亚松公司市场营销组合策略研究

发布时间：2018-01-11 11:27

本文关键词：亚松公司市场营销组合策略研究　出处：《长春理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着国家经济的不断发展,能源的浪费已经成为了一个急需解决的问题。因此,为适应经济发展的需要,缓解能源供应紧张的现状,节约能源势在必行。作为建筑之眼的建筑门窗及幕墙,由于其特有的结构设计使得通过它浪费的能源占到了建筑物使用总能耗的一半,因此,提高建筑门窗保温性能是降低建筑物长期使用能耗的重要途径。建筑节能技术企业想要在竞争激烈的市场环境中立于不败之地,拥有一套合理有效的市场营销组合策略是必不可少的。本文以制定亚松聚氨酯(上海)有限公司(以下简称：亚松公司)的市场营销策略为研究中心,按照提出问题、分析问题、解决问题的原则,对于亚松公司目前的营销环境按照SWOT分析方法进行了分析,暴露出了亚松公司在目前市场营销工作中存在的潜在问题。然后从4Ps营销理论着手,即产品策略、价格策略、渠道策略、促销策略构建更为有效的新市场营销策略。作为新市场营销策略的初探,经过分析得出亚松公司与意大利阿鲁克幕墙门窗系统(上海)有限公司合作是对于双方均有利的合作。最后为了保证新营销策略能够发挥其最大程度的作用,从制定合理的公司销售实施计划、建立完善的市场营销组织体系、加强现有产品的更新换代和新产品的研发、加强人力资源建设以及加强品牌建设方面提出了保障措施,从而保证了营销策略的实施,为亚松公司探索出了一套切实有效的营销策略方案。希望本文的研究成果不仅对于亚松公司有着重要的意义,同时也为众多准备进入中国建筑节能市场的其他企业积累了宝贵的经验。
[Abstract]:With the continuous development of national economy, energy waste has become an urgent problem. Therefore, in order to meet the needs of economic development, to ease the current situation of energy supply. It is imperative to save energy. As the eye of the building, the doors, windows and curtain wall of the building, because of its unique structural design, the energy wasted through it accounts for half of the total energy consumption of the building, therefore. Improving the insulation performance of building doors and windows is an important way to reduce the long-term energy consumption of buildings. Building energy-saving technology enterprises want to remain invincible in the competitive market environment. It is essential to have a reasonable and effective marketing mix. This paper takes the marketing strategy of Ason Polyurethane (Shanghai) Co., Ltd. (hereinafter referred to as Asong Company) as the research center, according to the principle of putting forward problems, analyzing problems and solving problems. According to the SWOT analysis method, the current marketing environment of Asong Company is analyzed, which reveals the potential problems in the current marketing work of the company, and then starts with the 4Ps marketing theory. That is, product strategy, price strategy, channel strategy, promotion strategy to build a more effective new marketing strategy. After analysis, it is concluded that the cooperation between Asong and Aruk curtain wall and window system (Shanghai) Co., Ltd is beneficial to both sides. Finally, in order to ensure that the new marketing strategy can play a maximum role. From the formulation of reasonable company sales implementation plan, the establishment of a sound marketing organization system, to strengthen the existing product upgrading and new product research and development. Strengthening the construction of human resources and strengthening the brand construction put forward the safeguard measures to ensure the implementation of marketing strategy and explore a set of practical and effective marketing strategy for the Asian pine company. It is hoped that the research results of this paper will not only be of great significance to the Ajong Company, but also accumulate valuable experience for many other enterprises preparing to enter the construction energy saving market in China.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.91

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