TD公司的营销战略与实施研究

发布时间：2018-02-22 13:47

本文关键词： 市场营销营销战略战略分析防护用品　出处：《兰州理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的高速发展,各式各样的环境污染问题也日益严重,除了重金属污染土地、废水排污进江河湖流等情况外,各种废气排放所形成的雾霾也已经成为了当前最严重的环境污染问题之一,而且呈现出经济越发达的城市,雾霾污染相对越严重。除了我国一线城市北上广深外,G20之后正在步入一线城市的杭州,在近几年也饱受雾霾污染的折磨,但同时也催生出环保产品企业的诞生和发展。TD公司成立于2011年,是一家专业从事职业防护用品和医疗卫生耗材代理并销售的公司。随着2013年开始大面积爆发雾霾,客户对防霾口罩的需求呈现爆发式增长;另外,国家的相关政策出台,也使TD公司的职业防护用品得到更大的销路。作为企业的管理者,除了关注TD公司的业绩增长外,也在公司经营过程中不断的发现问题和解决管理问题。特别是近年来,发现公司的营销战略和体系都存在一定的缺陷。因此本文就TD公司的营销战略进行深入研究,并在分析后提出具体的实施方案。在本文的撰写过程中,根据TD公司的营销管理现状,发现目前TD公司存在着产品销售利润较少、销售渠道相对狭窄、促销策略过于简单、资金回笼较慢以及整体的营销管理体系缺陷等问题。基于此,本文通过营销管理的战略分析工具PEST分析法和SWOT分析法对TD公司进行多方面多角度的分析,并根据营销战略的选择和营销组合战略制定,确定了TD公司营销战略的定位、目标、管理体系等方面的改进方案。在采取了本文建议的办法后,TD公司在新的一年里,月均库存同比上一年度库存下降了25%,在应收账款方面月均同比下降15%左右,开拓新的线上营销模式,代理了适应社会变化的新产品,初步实现了既定的目标。
[Abstract]:With the rapid economic development of our country, all kinds of environmental pollution problems are becoming more and more serious. In addition to heavy metal pollution of land and sewage discharge into rivers and lakes, Haze caused by various kinds of exhaust gas emissions has become one of the most serious environmental pollution problems at present, and the more developed the city is, the more developed the economy is. The more serious the haze pollution is, the more serious it is. In addition to the first-tier cities in China, after going north to Guangzhou-Shenzhen and the G20, they are entering Hangzhou, a first-tier city. In recent years, they have also suffered from haze pollution. But it also gave birth to the birth and development of environmental protection products enterprises. TD Company was founded in 2011. It is a company specializing in the agency and sale of occupational protective products and medical and sanitary consumables. With the outbreak of haze in 2013, Customers' demand for anti-haze masks is exploding; in addition, the introduction of relevant national policies has also made TD Company's occupational protective products more marketable. As enterprise managers, in addition to focusing on the growth of TD Company's performance, Especially in recent years, the marketing strategy and system of the company are found to have some defects. Therefore, this paper makes a deep research on the marketing strategy of TD Company. In the process of writing this paper, according to the current situation of marketing management of TD company, it is found that TD company has less profit of product sales, relatively narrow sales channel, and too simple promotion strategy. Based on this, this paper analyzes TD Company from many angles through the strategic analysis tool of marketing management, PEST analysis method and SWOT analysis method. According to the choice of marketing strategy and the formulation of marketing combination strategy, the improvement scheme of TD company's marketing strategy, such as orientation, target, management system and so on, is determined. Compared with the previous year, the monthly average inventory has dropped by 25%, and the monthly average in accounts receivable has decreased by 15% or so. The new online marketing model has been developed, acting as a new product to adapt to the social changes, and the established target has been preliminarily achieved.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.8

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