甘肃赢在前沿企业管理服务公司的营销策略设计
发布时间：2018-08-03 16:23
【摘要】：随着中国社会的进步,经济的发展,管理培训市场需求日益增大,同时,由于创业成本低,行业准入制度不够完善,一时间,众多管理培训机构如雨后春笋般迅速崛起,甘肃赢在前沿企业管理服务有限公司(后称赢在前沿)也成为其中的一员。这是一家甘肃本土成长起来的管理培训机构,经过三年的发展,取得了一些成绩,但由于大环境和自身存在的问题,企业仍然处在比较艰难的经营状态。本文欲通过以下几部分的分析,希望能为该企业的良性发展给出一些建设性意见和建议： 第一部分,外部环境分析,主要包括对政策环境、经济环境、技术环境以及整个管理培训行业情况等方面的分析。 第二部分,内部环境分析,主要包括对企业文化、客户资源、核心能力(营销能力和产品设计研发能力)、品牌运营状况以及内部管理现状等的分析。 第三部分,运用SWOT分析法,结合对内外部环境分析的结果,找出赢在前沿目前的优势、劣势、机会和挑战。 第四部分,运用目标市场理论、定位理论,为赢在前沿公司及其产品进行较为准确的定位。 第五部分,结合分析结果,设计一系列可以有效改善赢在前沿现状,解决现有问题的营销策略。
[Abstract]:With the progress of Chinese society and the development of economy, the demand of management training market is increasing day by day. At the same time, because of the low cost of starting a business, the industry access system is not perfect enough, many management training institutions are springing up rapidly. Gansu win in the Frontier Enterprise Management Services Co., Ltd. (later called win in the front) also became a member. This is a management training institution grown up in Gansu Province. After three years of development, it has made some achievements, but due to the general environment and its own problems, the enterprise is still in a relatively difficult state of operation. Through the analysis of the following parts, this paper hopes to give some constructive suggestions and suggestions for the benign development of the enterprise: the first part, the external environment analysis, mainly includes the policy environment, the economic environment, Technical environment and management training industry situation and other aspects of the analysis. The second part, the internal environment analysis, mainly includes the analysis of corporate culture, customer resources, core competence (marketing ability and product design and R & D ability), brand operation status and internal management status. The third part, using SWOT analysis method, combined with the results of internal and external environment analysis, to find out the advantages, disadvantages, opportunities and challenges of winning at the front. In the fourth part, the target market theory and positioning theory are used to locate the frontier companies and their products accurately. The fifth part, combining the analysis result, designs a series of marketing strategies which can effectively improve the current situation and solve the existing problems.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
本文编号：2162304
[Abstract]:With the progress of Chinese society and the development of economy, the demand of management training market is increasing day by day. At the same time, because of the low cost of starting a business, the industry access system is not perfect enough, many management training institutions are springing up rapidly. Gansu win in the Frontier Enterprise Management Services Co., Ltd. (later called win in the front) also became a member. This is a management training institution grown up in Gansu Province. After three years of development, it has made some achievements, but due to the general environment and its own problems, the enterprise is still in a relatively difficult state of operation. Through the analysis of the following parts, this paper hopes to give some constructive suggestions and suggestions for the benign development of the enterprise: the first part, the external environment analysis, mainly includes the policy environment, the economic environment, Technical environment and management training industry situation and other aspects of the analysis. The second part, the internal environment analysis, mainly includes the analysis of corporate culture, customer resources, core competence (marketing ability and product design and R & D ability), brand operation status and internal management status. The third part, using SWOT analysis method, combined with the results of internal and external environment analysis, to find out the advantages, disadvantages, opportunities and challenges of winning at the front. In the fourth part, the target market theory and positioning theory are used to locate the frontier companies and their products accurately. The fifth part, combining the analysis result, designs a series of marketing strategies which can effectively improve the current situation and solve the existing problems.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
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，本文编号：2162304
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