BD公司广东省市场发展战略研究

发布时间：2018-05-02 04:46

本文选题：网络营销 + 市场发展　；参考：《兰州大学》2012年硕士论文

【摘要】：近五年,中国互联网增值市场增速保持在30%以上的年度增值率。中国的网民在2011年6月底已经达到了4.85亿。网络营销作为互联网新兴的广告模式,吸引了众多中小企业主的重视,这种营销模式得到了迅猛的发展。但是,由于网络营销发展过快,整体机制与国情及社会还处于磨合阶段,特别是网络营销的认识及监管方面。同时,市场环境日趋复杂、市场竞争日渐激烈,营销观念创新、管理模式创新、市场定位创新等都是企业需要解决的问题。 BD公司作为网络营销的国内先行者,如何在发展企业的同时,做好市场的规划,体现企业的社会价值,推动整个行业发展,是本文研究的主要目的。本文从了解BD公司广东分公司的发展历程、企业现状和存在的问题入手,提出了实施企业战略管理的重要意义。并以战略管理有关市场发展战略理论、企业战略管理理论、竞争战略理论等为基础,运用波特五力分析、SWOT矩阵、QSPM分析工具通过对企业内部条件、外部环境、竞争能力的分析,重新确定了企业发展目标。在企业战略实施方面,提出了合理进行人员分工、再造企业现有流程、提高企业管理水平、提升企业信誉度等具体措施和办法,发挥企业市场竞争优势,实现企业发展的战略目标。本文结合了BD公司广东省市场发展的实际情况,制订了BD公司广东省市场发展战略,对于同行企业提高市场竞争力,实现可持续发展等方面具有一定的借鉴意义。
[Abstract]:In the past five years, China's Internet value-added market growth rate of more than 30% of the annual value-added rate. China's Internet users reached 485 million by the end of June 2011. As a new advertising mode on the Internet, network marketing has attracted the attention of many small and medium enterprises, and it has developed rapidly. However, due to the rapid development of network marketing, the overall mechanism, national conditions and society are still in the running-in stage, especially the understanding and supervision of network marketing. At the same time, the market environment is becoming more and more complex, the market competition is becoming more and more fierce, the innovation of marketing concept, the innovation of management mode and the innovation of market orientation are all the problems that need to be solved by enterprises. BD Company, as the forerunner of network marketing, how to develop enterprises, make good market planning, reflect the social value of enterprises, promote the development of the whole industry, is the main purpose of this paper. Based on the understanding of the development course, the present situation and the existing problems of Guangdong Branch of BD Company, this paper puts forward the significance of implementing the strategic management of enterprises. Based on the market development strategy theory, enterprise strategy management theory and competition strategy theory of strategic management, this paper analyzes the internal condition, external environment and competitive ability of the enterprise by using the SWOT matrix and QSPM analysis tool. The enterprise development goal was redefined. In the aspect of implementing the enterprise strategy, the paper puts forward some concrete measures and measures, such as rational division of labor, reengineering the existing process of the enterprise, improving the management level of the enterprise, enhancing the credit degree of the enterprise, so as to bring into play the competitive advantage of the enterprise in the market. Realize the strategic goal of enterprise development. This paper combines the actual situation of the market development of BD company in Guangdong Province, and formulates the market development strategy of Guangdong Province of BD Company, which has certain reference significance for the peer enterprises to improve the market competitiveness and realize the sustainable development.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49

【共引文献】