M公司市场营销战略分析

发布时间：2018-01-24 10:20

本文关键词： 市场营销战略价值链利基市场平衡计分卡模拟情景分析　出处：《上海交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济发展全球化和中国改革开放步伐的加大，中国制造业企业面对国家经济结构调整带来的机遇，同时，行业内的竞争也随着产业升级和外资进入变得越发激烈。制造型中型企业在技术，产品，市场和内部组织上都有一定的积累，但是面对新的挑战，企业如果没有通过对内部资源进行整合，提升价值链，构建持续的竞争优势的话，往往会很快落后于竞争之列。现代企业的经营战略围绕着企业的营销战略而制定，战略在通过对宏观环境，目标市场和市场竞争角度进行分析以后，制定出符合企业自身要素禀赋以及外部环境变化企业使命，产品方案和行动计划。其中，本文通过对M公司的情况说明，案例分析，为M公司的市场营销战略做了规划和设计，并介绍了M公司内部为实现这些战略做出的改革措施。企业内部组织结构的改革是对企业制定营销战略和进行战略实施的有效保障。M公司针对外部条件和自身特点制定了主动利基市场战略，并通过客户体验优化和控制互补产品两种辅助战术来对战略进行实施。同时，M公司为了配合战略成立了市场营销部。市场营销部在功能和外延上区别于传统的销售部，M公司成立市场营销部专注于对市场，客户和竞争的分析，制定和执行整体销售计划，并负责从业务开发的角度对企业内部各部门进行协同，提升价值链水平。本文通过对M公司的战略分析和说明，，以及市场营销部组织改革，引入平衡计分卡手段的介绍，来研究市场营销战略在这一企业经营战略中的功能和重要性。
[Abstract]:With the globalization of economic development and the increasing pace of China's reform and opening up, Chinese manufacturing enterprises face the opportunity brought about by the adjustment of the national economic structure, and at the same time. The competition in the industry has become more and more intense with the upgrading of industry and the entry of foreign capital. Manufacturing medium-sized enterprises have accumulated in technology, products, market and internal organization, but faced with new challenges. If enterprises fail to integrate their internal resources, upgrade the value chain, and build sustainable competitive advantages, they will soon fall behind the competition. The management strategy of the modern enterprise is formulated around the marketing strategy of the enterprise, after analyzing the macroscopic environment, the target market and the market competition angle. Make out the enterprise's own factor endowment and external environment change enterprise mission, product plan and action plan. Among them, this article through the case of M company, case analysis. M company for the marketing strategy to do the planning and design. The reform of internal organization structure is an effective guarantee for enterprises to formulate marketing strategy and carry out strategy implementation. M company aims at external conditions and itself. Characteristics of the active niche market strategy. And through customer experience optimization and control complementary products two assistant tactics to carry out the strategy. At the same time. M company has established marketing department in line with the strategy. The marketing department is different from the traditional sales department in function and extension. M has set up marketing department to focus on the analysis of market, customer and competition. Make and implement the overall sales plan, and be responsible for the business development of the internal departments of the enterprise to enhance the value chain level. This paper through the M company strategic analysis and explanation. As well as the organization reform of marketing department and the introduction of balanced Scorecard, this paper studies the function and importance of marketing strategy in the management strategy of this enterprise.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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