W塑胶有限公司营销策略研究

发布时间：2018-01-11 00:31

本文关键词：W塑胶有限公司营销策略研究　出处：《四川师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,我国的塑胶管道生产公司特别是中小公司缺乏对市场前景的科学评估,缺乏积极应对的思维方式,在市场营销中继续采用传统的营销模式,或是尝试采用在其他行业取得成功的营销做法,自身没有找到符合塑胶管道行业特点的专门营销策略,导致营销成本高,营销效果却不甚理想。所以,本文以W塑胶有限公司为个案,通过对W塑胶公司现有营销进行诊断分析并提出解决建议,以提高该公司的市场竞争力。本文运用SWOT分析方法,研究W塑胶公司面临的机遇和威胁,自身的优势和劣势,并用“4Ps”营销理论从产品、价格、渠道、促销等方面找到W塑胶公司营销策略管理中存在的市场定位不明、品牌营销力度不够、生产成本高、定价方式单一、营销渠道结构不合理等问题。针对这些问题,提出了明确市场定位、打造特色品牌、提高生产技术、加强价格管理、优化营销渠道、加强线上营销渠道建设、创新促销方式等改进建议。特别是塑胶管道产品线上营销渠道的研究,是在对现状分析和他人研究成果的基础上,为扩大塑胶管道企业营销渠道进行的大胆探索。
[Abstract]:At present, China's plastic pipe production companies, especially small and medium-sized companies, lack of scientific evaluation of the market prospects, lack of positive thinking mode of coping, continue to use the traditional marketing model in marketing. Or try to use in other industries to achieve success in marketing practices, their own did not find a special marketing strategy in line with the characteristics of the plastic pipe industry, leading to high marketing costs, marketing results are not very ideal. In this paper, W plastic Co., Ltd. as a case, through the W plastic company existing marketing diagnosis and analysis and put forward solutions to improve the company's market competitiveness. This paper uses the SWOT analysis method. To study the opportunities and threats faced by W plastic Company, its own strengths and weaknesses, and use the "4Ps" marketing theory from the products, prices, channels. Promotion and other aspects to find W plastic company marketing strategy management in the market positioning is unclear, brand marketing efforts are not enough, high production costs, pricing method is single. The marketing channel structure is unreasonable and so on. Aiming at these problems, this paper puts forward some suggestions, such as clear market positioning, building characteristic brand, improving production technology, strengthening price management, optimizing marketing channel and strengthening the construction of online marketing channel. The research on the marketing channel of plastic plumbing products is based on the analysis of the current situation and the research results of others. For the expansion of plastic pipeline enterprise marketing channels for bold exploration.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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