XYG公司市场营销策略研究

发布时间：2018-06-19 22:31

本文选题：营销 + 营销策略　；参考：《河北大学》2017年硕士论文

【摘要】：在21世纪的前十年中,企业面临着严峻的挑战。如何在残酷的市场经济环境中得以生存并实现良好的业绩,是企业必须面对的重要问题。就全世界的情况来看,美国的市场经济摇摇领先于世界其他各国,但是经过经济危机的大冲击后正在恢复阶段,美国的经济也随之受到重创。欧洲的企业规模较大,由于发展较早,营销模式较为陈旧,目前正处于改革完善期。亚洲经济发展起步较晚,但发展迅速,东南亚地区的企业发展尤为迅速,特别是中国。20世纪70年代末,中国的改革开放催生了市场经济体制,并将企业推向了市场经济的大潮,当企业面临陌生的市场经济环境时,学习市场营销理论的冲动便油然而生。当然市场营销的理论创新是一个不断发展和深化的过程,在这一过程中一些新的成熟的理论被逐步纳入市场营销学的学科体系。本文以某国企的子公司XYG公司的市场营销策略作为研究对象,深入分析了当前国内外关于市场营销方面的基础理论及前沿理论,深入剖析了当今国内外制造业所面临的问题,以及公司所存在的问题和所面临的发展机遇。指出公司营销策略存在产品定位模糊、定价标准混乱、渠道管理缺失、促销方式单一的问题。采用SWOT分析法和波特的五力竞争分析模型进行全方位诊断,提出了适应XYG公司发展的4P营销策略组合模式,即产品策略、价格策略、渠道策略、促销策略。并对总公司XY公司的营销发展提供了借鉴意义。
[Abstract]:In the first ten years of the 21 st century, enterprises are facing severe challenges. How to survive and achieve good performance in the cruel market economy environment is an important problem that enterprises must face. Worldwide, the U.S. market economy is rocking ahead of the rest of the world, but it is recovering after the economic crisis, and the U.S. economy has been hit hard. The European enterprise scale is bigger, because develops earlier, the marketing pattern is relatively old, is now in the reform consummation period. Asian economic development started late, but it developed rapidly, especially in Southeast Asia. Especially in the late 1970s, China's reform and opening to the outside world gave birth to the market economy system and pushed the enterprises to the market economy. When enterprises face strange market economy environment, the impulse to learn marketing theory arises spontaneously. Of course, the innovation of marketing theory is a process of continuous development and deepening. In this process, some new and mature theories are gradually brought into the discipline system of marketing. This paper takes the marketing strategy of XYG Company, a subsidiary of a state-owned enterprise, as the research object, deeply analyzes the basic theory and frontier theory of marketing at home and abroad, and analyzes the problems faced by the manufacturing industry at home and abroad. And the company's problems and opportunities for development. It is pointed out that there are some problems in marketing strategy, such as vague product positioning, confused pricing standards, lack of channel management and single promotion. SWOT analysis method and Porter's five-force competitive analysis model are used to diagnose all aspects, and the 4P marketing strategy combination model, which is suitable for the development of XYG Company, is put forward, that is, product strategy, price strategy, channel strategy and promotion strategy. And to the head office XY company's marketing development has provided the reference significance.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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