UM办公家具在上海市场的精准营销策略研究

发布时间：2018-03-19 09:06

本文选题：精准营销　切入点：办公家具　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着科学技术的发展和社会的进步,各行业中,企业都面临着巨大的竞争压力。高新技术的超速发展和全球化市场竞争的空前激烈,使得世界各国各界人士更加清楚的认识到,企业赢得发展主动权的关键,是企业的能否抓住市场。市场营销是通过市场促进交换以满足人类需要和欲望,同时又使企业获得增值效益的经营活动和管理职能。精准营销,更加精准衡量投资回报的营销沟通,精准营销策略是增强企业竞争力的有效途径,是企业掌握市场的重要措施。本文通过梳理市场营销的相关理论,对精准营销相关文献进行综述,根据UM公司的营销现状,结合营销环境,利用精准营销理论知识对其营销策略进行研究分析,针对公司营销观念落后、营销管理混乱、品牌战略不定、营销渠道有局限性、缺乏营销激励机制等问题,提出了品牌精准定位、客户精准分类、市场精准评估、精准推广、加强营销管理等对策。本文研究结果不仅对UM公司的营销策略提供帮助,同时对其他中小企业也有一定的参考价值和现实指导意义。
[Abstract]:With the development of science and technology and the progress of society, enterprises in all industries are facing enormous competitive pressure. The rapid development of high and new technology and the unprecedented fierce competition in the global market make people from all over the world realize more clearly that, The key for enterprises to win the initiative of development is whether they can grasp the market. Marketing is the business activity and management function that promotes the exchange through the market to meet the human needs and desires, and at the same time enables the enterprise to gain value added benefits. Accurate marketing strategy is an effective way to enhance the competitiveness of enterprises and an important measure for enterprises to grasp the market. According to the marketing situation of UM Company, combining the marketing environment, using the precision marketing theory knowledge to research and analyze its marketing strategy, aiming at the backward marketing concept of the company, marketing management confusion, Brand strategy is uncertain, marketing channels are limited, lack of marketing incentive mechanism, and so on. This paper puts forward the brand precise positioning, customer accurate classification, market precision evaluation, precision promotion, etc. The results of this paper not only help UM company's marketing strategy, but also have certain reference value and practical guiding significance to other small and medium-sized enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.88

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