A公司电焊机市场营销策略研究

发布时间：2017-12-31 16:43

本文关键词：A公司电焊机市场营销策略研究　出处：《石家庄经济学院》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国市场经济进一步深化，企业竞争越来越激烈。近年，，受全球经济危机的影响，我国经济走势持续低迷，企业的生存与发展受到影响，特别是中小企业经营更是雪上加霜。面对复杂多变的外部环境影响，A公司营销策略还不够完善，以至于公司一直处于很被动的地位，经营出现一些问题。在此形势下，企业不但要推陈出新，生产出更多符合市场要求的新产品，而且还要更加重视市场营销策略的研究和改进，特别是中小型电焊机生产企业，更是如此。本文首先分析了国内的政治、经济及技术环境，进而分析国内电焊机的现状和发展趋势及电焊机的市场需求，运用波特的五力模型对A公司电焊机的竞争强度进行了分析，结合目前的形势和公司的实际情况，对公司的优势、劣势、机会与威胁进行了分析，剖析了A公司电焊机目前在市场营销环节中存在的问题，对A公司电焊机的市场定位策略、产品策略、价格策略、渠道策略及促销策略进行了逐一的，详尽的分析，最后从服务和网络营销两个方面阐述了A公司市场营销策略，为A公司电焊机在市场的营销提供了参考性的意见。本文研究的目的就是通过对A公司营销策略的研究，就其目前现状和营销管理中存在的问题，找出症结所在，在此基础上有针对性的提出解决问题的途径和措施。从而使A公司能在竞争中获得优势，提高企业效益，最终实现可持续发展。
[Abstract]:As the market economy of our country is further deepened , the competition of enterprises is getting more and more intense . In recent years , the economic trend of our country has been weak , and the survival and development of enterprises have been affected , especially the operation of small and medium - sized enterprises . In the face of the complex and changeable external environment , the company has been in a passive position , and the management has some problems . In this situation , the enterprise not only has to push out the new products , but also pay more attention to the research and improvement of the marketing strategy , especially the production enterprises of small and medium - sized electric welding machines . This paper first analyzes the domestic political , economic and technological environment , then analyzes the current situation and development trend of the domestic electric welder and the market demand of the electric welder , analyzes the advantages , disadvantages , opportunities and threats of company A by using Porter ' s five - force model , analyzes the current situation and actual situation of the company , analyzes the advantages , disadvantages , opportunities and threats of company A , analyzes the market positioning strategy , product strategy , price strategy , channel strategy and promotion strategy of company A . The purpose of this paper is to find out the crux of the problem in the current situation and marketing management of company A through the research of A company ' s marketing strategy .

【学位授予单位】：石家庄经济学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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