吉林森工金桥地板集团营销策略研究
发布时间：2019-05-10 08:18
【摘要】：市场营销策略是一个管理学分支的学科，指在营销活动中运用专门的知识、技能、工具和方法，使企业的营销工作能够在有限资源限定条件下，实现或超过设定的需求和期望。本论文作者通过在吉林森工金桥地板集团中的领导工作，理论结合实际并从实践中发现问题，运用营销管理的方法、工具和理念来解决实际困难，真正做到知行合一。理论知识是实践和工作的基本，本文中作者首先介绍了市场营销管理的基本概念、工具方法及发展历程等，在该理论知识基础上作者结合吉林森工金桥地板集团的自身发展特点又归纳了“金桥”牌地板营销管理的基本战略、定位以及相关分析结论和未来规划等，为日后金桥地板的营销工作打好了基础、做好了铺垫。文中作者利用营销管理的各类工具对金桥地板目前的营销工作进行了深入的分析，进一步认清了目前市场形势，科学的权衡了同竞争对手的优势、劣势以及机遇和风险等问题，制订了解决方案和详实的营销计划，为今后继续加强吉林森工金桥地板集团的营销工作积累了宝贵的经验。
[Abstract]:Marketing strategy is a branch of management science, which refers to the use of specialized knowledge, skills, tools and methods in marketing activities, so that the marketing work of enterprises can meet or exceed the set needs and expectations under the condition of limited resources. Through the leadership work in Jilin Forest Industry Jinqiao flooring Group, the author of this paper combines theory with practice and finds out problems in practice, and uses marketing management methods, tools and ideas to solve practical difficulties and truly integrate knowledge and practice. Theoretical knowledge is the basis of practice and work. In this paper, the author first introduces the basic concept of marketing management, tools and methods and the development process, and so on. On the basis of this theoretical knowledge, the author sums up the basic strategy, positioning, relevant analysis conclusions and future planning of "Jinqiao" brand floor marketing management combined with the development characteristics of Jilin Seigong Jinqiao flooring Group. For the future Jinqiao floor marketing work laid a good foundation, do a good job of laying the groundwork. In this paper, the author makes a deep analysis of the current marketing work of Jinqiao floor by using all kinds of marketing management tools, further recognizes the current market situation, and scientifically weighs the advantages, disadvantages, opportunities and risks of the competitors. The solution and detailed marketing plan have been worked out, which has accumulated valuable experience for strengthening the marketing work of Jilin Forest Industry Jinqiao flooring Group in the future.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.88;F274
本文编号：2473493
[Abstract]:Marketing strategy is a branch of management science, which refers to the use of specialized knowledge, skills, tools and methods in marketing activities, so that the marketing work of enterprises can meet or exceed the set needs and expectations under the condition of limited resources. Through the leadership work in Jilin Forest Industry Jinqiao flooring Group, the author of this paper combines theory with practice and finds out problems in practice, and uses marketing management methods, tools and ideas to solve practical difficulties and truly integrate knowledge and practice. Theoretical knowledge is the basis of practice and work. In this paper, the author first introduces the basic concept of marketing management, tools and methods and the development process, and so on. On the basis of this theoretical knowledge, the author sums up the basic strategy, positioning, relevant analysis conclusions and future planning of "Jinqiao" brand floor marketing management combined with the development characteristics of Jilin Seigong Jinqiao flooring Group. For the future Jinqiao floor marketing work laid a good foundation, do a good job of laying the groundwork. In this paper, the author makes a deep analysis of the current marketing work of Jinqiao floor by using all kinds of marketing management tools, further recognizes the current market situation, and scientifically weighs the advantages, disadvantages, opportunities and risks of the competitors. The solution and detailed marketing plan have been worked out, which has accumulated valuable experience for strengthening the marketing work of Jilin Forest Industry Jinqiao flooring Group in the future.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.88;F274
【参考文献】
相关期刊论文 前1条
1 吕斌;我国实木复合地板发展现状及趋势[J];人造板通讯;2004年11期
，本文编号：2473493
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