【摘要】： 在有中國(guó)特色的社會(huì)主義市場(chǎng)經(jīng)濟(jì)下,公司的營(yíng)銷策略是企業(yè)擴(kuò)大市場(chǎng)份額,保證企業(yè)持續(xù)、穩(wěn)定發(fā)展所面臨的一個(gè)重要問題,同時(shí)也是建立、完善現(xiàn)代化企業(yè)制度迫切解決的問題。隨著我國(guó)國(guó)有企業(yè)改革逐步深入,很多國(guó)有企業(yè)實(shí)現(xiàn)了公司體制的轉(zhuǎn)換。因此,如何通過設(shè)計(jì)、開發(fā)、應(yīng)用營(yíng)銷策略,來(lái)擴(kuò)大公司的市場(chǎng)份額,保證公司的持續(xù)發(fā)展極為重要。 近十年來(lái),中國(guó)經(jīng)濟(jì)穩(wěn)步發(fā)展,為汽車工業(yè)的井噴式發(fā)展提供了足夠的空間,拉動(dòng)了汽車零部件企業(yè)的高速發(fā)展。濟(jì)南沃德是一家剛剛改制的汽車零部件專業(yè)生產(chǎn)的中型企業(yè),公司的經(jīng)營(yíng)管理水平有待提高,營(yíng)銷策略有待完善�；诖�,本文在營(yíng)銷理論的指導(dǎo)下,結(jié)合公司現(xiàn)有的營(yíng)銷策略,力圖探索構(gòu)建與濟(jì)南沃德相符合、適合現(xiàn)代市場(chǎng)經(jīng)濟(jì)環(huán)境的營(yíng)銷策略。 本文首先簡(jiǎn)單介紹了選題的背景與意義、論文涉及的研究方法和論文的結(jié)構(gòu)。其次從理論的角度出發(fā),闡述了本文研究所運(yùn)用的市場(chǎng)營(yíng)銷策略的相關(guān)理論,介紹了市場(chǎng)營(yíng)銷理論基礎(chǔ),介紹了品牌理論、服務(wù)營(yíng)銷理論、市場(chǎng)定價(jià)理論、產(chǎn)品組合的四度理論、營(yíng)銷渠道理論和關(guān)系營(yíng)銷理論。這些理論的介紹,正是本文研究設(shè)計(jì)的基礎(chǔ)和運(yùn)用的工具。然后,仔細(xì)介紹分析濟(jì)南沃德汽車零部件有限公司現(xiàn)狀及現(xiàn)有營(yíng)銷策略,這是本文的重點(diǎn)之一,是需要重點(diǎn)分析、設(shè)計(jì)的地方。之后,本文針對(duì)濟(jì)南沃德現(xiàn)有主要競(jìng)爭(zhēng)對(duì)手、個(gè)別潛在競(jìng)爭(zhēng)對(duì)手進(jìn)行了分析,指出了濟(jì)南沃德與之相比較的優(yōu)勢(shì)和存在的劣勢(shì),指出公司的相應(yīng)策略。再之后,就是本文的中心----筆者對(duì)公司營(yíng)銷策略的設(shè)計(jì),介紹了對(duì)濟(jì)南沃德市場(chǎng)營(yíng)銷戰(zhàn)略的規(guī)劃,從營(yíng)銷差異化的提供于定位,到幾大市場(chǎng)新產(chǎn)品的開發(fā),再到產(chǎn)品生命周期營(yíng)銷戰(zhàn)略,再到營(yíng)銷戰(zhàn)略開發(fā),又介紹了幾種營(yíng)銷策略的組合:品牌策略、售后服務(wù)策略、產(chǎn)品價(jià)格策略、營(yíng)銷渠道策略、廣告宣傳策略、營(yíng)銷隊(duì)伍策略和電子商務(wù)策略。最后,對(duì)本文設(shè)計(jì)營(yíng)銷策略的應(yīng)用做了簡(jiǎn)單的建議與說明。 本文希望通過營(yíng)銷策略的設(shè)計(jì),可以擴(kuò)大公司的市場(chǎng)份額,同時(shí)規(guī)范公司的管理水平和規(guī)章制度,達(dá)到公司的戰(zhàn)略目標(biāo),使公司持續(xù)、穩(wěn)定的發(fā)展。
[Abstract]:Under the socialist market economy with Chinese characteristics, the marketing strategy of the company is an important problem faced by enterprises in expanding their market share and ensuring their sustained and stable development. At the same time, they are also established. Perfecting the modern enterprise system is an urgent problem to be solved. With the gradual deepening of the reform of state-owned enterprises in China, many state-owned enterprises have realized the transformation of the company system. Therefore, how to expand the market share of the company through design, development and application of marketing strategy is extremely important. In the past ten years, China's economy has developed steadily, which has provided enough space for the blowout development of automobile industry and stimulated the rapid development of auto parts enterprises. Jinan Ward is a medium-sized enterprise specializing in auto parts production which has just been reformed. The management level of the company needs to be improved and the marketing strategy needs to be improved. Based on this, under the guidance of marketing theory and combined with the company's existing marketing strategies, this paper tries to explore the construction of marketing strategies that are in line with Jinan Ward and suitable for the modern market economy environment. This paper first introduces the background and significance of the topic, the research methods involved and the structure of the paper. Secondly, from the point of view of theory, this paper expounds the relevant theories of marketing strategy, introduces the basis of marketing theory, introduces brand theory, service marketing theory, and market pricing theory. Fourth degree theory of product combination, marketing channel theory and relationship marketing theory. The introduction of these theories is the basis and application of this paper. Then, introduce and analyze the current situation and existing marketing strategy of Jinan Ward Automotive parts Co., Ltd., which is one of the emphases of this paper, which needs to be analyzed and designed. After that, this paper analyzes the existing main competitors and individual potential competitors of Jinan Ward, points out the comparative advantages and disadvantages of Jinan Ward and points out the corresponding strategies of the company. Then, it is the center of this paper-the author of the design of the company's marketing strategy, introduced the Jinan Ward marketing strategy planning, from marketing differentiation to provide positioning, to the development of several new products in the major markets. Then to the product life cycle marketing strategy, then to the marketing strategy development, has introduced several marketing strategies combination: the brand strategy, the after-sales service strategy, the product price strategy, the marketing channel strategy, the advertisement propaganda strategy, Marketing team strategy and e-commerce strategy. At last, the author makes a simple suggestion and explanation to the application of the design marketing strategy in this paper. This paper hopes that through the design of marketing strategy, we can expand the market share of the company, at the same time standardize the management level and rules and regulations of the company, reach the strategic goal of the company, and make the company develop continuously and steadily.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：F274;F426.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 宋洪升;華中地區(qū)車橋配件營(yíng)銷渠道策略研究[D];華中科技大學(xué);2012年

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本文編號(hào)：2149725