UG公司营销诊断
发布时间：2019-05-17 16:11
【摘要】：UG公司成立于改革开放之初，，是由两家在中国印刷界具有悠久历史的百年老店联合成立的大型国际印刷集团，其所涉及的印刷业务范围很广，主要包括书刊印刷、商业印刷、轮转印刷，并包括前期的印前制作和后期的送货服务。但随着近年来行业竞争日趋激烈，印刷行业逐渐进入微利时代，UG公司也面临着海外市场稳步增长，而国内市场销售业绩一路走低的情况。 本文是对UG公司国内市场营销方面进行的实证研究。首先介绍了UG公司的背景和现状，然后针对公司的现状，首先运用波特五力模型对UG公司的外部环境进行分析，然后运用SWOT分析工具对UG公司内部环境进行剖析。接着再通过营销战略管理中的STP营销理论和4Ps工具找出UG公司的对应问题，接着对问题产生的原因进行分析并对如何解决问题提供思路。最后，根据前面的对应的问题逐一提出营销对策或在原有营销策略的基础上进行优化，制定出符合国内市场发展的营销策略组合。 正值本人进行系统的MBA学习期间，本人通过运用所学MBA的理论知识并联系自身的工作经验，对UG公司的国内市场进行营销诊断，结合公司实际情况来优化和调整UG公司国内市场营销策略，以应对竞争对手和国际经济环境不景气带来的挑战与压力，使公司能在未来与国内同行的竞争中获取更多的业务，达到提高国内市场业绩的目的，同时也为其他同类公司经营提供参考和借鉴。
[Abstract]:Founded at the beginning of reform and opening up, UG is a large international printing group jointly established by two hundred-year-old stores with a long history in China's printing industry. it involves a wide range of printing business, including book printing and commercial printing. Rotating printing, including pre-press production and post-delivery services. However, with the increasingly fierce competition in the industry in recent years, the printing industry has gradually entered the era of small profits, UG is also facing steady growth in the overseas market, and the sales performance in the domestic market has been declining all the way. This paper is an empirical study on the domestic marketing of UG Company. This paper first introduces the background and present situation of UG company, and then analyzes the external environment of UG company by using Porter five-force model, and then analyzes the internal environment of UG company by using SWOT analysis tool. Then through the STP marketing theory and 4Ps tools in the marketing strategy management to find out the corresponding problems of UG Company, and then analyze the causes of the problems and provide ideas on how to solve the problems. Finally, according to the previous corresponding problems, the marketing countermeasures are put forward one by one or optimized on the basis of the original marketing strategy, and the marketing strategy combination in line with the development of the domestic market is worked out. During my systematic MBA study, I made a marketing diagnosis of the domestic market of UG Company by using the theoretical knowledge of the MBA learned and connecting with my own work experience. According to the actual situation of the company to optimize and adjust the domestic marketing strategy of UG company, in order to meet the challenges and pressures brought about by the downturn of competitors and the international economic environment, so that the company can obtain more business in the future competition with its domestic counterparts. To achieve the purpose of improving the performance of the domestic market, but also for other similar companies to provide reference and reference.
【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;F426.84
本文编号：2479229
[Abstract]:Founded at the beginning of reform and opening up, UG is a large international printing group jointly established by two hundred-year-old stores with a long history in China's printing industry. it involves a wide range of printing business, including book printing and commercial printing. Rotating printing, including pre-press production and post-delivery services. However, with the increasingly fierce competition in the industry in recent years, the printing industry has gradually entered the era of small profits, UG is also facing steady growth in the overseas market, and the sales performance in the domestic market has been declining all the way. This paper is an empirical study on the domestic marketing of UG Company. This paper first introduces the background and present situation of UG company, and then analyzes the external environment of UG company by using Porter five-force model, and then analyzes the internal environment of UG company by using SWOT analysis tool. Then through the STP marketing theory and 4Ps tools in the marketing strategy management to find out the corresponding problems of UG Company, and then analyze the causes of the problems and provide ideas on how to solve the problems. Finally, according to the previous corresponding problems, the marketing countermeasures are put forward one by one or optimized on the basis of the original marketing strategy, and the marketing strategy combination in line with the development of the domestic market is worked out. During my systematic MBA study, I made a marketing diagnosis of the domestic market of UG Company by using the theoretical knowledge of the MBA learned and connecting with my own work experience. According to the actual situation of the company to optimize and adjust the domestic marketing strategy of UG company, in order to meet the challenges and pressures brought about by the downturn of competitors and the international economic environment, so that the company can obtain more business in the future competition with its domestic counterparts. To achieve the purpose of improving the performance of the domestic market, but also for other similar companies to provide reference and reference.
【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;F426.84
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