T建材公司市场营销战略研究
发布时间:2018-03-18 21:46
本文选题:建材市场 切入点:营销战略 出处:《黑龙江大学》2013年硕士论文 论文类型:学位论文
【摘要】:当今时代,,随着经济的日益全球化和我国社会主义市场经济体制的逐步形成和完善,企业己成为市场竞争的主体,企业之间的竞争越来越激烈,市场的竞争使营销战略已经成为建材行业内的共同课题,企业战略的正确制定和有效实施成为企业在市场竞争中制胜的关键因素,因此寻找一条适合建材企业的,具有自身特色的营销之路,己经成为各建材企业需要解决的一个重要课题。 本文以T建材公司作为研究对象,运用科学、系统的战略研究方法和工具,对T建材公司的现有环境因素进行分析,并运用波特五力模型研究分析T建材公司所处的行业竞争环境,利用SWOT战略分析法,制定出企业总体发展战略和基本竞争战略。通过对T建材公司现状发展与市场营销内外部环境的分析,提出T建材公司存在的五点问题,并制定出市场与服务、品牌与资源、合作与结盟的营销战略加以解决。 最后,本文阐述了战略实施的原则、重点及需要注意的几点问题以及实施战略过程中从组织结构、人力资源、创新等方面能力的保障措施,为战略的顺利实施提出了建议。
[Abstract]:Nowadays, with the globalization of economy and the gradual formation and perfection of our socialist market economy system, enterprises have become the main body of market competition, and the competition among enterprises is becoming more and more intense. The market competition has made the marketing strategy a common topic in the building materials industry. The correct formulation and effective implementation of the enterprise strategy has become the key factor for the enterprise to win in the market competition. With its own characteristics of marketing road, has become a building materials enterprises need to solve an important issue. This paper takes T Building Materials Company as the research object, using scientific and systematic strategic research methods and tools to analyze the existing environmental factors of T Building Materials Company. And using Porter's five-force model to study and analyze the competitive environment of T Building Materials Company, using SWOT strategic analysis, The overall development strategy and the basic competitive strategy of the enterprise are worked out. Through the analysis of the present situation of T Building Materials Company and the internal and external environment of marketing, this paper puts forward five problems existing in T Building Materials Company, and formulates the market and service, the brand and the resources. Cooperation and alliance of the marketing strategy to be addressed. Finally, this paper expounds the principles, key points and some problems needing attention in the implementation of the strategy, and puts forward some suggestions for the smooth implementation of the strategy in terms of the organizational structure, human resources, innovation and so on.
【学位授予单位】:黑龙江大学
【学位级别】:硕士
【学位授予年份】:2013
【分类号】:F274;F426.92
【参考文献】
相关期刊论文 前2条
1 沐春辉;;浅谈中小型建材企业的市场适应性[J];建材发展导向;2007年02期
2 张新国;21世纪关系营销发展新趋势[J];中南财经政法大学学报;2002年06期
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