辽宁省机械橡胶有限公司的市场营销策略研究

发布时间：2018-02-11 09:56

本文关键词： 辽宁省机械橡胶有限公司市场营销策略　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：辽宁省机械橡胶有限公司成立于1988年8月，公司位于环境优美、山青水秀的铁岭县橡胶园区内。厂区占地面积57000m2，建筑面积16000m2，固定资产4800万元。全球机械橡胶行业经过2010年和2011年的发展，有明显的上升趋势。市场需求与2008年中期经济危机前的最高点处于同一水平。随着经济的发展，世界各地对于橡胶的需求量骤增，各行各业对与机械橡胶制品的需求量也在与日增长，全球的机械橡胶消费地区分布趋势也有了新的变化，，开始从西方发达国家向东方新兴经济体转移，中国作为最大的新兴经济体市场，正在逐步成为全球最大的机械橡胶消费市场。面对巨大的市场需求，辽宁省机械橡胶有限公司不能坐以待毙，公司想要谋求更大的发展，就要进一步的优化市场营销策略，形成合理的营销策略，才能在激烈的市场竞争和巨大的需求面前抓住机遇，更好更快的向前发展。本文分成五个章节，对辽宁省机械橡胶有限公司的市场营销策略进行了全面的分析。本文的第一章是本文的绪论部分，从本文的研究背景，研究意义，研究方法进行了总体的论述，第二章是相关的文献综述，本文从市场营销理论进行了相关文献的梳理和阅读。第三、四章从辽宁省机械橡胶有限公司的具体业务入手，从公司所面临的外部宏观环境和集团的内部情况两个方面进行了分析。第四章是辽宁省机械橡胶有限公司的营销战略的选择，分别从产品策略，价格策略，服务策略三个方面进行了具体阐述。
[Abstract]:Liaoning Province Machinery Rubber Co., Ltd. was founded in August 1988, the company is located in a beautiful environment, In the rubber park of Tieling County in Shanqing and Shuixiu, the factory covers an area of 57000m2, a building area of 16000m2, and a fixed assets of 48 million yuan. The global mechanical rubber industry has developed after 2010 and 2011. There is a clear upward trend. Market demand is at the same level as the peak before the mid-2008 economic crisis. The demand for mechanical rubber products in various industries is also increasing day by day. The global distribution trend of mechanical rubber consumption areas has also changed, beginning to shift from the developed countries in the West to the emerging economies in the East. As the largest emerging economy market, China is gradually becoming the world's largest consumer market for mechanical rubber. In the face of huge market demand, Liaoning Provincial Machinery Rubber Co., Ltd. cannot sit idly by. If the company wants to seek greater development, it must further optimize its marketing strategy and form a reasonable marketing strategy. In order to seize the opportunity in the face of fierce market competition and huge demand, better and faster development. This paper is divided into five chapters, the marketing strategy of Liaoning Province Machinery Rubber Co., Ltd. has been comprehensively analyzed. The first chapter of this paper is the introduction of this article, from the research background, research significance, The second chapter is the related literature review, this paper combs and reads the related documents from the marketing theory. The third, fourth chapter starts with the specific business of Liaoning Provincial Machinery Rubber Co., Ltd. Chapter 4th is the choice of marketing strategy of Liaoning Provincial Machinery Rubber Co., Ltd., from the product strategy, price strategy, Three aspects of service strategy are elaborated.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

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