A公司营销策略研究

发布时间：2018-02-24 22:12

本文关键词： 营销环境营销策略 PEST STP　出处：《黑龙江大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着全球化市场的加快发展,企业之间的竞争显得异常激烈和残酷。面对复杂多变的外部环境,企业如何进行市场细分,定位、选择以及找到适合企业的营销策略,已成为A公司当前亟待解决的问题。在此形势下,A公司应该重新调整营销策略,从而更加理性适应市场发展需求。本文首先分析了A公司内外部环境以及行业现状以及A公司营销现状、存在问题和产生问题的根源。运用PEST分析方法、STP理论和4P营销理论组合对A公司目前营销状况进行了分析。最后通过建立合理组织机构和以人为本的企业文化来保证营销策略的正确实施。通过以上综合分析为A公司的市场营销策略提供了参考性和指导性的意见。
[Abstract]:With the rapid development of the global market, the competition between enterprises is fierce and cruel. Facing the complex and changeable external environment, how to segment, locate, choose and find the marketing strategy suitable for the enterprise, Company A has become an urgent problem to be solved. Under this situation, Company A should readjust its marketing strategy. In order to meet the needs of market development more rationally, this paper first analyzes the internal and external environment of Company A, the current situation of the industry and the marketing situation of Company A. Using the combination of PEST theory and 4P marketing theory, this paper analyzes the current marketing situation of company A. Finally, by establishing a reasonable organization and a people-oriented corporate culture, the author analyzes the existing problems and the root causes of the problems. To ensure the correct implementation of marketing strategy. Through the above comprehensive analysis for A company's marketing strategy to provide reference and guidance.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F416.4

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