G公司云南市场营销策略研究
发布时间：2019-01-29 20:58
【摘要】：本论文笔者结合在G公司市场营销的长期实践和在读MBA期间所学的营销理论知识所撰写,前期通过对云南市场宏观和微观环境的分析,充分了解市场的政策要求及未来市场的发展空间,最终结合G公司在云南的市场文化、组织机构、市场要求、竞争因素及自身产品等特点对G公司云南市场进行研究分析,从而使G公司能在云南市场可持续的发展。本文首先对整个建筑行业的内外部环境进行了全面的扫描,分析了市场的未来前景,同时应用了行业权威发布的大量数据有效的例证建筑行业的发展,并通过第一章营销发展史及第二章G公司云南市场环境的综合分析,结合G公司目前营销现状找到差距,从差距中找到适合G公司的营销策略,过程中也应用了相关市场营销理论知识,从而更系统而全面的对云南市场的营销策略进行研究和探讨,最终为G公司提出有效的市场营销建议。由于G公司属于建筑领域比较专业的信息化公司,而建筑领域在发展中的中国来说,正处于兴旺时期,然而国内信息化建设水平与发达国家相比较为落后,国家未来三年内的投入力度不会减弱。据调查,在我国建筑行业中,67%的企业具有办公自动化系统；93.2%的企业拥有专业软件；21.6%的企业拥有管理信息系统；30.7%的企业拥有项目管理系统；4.5%的企业具有决策支持系统；6.8%的企业拥有企业资源规划系统；6.8%的企业拥有大型数据库系统。同时调查中显示,是否拥有后三类系统与企业资质等级具有密切关系,拥有这几类系统的企业,其资质等级都在一级或甲级以上。由此可以看出建筑信息化的发展对建筑领域的影响力,本文的研究不仅能给予G公司的市场营销策略提出有效建议,也可以为建筑信息化企业积累宝贵的方法论。本论文笔者运用了多种营销理论和分析方法,以菲利普.科特勒的市场营销理论为基础,结合相关分析方法对全文进行阐述。比较突出的分析方法有：PEST环境分析、波特五力竞争模型分析、SWOT-Q分析以及市场营销理论和4P1S策略制定。通过这些分析方法,更全面地了解了市场的内外部环境,进而得出的市场营销策略更易操作和执行,本文的创新点在于结合G公司的实践经验,用一定篇幅阐述了企业服务营销的做法,而在互联网高速发展的今天,以产品为王,客户体验为基础的营销策略就显得十分的重要,最后笔者也希望通过本文的研究能给G公司或其它类似的企业带来一些帮助和思考。
[Abstract]:This paper is written by combining the long-term practice of marketing in G Company and the marketing theory knowledge learned during the reading of MBA, through the analysis of the macro and micro environment of Yunnan market. Fully understand the policy requirements of the market and the development space of the future market, and finally combine the market culture, organization, market requirements, competitive factors and its own products of G company in Yunnan to study and analyze the market of G company in Yunnan. So that G company can be sustainable development in the market in Yunnan. In this paper, the internal and external environment of the whole construction industry is comprehensively scanned, and the future prospects of the market are analyzed. At the same time, a large number of data published by the industry authority are used to illustrate the development of the construction industry. And through the first chapter marketing history and the second chapter G company Yunnan market environment synthesis analysis, unifies G company's present marketing present situation to find the disparity, from the disparity to find the suitable G company's marketing strategy, In the process, relevant marketing theory knowledge is also applied, so that the marketing strategy of Yunnan is studied and discussed more systematically and comprehensively. Finally, effective marketing suggestions are put forward for G Company. Because G company belongs to the information company which is specialized in the field of construction, and the construction field in the developing China, is in a prosperous period, but the level of information construction in China is relatively backward compared with the developed countries. The country's investment in the next three years will not be weakened. According to the investigation, 67% of the enterprises in our country have office automation system, 93.2% have professional software, 21.6% have management information system, 30.7% have project management system. 4.5 percent of enterprises have decision support systems, 6.8 percent of enterprises have ERP systems, and 6.8 percent of enterprises have large database systems. At the same time, the investigation shows that there is a close relationship between the latter three kinds of systems and the qualification grade of the enterprises. From this, we can see the influence of the development of construction information on the field of construction. The research in this paper can not only give G company effective suggestions for marketing strategy, but also accumulate valuable methodology for construction information enterprises. In this paper, the author uses a variety of marketing theory and analysis methods to Philip. On the basis of Kotler's marketing theory, combined with the relevant analysis method, this paper expounds the full text. The more prominent analysis methods are: PEST environment analysis, Porter five forces competition model analysis, SWOT-Q analysis, marketing theory and 4P1S strategy formulation. Through these analysis methods, we have a more comprehensive understanding of the internal and external environment of the market, and then come to the marketing strategy easier to operate and execute. The innovation of this paper is to combine the practical experience of G company. This paper expounds the practice of enterprise service marketing in a certain part, but today with the rapid development of the Internet, the marketing strategy based on product and customer experience is very important. Finally, the author also hopes that the research can bring some help and thinking to G Company or other similar enterprises.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92
本文编号：2417858
[Abstract]:This paper is written by combining the long-term practice of marketing in G Company and the marketing theory knowledge learned during the reading of MBA, through the analysis of the macro and micro environment of Yunnan market. Fully understand the policy requirements of the market and the development space of the future market, and finally combine the market culture, organization, market requirements, competitive factors and its own products of G company in Yunnan to study and analyze the market of G company in Yunnan. So that G company can be sustainable development in the market in Yunnan. In this paper, the internal and external environment of the whole construction industry is comprehensively scanned, and the future prospects of the market are analyzed. At the same time, a large number of data published by the industry authority are used to illustrate the development of the construction industry. And through the first chapter marketing history and the second chapter G company Yunnan market environment synthesis analysis, unifies G company's present marketing present situation to find the disparity, from the disparity to find the suitable G company's marketing strategy, In the process, relevant marketing theory knowledge is also applied, so that the marketing strategy of Yunnan is studied and discussed more systematically and comprehensively. Finally, effective marketing suggestions are put forward for G Company. Because G company belongs to the information company which is specialized in the field of construction, and the construction field in the developing China, is in a prosperous period, but the level of information construction in China is relatively backward compared with the developed countries. The country's investment in the next three years will not be weakened. According to the investigation, 67% of the enterprises in our country have office automation system, 93.2% have professional software, 21.6% have management information system, 30.7% have project management system. 4.5 percent of enterprises have decision support systems, 6.8 percent of enterprises have ERP systems, and 6.8 percent of enterprises have large database systems. At the same time, the investigation shows that there is a close relationship between the latter three kinds of systems and the qualification grade of the enterprises. From this, we can see the influence of the development of construction information on the field of construction. The research in this paper can not only give G company effective suggestions for marketing strategy, but also accumulate valuable methodology for construction information enterprises. In this paper, the author uses a variety of marketing theory and analysis methods to Philip. On the basis of Kotler's marketing theory, combined with the relevant analysis method, this paper expounds the full text. The more prominent analysis methods are: PEST environment analysis, Porter five forces competition model analysis, SWOT-Q analysis, marketing theory and 4P1S strategy formulation. Through these analysis methods, we have a more comprehensive understanding of the internal and external environment of the market, and then come to the marketing strategy easier to operate and execute. The innovation of this paper is to combine the practical experience of G company. This paper expounds the practice of enterprise service marketing in a certain part, but today with the rapid development of the Internet, the marketing strategy based on product and customer experience is very important. Finally, the author also hopes that the research can bring some help and thinking to G Company or other similar enterprises.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92
【参考文献】
相关期刊论文 前4条
1 张占东;企业竞争中的产品差异化战略研究[J];经济经纬;2002年03期
2 凯文·莱恩·凯勒;;品牌建设八大要点[J];当代经理人;2007年03期
3 周旭东,姜太平;核心竞争力与差异化战略[J];经济师;2002年11期
4 李延凤;;论市场营销计划的制定策略[J];商场现代化;2007年25期
相关重要报纸文章 前1条
1 ;[N];人民日报;2014年
，本文编号：2417858
本文链接：https://www.wllwen.com/guanlilunwen/xiangmuguanli/2417858.html
