本文選題：營(yíng)銷組合策略 + SWOT分析��； 參考：《燕山大學(xué)》2015年碩士論文

【摘要】：受國(guó)全球金融危機(jī)的影響,一直以來(lái)快速增長(zhǎng)的鋼鐵行業(yè)發(fā)展速度開(kāi)始放緩,鋼鐵板材的需求也在下降,產(chǎn)品營(yíng)銷問(wèn)題越來(lái)越受到關(guān)注。本文以秦皇島首鋼板材有限公司為研究對(duì)象,旨在通過(guò)科學(xué)的方法,制訂出適合其特點(diǎn)的營(yíng)銷戰(zhàn)略,從而達(dá)到幫助企業(yè)板材行業(yè)中獲得全面的競(jìng)爭(zhēng)優(yōu)勢(shì)等目的。本研究成果為大型企業(yè)在全球化背景下應(yīng)對(duì)競(jìng)爭(zhēng)和挑戰(zhàn)提供了有力的理論參考和實(shí)踐指南。首先本文系統(tǒng)闡述了研究背景和意義,梳理了國(guó)內(nèi)外研究現(xiàn)狀,并指出當(dāng)前研究的不足,同時(shí)概述了營(yíng)銷相關(guān)理論等,奠定了論文的研究基礎(chǔ);其次,對(duì)秦皇島首鋼板材有限公司的營(yíng)銷現(xiàn)狀進(jìn)行了闡述,分別應(yīng)用PEST分析理論及波特的五力模型對(duì)公司的外部營(yíng)銷環(huán)境、行業(yè)發(fā)展環(huán)境進(jìn)行了全方位的分析,并詳細(xì)解剖了公司內(nèi)部營(yíng)銷環(huán)境,同時(shí)通過(guò)綜合應(yīng)用IFE矩陣、EFE矩陣、SWOT定性分析模型和象限分析法,對(duì)公司進(jìn)行分析,確定了公司在營(yíng)銷過(guò)程中所應(yīng)采取集中化的戰(zhàn)略;再次,對(duì)秦皇島首鋼板材公司的集中化戰(zhàn)略進(jìn)行了詳細(xì)的規(guī)劃和設(shè)計(jì),并通過(guò)STP方法進(jìn)行市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和產(chǎn)品定位,設(shè)計(jì)出以產(chǎn)品和價(jià)格為重點(diǎn)的營(yíng)銷組合策略;最后,從強(qiáng)化業(yè)務(wù)保障能力、推進(jìn)營(yíng)銷隊(duì)伍建設(shè)、建設(shè)企業(yè)文化等方面提出了保障該營(yíng)銷策略順利實(shí)施方案措施。
[Abstract]:Affected by the global financial crisis, the rapid growth of the steel industry has been slowing down, steel plate demand is also declining, product marketing issues are increasingly concerned. This paper takes Qinhuangdao Shougang sheet Co., Ltd. as the research object, aims at making out the marketing strategy suitable for its characteristics through scientific methods, so as to help the enterprise to obtain the overall competitive advantage in the sheet metal industry and so on. The results of this study provide powerful theoretical and practical guidance for large enterprises to deal with competition and challenges in the context of globalization. First of all, this paper systematically expounds the research background and significance, combs the current research situation at home and abroad, and points out the shortcomings of the current research, at the same time, summarizes the marketing related theories, and establishes the research foundation of the thesis. This paper expounds the marketing situation of Qinhuangdao Shougang sheet Co., Ltd., and analyzes the external marketing environment and industry development environment of the company by using PEST analysis theory and Porter's five-force model, respectively. At the same time, the author analyzes the company by using IFE matrix and quadrant analysis method, and determines the strategy of centralization in the process of marketing. The centralized strategy of Qinhuangdao Shougang sheet Company is planned and designed in detail, and through the STP method, market segmentation, target market selection and product positioning are carried out to design a marketing mix strategy with emphasis on product and price. From the aspects of strengthening the ability of business security, promoting the construction of marketing team and constructing enterprise culture, this paper puts forward some measures to ensure the smooth implementation of the marketing strategy.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.31

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