甘肃省人防工程公司营销策略研究

发布时间：2018-10-07 21:14

【摘要】：甘肃省人防工程公司创建于1982年,公司在“人防产品追求安全”的发展思路指导下,通过技术研发,精细管理,迅速成长为集制造、销售人防产品和其他人防设备及配套服务于一体的大型企业。但是近年来,因为公司竞争对手、行业竞争环境、产品销售渠道和面对消费者改变等原因,目前公司在市场竞争中面临着如何获取优势、如何制定营销策略组合、如何满足消费者的不同需求等问题。在行业外部环境及内部环境共同作用下,企业的竞争优势决定了其在行业中的所处位置。要想创造和保持竞争优势,公司必须对自身所拥有的资源进行系统研究,分析出优势和劣势,制定出合理的适合公司发展的竞争战略及营销策略,并保证有效的实施,才能促进公司的长远发展。本文主要是关于甘肃人防工程公司在甘肃市场上的营销策略的研究,首先对相关研究理论和工具进行了详细了论述,从中找出了研究本文的有力理论依据；其次对甘肃省人防工程公司的基本情况以及公司产品情况作了简单介绍,并对公司的营销现状进行了分析和研究。结合行业发展现状和市场竞争情况以及公司内部资源,分析出公司自身的优势和劣势以及行业外部环境中面临的机会和威胁,并对产品市场重新进行了科学合理的市场细分、目标市场选择以及市场定位。接下来论文建立了甘肃省人防工程公司的营销策略体系,并从产品策略、价格策略、渠道策略和促销策略进行了详细分析。最后,从增加资金投入、加强营销队伍的建设、采用先进的制造技术和专业的技术人员和提升差异化服务水平四个方面提出了保证甘肃省人防工程公司的营销策略体系有效运行的保障措施,以此来提高公司业务水平和服务质量。
[Abstract]:Gansu civil air defense engineering company was founded in 1982, under the guidance of "civil air defense products for safety" development ideas, through technical research and development, fine management, rapid growth into centralized manufacturing, Sales of civil air-defense products and other civil air-defense equipment and supporting services in one of the large enterprises. But in recent years, because of the competition of the company, the competition environment of the industry, the sales channel of the product and the change of the consumer, the company is faced with how to gain the advantage in the market competition and how to formulate the marketing strategy combination. How to meet the different needs of consumers and other issues. Under the joint action of the external and internal environment, the competitive advantage of the enterprise determines its position in the industry. In order to create and maintain the competitive advantage, the company must make a systematic study of its own resources, analyze the advantages and disadvantages, formulate a reasonable competitive strategy and marketing strategy suitable for the development of the company, and ensure its effective implementation. In order to promote the long-term development of the company. This article is mainly about the Gansu Civil Air Defense Engineering Company in the Gansu market marketing strategy research, first of all, the relevant research theory and tools are discussed in detail, from which to find out the strength of the theoretical basis for this study; Secondly, the basic situation of Gansu Civil Air Defense Engineering Company and its products are briefly introduced, and the marketing status of the company is analyzed and studied. Combined with the current situation of industry development, market competition and internal resources of the company, this paper analyzes the advantages and disadvantages of the company itself and the opportunities and threats in the external environment of the industry, and carries out a scientific and reasonable market segmentation of the product market again. Target market selection and market positioning. Then the paper establishes the marketing strategy system of Gansu Civil Air Defense Engineering Company, and analyzes the product strategy, price strategy, channel strategy and promotion strategy in detail. Finally, in order to increase the investment of funds and strengthen the construction of marketing team, Adopting advanced manufacturing technology, professional technicians and raising the level of differentiated service, the paper puts forward the guarantee measures to ensure the effective operation of the marketing strategy system of Gansu Civil Air Defense Engineering Company. In order to improve the company's business level and service quality.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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