SC公司市场营销战略与实施策略研究

发布时间：2018-03-20 09:41

本文选题：炼化工程企业　切入点：市场营销　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：炼化工程企业是建筑行业的重要组成部分,在国民经济中发挥着举足轻重的作用。近年来,我国炼化工程企业呈现出了高速、稳步发展的态势,取得了令人瞩目的成绩,其对国民经济发展“推动器”的效应日益突出,已开始扮演起国民经济进一步增长的关键角色。与此同时,炼化工程行业的发展环境、市场格局更加复杂多变,市场竞争的激烈程度日益提升,诸多炼化工程企业面临着较大的发展压力。如何以市场为导向,根据市场变化快速制定营销战略,实施与经营环境、行业现状、企业发展、客户需求相适应的策略措施,一直是众多专家和企业管理者关注与研究的重大课题。本文以炼化工程企业SC公司为例,运用理论与实践相结合的方法,以现代市场营销学相关理论为支撑,运用市场营销、企业管理等相关原理和方法,综合分析相关资料,从研究SC公司所处的政治法律环境、经济环境、社会文化环境、技术环境等宏观环境,及其面临的国内、国外市场环境与竞争结构入手,结合SC公司的内部环境、营销现状、优劣势分析结果,客观提出SC公司中长期发展的思路与目标,并据此为SC公司设计支持公司中长期发展的国际化市场营销战略、一体化市场营销战略、差异化市场营销战略方案,形成和提出了推进系统内炼化工程板块联合式营销、构建完善的立体化的市场营销体制、有效进行信息资源收集分析与目标市场细分确立、培育良好的客户关系、打造核心竞争力、推进品牌营销等方面的策略和建议,对SC公司市场营销的长远规划以及市场竞争力的提高提供了有效参考。
[Abstract]:Refinery and chemical engineering enterprises are an important part of the construction industry and play an important role in the national economy. In recent years, the refinery and chemical engineering enterprises of our country have shown a high speed and steady development trend, and have made remarkable achievements. Its effect on the development of the national economy is becoming more and more prominent, and it has begun to play a key role in the further growth of the national economy. At the same time, the development environment of the refining and chemical engineering industry and the market pattern are becoming more complex and changeable. The fierce degree of market competition is increasing day by day, many refineries and chemical engineering enterprises are faced with great pressure of development. How to make marketing strategy, implement and manage environment, industry status quo and enterprise development quickly according to market change and market orientation, The strategies and measures that meet the customer's needs have been an important subject for many experts and enterprise managers to pay close attention to and study. This paper takes SC Company of Refining and Chemical Engineering as an example, using the method of combining theory with practice, taking the relevant theories of modern marketing and marketing as the support, applying the relevant principles and methods of marketing and enterprise management, and synthetically analyzing the relevant data. Starting with the study of the political and legal environment, the economic environment, the social and cultural environment, the technological environment, and the domestic and foreign market environment and the competitive structure of SC Company, combining the internal environment of SC Company, the marketing situation, Based on the analysis of the advantages and disadvantages, the paper objectively puts forward the ideas and objectives of the long-term development of SC Company, and designs the international marketing strategy and the integrated marketing strategy for SC Company to support the long-term development of the company. The strategy scheme of differentiated marketing has formed and put forward to promote the integrated marketing of refining and chemical engineering in the system, to construct a perfect three-dimensional marketing system, to collect and analyze information resources effectively and to establish the target market segmentation. Cultivating good customer relationship, building core competence, promoting brand marketing and other strategies and suggestions, it provides an effective reference for SC company's long-term marketing planning and the improvement of market competitiveness.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92

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