石家庄泛亚科技有限公司营销策略研究

发布时间：2018-06-04 07:04

本文选题：石家庄泛亚科技有限公司 + PEST分析　；参考：《石家庄铁道大学》2017年硕士论文

【摘要】：早在2013年,国家发改会、住建部联合制订了《绿色建筑行动方案》,指出重点要下大力推广、建造绿色建材,自此众多政策为绿色建材发展提供强有力保障。河北省住房和城乡建设厅冀建科[2017]3号,明确自2017年5月1日起,河北省新建民用建筑都要执行绿色建筑标准,其中包括改建工程、扩建工程、居住建筑、公共建筑所有新项目。由此可见,绿色建材市场发展事态越发明朗化,市场需求越发显性化。石家庄泛亚科技有限公司成立于2015年7月,是专营水泥木丝板绿色墙体建材的民营企业。本论文尝试针对石家庄泛亚科技有限公司主营业务水泥木丝板墙体行业发展,运用PEST宏观环境分析技术、迈克尔·波特五力模型工具,分析石家庄泛亚科技有限公司所在的绿色建材行业发展以及竞争现状基础上,通过实地调研访谈,总结归纳得出石家庄泛亚科技有限公司营销主要存在营销资金不足,营销管理制度尚待完善,营销渠道过于传统单一,营销人员数量不足,专业技能有待提高等问题,以此为出发点,以4P为理论基础,制定出相应产品策略、价格策略、渠道策略和促销策略,同时因为绿色建材的环保、时尚、健康理念等侧重人文关怀,特别加入关系管理策略;并提出通过优化企业规章制度、加强人力资源保障、建设与完善信息系统、创造企业文化氛围来保障营销策略顺利实施,以期对公司发展更加有切实效果,最终打开并深耕华北市场,同时,在能使公司持续和健康发展基础上,也能为其他同类型企业带来借鉴与参考。
[Abstract]:As early as 2013, the National Development and Reform Commission and the Ministry of Housing and Construction jointly formulated the "Green Building Action Plan", pointing out that the emphasis should be placed on promoting and building green building materials. Since then, numerous policies have provided a strong guarantee for the development of green building materials. Hebei Provincial Housing and Urban-Rural Construction Department Ji Jianke [2017] No. 3, made it clear that since May 1, 2017, all new civil buildings in Hebei Province must implement green building standards, including reconstruction projects, expansion projects, residential buildings and public buildings. Thus, the green building materials market development situation is more and more clear, market demand more dominant. Shijiazhuang Pan Asia Technology Co., Ltd. was established in July 2015, is a private enterprise specializing in green wall building materials of cement wood board. In this paper, aiming at the development of the main business of Shijiazhuang Pan Asia Technology Co., Ltd., the application of PEST macro environment analysis technology, Michael Porter five-force model tool, Based on the analysis of the development of green building materials industry and the current situation of competition in Shijiazhuang Pan Asia Science and Technology Co., Ltd., through field investigation and interview, the author concludes that the marketing of Shijiazhuang Pan Asia Science and Technology Co., Ltd is mainly lack of marketing funds. The marketing management system remains to be perfected, the marketing channel is too traditional and single, the number of marketing personnel is insufficient, and the professional skills need to be improved. Taking this as the starting point and taking 4P as the theoretical basis, the corresponding product strategy and price strategy are worked out. The channel strategy and the promotion strategy, at the same time because the green building materials environmental protection, the fashion, the health idea and so on emphasizes the humanities concern, specially joins the relations management strategy; and proposes through the optimization enterprise rules and regulations, strengthens the human resources safeguard, Building and perfecting information system, creating enterprise culture atmosphere to guarantee the smooth implementation of marketing strategy, hoping to have more practical effect on the development of the company, finally opening and ploughing the North China market, at the same time, on the basis of making the company develop continuously and healthily, Also can bring reference and reference for other similar types of enterprises.
【学位授予单位】：石家庄铁道大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92;F274

【参考文献】