大连龙圣基建设项目管理有限公司营销问题研究

发布时间：2018-03-08 06:33

本文选题：市场营销　切入点：营销观念　出处：《辽宁工程技术大学》2014年硕士论文　论文类型：学位论文

【摘要】：大连龙圣基建设项目管理有限公司自2009年成立以来,成功地监理了多个项目。但近年来,随着一些其他的监理公司进入大连市场,使公司面临严峻的竞争形势。如果墨守成规,靠过去的一些老经验在如此激烈的竞争中站稳脚跟已经很不现实。因此,对大连龙圣基建设项目管理有限公司营销问题的研究具有很重要的现实意义。通过大量的数据和资料的整理,运用理论与实践相结合的研究方法,首先介绍了大连龙圣基建设项目管理有限公司的基本情况与营销现状,指出该公司成长不稳定。接着对大连龙圣基建设项目管理有限公司的政策、经济、社会、技术、竞争者、用户等营销微观和宏观环境进行了详细的分析。第三,从大连龙圣基建设项目管理有限公司成长不稳定现状出发,找到了本公司营销存在的问题,包括产品缺乏设计理念、高服务标准与低监理收费的矛盾、促销手段单一以及营销队伍问题。最后,依据此提出了自己的建议,制定符合该公司的营销策略,使该公司能够从多个角度重新审视现有的市场营销工作,最大限度地提高营销业绩。
[Abstract]:Since its establishment in 2009, Dalian Longshengji Construction Project Management Co., Ltd. has successfully supervised a number of projects. However, in recent years, with some other supervision companies entering the Dalian market, the company is facing a severe competitive situation. It is no longer realistic to rely on some old experience to gain a foothold in such fierce competition. It is of great practical significance to study the marketing problems of Dalian Longshengji Construction Project Management Co., Ltd. Through the collation of a large amount of data and data, the research method of combining theory with practice is used. This paper first introduces the basic situation and marketing situation of Dalian Longshengji Construction Project Management Co., Ltd., and points out the unstable growth of Dalian Longshengji Construction Project Management Co., Ltd. Then the policy, economy, society, technology and competitors of Dalian Longshengji Construction Project Management Co., Ltd. The micro and macro environment of customer marketing is analyzed in detail. Thirdly, starting from the unstable growth situation of Dalian Longshengji Construction Project Management Co., Ltd., we find the problems existing in the marketing of our company, including the lack of design concept of our products. The contradiction between high service standard and low supervision charge, the single means of promotion and the problem of marketing team. Finally, according to this, the author puts forward his own suggestion and formulates the marketing strategy in line with the company. It enables the company to re-examine the existing marketing work from multiple perspectives to maximize marketing performance.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F284

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