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本文首先对长春五洲阳光商贸公司的营销现状进行分析，找出公司出现的
问题。通过对企业的营销宏观环境、微观环境进行分析，找出对企业发展有利
和不利的因素。同时利用 SWOT 分析法分析公司自身的竞争优势、竞争劣势，
所面临的机会与威胁，为公司制定合理的营销组合策略提供依据。其次，通过
对公司内部数据的研究，和对公司营销现状的理解，运用 STP 理论，帮助公司
确定目标市场，明确企业自身定位。最后，为公司制定相应的营销组合策略，
从产品、价格、渠道、促销四个方面制定具体的措施：产品方面，做好产品组
合、提升服务质量、树立品牌意识；价格方面，利用差异化的定价和报价策略
帮助公司更好的获取市场份额，扩大利润，提升品牌地位，降低公司运营风险；
渠道方面，建立区域代理的渠道模式，助力公司发展，同时拥抱互联网，尝试II
利用网络渠道拓展公司业务；促销方面，利用人员推销、价格促销、广告促销
和公共关系策略等手段，提升公司销售额。此外，在公司制定相应的营销策略
之后，为保障公司营销策略能够顺利实施，相应的制定了完善营销组织建设、
加强营销团队的培养建设、加强市场营销控制、建立完善的市场信息系统、建
立完善的财务制度等几个方面的营销保障措施
通过以上策略的调整，希望能为公司的发展带来帮助。长春五洲阳光商贸
公司作为行业中无数中小代理商企业的代表之一，也希望本文的分析方法对行
业内的其他企业也能起到一定的参考意义
关键词：
科学仪器，营销环境，营销策略III
Abstract
Research on Marketing Strategy
for Changchun Wuzhou Sunshine Business Company
The scientific instrument industry plays a key role in the economy of our country.
Scientific instrument is an important tool to explore the world of science and obtain
valuable information. From the perspective of national planning and development
process, the scientific instrument industry has received strong support from the
government. Along with the continuous expansion of the domestic market demand,
the scientific instrument industry is going into the golden period.
On the other hand, the scientific instrument industry is a technology intensive
industry, customers need high property products. From the current market
development, due to the late development and the weakness of our scientific
instruments, the domestic market is basically monopolized by foreign manufacturers
of large scientific instruments, which provides an opportunity for the scientific
instruments agents. At this time, Wuzhou sunshine trading company came into being.
At present, with the good prospects for the development for the scientific instrument
market, there are more and more agents become into the market, with the company
homogeneity seriously and competition fiercely.
Therefore, it is the opportunities and challenges for Wuzhou Sunshine Trading
Company, and at present, how to actively explore the market, to maintain profit
growth, establish a set of compound own marketing strategy, enabling the company to
talent shows itself from many competitors in the company, are becoming an urgent
issue which need to be considered
This paper firstly analyzes the marketing status of Wuzhou Sunshine Trading
Company to find the problems of the company. Through the analysis of the macro
environment and micro environment of the enterprise, we find out the favorable and
unfavorable factors of the company. At the same time, using the SWOT analysis
method to analyze the competitive advantage of the company. Both the competitiveIV
disadvantage and the opportunities and threats which we faced, providing the basis
for the company to develop a reasonable marketing mix strategy. Secondly, through
the researching of internal in the company and the understanding of the company&39;s
marketing situation, using the STP theory, can help companies determine the target
market, and clear the position of the company. Finally, we develop the appropriate
marketing mix strategy for the company from the product, price, channel and
promotion: for the products, we can mix the products, improve the quality of
service,build brand awareness; for the price, we can use differentiated pricing and
bidding strategy to help companies better access to market share, increase profits,
enhance the brand position and reduce the operating risk of the company; for the
channels, we can establish channel model of regional agency, assist the development
of the company, embrace the Internet, and use the network channels to expand the
company&39;s business; for the sales promotion, we can use personal selling, price
promotion, advertising and public relations strategy to enhance the company&39;s sales.
In addition, after the company formulates the corresponding marketing strategy, in
order to ensure the smooth implementation of the company&39;s marketing strategy,
formulate several marketing safeguards, including the development of a sound
marketing organization, strengthen the construction of marketing team, strengthen
marketing control, establish a perfect market information system and establish a
sound financial system.
We hope that we can help the development of the company through the
adjustment of the strategies above. Wuzhou Sunshine Trading Company is a
representative of the industry in many small and medium-sized enterprise agent,
therefore this paper has the certain reference value for analysis of the other
enterprises in the industry.
Key word：
Scientific instrument, Marketing environment, Marketing strategyV
目 录
第 1 章 绪论....... 1
1.1 研究的背景与意义1
1.2 研究方法与内容 .... 3
1.3 理论基础和文献综述 ........ 4
第 2 章 长春五洲阳光商贸公司营销现状及问题....... 7
2.1 长春五洲阳光商贸公司简介 ........ 7
2.2 长春五洲阳光商贸公司营销现状8
2.3 长春五洲阳光商贸公司存在的营销问题及分析.......... 12
第 3 章 长春五洲阳光商贸公司营销环境分析......... 15
3.1 宏观环境分析 ...... 15
3.2 微观环境分析 ...... 19
3.3 长春五洲阳光商贸公司 SWOT 分析..... 25
第 4 章 长春五洲阳光商贸公司营销策略设计与实施......... 29
4.1 长春五洲阳光商贸公司的 STP 策略 ..... 29
4.2 长春五洲阳光商贸公司的营销组合策略.......... 33
4.3 长春五洲阳光商贸公司的营销策略实施保障.. 40
结 论 ..... 44
参考文献 . 45
致 谢 ..... 471
第 1 章 绪论
1.1 研究的背景与意义
1.1.1 研究背景
科学仪器行业在我国的经济中，占有关键的地位。科学仪器是探索科学世
界、获取许多宝贵信息的重要工具，集合了光学、热学、电学、磁学、力学以
及物理学、分析化学、机械、计算机等多学科理论知识。是非常具有代表性的
技术密集型高科技产业。近些年来科学仪器行业的市场需求规模不断扩大，科
学仪器行业迎来了快速发展的黄金时期。目前，我国科学仪器行业从本世纪初
期只能简单应用到某些特定的科研领域，发展到现在，已经深入到各行各业当
中，广泛的被应用于食品检测领域、环境监测领域、疾病控制领域、药物分析
领域、农产品检测领域、石化检测领域、材料分析领域等相关产业，在环保、
生物、医学、信息、能源、航空航天等多个行业都具有着不可替代的作用，有
着良好的发展前景和广阔的市场需求
随着人类社会的进步和经济的巨大发展，全球各个国家都面临着环境保护、
食品安全、节能增效等新问题的挑战。近些年来，
。。。以上简介无排版格式，详细内容请下载查看
