森远公司公路养护机械产品市场营销策略研究

发布时间：2018-04-14 02:33

本文选题：市场营销 + 公路养护　；参考：《辽宁科技大学》2015年硕士论文

【摘要】：自上世纪九十年代开始,我国公路建设持续快速发展,根据国家公路发展需求,未来我国公路总里程将超过800万公里,国家高速公路网总里程预计可达15万公里,促使公路养护行业快速发展。森远公司作为公路养护行业领先企业,产品品种丰富且极具行业影响力。近年来,大批企业开始进入公路养护行业,包括大型国企和国外企业开始抢占市场,森远公司面临着严峻的挑战。因此,为巩固多年来确立的行业地位,保持较高的市场占有率,公司必须调整营销战略,革新市场营销策略。本文旨在通过对森远公司现有营销策略进行分析,发现其存在的问题与不足,在原有营销策略的基础上整合出一套符合企业现状和发展规律的营销组合策略,有效改善森远公司的市场营销体系,更有力地帮助森远公司提高市场竞争力,抢占市场份额,增大企业效益。本文以市场营销学中的4P理论、4C理论、4R理论、STP理论和SWOT分析法等理论为基础,结合整合营销理论,采用文献参考、理论分析和实地调研相结合的方法,对森远公司市场营销的现状进行分析研究,找出其在市场营销管理中存在的问题,运用SWOT分析法,提出森远公司在公路养护机械产品营销中应加以改进的对策与策略,以及在营销策略的实施过程中的保障,总结出同类型企业在改进市场营销中应采用的营销策略及保障措施。
[Abstract]:Since the 1990s, the highway construction of our country has been developing rapidly. According to the demand of national highway development, the total mileage of highway will exceed 8 million km in the future, and the total mileage of national highway network is expected to reach 150000 km.To promote the rapid development of road maintenance industry.As a leading company in highway maintenance industry, Senyuan Company has a variety of products and has great influence in the industry.In recent years, a large number of enterprises began to enter the road maintenance industry, including large state-owned enterprises and foreign enterprises began to seize the market.Therefore, in order to consolidate the industry position established for many years and maintain a high market share, the company must adjust its marketing strategy and innovate its marketing strategy.The purpose of this paper is to analyze the existing marketing strategies of Sanyuan Company, find out the problems and shortcomings, and integrate a set of marketing combination strategies in line with the current situation and the development law of the enterprise on the basis of the original marketing strategies.Effectively improve the marketing system of Sanyuan Company, help the company to improve the market competitiveness, seize the market share, and increase the efficiency of the enterprise.This paper is based on the 4P theory 4R theory and the SWOT analysis theory in marketing, and combines the integrated marketing theory with the methods of literature reference, theoretical analysis and field investigation.This paper analyzes and studies the present situation of Sanyuan Company's marketing, finds out the problems existing in its marketing management, and puts forward the countermeasures and strategies that should be improved in the marketing of highway maintenance machinery products by using SWOT analysis method.And the guarantee in the process of implementing the marketing strategy, summarizes the marketing strategy and the safeguard measure which the same type enterprise should adopt in the improvement marketing.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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