兰州同利达商贸有限公司的营销策略研究

发布时间：2018-01-11 21:31

本文关键词：兰州同利达商贸有限公司的营销策略研究　出处：《兰州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会、经济和信息技术的发展,人们对各类建筑和基础设施的业务支持功能、环境功能和服务功能的迫切需求驱动形成了以建筑为业务载体的建筑材料市场。目前,建筑材料市场的低门槛、高竞争局面,使我们必须向技术含量高等方面转型或优化创新。由于建筑材料业务一般通过承建工程的方式开展,是依附于建筑行业,与其有着紧密关系的行业。而我国巨大的房屋基建投资也促进了建筑材料技术的发展,由于巨大的市场需求,建筑材料技术也日趋成熟。立足当前、展望未来,兰州同利达商贸有限公司作为行业领先的解决建筑材料方案提供商和工程商,目前公司面临成立以来最大的挑战,兰州同利达商贸有限公司迫不及待地需要一条立足当下,放眼未来的长久经营管理之道。本文根据目前公司外部的环境,内部的管理实践和管理困境,结合所学的理论知识。研究了兰州同利达商贸有限公司的营销策略。首先,根据梳理了营销理论的发展脉络,在此基础上分析了兰州同利达商贸公司的内外部经营环境,依次分析了:国内建筑材料贸易行业目前的行业特点;西北地区或者说更小范围内的兰州及周边市场的特点;兰州同利达商贸有限公司所处的行业地位以及优劣势。分析了兰州同利达商贸有限公司所处的行业地位,同时通过与公司内部以及客户和同行业的人士,对公司的优劣势进行了分析。紧接着制定了同利达商贸公司的营销策略,以市场营销的过程TPS(市场细分、目标市场选择、产品定位)进行公司的市场细分定位以及目标市场的选择。最后以4C营销理论为框架,从消费者需求、成本、便利性和沟通四个角度,提出了兰州同利达商贸有限公司的市场营销策略保障措施。以期对于本公司的发展有指导意义,对于同行业的其他中小企业具有借鉴意义。
[Abstract]:With the development of society, economy and information technology, business people of all kinds of buildings and infrastructure support functions, in urgent need of environmental function and service function of the driving form building materials to the construction business carrier market. At present, the building materials market low threshold, high competition situation, we must make the transition to technology or optimization higher content of innovation. Since the development of building materials business in general through the construction of the way, is attached to the construction industry, and has a close relation to the industry. But China's huge housing infrastructure investment can promote the development of building materials technology, due to the huge market demand, building materials technology is becoming mature. Based on the current. In the future, Lanzhou Lida Trading Company as a solution to building materials industry leading solutions provider and engineering business, the company is currently facing the biggest since the founding The challenge, Lanzhou Lida Trading Company eagerly need a long look based on the moment, the management of the road in the future. In this paper, according to the company's external environment, internal management practices and management problems, combined with the theory of knowledge. The Lanzhou Tongli trading company marketing strategy. Firstly, according to the combing the development of marketing theory, based on the analysis of Lanzhou Lida Trading Company's internal and external business environment, and analyzes the characteristics of the industry: the current domestic building materials industry trade; northwest region or smaller features within the scope of Lanzhou and the surrounding market; Lanzhou Lida Trading Company in the industry status as well as the advantages and disadvantages are analyzed. With the Lanzhou Lida Trading Company in the industry position, at the same time with the company and customers and the industry people to the public Our advantages and disadvantages are analyzed. Then make the same Lida Trading Company's marketing strategy, the marketing process of TPS (market segmentation, target market selection, product positioning) market segmentation and target market positioning. Finally with the 4C marketing theory, from the consumer demand, cost, convenience and communication in four aspects, proposed Lanzhou Lida Trading Company's marketing strategy and security measures. In order to have guiding significance for the development of the company, with reference to other small and medium-sized enterprises in the same industry.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

【相似文献】