汉鑫软木装饰材料市场进入营销策略研究

发布时间：2018-05-16 03:31

本文选题：市场进入 + 市场进入营销策略　；参考：《西北工业大学》2003年硕士论文

【摘要】： 西安汉鑫科技有限公司是一家注册资本6000万元的高科技企业，软木装饰材料是其新开发的主营产品。该产品的前期研发、组织生产等工作已接近尾声，即将全面推广上市。那么如何为其制定行之有效的市场进入营销策略，就成为企业当前市场工作的重中之重。本文研究正是在此背景下提出，以汉鑫软木装饰材料市场进入营销活动为研究对象，从市场进入的角度，，对营销策略的制定过程进行了深入、系统的研究。内容主要涉及汉鑫软木营销环境分析、市场进入STP策略和营销组合策略的制定与论证等方面，为企业解决了其新产品软木饰材试销失败原因何在、如何应对、以及进入什么市场、采取何种策略进入等市场运作问题，最终，为其制定出了切实可行的市场进入营销策略。并且，本文在相对成熟的营销理论基础之上，归纳出了一些有一定创新性的编制营销策略的方法，具体体现在：提出了促销预算的一种新的方法——阶段性子目标试探法，该方法简化了目标任务法的操作难度，解决了汉鑫公司促销预算问题；归纳出了市场细分的一种新的方法——市场细分五步分析法，该方法使汉鑫软木市场细分实际工作更便于操作等等。总之，本文的目的一则是为具体企业解决问题；二则是对一般企业市场进入营销活动有所借鉴。
[Abstract]:Xi'an Hanxin Science and Technology Co., Ltd. is a high-tech enterprise with registered capital of 60 million yuan. Cork decorative material is its main product. The early development of the product, organizational production and other work has come to an end, will be fully promoted on the market. Therefore, how to formulate effective marketing strategy is the most important task in the current market work of enterprises. It is under this background that this paper puts forward, taking Hanxin cork decorative material market as the research object, from the angle of market entry, makes a deep and systematic study on the process of making marketing strategy. The content mainly involves the analysis of the marketing environment of Hanxin cork, the formulation and demonstration of the market entry STP strategy and the marketing combination strategy, and so on. It solves the reasons for the failure of the trial sale of the new product cork decoration material for the enterprise, and how to deal with it. Finally, a feasible marketing strategy is worked out for the market operation, such as what market to enter and what strategy to take to enter the market. Moreover, on the basis of relatively mature marketing theory, this paper sums up some innovative methods of compiling marketing strategy, which are embodied in: a new method of marketing budget, the trial method of stage sub-goal, is put forward. This method simplifies the operation difficulty of the target task method, solves the sales promotion budget problem of Hanxin Company, and induces a new method of market segmentation, which is the five-step analysis method of market segmentation. This method makes Hanxin cork market segmentation practical work more easy to operate and so on. In a word, the purpose of this paper is to solve the problem for the specific enterprise, and the second is to draw lessons from the marketing activities of the general enterprise.
【学位授予单位】：西北工业大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：F426.8

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