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CG公司营销策略研究

发布时间:2018-01-05 07:35

  本文关键词:CG公司营销策略研究 出处:《华南理工大学》2014年硕士论文 论文类型:学位论文


  更多相关文章: 市场营销 玻璃深加 建筑LOW-E能玻璃


【摘要】:经过改革开放30年的快速发展,中国的制造产业已趋成熟。制造行业的企业竞争已经愈发激烈,企业的生存显得比过往更为艰难。一个企业要想取得发展和壮大,不能在像上个世纪那样毫无章法毫无头绪的参入竞争,而是要走专业的市场化道路,从企业内部的战略制定,到生产管理,甚至到营销策略的制定都在深刻的影响着企业的发展走向,无论哪个环节出现问题都会阻碍企业的发展大计。特别在现如今的市场环境下,笔者认为营销策略的重要性已经到了无以复加的地步。目前,在激烈的市场竞争环境下,企业只有做好营销策略,并让其为公司的总体战略服务,才能赢得市场订单,才能为企业的发展创造利润支持。脑白金的成功以及王老吉和三株口服液的巨大成功无不都在说明营销策略的重要性。 本文把CG公司作为研究对象,并根据工业品消费特征,从产品、价格、促销、渠道几个方面入手,全面研究CG公司的营销活动,并研究了企业在华南市场的营销环境及营销策略。本文使用了PEST、STP、4CS、4Ps、SWOT和企业管理的有关理论,通过分析找到能够更完善CG公司LOW-E节能玻璃的营销策略方案。为了保证营销策略的实施,本文还根据CG公司的实际情况,,提出了相应的实施建议。 本文以市场营销等理论为基础,定性分析为主,结合适当的数据定量分析,所研究的内容对CG公司当前和未来的生存及发展具有较好的指导意义和实际应用价值,对玻璃行业的其他企业也具有借鉴意义。
[Abstract]:After 30 years of rapid development of reform and opening up, the manufacturing industry in China has become mature, and the competition of manufacturing enterprises has become more and more fierce. The survival of enterprises is more difficult than before. If an enterprise wants to achieve development and growth, it should not enter the competition without any rules as it did in 0th century, but take the road of professional marketization. From the internal strategic formulation to the production management, even to the formulation of marketing strategies, it has a profound impact on the development of enterprises. No matter which link problems will hinder the development of enterprises. Especially in today's market environment, the author believes that the importance of marketing strategy has reached a point. At present. Under the fierce market competition environment, the enterprise can win the market order only by doing well the marketing strategy and letting it serve the company's overall strategy. The success of brain platinum and the great success of Wang Laoji and Sanshu Oral liquid all illustrate the importance of marketing strategy. In this paper, CG company as the research object, and according to the consumption characteristics of industrial products, from the products, prices, promotions, channels, a comprehensive study of CG marketing activities. The marketing environment and marketing strategy of enterprises in South China are studied. Through the analysis to find a more perfect CG company LOW-E energy-saving glass marketing strategy. In order to ensure the implementation of marketing strategy, this paper also according to the actual situation of CG company. The corresponding implementation suggestions are put forward. This paper is based on the theory of marketing, qualitative analysis, combined with appropriate quantitative analysis of data. The research content has good guiding significance and practical application value for the current and future survival and development of CG company, and also has reference significance for other enterprises in glass industry.
【学位授予单位】:华南理工大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:F274;F426.721

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