The purpose of this thesis is to provide some key recommendations for the business development of the case Luoyang Peony‘s welding flux in the Vietnamese market.These suggestions would be based on the analysis of Vietnamese welding material market and welding industry in Vietnam along with the study of Luoyang Peony‘s marketing strategy.The target area is welding product,specially welding flux – a new technological product in the welding industry while the case company is Luoyang Peony welding m... 

【文章來(lái)源】：華南理工大學(xué)廣東省 211工程院校 985工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：57 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
abstract
CHAPTER 1 INTRODUCTION
    1.1 Research Background and Significance
    1.2 Literature Review
        1.2.1 Welding industry and welding flux products
        1.2.2 Marketing strategy
    1.3 Research Objective and Issues to Be Addressed
        1.3.1 Research Objective
        1.3.2 Issues to Be Addressed
    1.4 Methodology
CHAPTER 2 COMPANY PROFILE AND CURRENT MARKETING STRATEGY
    2.1 Company Profile
        2.1.1 History
        2.1.2 Business Portfolio
        2.1.3 Performance
    2.2 Current Marketing Strategy
        2.2.1 Market Segmentation
        2.2.2 Targeting market
        2.2.3 Positioning market
        2.2.4 Product strategy
        2.2.5 Price strategy
        2.2.6 Place strategy
        2.2.7 Promotion strategy
    2.3 Summary
CHAPTER 3 ANALYSIS OF THE MARKETING ENVIRONMENT
    3.1 External Environment
        3.1.1 Macro Environment
        3.1.2 Industry Competition
        3.1.3 Market Demand
    3.2 Internal environment
        3.2.1 Resources
        3.2.2 Core competencies
        3.2.3 SWOT analysis
    3.3 Chapter summary
CHAPTER 4 PROBLEMS OF THE EXISTING MARKETING STRATEGY ANDTHEIR CAUSES
    4.1 Problems and Causes on the STP level
        4.1.1 The market segmentation strategy problems
        4.1.2 The market targeting strategy problems
        4.1.3 The market positioning strategy problems
    4.2 Problems and Causes on the 4P level
        4.2.1 The product strategy problems
        4.2.2 The price strategy problems
        4.2.3 The place strategy problems
        4.2.4 The promotion strategy problems
    4.3 Chapter summary
CHAPTER 5 SUGGESTIONS FOR IMPROVING THE MARKETING STRATEGYFOR PRODUCT WELDING FLUX
    5.1 The solution with segmentation, target market, and positioning strategy
    5.2 The solution with the marketing mix strategy
    5.3 Chapter sumary
CONCLUSION
REFERENCES
APPENDICES
攻讀碩士學(xué)位期間取得的研究成果
ACKNOWLEDGEMENT
附件



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