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广东省PY厂水泥有限公司是广东地区最早建成并投产的一家典型区域性的水泥生产
制造企业。目前正寻求转型阶段的大中制造企业代表,面对目前日益恶化的竞争环境,
PY 水泥厂有限公司必须设法加强企业自身建设
本文首先对 PY 水泥厂有限公司现有的营销策略进行缜密的调查、分析,发现
PY 水泥有限公司在营销策略的产品策略、价格策略、渠道策略、促销策略几个方面
都存在一定的问题,笔者通过综合公司内外部环境进行分析,总结所处公司的优
势、劣势、机会和威胁,最后对 PY 水泥厂有限公司的目标市场营销战略进一步
重新梳理,并提出解决 PY 水泥厂有限公司目前存在的营销策略问题的举措。希
望有助于 PY 水泥厂有限公司更好、更快地发展,同时也可为存在近似问题的相
关大中型企业提供一定的借鉴
关键词:PY 水泥厂;营销策略;优化举措;SWOTAbstract
III
Abstract
With the continuous rapid development of China economy, the demand for cement
has increased rapidly. Major cement companies, on the other hand, also try to seize this
rare historical opportunity, expanding the scale of investment, so as to increase production
capacity. A batch of famous cement manufacturing enterprises have also break into the
GuangDong market, competing for customer resources, which makes the cement industry
competition much fiercer. Guangdong PY Cement Works Co., LTD which is the earliest
cement manufacturer in GuangDong province is currently seeking transition phase. In the
face of the worsening of the competitive environment, PY Cement Works Co., LTD . must
try to strengthen the construction of the enterprise itself as it is one of the representatives of
large and medium-sized manufacturing enterprises.
This article first analyze the existing marketing strategy of PY Cement Works Co.,
LTD . With careful investigation and analysis, we found PY Cement Works Co., LTD .
have some problems in its marketing strategy including product strategy, price strategy,
channel strategy and promotion strategy. By combining the company’s internal and
external environmental analysis, summary of the strengths, weaknesses, opportunities and
threats of the company, finally to further conclude PY Cement Works Co., LTD.target
marketing strategy and puts forward the measures of the marketing strategy problem. It is
hoped to help PY Cement Works Co., LTD. to develop better and faster, and also provide
some reference for large and medium-sized enterprises with similar problems.
Key words: PY cement Works ; Marketing strategy; Optimization measures; SWOT目 录
V
目 录
摘要.....I
ABSTRACT........ III
目 录.....V
第 1 章 绪论...... 1
1.1 研究背景和意义1
1.1.1 研究背景....1
1.1.2 研究意义....2
1.2 国内外营销策略研究综述........2
1.2.1 国外研究综述........2
1.2.2 国内研究述评........3
1.3 研究内容与技术路线....6
1.3.1 研究内容....6
1.3.2 技术路线....7
1.4 创新之处8
第 2 章 营销策略基本理论......9
2.1 营销理念的发展与演变9
2.2 营销策略概述..10
2.3 PEST 分析理论.10
2.4 五力模型分析..12
2.5 SWOT 分析理论.13
2.6 “STP”理论....15
第 3 章 PY 水泥厂有限公司营销策略现状及问题.. 17
3.1 PY 水泥厂有限公司概况.........17
3.2 PY 水泥厂有限公司营销策略现状.....17
3.2.1 产品组合策略......18
3.2.2 价格组合策略......19武汉工程大学硕士学位论文
VI
3.2.3 销售渠道策略......21
3.2.4 促销组合策略......22
3.3 PY 水泥厂有限公司营销策略问题分析........ 23
3.3.1 产品和服务观念落后......23
3.3.2 产品定价不科学..24
3.3.3 销售渠道单一......24
3.3.4 促销手段不合理..25
第 4 章 PY 水泥厂有限公司营销环境分析...27
4.1 企业宏观环境分析......27
4.1.1 政治法律环境......27
4.1.2 经济环境分析......29
4.1.3 社会文化环境分析..........31
4.1.4 科学技术环境分析..........32
4.1.5 行业环境分析......33
4.2 企业微观环境分析......33
4.2.1 PY 水泥有限公司内部营销环境.34
4.2.2 供应商环境分析..35
4.2.3 客户环境分析......36
4.2.4 竞争者环境分析....
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