正海新材料有限公司战略合作营销模式研究

发布时间：2018-01-29 10:56

本文关键词： 战略合作营销战略联盟竞争优势　出处：《大连海事大学》2015年硕士论文　论文类型：学位论文

【摘要】：战略合作营销是21世纪营销中最重要的理念,与传统营销相比,它具有很多明显的优势,已发展成为企业实现较高销售收入和利润、开发新品、实现企业扩张、开拓新市场的主要营销方式,是许多企业获得竞争优势的战略选择。企业通过战略合作营销的实施,以取得持续的竞争优势,来确保企业获得可持续发展的动力。该论文是为烟台正海新材料有限公司在新的经济和行业背景条件下,获取和提升竞争力设计并实践战略合作营销模式。企业的市场营销活动是该论文的研究内容,在市场竞争残酷的外墙保温行业中,企业的营销模式和活动及复杂而多变的环境是一个有机的系统,运用现代营销理论、战略管理理论、企业竞争理论、合作营销理论为基础,以波特五力模型和价值链分析作为工具,鉴于新经济和行业环境加以研究分析,从介绍战略营销、战略联盟、合作营销的内涵、特点开始,对新形势下正海新材料有限公司战略合作营销的内涵、内容及基本模式进行分析,并通过对现有营销模式进行对比,创造性的提出一种适合正海新材料有限公司的战略合作营销模式,从而为正海新材料有限公司打造和培育营销竞争力,实现公司可持续发展提供一种新的思路和方法。本研究由五部分组成。第一部分为绪论。在绪论中介绍了问题的提出和意义,同时介绍了该问题目前的研究现状。第二部介绍了战略合作营销的基本理论。在这部分中介绍了战略合作营销的基本概念、相关理论和具体实现方法。第三部分介绍了烟台正海新材料有限公司的企业概况和营销现状分析。第四部分介绍烟台正海新材料有限公司战略合作营销方案设计,从团队建设、客户信用评级和销售政策方面进行具体方案设计。第五部分介绍烟台正海新材料有限公司战略合作营销实施方案设计,主要从目标、进度计划和保障措施等方面进行研究。
[Abstract]:In 21th century, strategic cooperative marketing is the most important concept in marketing. Compared with traditional marketing, it has many obvious advantages, and has developed into an enterprise to achieve higher sales income and profits, and to develop new products. It is the strategic choice for many enterprises to gain competitive advantage to realize the expansion of enterprises and to open up new markets. Through the implementation of strategic cooperative marketing, enterprises can obtain sustainable competitive advantage. This paper is for Yantai Zhenghai New material Co., Ltd under the new economic and industry background. Obtain and enhance competitiveness design and practice strategic cooperative marketing model. The marketing activities of enterprises is the research content of this paper, in the fierce market competition outside wall insulation industry. The marketing model and activities of enterprises and the complex and changeable environment are an organic system, which is based on modern marketing theory, strategic management theory, enterprise competition theory and cooperative marketing theory. With Porter's five-force model and value chain analysis as a tool, in view of the new economy and the industry environment to study and analysis, starting from the introduction of strategic marketing, strategic alliance, cooperative marketing connotation, characteristics. This paper analyzes the connotation, content and basic mode of strategic cooperative marketing of Zhenghai New Materials Co., Ltd under the new situation, and compares the existing marketing models. Creatively put forward a kind of strategic cooperative marketing mode suitable for Zhenghaixin material Co., Ltd., so as to create and cultivate marketing competitiveness for Zhenghaixin material Co., Ltd. This research consists of five parts. The first part is the introduction. In the introduction, it introduces the problem and its significance. The second part introduces the basic theory of strategic cooperative marketing. In this part, it introduces the basic concept of strategic cooperative marketing. The third part introduces the general situation and marketing situation of Yantai Zhenghaixin material Co., Ltd. 4th part introduces the strategic cooperative marketing scheme design of Yantai Zhenghaixin material Co., Ltd. . From the team building, customer credit rating and sales policy specific design. 5th part introduces Yantai Zhenghaixin material Co., Ltd. Strategic cooperation marketing implementation scheme design, mainly from the goal. Progress plan and safeguard measures are studied.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.7;F274

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