JY印刷公司市场营销策略研究

发布时间：2018-04-09 12:07

本文选题：印刷公司　切入点：市场营销　出处：《北京交通大学》2017年硕士论文

【摘要】：改革开放以来,中国经济高速增长,取得了举世瞩目的成绩,得益于国民经济的平稳快速发展,印刷业也保持了高速稳定增长。大量印刷企业的涌入促进了印刷行业的高速发展,但也带来了一系列的问题,产能过剩,产品供大于求,市场竞争日益激烈。虽然印刷总体产业值逐年上升,但利润率却逐年下滑。JY印刷公司作为印刷企业大军中的一员,同样也面临着上述困境。JY印刷公司如何在激烈的市场竞争中整合自身现有资源,在市场营销理论指导下,制定适合自己的市场营销策略,脱离困境,是本文的主要研究问题。本文以JY印刷公司为研究对象,首先运用PEST分析法、波特五力模型、SWOT分析法对JY印刷公司的内外部营销环境和营销现状和问题进行分析,发现公司自身优势、劣势和机会威胁,然后在此分析的基础上,运用STP营销理论对公司面临的市场进行细分,结合企业优劣势界定出公司的目标市场和产品定位,最后结合4Ps营销组合理论制定出公司的营销策略,并对策略实施的控制和保障进行说明。本文以市场营销、战略管理相关理论为基础,结合JY公司的营销资料,针对现阶段存在的问题,提出了公司市场营销策略调整优化的方法,对促进公司的营销管理,提高企业经济效益有一定的现实意义和指导意义,对同类型印刷企业制定营销策略也有一定的借鉴意义。
[Abstract]:Since the reform and opening up, China's economy has grown at a high speed and achieved remarkable results. Thanks to the steady and rapid development of the national economy, the printing industry has also maintained a rapid and steady growth.The influx of a large number of printing enterprises has promoted the rapid development of the printing industry, but it has also brought a series of problems, such as overcapacity, oversupply of products and increasingly fierce market competition.Under the guidance of marketing theory, it is the main research problem of this paper to make the marketing strategy suitable for oneself and break away from the predicament.This article takes JY Printing Company as the research object, first uses the PEST analysis method, the Porter five-force model SWOT analysis method to JY printing company's internal and external marketing environment and the marketing present situation and the question, discovers the company own superiority, the inferiority and the opportunity threat,Then, on the basis of this analysis, we use the STP marketing theory to subdivide the market that the company faces, define the target market and product positioning of the company combined with the advantages and disadvantages of the enterprise, and finally work out the marketing strategy of the company combined with the theory of 4Ps marketing combination.The control and guarantee of the implementation of the strategy are explained.Based on the relevant theories of marketing and strategic management, combined with the marketing data of JY Company, this paper puts forward the method of adjusting and optimizing the marketing strategy of the company, which can promote the marketing management of the company.It is of practical significance and guiding significance to improve the economic benefits of enterprises, and it is also useful for the same type of printing enterprises to formulate marketing strategies.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.84

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