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论文编号：	10744
作者编号：	2120163162
上传时间：	2018/12/9 22:03:43
中文题目：	FT叉车公司营销策略选择与实施研究
英文题目：	FT Forklift Marketing Strategy Selection and Implementation Research
指导老师：	周建
中文关键字：	FT叉车公司;营销策略;保障实施
英文关键字：	FT forklift;Marketing strategy;implementation
中文摘要：	叉车企业在复杂的市场环境中销售产品，面临着激烈的市场竞争，企业如何选择产品营销策略并切实履行，打开销路促进企业实现持续稳定的快速增长。本研究探讨了FT叉车营销策略的选择和实施。 论文首先说明了“FT叉车公司营销策略选择与实施研究"的研究背景，提出了研究“FT叉车公司营销策略选择与实施研究”的问题，介绍了研究的内容以及方法，并阐述了研究的目的和现实及理论意义。接下来介绍了叉车产品营销的基础概念和特殊性，提出了论文中运用的相关营销理论观点及分析工具，并由此展开了FT叉车公司营销环境的分析。在营销环境分析中，首先使用一般宏观环境的PEST模型对FT叉车公司的外部营销环境进行分析，之后再运用波特五力模型对叉车行业的竞争环境展开探讨，最后对FT叉车公司营销的内部环境进行了剖析。在随后的营销策略组合的选择中运用SW0T模型将影响FT叉车公司营销的优势、劣势、机会和威胁加以分析，通过市场细分，目标和定位，提出了适合本企业的营销策略组合，对实施方案进行设计。在文章最后针对地提出FT叉车公司营销策略实施的保障措施，在组织设置保障、制度保障、以及人力资源保障等几个方面做了描述。 通过分析FT公司的营销环境，制定出的FT公司的营销策略组合和实施保障方案，将为其他叉车企业的营销策略选择提供借鉴和启发。论文中对FT叉车公司自身存在的不足及问题分析，也为其他叉车公司策略制定和未来发展提供一定的参考意义。
英文摘要：	Forklift enterprises are facing fierce competition in a complex market environment.How the enterprises choose a product marketing strategies and implement to open up sales achieving sustainable,stable growth rapidly.This paper discusses the selection and implementation of marketing strategy of FT forklift company. Firstly,this paper explains the background of "research on the selection and implementation of marketing strategies of FT forklift company",putting forward the question of "research on the selection and implementation of marketing strategies of FT forklift company", introducing the content and methods of the research,and elaborates the purpose,reality and theoretical significance of the research.Secondly,it introduces the basic concept and particularity of forklift product marketing,putting forward the relevant marketing theories and analysis tools used in this paper, conductting an analysis of the marketing environment of FT forklift company.In the marketing environment analysis part,the external marketing environment of FT forklift company is firstly analyzed by using PEST model of macro environment,the competitive environment of forklift industry is discussed by using porter's five forces model.Finally,it analyses the internal marketing environment of FT forklift company.In the following part of marketing strategy selection,SW0T model was used to analyze the advantages, disadvantages,opportunities and threats affecting the marketing of FT forklift.The marketing strategy combination which suitable for the enterprise was proposed and the implementation plan was designed through market STP. At the end of the paper, it puts forward the safeguard measures for the implementation of the marketing strategy of FT forklift company, and describes the guarantee of organization setup, system and human resources. By analyzing the marketing environment of FT company, the marketing strategy combination and implementation support system of FT company are formulated, which will provide reference and inspiration of the marketing strategy selection for other forklift enterprises. The deficiencies and problems of FT forklift company also provides some reference significance of the strategy formulation and future development for other forklift companies.
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