本文關(guān)鍵詞：亞松公司市場(chǎng)營(yíng)銷組合策略研究　出處：《長(zhǎng)春理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 營(yíng)銷策略 SWOT分析 4Ps營(yíng)銷理論 實(shí)施保障

【摘要】：隨著國(guó)家經(jīng)濟(jì)的不斷發(fā)展,能源的浪費(fèi)已經(jīng)成為了一個(gè)急需解決的問題。因此,為適應(yīng)經(jīng)濟(jì)發(fā)展的需要,緩解能源供應(yīng)緊張的現(xiàn)狀,節(jié)約能源勢(shì)在必行。作為建筑之眼的建筑門窗及幕墻,由于其特有的結(jié)構(gòu)設(shè)計(jì)使得通過它浪費(fèi)的能源占到了建筑物使用總能耗的一半,因此,提高建筑門窗保溫性能是降低建筑物長(zhǎng)期使用能耗的重要途徑。建筑節(jié)能技術(shù)企業(yè)想要在競(jìng)爭(zhēng)激烈的市場(chǎng)環(huán)境中立于不敗之地,擁有一套合理有效的市場(chǎng)營(yíng)銷組合策略是必不可少的。 本文以制定亞松聚氨酯(上海)有限公司(以下簡(jiǎn)稱：亞松公司)的市場(chǎng)營(yíng)銷策略為研究中心,按照提出問題、分析問題、解決問題的原則,對(duì)于亞松公司目前的營(yíng)銷環(huán)境按照SWOT分析方法進(jìn)行了分析,暴露出了亞松公司在目前市場(chǎng)營(yíng)銷工作中存在的潛在問題。然后從4Ps營(yíng)銷理論著手,即產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略構(gòu)建更為有效的新市場(chǎng)營(yíng)銷策略。作為新市場(chǎng)營(yíng)銷策略的初探,經(jīng)過分析得出亞松公司與意大利阿魯克幕墻門窗系統(tǒng)(上海)有限公司合作是對(duì)于雙方均有利的合作。最后為了保證新營(yíng)銷策略能夠發(fā)揮其最大程度的作用,從制定合理的公司銷售實(shí)施計(jì)劃、建立完善的市場(chǎng)營(yíng)銷組織體系、加強(qiáng)現(xiàn)有產(chǎn)品的更新?lián)Q代和新產(chǎn)品的研發(fā)、加強(qiáng)人力資源建設(shè)以及加強(qiáng)品牌建設(shè)方面提出了保障措施,從而保證了營(yíng)銷策略的實(shí)施,為亞松公司探索出了一套切實(shí)有效的營(yíng)銷策略方案。 希望本文的研究成果不僅對(duì)于亞松公司有著重要的意義,同時(shí)也為眾多準(zhǔn)備進(jìn)入中國(guó)建筑節(jié)能市場(chǎng)的其他企業(yè)積累了寶貴的經(jīng)驗(yàn)。
[Abstract]:With the continuous development of national economy, energy waste has become an urgent problem. Therefore, in order to meet the needs of economic development, to ease the current situation of energy supply. It is imperative to save energy. As the eye of the building, the doors, windows and curtain wall of the building, because of its unique structural design, the energy wasted through it accounts for half of the total energy consumption of the building, therefore. Improving the insulation performance of building doors and windows is an important way to reduce the long-term energy consumption of buildings. Building energy-saving technology enterprises want to remain invincible in the competitive market environment. It is essential to have a reasonable and effective marketing mix. This paper takes the marketing strategy of Ason Polyurethane (Shanghai) Co., Ltd. (hereinafter referred to as Asong Company) as the research center, according to the principle of putting forward problems, analyzing problems and solving problems. According to the SWOT analysis method, the current marketing environment of Asong Company is analyzed, which reveals the potential problems in the current marketing work of the company, and then starts with the 4Ps marketing theory. That is, product strategy, price strategy, channel strategy, promotion strategy to build a more effective new marketing strategy. After analysis, it is concluded that the cooperation between Asong and Aruk curtain wall and window system (Shanghai) Co., Ltd is beneficial to both sides. Finally, in order to ensure that the new marketing strategy can play a maximum role. From the formulation of reasonable company sales implementation plan, the establishment of a sound marketing organization system, to strengthen the existing product upgrading and new product research and development. Strengthening the construction of human resources and strengthening the brand construction put forward the safeguard measures to ensure the implementation of marketing strategy and explore a set of practical and effective marketing strategy for the Asian pine company. It is hoped that the research results of this paper will not only be of great significance to the Ajong Company, but also accumulate valuable experience for many other enterprises preparing to enter the construction energy saving market in China.
【學(xué)位授予單位】：長(zhǎng)春理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.91

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