PH电气有限公司营销管理问题分析与改进策略

发布时间：2018-01-09 10:06

本文关键词：PH电气有限公司营销管理问题分析与改进策略　出处：《东北大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国市场环境随着国家改革开放、加入WTO、经历金融危机等发生着巨大的变化,外资企业也随之经历着蜜月期、平稳期、阵痛期、彷徨期等。面对国内市场内外部环境的变化,考虑到中国市场的重要性,外资企业需要及时调整其在中国的市场营销策略以配合企业的长远发展。低压电器行业具有高科技性,复杂程度较高,行业竞争激烈等特点。随着近些年技术壁垒逐渐降低,国内品牌与外资品牌之间的差距在逐渐缩小,如何继续保持行业的领先地位是PH中国公司目前面临的最大的问题。当前市场原材料价格不断上涨,人力成本逐年提高,这些都给PH中国公司的日常经营带来了巨大的压力,加之现行市场营销策略在诸多方面存在问题,使得PH中国公司遇到了前所未有的经营困境,如何通过调整市场营销策略以改变企业的经营状况显得尤为重要。本文以PH中国公司为研究对象,通过对企业发展历史的回顾,低压电器行业发展过程的分析,企业所面对的市场环境变化,重点行业现状等进行分析,找到困扰企业发展的症结。通过对企业之前营销策略的分析、利用SWOT模型、4P战略等工具对企业之前的市场营销策略提出相应的改善措施及建议,帮助其提高产品的市场营销成果,提升企业的运营绩效及核心竞争力,使其适应当前激烈的市场竞争环境,创造更加辉煌的业绩。
[Abstract]:Chinese market environment with the country's reform and opening up, joining the WTO, the financial crisis occurred huge changes, foreign enterprises have also experienced a honeymoon period, stable period, the throes, hesitation. Facing the change of domestic market environment, taking into account the importance of Chinese market, foreign companies need to adjust its marketing with the China strategy in the long-term development of enterprises. Low-voltage electrical industry with high-tech, high complexity, industry competition and other characteristics. With the recent technical barriers are gradually reduced, between domestic and foreign brands brand gradually narrows the gap between the leading position, how to keep the industry is the biggest problem currently facing the company China PH in the current market. The rising prices of raw materials, labor costs increase year by year, which gave the PH Chinese company's management has brought enormous pressure, coupled with the There are problems in many aspects of marketing strategy of the current market, the PH Chinese company encountered difficulties hitherto unknown, how to adjust the marketing strategy to change the operating conditions of enterprises is particularly important. This paper takes PH China company as the research object, through reviewing the history of enterprise development, analysis of low-voltage electrical industry in the development process of enterprises in the face of changes in the market environment, key industry situation analysis, find the crux of the problem plagued the development of enterprises. The enterprise before marketing strategy analysis, using the SWOT model, the 4P strategy tools is proposed to improve the corresponding measures and suggestions on the marketing strategy of enterprises before, to help improve their marketing results, improve the operation the performance and the core competitiveness of enterprises to adapt to the current competitive market environment, create more brilliant achievements.

【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

【相似文献】