山西奥瑞公司市场营销战略及实践研究

发布时间：2018-06-21 14:24

本文选题：山西奥瑞 + 营销战略　；参考：《电子科技大学》2013年硕士论文

【摘要】：本文首先,力图借鉴市场营销战略理论框架,对山西奥瑞公司发展的历史阶段进行梳理,对山西奥瑞的组织结构、人力资源、科技研发、市场营销、主要产品等进行系统的研究。其次,针对山西奥瑞公司的市场营销环境进行分析,得出其既有历史悠久,技术力量较强;专业突出,主导产品鲜明等优势,面临新医改等带来发展机遇、老龄化等带来的行业增长、交叉使用的技术变化带来新增需求等机遇,又有竞争实力还不够强、产品序列还不够完善、经销能力还有待加强、体制机制不够灵活等劣势,面临外国公司强力介入,医疗资源有限,舆论氛围不友好等威胁,在此基础上提出山西奥瑞的市场营销战略思想、战略目标和战略方向。第三,针对市场营销实践中暴露出来的销售渠道受到局限、产品线较为单一、销售成本较高、销售团队建设还不够等问题,提出:一是通过扩展多元化的销售渠道,加强分销渠道管理;二是不断丰富产品线,加以产品分类管理;三是不断降低销售成本,抓好销售成本管理;四是加强职业技能培训,强化销售团队建设等建议。第四,为促进山西奥瑞市场营销战略早日实现,提出要科学测算市场容量、努力提高市场占有率、加强产品销售筹划、强化产品销售进程管理等保障机制。论文主要创新点在于:一是通过借助PEST分析、五力模型分析、SWOT分析等方法深入分析影响市场营销战略推进的内外部因素,把握优化市场营销战略的重点与难点;二是从产品策略、价格策略、渠道策略和促销策略等市场营销战略角度,针对销售渠道、产品线、销售成本、销售团队等重点环节和重点领域存在的问题进行剖析并拟定改进措施;三是从市场容量、市场占有率、产品销售筹划、产品销售进程管理等角度,有针对性地提出促进市场营销战略实现的保障机制。
[Abstract]:First of all, this paper tries to draw lessons from the theoretical framework of marketing strategy, to comb the historical stage of the development of Shanxi Ori Company, and to analyze the organizational structure, human resources, scientific and technological research and development, marketing, and so on. The main products and so on carry on the systematic research. Secondly, based on the analysis of the marketing environment of Shanxi Ori Company, it is concluded that it has a long history, strong technical force, outstanding specialty, bright dominant products, and so on, and it faces the development opportunities brought by the new medical reform. The industry growth brought about by aging and the technological changes in cross-use bring opportunities such as new demand, but also the competitive strength is not strong enough, the product sequence is not enough perfect, the distribution ability needs to be strengthened, the system mechanism is not flexible enough and so on. Faced with the threat of strong intervention of foreign companies, limited medical resources and unfriendly atmosphere of public opinion, this paper puts forward the marketing strategy thought, strategic goal and strategic direction of Shanxi Auris. Thirdly, aiming at the problems of limited sales channel exposed in marketing practice, single product line, high sales cost and insufficient sales team construction, this paper puts forward the following points: first, by expanding diversified sales channels, Strengthen the management of distribution channels; second, constantly enrich the product line, and product classification management; third, constantly reduce sales costs, grasp the management of sales costs; fourth, strengthen vocational skills training, strengthen sales team construction and other suggestions. Fourth, in order to promote the early realization of the marketing strategy of Shanxi Ori, it is proposed to scientifically calculate the market capacity, strive to increase the market share, strengthen the product sales planning, and strengthen the management of the process of product sales, and so on. The main innovation points of this paper are as follows: first, by means of pest analysis and SWOT analysis, the internal and external factors affecting the promotion of marketing strategy are deeply analyzed, and the key points and difficulties of optimizing marketing strategy are grasped; Second, from the point of view of marketing strategy, such as product strategy, price strategy, channel strategy and promotion strategy, aiming at sales channels, product lines, and sales costs, The problems in key links and areas such as sales team are analyzed and the improvement measures are drawn up. Third, from the aspects of market capacity, market share, product sales planning, product sales process management, etc. This paper puts forward the guarantee mechanism to promote the realization of marketing strategy.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.46;F274

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