扬州J公司营销策略研究

发布时间：2018-03-17 07:20

  本文选题：扬州J公司　切入点：数控机床　出处：《扬州大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来,随着世界经济危机影响的逐步扩大,中国经济也出现增长放缓,甚至衰退的现象。中国制造业作为中国经济命脉的最重要的一环,也不可避免的受到了很大程度的冲击。在这种情况下,企业要想生存发展,不被市场淘汰,必须制定和采取更科学合理的管理方法。而对于大多数企业来说,营销管理是企业提升竞争力的最直接方法和手段。如何通过合理有效的营销策略打造企业的竞争力是众多企业重要的研究课题。扬州J公司是一家以数控机床为主打产品的企业,在过去几十年间,扬州J公司赶上了中国经济发展的浪潮,一步一步发展成为中国数控机床行业领军人物。但是2012年以后,受到全球经济危机的影响,制造业整体状况都尤为艰难,扬州J公司在此期间深受其害,外界环境的严峻,市场的萧条,再加上竞争对手的冲击,整体业绩在近几年出现了大幅度的下滑。恶劣的环境,复杂多变的市场,竞争对手的步步逼近。在这种情况下,如何通过改进营销手段来恢复往昔的霸主地位,是扬州J公司必要的研究课题。在此背景之下,本文从企业营销的角度出发,结合扬州J公司的具体情况做出有效的营销策略建议。本文共分七章,具体内容包括:第1章绪论本章简要介绍研究背景和研究意义,概述论文研究框架与研究思路,确定本文研究方法,以及相应创新之处。第2章相关概念界定和理论基础。主要内容包括文章中重要概念的界定以及对4P理论,PEST、SWOT等分析法进行介绍和阐释,为本案例研究制定相关策略奠定理论基础。第3章扬州J公司简介与营销现状,对扬州J公司基本情况进行介绍,重点介绍扬州J公司的营销现状以及营销策略存在的问题和原因。第4章扬州J公司营销环境分析。利用PEST,波特五力,和SWOT方法和工具对扬州J公司营销环境进行分析。第5章扬州J公司营销策略改进。结合扬州J公司市场目标和目前营销现状中存在的问题改进出合适的营销策略。第6章扬州J公司营销策略实施保障措施。为顺利实施扬州J公司营销策略制定相关的可靠的保障措施。第7章总结与展望。总结本研究存在的不足,对未来研究做出展望。希望通过我的论文能为扬州J公司提供营销策略方面的指导,同时也可以为其他机床行业的公司起到一个借鉴的作用。
[Abstract]:In recent years, with the gradual expansion of the impact of the world economic crisis, China's economy has also experienced a slowdown or even a decline. China's manufacturing industry is the most important link in the lifeblood of the Chinese economy. In this case, if enterprises want to survive and develop and not be eliminated by the market, they must formulate and adopt more scientific and reasonable management methods. Marketing management is the most direct method and means for enterprises to enhance their competitiveness. How to build the competitiveness of enterprises through reasonable and effective marketing strategies is an important research topic for many enterprises. Yangzhou J Company is a CNC machine tool company. Enterprises that specialize in products, In the past few decades, Yangzhou J Company has caught up with the wave of China's economic development, becoming a leader in China's CNC machine tool industry step by step. But after 2012, it was affected by the global economic crisis. The overall situation of the manufacturing industry is particularly difficult. During this period, Yangzhou J Company suffered greatly. Due to the severe external environment, the depression of the market, and the impact of its competitors, the overall performance of the company has dropped dramatically in recent years. In this case, how to restore the former dominant position by improving marketing means is a necessary research topic for Yangzhou J Company. From the point of view of enterprise marketing, this paper makes effective marketing strategy suggestions combined with the specific situation of Yangzhou J Company. This paper is divided into seven chapters, including: chapter 1, introduction, this chapter briefly introduces the research background and significance. This paper summarizes the research framework and research ideas, determines the research methods of this paper, The main contents include the definition of important concepts in the article and the analysis method of 4P theory, such as PESTT SWOT, etc. In chapter 3, the introduction and marketing status of Yangzhou J Company, the basic situation of Yangzhou J Company are introduced. The marketing situation of Yangzhou J Company and the problems and reasons of marketing strategy are introduced in detail. Chapter 4 analyzes the marketing environment of Yangzhou J Company. Chapter 5, the marketing strategy improvement of Yangzhou J company, combining with the marketing goal of Yangzhou J company and the problems existing in the current marketing situation, the appropriate marketing strategy is put forward. Chapter 6, Yangzhou J company marketing strategy implementation safeguard measures. For the smooth implementation of Yangzhou J company marketing strategy to formulate the relevant reliable safeguard measures. Chapter 7 summary and prospect. Hope to provide marketing strategy guidance for Yangzhou J company through my thesis, but also for other machine tool industry companies to play a reference role.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4
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本文编号：1623731