济南沃德汽车零部件有限公司营销策略研究
发布时间：2018-07-28 09:58
【摘要】： 在有中国特色的社会主义市场经济下,公司的营销策略是企业扩大市场份额,保证企业持续、稳定发展所面临的一个重要问题,同时也是建立、完善现代化企业制度迫切解决的问题。随着我国国有企业改革逐步深入,很多国有企业实现了公司体制的转换。因此,如何通过设计、开发、应用营销策略,来扩大公司的市场份额,保证公司的持续发展极为重要。 近十年来,中国经济稳步发展,为汽车工业的井喷式发展提供了足够的空间,拉动了汽车零部件企业的高速发展。济南沃德是一家刚刚改制的汽车零部件专业生产的中型企业,公司的经营管理水平有待提高,营销策略有待完善。基于此,本文在营销理论的指导下,结合公司现有的营销策略,力图探索构建与济南沃德相符合、适合现代市场经济环境的营销策略。 本文首先简单介绍了选题的背景与意义、论文涉及的研究方法和论文的结构。其次从理论的角度出发,阐述了本文研究所运用的市场营销策略的相关理论,介绍了市场营销理论基础,介绍了品牌理论、服务营销理论、市场定价理论、产品组合的四度理论、营销渠道理论和关系营销理论。这些理论的介绍,正是本文研究设计的基础和运用的工具。然后,仔细介绍分析济南沃德汽车零部件有限公司现状及现有营销策略,这是本文的重点之一,是需要重点分析、设计的地方。之后,本文针对济南沃德现有主要竞争对手、个别潜在竞争对手进行了分析,指出了济南沃德与之相比较的优势和存在的劣势,指出公司的相应策略。再之后,就是本文的中心----笔者对公司营销策略的设计,介绍了对济南沃德市场营销战略的规划,从营销差异化的提供于定位,到几大市场新产品的开发,再到产品生命周期营销战略,再到营销战略开发,又介绍了几种营销策略的组合:品牌策略、售后服务策略、产品价格策略、营销渠道策略、广告宣传策略、营销队伍策略和电子商务策略。最后,对本文设计营销策略的应用做了简单的建议与说明。 本文希望通过营销策略的设计,可以扩大公司的市场份额,同时规范公司的管理水平和规章制度,达到公司的战略目标,使公司持续、稳定的发展。
[Abstract]:Under the socialist market economy with Chinese characteristics, the marketing strategy of the company is an important problem faced by enterprises in expanding their market share and ensuring their sustained and stable development. At the same time, they are also established. Perfecting the modern enterprise system is an urgent problem to be solved. With the gradual deepening of the reform of state-owned enterprises in China, many state-owned enterprises have realized the transformation of the company system. Therefore, how to expand the market share of the company through design, development and application of marketing strategy is extremely important. In the past ten years, China's economy has developed steadily, which has provided enough space for the blowout development of automobile industry and stimulated the rapid development of auto parts enterprises. Jinan Ward is a medium-sized enterprise specializing in auto parts production which has just been reformed. The management level of the company needs to be improved and the marketing strategy needs to be improved. Based on this, under the guidance of marketing theory and combined with the company's existing marketing strategies, this paper tries to explore the construction of marketing strategies that are in line with Jinan Ward and suitable for the modern market economy environment. This paper first introduces the background and significance of the topic, the research methods involved and the structure of the paper. Secondly, from the point of view of theory, this paper expounds the relevant theories of marketing strategy, introduces the basis of marketing theory, introduces brand theory, service marketing theory, and market pricing theory. Fourth degree theory of product combination, marketing channel theory and relationship marketing theory. The introduction of these theories is the basis and application of this paper. Then, introduce and analyze the current situation and existing marketing strategy of Jinan Ward Automotive parts Co., Ltd., which is one of the emphases of this paper, which needs to be analyzed and designed. After that, this paper analyzes the existing main competitors and individual potential competitors of Jinan Ward, points out the comparative advantages and disadvantages of Jinan Ward and points out the corresponding strategies of the company. Then, it is the center of this paper-the author of the design of the company's marketing strategy, introduced the Jinan Ward marketing strategy planning, from marketing differentiation to provide positioning, to the development of several new products in the major markets. Then to the product life cycle marketing strategy, then to the marketing strategy development, has introduced several marketing strategies combination: the brand strategy, the after-sales service strategy, the product price strategy, the marketing channel strategy, the advertisement propaganda strategy, Marketing team strategy and e-commerce strategy. At last, the author makes a simple suggestion and explanation to the application of the design marketing strategy in this paper. This paper hopes that through the design of marketing strategy, we can expand the market share of the company, at the same time standardize the management level and rules and regulations of the company, reach the strategic goal of the company, and make the company develop continuously and steadily.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F426.471
本文编号：2149725
[Abstract]:Under the socialist market economy with Chinese characteristics, the marketing strategy of the company is an important problem faced by enterprises in expanding their market share and ensuring their sustained and stable development. At the same time, they are also established. Perfecting the modern enterprise system is an urgent problem to be solved. With the gradual deepening of the reform of state-owned enterprises in China, many state-owned enterprises have realized the transformation of the company system. Therefore, how to expand the market share of the company through design, development and application of marketing strategy is extremely important. In the past ten years, China's economy has developed steadily, which has provided enough space for the blowout development of automobile industry and stimulated the rapid development of auto parts enterprises. Jinan Ward is a medium-sized enterprise specializing in auto parts production which has just been reformed. The management level of the company needs to be improved and the marketing strategy needs to be improved. Based on this, under the guidance of marketing theory and combined with the company's existing marketing strategies, this paper tries to explore the construction of marketing strategies that are in line with Jinan Ward and suitable for the modern market economy environment. This paper first introduces the background and significance of the topic, the research methods involved and the structure of the paper. Secondly, from the point of view of theory, this paper expounds the relevant theories of marketing strategy, introduces the basis of marketing theory, introduces brand theory, service marketing theory, and market pricing theory. Fourth degree theory of product combination, marketing channel theory and relationship marketing theory. The introduction of these theories is the basis and application of this paper. Then, introduce and analyze the current situation and existing marketing strategy of Jinan Ward Automotive parts Co., Ltd., which is one of the emphases of this paper, which needs to be analyzed and designed. After that, this paper analyzes the existing main competitors and individual potential competitors of Jinan Ward, points out the comparative advantages and disadvantages of Jinan Ward and points out the corresponding strategies of the company. Then, it is the center of this paper-the author of the design of the company's marketing strategy, introduced the Jinan Ward marketing strategy planning, from marketing differentiation to provide positioning, to the development of several new products in the major markets. Then to the product life cycle marketing strategy, then to the marketing strategy development, has introduced several marketing strategies combination: the brand strategy, the after-sales service strategy, the product price strategy, the marketing channel strategy, the advertisement propaganda strategy, Marketing team strategy and e-commerce strategy. At last, the author makes a simple suggestion and explanation to the application of the design marketing strategy in this paper. This paper hopes that through the design of marketing strategy, we can expand the market share of the company, at the same time standardize the management level and rules and regulations of the company, reach the strategic goal of the company, and make the company develop continuously and steadily.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F426.471
【引证文献】
相关硕士学位论文 前1条
1 宋洪升;华中地区车桥配件营销渠道策略研究[D];华中科技大学;2012年
，本文编号：2149725
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