改進(jìn)營(yíng)銷(xiāo)思路和策略,并在企業(yè)文化、組織構(gòu)架、營(yíng)銷(xiāo)團(tuán)隊(duì)等加強(qiáng)建設(shè),切實(shí)保證營(yíng)銷(xiāo)策略的成功實(shí)施。
[Abstract]:Glass industry is an indispensable industry in the development of national economy, is the traditional industry of people's livelihood.Glass products have high chemical stability and barrier, and are not suitable for physical reaction with other substances, and have the advantage of recoverability. As a kind of packaging material, glass products have the advantage that other packaging materials are difficult to match.Is recognized as a green packaging materials.Since the financial crisis, the global economy has suffered severe damage, the international market has recovered slowly, Chinese enterprises have been hard hit, most foreign trade related enterprises have shown a trend of decline, light production, losses and heavy closure.The glass bottle demand of red wine industry and glass handicraft export sales volume have obvious contraction.China's competitive advantage in the international market is also weakening, and some countries in Southeast Asia are vigorously developing labor-intensive industries under the advantage of low labor costs.Environmental pollution and climate anomalies are having an important impact on all kinds of human activities. Countries all over the world have developed low-carbon environmental economy, and some of the developed countries have slowed down their economic growth rate and even appeared negative values.China is also introducing new policies and measures to maintain low economic growth, develop green economy, save energy and reduce consumption.The driving force of China's continued economic growth will be fundamentally transformed, the ability to innovate, the consumption of residents, the private economy and the central and western regions will gradually become important driving forces for economic development.Glass products industry is also facing unprecedented opportunities and challenges, and will usher in new development opportunities. CG is a professional glass bottle manufacturing company, which mainly produces wine bottles. Because of the lack of internal innovation ability of a single sales company,In the complex current economic situation, must also urgently carry on the optimization and the transformation to the marketing pattern.In this paper, we will make a comprehensive analysis of the advantages and disadvantages of the company, the internal and external environment and the marketing situation by using the integrated marketing theory such as the combination of 4PX 4C and 4R, as well as the analysis tools such as pest, Porter's five Force Model and SWOT.It also analyzes the competitors of the same industry, analyzes the problems in the marketing of the company, mainly the insufficient concept of market competition and corporate culture, the weak soft power of the enterprise, the incomplete organizational system, the sales team, and the management information system.The construction of marketing channel lags behind, the hardware supporting facilities of enterprise marketing can not keep up, the supervision of business process exists loopholes, and the follow-up supervision of marketing is insufficient.Therefore, CG company needs to improve marketing ideas and strategies, and strengthen the construction of corporate culture, organizational structure, marketing team and so on, to ensure the successful implementation of marketing strategies.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F426.71

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本文編號(hào)：1759858