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论文编号：	11216
作者编号：	2220160841
上传时间：	2019/12/9 13:33:06
中文题目：	华仪电气公司多元化市场营销策略研究
英文题目：	Huayi Electric Company''s Diversified Marketing Strategy Research
指导老师：	郑轶松
中文关键字：	华仪电气公司；市场营销；营销策略；多元化策略
英文关键字：	Huayi Electric Company；Marketing； Marketing Strategy； Diversification Strategy
中文摘要：	随着网络化和数据化时代的逐渐繁荣，中国社会经济快速蓬勃发展。由此带来的是我国政府部门逐步加大对中国企业的扶持和优惠政策的帮助，但快速的经济发展也衍生出一系列问题，特别是自中美贸易战爆发，导致国内市场更加变幻莫测，行业市场预测难度剧增。并且随着中国改革开放的力度逐步加大，越来越多的国外企业进军中国市场，开始将中国作为重点目标市场进行规划布局，各行业的市场竞争进一步加剧，企业面临着市场份额下降、消费者忠诚度下降的趋势。基于此，制定适合企业自身实际情况的市场营销策略尤为重要；不仅能够帮助企业准确把握自身定位，深入详尽了解自身实际情况；同时也能够指导企业更好的开展市场营销行为活动。 本文以浙江省华仪电气公司为研究对象，对华仪电气公司进行现状诊断及市场营销环境分析，深入了解公司概况，分析华仪电气公司所处的宏观环境、微观环境及行业环境，熟悉华仪电气公司顾客需求特征。在此基础上，结合公司发展战略和目前实际情况，总结公司在市场营销活动中存在的问题和不足，为制定适合企业发展的市场营销策略奠定基础。在进行企业各项诊断分析后，针对华仪电气公司产品和服务进行市场营销多元化策略设计，开展华仪电气公司产品营销多元化策略必要性分析，从多方面考虑设计营销多元化策略。确定市场营销策略后，为保证相关营销工作的顺利开展，制定针对性具体实施策略和保障措施，建立有效客户信息反馈机制，提升服务质量和客户体验。最后，对本文进行简要总结，提出后续研究展望。但由于时间和个人知识的局限性，本研究在市场营销策略制定的全面性上还未进行深入研究。 本文研究结果为华仪电气公司提供了符合实际发展、切实可行的市场营销多元化策略，为公司后续的市场营销活动和未来发展起到指导作用。也希望本文研究结果对其他企业选择适合自身状况的市场营销策略起到一定的指导、借鉴作用。同时，本研究成果是对自己所学专业理论和方法在实际运用中的一次系统检验，也在一定程度上对相关理论进行有益的补充和完善
英文摘要：	With the gradual prosperity of the era of networking and dataization, China's social economy is booming rapidly. This brings about the gradual increase of support and preferential policies for Chinese enterprises, but the rapid economic development has also derived a series of problems, especially since the outbreak of the Sino-US trade war, resulting in more unpredictable domestic market, the industry market forecast difficulty increased sharply. And with China's reform and opening-up efforts gradually increased, more and more foreign enterprises into the Chinese market, began to China as a key target market planning layout, the market competition in various industries further intensified, enterprises are facing a decline in market share, consumer loyalty decline trend.Based on this, it is particularly important to formulate a marketing strategy suitable for the actual situation of the enterprise itself, which can not only help the enterprise to accurately grasp its own positioning and understand its own actual situation in depth, but also can guide the enterprise to better carry out marketing behavior activities. In this paper, Zhejiang Huayi Electric Company as the research object, Huayi Electric Company to carry out the status quo diagnosis and marketing environment analysis, in-depth understanding of the company profile, analysis of Huayi Electric Company in the macro environment, micro-environment and industry environment, familiar with Huayi Electric Company customer demand characteristics. On this basis, combined with the company's development strategy and the current actual situation, sum up the company's marketing activities, the problems and shortcomings, for the development of suitable marketing strategy to lay the foundation. After the diagnosis and analysis of enterprises, the marketing diversification strategy design for Huayi Electric Company's products, the feasibility and necessity analysis of Huayi Electric Company's product marketing diversification strategy, from many aspects to consider the design and evaluation of product marketing diversification strategy. After determining the marketing strategy, in order to ensure the smooth development of relevant marketing work, formulate specific implementation strategies and safeguards, establish effective customer information feedback mechanism, improve service quality and customer experience. Finally, this paper is summarized briefly, and the prospect of follow-up research is put forward.However, due to the limitation of time and personal knowledge, this study has not been studied in depth in the comprehensiveness of marketing strategy development. The results of this paper provide Huayi Electric Company with a practical marketing diversification strategy in line with the actual development, and play a guiding role in the company's subsequent marketing activities and future development. It is also hoped that the results of this paper will provide some guidance and reference to other enterprises' choice of marketing strategies suitable for their own conditions.At the same time, the research results are a systematic test of the professional theory and methods they have learned in practice, and they also supplement and improve the relevant theories to a certain extent.
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