S公司文化营销策略研究
发布时间：2019-06-12 03:25
【摘要】：改革开放以来,随着经济的迅猛发展,国内机械制造行业技术逐步成熟,市场规模稳步增长。就我国柴油机制造企业的发展来看,在国内需求持续改善、排放升级等多种因素的共同作用下,柴油机制造企业虽然面临激烈的市场竞争但还是取得了长足进步,继续保持稳定的增长态势。柴油机制造企业面对日渐激烈的市场竞争,必须要提高自身的竞争力,为顾客提供更优质的服务,能够比竞争对手提供更多的让渡价值。因此,选择合适的营销策略在柴油机制造行业中也同样重要。当前理论界关于文化营销的研究成果较多,国外不论是理论还是实践都已经相对成熟。国内目前对文化营销领域的研究主要侧重于文化营销的种类、未来发展趋势,除此之外还包括了文化营销的兴起过程、意义、影响和策略等。总的来看,这些文献资料大多没有单独提出在品牌形象提升过程中文化营销的运用,而是更多的把二者分开来研究。 本文以S公司为例,在全面梳理和总结有关文化营销和文化营销在机械制造行业应用相关的研究文献的基础上,基于S公司营销管理的现状,富有见地将文化营销较为系统地植入工业品—动力产品销售当中,从而深入分析了当前S公司文化营销面临的问题,最后有针对性的提出了其实施文化营销的对策,为文化营销促进同质化工业品的市场拓展探索新路径。
[Abstract]:Since the reform and opening up, with the rapid development of economy, the technology of domestic machinery manufacturing industry has gradually matured and the market scale has increased steadily. As far as the development of diesel engine manufacturing enterprises in China is concerned, under the combined action of many factors, such as continuous improvement of domestic demand, emission upgrading and so on, diesel engine manufacturing enterprises have made great progress and maintained a stable growth trend although they are facing fierce market competition. In the face of increasingly fierce market competition, diesel engine manufacturing enterprises must improve their competitiveness, provide better service for customers, and be able to provide more transfer value than competitors. Therefore, it is equally important to choose the appropriate marketing strategy in the diesel engine manufacturing industry. At present, there are many research results on cultural marketing in the theoretical circle, both in theory and practice abroad have been relatively mature. At present, the research in the field of cultural marketing in China mainly focuses on the types and future development trends of cultural marketing, in addition to the rise process, significance, influence and strategy of cultural marketing. Generally speaking, most of these literature do not propose the use of cultural marketing in the process of brand image promotion, but more separate the two to study. Taking S company as an example, on the basis of comprehensively combing and summing up the relevant research literature on the application of cultural marketing and cultural marketing in mechanical manufacturing industry, and based on the present situation of marketing management of S company, cultural marketing is systematically embedded in the sales of industrial products and power products, and the problems faced by cultural marketing of S company at present are deeply analyzed. Finally, it puts forward the countermeasures to implement cultural marketing, and explores a new way for cultural marketing to promote the market expansion of homogeneous chemical industrial products.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4
本文编号：2497691
[Abstract]:Since the reform and opening up, with the rapid development of economy, the technology of domestic machinery manufacturing industry has gradually matured and the market scale has increased steadily. As far as the development of diesel engine manufacturing enterprises in China is concerned, under the combined action of many factors, such as continuous improvement of domestic demand, emission upgrading and so on, diesel engine manufacturing enterprises have made great progress and maintained a stable growth trend although they are facing fierce market competition. In the face of increasingly fierce market competition, diesel engine manufacturing enterprises must improve their competitiveness, provide better service for customers, and be able to provide more transfer value than competitors. Therefore, it is equally important to choose the appropriate marketing strategy in the diesel engine manufacturing industry. At present, there are many research results on cultural marketing in the theoretical circle, both in theory and practice abroad have been relatively mature. At present, the research in the field of cultural marketing in China mainly focuses on the types and future development trends of cultural marketing, in addition to the rise process, significance, influence and strategy of cultural marketing. Generally speaking, most of these literature do not propose the use of cultural marketing in the process of brand image promotion, but more separate the two to study. Taking S company as an example, on the basis of comprehensively combing and summing up the relevant research literature on the application of cultural marketing and cultural marketing in mechanical manufacturing industry, and based on the present situation of marketing management of S company, cultural marketing is systematically embedded in the sales of industrial products and power products, and the problems faced by cultural marketing of S company at present are deeply analyzed. Finally, it puts forward the countermeasures to implement cultural marketing, and explores a new way for cultural marketing to promote the market expansion of homogeneous chemical industrial products.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4
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