风帆股份有限公司营销模式创新研究

发布时间：2018-04-29 18:39

本文选题：风帆蓄电池 + 营销模式　；参考：《河北大学》2015年硕士论文

【摘要】：随着中国汽车工业自2009年产销双双超过1000万辆大关以来,已经连续五年保持世界第一的产销量排名。同时也带动了与之相关的汽车配套协作企业的发展。风帆股份公司不论是在与汽车配套相关的领域还是汽车后市场领域都获得了非常大的发展和进步。但是我们也看到,由于国内外经济环境的不确定性以及汽车行业、蓄电池行业存在的诸多问题,造成了汽车起动用铅酸电池市场出现了严重的供过于求,竞争环境恶化,企业增长乏力,营销体系与营销模式建设急需升级与变革创新。本文通过对国内和国外的营销模式进行的各项比较研究和认真分析,在对企业营销模式的概念、类型和营销模式创新的必要性进行深刻把握的基础上,切入风帆股份公司的运行状况、现行营销模式的选择及依据、风帆股份营销模式的特征进行了较为深入的分析研究。在对关系风帆发展的企业外部环境和内部环境详尽分析的基础上,多方面展现了现有风帆营销模式的效果,既分析了公司现有市场竞争的优势,也剖析了现有营销模式的不足。提出了营销模式创新实施的具体思路。本文的研究全部基于真实数据与材料,这对风帆股份公司以及我国蓄电池行业的发展具有极大的参考、借鉴价值。
[Abstract]:China's auto industry has been ranked number one in the world for five consecutive years since it sold more than 10 million cars in 2009. At the same time, it also led to the development of related automobile supporting cooperation enterprises. Windsurfing Co., Ltd has made great progress in the field of automobile matching and after market. However, we also see that due to the uncertainty of economic environment at home and abroad and the problems existing in the automotive industry and the battery industry, there is a serious oversupply in the lead-acid battery market for automobile start-up, and the competitive environment is deteriorating. Enterprise growth is weak, marketing system and marketing model construction need to upgrade and innovation. Based on the comparative study and careful analysis of the marketing model at home and abroad, this paper deeply grasps the concept, type and necessity of the innovation of the marketing mode of the enterprise. This paper analyzes and studies the running condition of windsurfing stock company, the selection and basis of current marketing mode, and the characteristics of windsurfing stock marketing mode. Based on the detailed analysis of the external and internal environment of the enterprise, the paper shows the effect of the existing windsurfing marketing mode in many aspects, which not only analyzes the advantages of the company's current market competition, but also analyzes the shortcomings of the existing marketing model. This paper puts forward the concrete ideas of the innovation and implementation of marketing mode. The research in this paper is based on real data and materials, which has great reference value for the development of Fengfan Stock Company and the battery industry in China.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

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