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论文编号：	11269
作者编号：	2320170530
上传时间：	2019/12/10 19:17:58
中文题目：	ZW集团汽车板块营销策略及其实施研究
英文题目：	Research on Marketing Strategy and Implementation of ZW Group’s Auto Sector
指导老师：	杜建刚
中文关键字：	营销策略;环境分析;轻量化产品;汽车;保障手段
英文关键字：	Marketing strategy;Environmental analysis;Light products;Automotive;Safeguard
中文摘要：	技术与企业环境变化往往会使产品推陈出新，而产品变化带来的不止机遇，更多的还有挑战。为了迎合新的产品，相关企业的相关部门必须调整公司产品、组织文化、企业结构、销售模式等多个方面。为了在产品变化带来的新市场中占有第一阵营的地位，企业所要做的第一件事一定是如何打通产品的营销通路，以便利用先动优势尽快抢夺利润以及市场份额。这其中会涉及到诸如销售方法、销售渠道、奖励变化等多方面因素。 本文将以国内铝合金生产加工的龙头企业，ZW 集团为例，来分析该集团在产品营销中出现的问题，并说明了相应的解决策略。本文作者作为该企业工作人员，通过对集团汽车板块营销状况的了解，并结合实际工作中的问题，对部门推进“轻量化综合解决方案”类产品的过程中，营销出现的问题与对策进行了探讨。 全文共分为五章，即绪论，相关营销理论回顾，汽车板块所处的环境分析，ZW 集团的汽车产品营销所处的环境分析，集团汽车板块产品营销策略，相关策略实施的保障手段以及结论。文章第一部分阐述了提出问题的背景与原因，论文的研究目的方法以及结构 。第二部分主要回顾了相关的市场营销理论基础。第三部分利用不同的环境分析工具分析了集团汽车板块现有的内外部环境状况。第四部分提出了汽车板块对轻量化产品的销售策略。第五部分则阐述了确保对策落地的相关措施。最后一部分总结了研究成果，并提出了现有方案的不足以及后续的研究方向。图 20 幅，表 9 个，参考文献 30 篇。
英文摘要：	Technological and corporate environmental changes often lead to new products, and product changes bring more opportunities and challenges. In order to cater to new products, relevant departments of related companies must adjust the company's products, organizational culture, corporate structure, sales model and other aspects. In order to occupy the position of the first camp in the new market brought about by product changes, the first thing the company must do is to open up the marketing channels of the products, so as to use the first mover advantage to grab profits and market share as soon as possible. This will involve factors such as sales methods, sales channels, reward changes, and more. This article will take the domestic aluminum alloy production and processing leading enterprise, ZW Group as an example, to analyze the problems that the group has in product marketing, and explain the corresponding solution strategy. As the staff of the company, the author through the understanding of the marketing status of the group's auto sector, combined with the problems in the actual work, in the process of promoting the "lightweight comprehensive solution" products, the marketing problems and countermeasures were carried out explore. The full text is divided into five chapters, namely the introduction, the review of relevant marketing theories, the environmental analysis of the automotive sector, the environmental analysis of the ZW Group's automotive product marketing, the marketing strategy of the Group's automotive sector products, the guarantees and implementation of relevant strategies. The first part of the article expounds the background and reasons for the problem, the research purpose method and structure of the paper. The second part mainly reviews the relevant marketing theory foundation. The third part analyzes the existing internal and external environmental conditions of the Group's automotive sector using different environmental analysis tools. The fourth part proposes the sales strategy of the automotive sector for lightweight products. The fifth part describes the relevant measures to ensure thecountermeasures are grounded. The last part summarizes the research results and puts forward the shortcomings of the existing programs and the subsequent research directions. Figure 20, frame 9, 30 references.
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