冀东装备公司营销战略研究

发布时间：2018-05-02 19:06

本文选题：冀东装备公司 + SWOT分析　；参考：《燕山大学》2015年硕士论文

【摘要】：本文研究的主要目的是通过分析国内水泥装备工程行业的发展现状,结合营销战略管理理论及多种分析工具方法的综合运用,对冀东装备公司现有的生产经营现状等进行深刻剖析,进而从中找出企业在经营管理尤其是在营销管理方面存在的突出问题,制定出适合企业发展需要的营销战略和实施保障措施,进而提高冀东装备公司营销管理的水平,增加企业的核心竞争力,保障公司总体经营目标的实现。首先,本文针对水泥装备工程行业所面临的经营环境,结合冀东装备公司生产经营特点和管理现状进行了全面回顾和分析,以期明确当前水泥装备工程企业在生产经营组织和市场营销管理等方面所存在的突出问题。其次在对企业在营销战略制定过程中的市场环境因素和管理现状准确把握的前提下,综合运用多种管理分析工具,对现有生产经营状况下公司营销战略制定的依据进行了针对性和可行性分析。然后,针对企业经营现状、组织结构、业务流程、人力资源、市场营销管理等方面的变革需求进行分析设计,制定出适合企业经营环境变化要求的营销战略。最后,本文结合企业实际,明确了企业在新的营销战略实施过程中的保障措施。
[Abstract]:The main purpose of this paper is to analyze the development situation of domestic cement equipment engineering industry, combine the marketing strategy management theory and the comprehensive application of various analytical tools. The present production and management situation of Jidong equipment Company is deeply analyzed, and the outstanding problems in the management of enterprises, especially in marketing management, are found out. In order to improve the level of marketing management of Jidong equipment Company, to increase the core competitiveness of the enterprise and to ensure the realization of the company's overall management goal, the marketing strategy and measures should be worked out to meet the needs of the development of the enterprise. First of all, according to the operating environment faced by the cement equipment engineering industry, combined with the production and management characteristics and management status of Jidong equipment Company, this paper makes a comprehensive review and analysis. In order to clarify the current cement equipment engineering enterprises in the production and operation organization and marketing management and other aspects of prominent problems. Secondly, on the premise of accurately grasping the market environmental factors and the management status quo in the process of marketing strategy formulation, we comprehensively use a variety of management analysis tools. This paper analyzes the pertinence and feasibility of the marketing strategy of the company under the present situation of production and operation. Then, according to the business situation, organization structure, business process, human resources, marketing management and other aspects of the reform needs of analysis and design, to formulate a suitable business environment change requirements of the marketing strategy. Finally, this paper clarifies the safeguard measures of the enterprise in the process of implementing the new marketing strategy.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

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