安徽尚佰木业有限公司产品营销策略研究

发布时间：2019-01-24 22:26

【摘要】：木门行业虽然起步较早,但其市场发展还很不成熟,在营销方面更是存在很多的问题。安徽尚佰木业有限公司作为一个刚刚发展起来的木门制造企业,在市场营销方面大胆改革既取得了一些宝贵经验,同时也存在不少问题,企业下一步将如何改进发展是企业的一大难题。因此,本研究选取安徽尚佰木业有限公司的市场营销策略为研究对象,来探寻木门行业营销改进策略,以便能更好的指导企业发展。本论文主要通过案例实证分析法和系统角度的定性研究方法,在对尚佰木业公司的外部行业营销环境和市场需求进行综合分析的基础上,对尚佰木业公司的营销现状进行诊断,找出其成败因素,并给出策略改进方案和实施保障。全文共分六个章节：第一章绪论,介绍了研究意义、木门营销行业国内研究现状。阐述了本文采用的研究思路与方法,以及研究内容和创新点；第二章是研究使用的相关理论；第三章是我国木门市场现状,以及木门消费者群体分析,从总体和个体两方面对市场需求进行了分析；第四章对尚佰木业有限公司营销现状进行系统分析；第五章从市场定位、营销组合策略和重点经销商保持策略三个方面对尚佰木业公司的营销组合策略给出改进方案；从组织结构、人员、生产物流、营销信息系统保障等多方面给出了营销策略实施保障；第六章最后为论文结论与展望部分。本论文在写作过程中注重理论与实践相结合,强调对企业营销环境和市场需求的综合分析,并应用市场定位和营销组合等理论对企业进行综合诊断分析,给出了具体可行的营销改进方案和实施保障,对企业的营销实践活动有很强的指导意义。
[Abstract]:Although the wooden door industry started early, its market development is still immature, and there are many problems in marketing. Anhui Shangbai Wood Co., Ltd., as a newly developed wooden door manufacturing enterprise, has gained some valuable experience in its bold reform in marketing, but at the same time, there are also many problems. How to improve the development of enterprises next is a big problem for enterprises. Therefore, this study selects the marketing strategy of Anhui Shangbai Wood Co., Ltd. as the research object, to explore the marketing improvement strategy of wooden door industry, in order to better guide the development of enterprises. This thesis mainly through the case empirical analysis and the system angle qualitative research method, carries on the comprehensive analysis to the external industry marketing environment and the market demand of the Shangbai Wood Company, carries on the diagnosis to the Shangbai Wood Company's marketing present situation. Find out the factors of success and failure, and give the strategy improvement scheme and implementation guarantee. This paper is divided into six chapters: the first chapter introduces the significance of the research, the domestic research status of wooden door marketing industry. This paper describes the research ideas and methods, as well as the research content and innovation points. The third chapter is the market situation of wooden doors in China, and the analysis of wooden door consumer groups, from the overall and individual aspects of the market demand analysis, the fourth chapter of the marketing situation of Shangbai Wood Co., Ltd. The fifth chapter from the market positioning, marketing mix strategy and key dealer maintenance strategy three aspects of Shangbai Wood Company's marketing mix strategy to give the improvement plan; From the organizational structure, personnel, production logistics, marketing information system security and other aspects of the implementation of the marketing strategy security. Chapter VI is the conclusion and prospects of the paper. In the process of writing, this paper emphasizes the combination of theory and practice, emphasizes the comprehensive analysis of the marketing environment and market demand, and applies the theory of market orientation and marketing combination to analyze the comprehensive diagnosis of the enterprise. The concrete and feasible marketing improvement scheme and implementation guarantee are given, which is of great guiding significance to the marketing practice of enterprises.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.88;F274

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