本文選題：圣川公司 + 陶瓷內(nèi)筒��； 參考：《山東大學(xué)》2011年碩士論文

【摘要】：隨著國民經(jīng)濟的不斷發(fā)展和綜合國力的不斷增強,我國的中小企業(yè)逐漸發(fā)展壯大,特別是一些創(chuàng)新型的中小企業(yè)在市場競爭中嶄露頭角,成為創(chuàng)新的主力軍。同樣,他們在市場營銷方面的發(fā)展也取得了長足的進步,但還存在認識誤差,缺乏長遠規(guī)劃,缺少人才,現(xiàn)代企業(yè)制度難以建立等問題。要全面提升我國中小企業(yè)的營銷能力和競爭力,必須制定并運用正確的市場營銷策略。山東圣川陶瓷材料有限公司是一家典型的創(chuàng)新型中小企業(yè),它依托北京科技大學(xué)和山東理工大學(xué)等科研院校,開發(fā)了創(chuàng)新型的陶瓷內(nèi)筒材料。公司成立三年多來,已經(jīng)有了初步的發(fā)展。在它的發(fā)展過程中存在的營銷問題具有很強的代表性。如何利用有限的營銷資源,快速打開市場成為擺在眾多中小企業(yè)面前的一個重要問題。 本文在以市場需求為導(dǎo)向,以客戶為中心的營銷觀念的指導(dǎo)下,運用整合營銷傳播理論和促銷組合理論進行了科學(xué)分析,結(jié)合企業(yè)的資源狀況制定了市場開拓方案。市場開拓方案的第一階段重點是整合營銷傳播的運用。通過對網(wǎng)絡(luò)營銷、公共關(guān)系和廣告活動的組合,快速、精準和低成本地將企業(yè)和產(chǎn)品信息傳達給目標客戶。市場開拓方案第二階段的重點是促銷組合的運用。在企業(yè)和產(chǎn)品傳播的基礎(chǔ)上,運用人員推銷和營業(yè)推廣兩種促銷方式的組合,激發(fā)客戶的購買欲望和購買行為,實現(xiàn)產(chǎn)品的銷售。第三階段的重點是客戶關(guān)系管理。在以客戶為中心的理念指導(dǎo)下,通過深度客戶關(guān)系管理,建立長期緊密的供需關(guān)系,實現(xiàn)雙方的合作共贏。通過對整合營銷傳播、促銷組合和客戶關(guān)系管理的運用,在保證營銷效果的基礎(chǔ)上,實現(xiàn)了市場開拓低成本化。 論文共分七章。第1章是導(dǎo)論,介紹了選題的背景和研究意義并點明了研究思路和方法。第2章是相關(guān)理論綜述。對整合營銷傳播理論和促銷組合理論進行了介紹。第3章是圣川陶瓷內(nèi)筒市場開拓現(xiàn)狀的分析,包括公司概況、產(chǎn)品分析、市場需求、市場競爭、企業(yè)存在問題等。第4章是圣川陶瓷內(nèi)筒市場開拓的方案設(shè)計,第3章分析的基礎(chǔ)上,制定了市場開拓方案的框架。第5章是市場開拓方案的解讀,對方案中所采取的策略進行了分析和解讀,并有一些具體的方法和步驟。第6章是圣川陶瓷內(nèi)筒市場開拓方案實施的保障條件,對市場開拓方案的落實措施、保證條件以及注意的問題進一步進行了闡述。最后一章為結(jié)論和展望,對市場開拓方案的實施效果進行預(yù)測和分析。本文通過在不同階段重點實施不同的營銷策略,實現(xiàn)了市場開拓方案的創(chuàng)新,對中小企業(yè)如何運用有限的資源進行市場開拓具有重要意義,對同類企業(yè)制定市場開拓方案具有借鑒意義。
[Abstract]:With the continuous development of the national economy and the continuous enhancement of the comprehensive national strength, the small and medium-sized enterprises of our country have gradually developed and strengthened, especially some innovative small and medium-sized enterprises have emerged in the market competition and become the main force of innovation. Similarly, they have made great progress in the development of marketing, but there are still some problems, such as understanding error, lack of long-term planning, lack of talents, difficulty in establishing modern enterprise system, and so on. In order to improve the marketing ability and competitiveness of small and medium-sized enterprises in our country, we must formulate and apply the correct marketing strategy. Shandong Shengchuan Ceramics material Co., Ltd. is a typical innovative medium and small sized enterprises. It has developed innovative ceramic inner tube materials based on Beijing University of Science and Technology and Shandong University of Science and Technology. Since the company was established more than three years ago, has already had the preliminary development. The marketing problems in its development process are very representative. How to make use of the limited marketing resources to open the market quickly has become an important problem in front of many small and medium-sized enterprises. Under the guidance of market demand and customer-centered marketing concept, this paper makes a scientific analysis by using the theory of integrated marketing communication and the theory of sales promotion combination, and formulates a market development plan combined with the enterprise's resource situation. The first stage of the market development program focuses on the use of integrated marketing communication. Through a combination of online marketing, public relations and advertising campaigns, business and product information is quickly, accurately and cheaply communicated to target customers. The second stage of the market development program focuses on the use of the promotion mix. On the basis of enterprise and product communication, the combination of personnel marketing and business promotion is used to stimulate the customer's purchase desire and purchase behavior to realize the product sales. The focus of the third stage is customer relationship management. Under the guidance of customer-centered concept, through deep customer relationship management, to establish a long-term close relationship between supply and demand, to achieve win-win cooperation between the two sides. Through the application of integrated marketing communication, promotion mix and customer relationship management, the low cost of market development is realized on the basis of ensuring the marketing effect. The paper is divided into seven chapters. Chapter 1 is an introduction, which introduces the background and significance of the topic and points out the research ideas and methods. Chapter 2 is a review of relevant theories. This paper introduces the theory of integrated marketing communication and the theory of sales promotion combination. The third chapter is the analysis of the current situation of Shengchuan ceramic inner barrel market development, including company profile, product analysis, market demand, market competition, enterprise problems and so on. Chapter 4 is the design of the market development scheme of Shengchuan ceramic inner barrel, and the frame of the market development scheme is established on the basis of the analysis of chapter 3. The fifth chapter is the interpretation of the market development plan, the strategy adopted in the analysis and interpretation, and there are some specific methods and steps. Chapter 6 is the guarantee conditions for the implementation of the market development scheme of Shengchuan ceramic inner cylinder. The measures, conditions and problems to be paid attention to are further expounded. The last chapter is the conclusion and prospect, and forecasts and analyzes the effect of the market development program. By implementing different marketing strategies in different stages, this paper has realized the innovation of market development scheme, which is of great significance to the small and medium-sized enterprises how to use limited resources to develop the market. For similar enterprises to develop market development plan has reference significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;F426.71

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