宇澜公司市场营销策略研究

发布时间：2018-01-12 07:02

本文关键词：宇澜公司市场营销策略研究　出处：《宁夏大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着全球化进程的加快和市场竞争的不断加剧,营销策略越来越受到企业界的重视。公司在激烈的市场竞争中想要保持绝对优势,实现可持续健康地向前发展,这在很大程度上取决于公司是否制定相应的营销策略和目标市场是否选择正确。所以研究企业的营销策略对于中国国内手机零售行业的发展研究具有重要的理论意义和现实意义。目前,国内手机零售营销策略研究现状是营销策略研究的普遍欠缺,导致中国的手机销售没有有效的理论指导,营销战略也不能很好的系统制定和有序展开。因此,本文在这种情况下研究宇澜公司的营销策略并深入分析。基于对营销策略理论的分析,运用了企业管理战略、经营策略和方法,研究了宇澜公司现在的现状和当前的营销策略,宇澜公司的优势,面向外部时所面临的机会和威胁；在营销策略方面,结合宇澜公司的经营现状,优化宇澜公司的营销策略,并提出了一些可改进宇澜公司营销策略的具体方法和改进策略。本文的创新工作是通过营销策略组合,准确的市场定位理论期冀能够为宇澜公司的发展提供帮助,运用理论联系实际的方法,制定出高效的营销策略。本文最终目标是通过对营销策略的理论和应用研究,将这些研究成果充分运用到宇澜公司以及其他类似宇澜公司这样的小微型企业中,希望这些研究能为小微型公司的发展提供借鉴,以促进公司更好的发展,为公司营销策略建设提供帮助。
[Abstract]:With the acceleration of globalization and the intensification of market competition, marketing strategy more and more attentions. The company wants to maintain absolute advantage in the fierce market competition, to achieve sustainable and healthy development, which largely depends on whether the company made the corresponding marketing strategy and target market selection is so right. Study on the marketing strategy of enterprises has important theoretical and practical significance for the study of the development of the retail industry Chinese domestic mobile phone. At present, the domestic mobile phone retail marketing strategy research is lack of research of the marketing strategy, resulting in no Chinese mobile phone sales theory, marketing strategy is not good system development and orderly this paper studies Lan Yu. Therefore, in this case the company marketing strategy and in-depth analysis. Analysis of the marketing strategy based on the theory of, The application of the enterprise management strategy, business strategy and method of Lan Yu company now and the status of the current marketing strategy, Lan Yu's advantage, facing for external opportunities and threats; in marketing strategy, combined with the operating status of Lan Yu, Yu Lan, optimize the company's marketing strategy, and puts forward the some specific methods can improve the marketing strategy of the company Lan Yu and improvement strategies. The innovation of this thesis is the combination of marketing strategies, market positioning accurate theory of Hebei to provide help for the development of Lan Yu company, using the method of theory with practice, develop an effective marketing strategy. This paper is based on the ultimate goal study on theory and application of the marketing strategy, will make full use of these results to the company and other similar Yu Lan Lan Yu company of small micro enterprises like this, we hope that these studies can small micro public The development of the company is provided to promote the company's better development and help the company's marketing strategy.

【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.2

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