CG公司市场营销策略研究

发布时间：2018-04-16 17:15

本文选题：CG公司 + 营销问题　；参考：《大连海事大学》2015年硕士论文

【摘要】：玻璃行业是国民经济发展中不可缺少的重要产业,是传统的民生行业。玻璃制品的化学稳定性和阻隔性比较高,而且不宜与其他物质发生物理反应,具有可回收性等优点,作为一种包装材料,有着其他包装材料难以媲美的优势,是公认的绿色环保包装材料。自金融危机之后,全球经济遭受严重破坏,国际市场恢复缓慢,中国企业受到沉重打击,大部分外贸相关企业呈现颓势,轻则减产、亏损,重则倒闭。红酒行业的玻璃瓶需求与玻璃工艺品出口的销售量均有明显紧缩。中国在国际市场上劳动力的竞争优势也在减弱,东南亚的一些国家在本国劳动力成本低的优势下,大力发展劳动密集型的产业。环境污染和气候异常正在对人类的各种活动发生着不可忽视的影响,世界各国都纷纷发展低碳环保经济,发达国家经济增长率减缓有的甚至出现负值。我国也正在不断推出新的政策措施,保持经济低增长,发展绿色经济,节能降耗。中国经济继续增长的动力将进行根本性的转换,创新的能力、居民的消费、民营经济和中西部地区将慢慢成为经济发展的重要驱动力,玻璃制品行业也面临着前所未有的机遇和挑战,也将迎来新的发展机遇。CG公司是以生产葡萄酒瓶为主的玻璃瓶专业制造公司,由于销售方式单一公司内部创新能力不足,在复杂的当前经济形势中,必须也急需对营销模式进行优化和转变。本论文将运用整合营销、4P、4C和4R组合等市场营销理论以及PEST、波特五力模型和SWOT分析等分析工具,对公司的优劣势、内外部环境以及营销状况等进行全面分析,并对同行业竞争者进行了分析,仔细剖析了公司营销方面存在问题,主要是市场竞争观念和企业文化观念不足,企业软实力薄弱,组织体系不完整,销售团队、管理信息系统、营销渠道等方面的建设滞后,企业营销方面硬件配套设施跟不上,业务流程的监管存在漏洞,营销的后续监督不足。因此CG公司亟需改进营销思路和策略,并在企业文化、组织构架、营销团队等加强建设,切实保证营销策略的成功实施。
[Abstract]:Glass industry is an indispensable industry in the development of national economy, is the traditional industry of people's livelihood.Glass products have high chemical stability and barrier, and are not suitable for physical reaction with other substances, and have the advantage of recoverability. As a kind of packaging material, glass products have the advantage that other packaging materials are difficult to match.Is recognized as a green packaging materials.Since the financial crisis, the global economy has suffered severe damage, the international market has recovered slowly, Chinese enterprises have been hard hit, most foreign trade related enterprises have shown a trend of decline, light production, losses and heavy closure.The glass bottle demand of red wine industry and glass handicraft export sales volume have obvious contraction.China's competitive advantage in the international market is also weakening, and some countries in Southeast Asia are vigorously developing labor-intensive industries under the advantage of low labor costs.Environmental pollution and climate anomalies are having an important impact on all kinds of human activities. Countries all over the world have developed low-carbon environmental economy, and some of the developed countries have slowed down their economic growth rate and even appeared negative values.China is also introducing new policies and measures to maintain low economic growth, develop green economy, save energy and reduce consumption.The driving force of China's continued economic growth will be fundamentally transformed, the ability to innovate, the consumption of residents, the private economy and the central and western regions will gradually become important driving forces for economic development.Glass products industry is also facing unprecedented opportunities and challenges, and will usher in new development opportunities. CG is a professional glass bottle manufacturing company, which mainly produces wine bottles. Because of the lack of internal innovation ability of a single sales company,In the complex current economic situation, must also urgently carry on the optimization and the transformation to the marketing pattern.In this paper, we will make a comprehensive analysis of the advantages and disadvantages of the company, the internal and external environment and the marketing situation by using the integrated marketing theory such as the combination of 4PX 4C and 4R, as well as the analysis tools such as pest, Porter's five Force Model and SWOT.It also analyzes the competitors of the same industry, analyzes the problems in the marketing of the company, mainly the insufficient concept of market competition and corporate culture, the weak soft power of the enterprise, the incomplete organizational system, the sales team, and the management information system.The construction of marketing channel lags behind, the hardware supporting facilities of enterprise marketing can not keep up, the supervision of business process exists loopholes, and the follow-up supervision of marketing is insufficient.Therefore, CG company needs to improve marketing ideas and strategies, and strengthen the construction of corporate culture, organizational structure, marketing team and so on, to ensure the successful implementation of marketing strategies.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.71

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