SLXD公司玻璃钢产品营销战略优化研究

发布时间：2018-03-06 17:12

本文选题：SLXD公司　切入点：营销战略　出处：《山东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：玻璃钢复合材料作为新材料,在国内发展的时间不长。但是,自中国加入WTO以来,随着玻璃钢产品得到了广大用户的认可,玻璃钢行业实现快速发展,SLXD公司就是在这样的背景下发展起来的。SLXD公司2004年由国企改制而来,自成立以来实现快速发展。但是,在快速发展的同时,存在的问题也逐渐显现出来,原有的营销战略已经无法满足公司销售需求,公司不得不改进玻璃钢产品的营销战略来提高销售业绩。本文以市场营销理论为基础,结合SLXD公司的实际情况,首先运用PEST法分析了SLXD公司所处的宏观环境,运用波特五力模型分析了公司的玻璃钢产品的五种竞争力量,然后从组织结构、企业文化和公司的核心竞争力对公司的内部环境分析;运用SWOT分析法分析了公司玻璃钢产品内部优势和劣势,外部的机会和威胁,运用多指标分析法对公司的营销环境评价,得到公司当前营销战略存在的问题主要是战略定位不清、产品同质化严重、营销渠道落后;根据分析结果提出SLXD公司玻璃钢产品营销战略优化措施有:重新进行市场细分和市场定位。营销战略实施对策有优化产品生产线,结合客户需求制定价格,优化销售渠道,促销策略的优化。本文所取得的创新性成果如下:对SLXD公司的营销战略影响因素和战略现状进行实地调研和分析评价,得到了公司4Ps战略实施现状,结合市场营销学的有关理论,对公司的营销环境评价,提出了SLXD公司玻璃钢产品营销战略的优化方案,对公司营销战略的调整提供参考意见。SLXD公司营销战略受到多方面因素的影响,本文的分析存在一定主观因素,在未来需要更加精确的定量分析进行营销战略的深入研究,另外公司营销案战略的制定需要根据市场环境的变化不断调整,来满足客户需求。
[Abstract]:FRP composites, as new materials, have not been developed in China for a long time. However, since China joined the WTO, with the wide recognition of FRP products, The rapid development of the FRP industry is under this background. SLXD Company was reorganized by the state-owned enterprises in 2004, and has achieved rapid development since its establishment. However, with the rapid development of the company, The existing problems are also gradually emerging, the original marketing strategy can no longer meet the company's sales demand, the company has to improve the marketing strategy of FRP products to improve sales performance. According to the actual situation of SLXD Company, the macro environment of SLXD Company is analyzed by PEST method, five kinds of competitive forces of FRP products are analyzed by Porter's five Force Model, and then the organization structure is analyzed. This paper analyzes the internal environment of the company by enterprise culture and the core competence of the company, analyzes the internal strengths and weaknesses of the company's FRP products, external opportunities and threats by using the SWOT analysis method, and evaluates the marketing environment of the company by using the multi-index analysis method. The main problems existing in the company's current marketing strategy are unclear strategic positioning, serious product homogenization and backward marketing channels. According to the analysis results, the optimization measures of SLXD's FRP product marketing strategy are as follows: market segmentation and market orientation are redone, the marketing strategy implementation countermeasures are to optimize the product line, to set the price according to the customer's demand, and to optimize the sales channel. The innovative results obtained in this paper are as follows: field investigation and analysis of the influencing factors and strategy status of marketing strategy of SLXD Company have obtained the actualization status of 4Ps strategy of SLXD Company. Based on the marketing theory and the evaluation of the marketing environment of the company, this paper puts forward the optimization scheme of the marketing strategy of SLXD FRP products. SLXD company marketing strategy is affected by many factors, the analysis of this paper has some subjective factors, in the future, need more accurate quantitative analysis of marketing strategy in-depth research. In addition, the company's marketing strategy needs to be adjusted according to the changing market environment to meet customer needs.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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