SC公司空气净化器市场营销战略研究

发布时间：2018-05-27 11:43

本文选题：营销战略 + 营销组合策略　；参考：《重庆理工大学》2014年硕士论文

【摘要】：文章运用市场营销学、竞争战略的基本原理和方法，结合SC科技企业产品营销战略规划与管理中的具体问题展开研究。以问题导向，阐述市场细分、目标市场战略选择和产品定位以及营销战略的相关文献综述，阐释竞争理论和需求理论。着重分析SC科技产品营销战略的宏观环境、微观环境，，以及运用SWOT分析方法阐释SC公司营销战略所面临的机会、威胁、优势和劣势。提出SC公司经营宗旨、目标和经营理念。阐释SC公司营销组合策略和营销组合策略在会员营销、网络营销、品牌营销和服务营销的具体拓展方式。并提出通过组织建设、企业制度建设、资源保障和企业文化建设确保公司营销战略的顺利实施和管理。文章阐述的营销战略思路、方法和研究内容对SC科技企业及其负氧离子空气净化器产品营销战略的研究，具有一定的理论意义和实践指导意义。
[Abstract]:Based on the basic principles and methods of marketing and competition strategy, this paper studies the specific problems in the planning and management of SC science and technology enterprise's product marketing strategy. This paper expounds the market segmentation, the strategic choice and product orientation of the target market, as well as the related literature review of marketing strategy, and explains the theory of competition and demand. This paper mainly analyzes the macro and micro environment of SC S & T product marketing strategy, and explains the opportunities, threats, strengths and weaknesses of SC marketing strategy by using SWOT analysis method. Put forward SC company management aim, goal and management idea. Explain SC company's marketing combination strategy and marketing combination strategy in member marketing, network marketing, brand marketing and service marketing. It also proposes to ensure the smooth implementation and management of company marketing strategy through organization construction, enterprise system construction, resource guarantee and enterprise culture construction. The marketing strategy, methods and research contents described in this paper have certain theoretical and practical significance for the research on marketing strategy of SC science and technology enterprises and their negative oxygen ion air purifiers.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

【参考文献】