本文選題：市場(chǎng)營(yíng)銷 + 公路養(yǎng)護(hù)��； 參考：《遼寧科技大學(xué)》2015年碩士論文

【摘要】：自上世紀(jì)九十年代開(kāi)始,我國(guó)公路建設(shè)持續(xù)快速發(fā)展,根據(jù)國(guó)家公路發(fā)展需求,未來(lái)我國(guó)公路總里程將超過(guò)800萬(wàn)公里,國(guó)家高速公路網(wǎng)總里程預(yù)計(jì)可達(dá)15萬(wàn)公里,促使公路養(yǎng)護(hù)行業(yè)快速發(fā)展。森遠(yuǎn)公司作為公路養(yǎng)護(hù)行業(yè)領(lǐng)先企業(yè),產(chǎn)品品種豐富且極具行業(yè)影響力。近年來(lái),大批企業(yè)開(kāi)始進(jìn)入公路養(yǎng)護(hù)行業(yè),包括大型國(guó)企和國(guó)外企業(yè)開(kāi)始搶占市場(chǎng),森遠(yuǎn)公司面臨著嚴(yán)峻的挑戰(zhàn)。因此,為鞏固多年來(lái)確立的行業(yè)地位,保持較高的市場(chǎng)占有率,公司必須調(diào)整營(yíng)銷戰(zhàn)略,革新市場(chǎng)營(yíng)銷策略。本文旨在通過(guò)對(duì)森遠(yuǎn)公司現(xiàn)有營(yíng)銷策略進(jìn)行分析,發(fā)現(xiàn)其存在的問(wèn)題與不足,在原有營(yíng)銷策略的基礎(chǔ)上整合出一套符合企業(yè)現(xiàn)狀和發(fā)展規(guī)律的營(yíng)銷組合策略,有效改善森遠(yuǎn)公司的市場(chǎng)營(yíng)銷體系,更有力地幫助森遠(yuǎn)公司提高市場(chǎng)競(jìng)爭(zhēng)力,搶占市場(chǎng)份額,增大企業(yè)效益。本文以市場(chǎng)營(yíng)銷學(xué)中的4P理論、4C理論、4R理論、STP理論和SWOT分析法等理論為基礎(chǔ),結(jié)合整合營(yíng)銷理論,采用文獻(xiàn)參考、理論分析和實(shí)地調(diào)研相結(jié)合的方法,對(duì)森遠(yuǎn)公司市場(chǎng)營(yíng)銷的現(xiàn)狀進(jìn)行分析研究,找出其在市場(chǎng)營(yíng)銷管理中存在的問(wèn)題,運(yùn)用SWOT分析法,提出森遠(yuǎn)公司在公路養(yǎng)護(hù)機(jī)械產(chǎn)品營(yíng)銷中應(yīng)加以改進(jìn)的對(duì)策與策略,以及在營(yíng)銷策略的實(shí)施過(guò)程中的保障,總結(jié)出同類型企業(yè)在改進(jìn)市場(chǎng)營(yíng)銷中應(yīng)采用的營(yíng)銷策略及保障措施。
[Abstract]:Since the 1990s, the highway construction of our country has been developing rapidly. According to the demand of national highway development, the total mileage of highway will exceed 8 million km in the future, and the total mileage of national highway network is expected to reach 150000 km.To promote the rapid development of road maintenance industry.As a leading company in highway maintenance industry, Senyuan Company has a variety of products and has great influence in the industry.In recent years, a large number of enterprises began to enter the road maintenance industry, including large state-owned enterprises and foreign enterprises began to seize the market.Therefore, in order to consolidate the industry position established for many years and maintain a high market share, the company must adjust its marketing strategy and innovate its marketing strategy.The purpose of this paper is to analyze the existing marketing strategies of Sanyuan Company, find out the problems and shortcomings, and integrate a set of marketing combination strategies in line with the current situation and the development law of the enterprise on the basis of the original marketing strategies.Effectively improve the marketing system of Sanyuan Company, help the company to improve the market competitiveness, seize the market share, and increase the efficiency of the enterprise.This paper is based on the 4P theory 4R theory and the SWOT analysis theory in marketing, and combines the integrated marketing theory with the methods of literature reference, theoretical analysis and field investigation.This paper analyzes and studies the present situation of Sanyuan Company's marketing, finds out the problems existing in its marketing management, and puts forward the countermeasures and strategies that should be improved in the marketing of highway maintenance machinery products by using SWOT analysis method.And the guarantee in the process of implementing the marketing strategy, summarizes the marketing strategy and the safeguard measure which the same type enterprise should adopt in the improvement marketing.
【學(xué)位授予單位】：遼寧科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.4

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 邢花,董麗,賈征,陳潔;國(guó)際藥品市場(chǎng)營(yíng)銷策略研究[J];國(guó)際貿(mào)易問(wèn)題;2001年02期

2 呂萍;基于信息產(chǎn)品的市場(chǎng)營(yíng)銷策略研究[J];情報(bào)理論與實(shí)踐;2002年04期

3 趙智宏;張淑萍;陳綱;;寧夏清真牛羊肉產(chǎn)業(yè)的系統(tǒng)開(kāi)發(fā)與整合營(yíng)銷策略研究[J];農(nóng)業(yè)經(jīng)濟(jì);2006年03期

4 郁有萍;;B公司產(chǎn)品營(yíng)銷策略研究[J];商場(chǎng)現(xiàn)代化;2006年09期

5 楊帆;;大學(xué)生的自我營(yíng)銷策略研究[J];華東經(jīng)濟(jì)管理;2007年08期

6 劉輝;;基于關(guān)系營(yíng)銷的營(yíng)銷策略研究[J];經(jīng)濟(jì)論壇;2008年16期

7 康勇;;連鎖經(jīng)營(yíng)中的連鎖反應(yīng)及營(yíng)銷策略研究[J];中國(guó)商貿(mào);2010年16期

8 鄧t，

本文編號(hào)：1747353