隐雪公司营销策略优化研究

发布时间：2018-05-19 13:52

本文选题：中小企业 + SWOT模型　；参考：《广东财经大学》2015年硕士论文

【摘要】：本文以隐雪公司为例,在详细分析隐雪公司整体发展战略以及现有营销管理体系所存在问题的基础上,为公司设计一套市场营销策略优化方案。旨在研究迅速发展中的中小企业营销策略方面存在的问题,寻求优化营销策略的原则及方法,由此可举一反三,为广大发展中的中小企业实施正确而有效的营销策略提供借鉴作用。本文采用理论与实际相结合的研究方法,先是阐述营销管理相关的基本理论,提出公司营销管理的战略目标及其总体要求;然后建立SWOT模型,分析隐雪公司的营销管理现状;接着指出公司营销存在的主要问题,分析市场营销中存在问题的本质;最后依据战略的要求,提出优化市场营销策略的具体方案。笔者认为,企业要在市场中实现突围,并不是看它的规模大小,而是看它市场营销的能达到什么效果。可以说,市场营销活动关系到企业的生存,也是驱动企业发展壮大的引擎,营销好,企业发展则会更顺利,而最关键的更是制定这些营销活动的策略。作为发展中的中小企业的一员,隐雪公司要想继续发展壮大,必须进行创新,通过产品、价格、渠道和促销等营销组合策略的优化来赢得成长机会。
[Abstract]:Based on the detailed analysis of the whole development strategy and the existing problems of the marketing management system, this paper designs a set of marketing strategy optimization scheme for the company. The purpose of this paper is to study the problems existing in the marketing strategy of the rapidly developing small and medium-sized enterprises, and to seek the principles and methods of optimizing the marketing strategy. For the majority of developing small and medium-sized enterprises to implement the correct and effective marketing strategy to provide reference. This article adopts the research method of combining theory with practice, first expounds the basic theory of marketing management, puts forward the strategic goal and the overall requirements of marketing management of the company, then establishes the SWOT model, analyzes the current situation of the marketing management of Hidden Snow Company. Then it points out the main problems existing in the marketing of the company, analyzes the essence of the problems in the marketing, and finally, according to the requirements of the strategy, puts forward the specific scheme of optimizing the marketing strategy. The author thinks that if an enterprise wants to break through in the market, it does not depend on its size, but on what effect it can achieve in marketing. It can be said that marketing activities are related to the survival of enterprises, but also driving the development and growth of enterprises, good marketing, enterprise development will be more smooth, and the most important is to formulate these marketing strategies. As a member of developing small and medium-sized enterprises, Hidden Snow Co., Ltd., in order to continue to grow, must innovate and win growth opportunities through the optimization of marketing mix strategy, such as product, price, channel and promotion.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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