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论文编号：	2099
作者编号：	2005003
上传时间：	2010/4/20 14:29:02
中文题目：	PVC建材生产企业营销战略研究
英文题目：	PVC building Material Manufacturer
指导老师：	韩德昌
中文关键字：	PVC建材生产企业 营销战略 战略选择 战略实施
英文关键字：	PVC building Material Manufacturer Marketing strategy
中文摘要：	随着我国社会的进步和经济的发展，塑料建材行业进入了一个快速发展的时期。PVC建材生产企业既面临着较好的发展机遇，同时又承受着严峻的市场挑战。PVC建材生产企业如何能够把握机遇，发挥优势，在激烈的市场竞争中求得生存和发展，这是每个PVC建材生产企业都在思考研究和解决的重大课题。市场营销战略作为企业发展战略的重要组成部分，就是要研究分析企业的内外部环境，找到属于企业自己的市场营销机会，通过营销战略管理，使企业更好地适应内外部环境的要求，以谋求企业长期稳定的生存和更好更快的发展，所以，进行PVC建材生产企业营销战略的研究，具有十分重要的现实意义。 本文共分四章，第一章，市场营销战略管理理论综述，对市场营销的概念、内涵以及观念的变革进行了介绍，特别对市场营销战略管理理论进行了比较详尽的阐述，同时，列举了制定市场营销战略的步骤、方法以及战略分析工具。第二章，主要对PVC行业和PVC建材行业的现状和发展趋势进行了全面、系统的分析，比较清晰地勾勒出PVC建材生产企业所面临的外部环境以及机遇和挑战。分析说明了PVC建材生产企业进行营销战略研究的现实意义。第三章，简要介绍了作为PVC建材生产企业之一的山西新派塑胶有限公司的基本情况，根据市场营销战略管理理论，结合PVC建材行业的发展状况，对山西新派公司进行SWOT分析的基础上，提出了山西新派公司的营销战略选择和战略决策。第四章，主要研究分析山西新派公司营销战略的实施，从组织结构，绩效评价，队伍建设，营销组合策略以及营销文化建塑等方面探讨了山西新派公司营销战略实施的保证体系，力求使营销战略的研究更为完整。最后总结概括得出了对PVC建材生产企业营销战略研究的结论。
英文摘要：	Along with the advance and the economy’s development of our society，plastic building prosessions entered a fast development period. The plastic building professions faced a good development opportunity, and the same time，it bears the bigness pressure. The PVC plastic building professions how to hold the opportunity and to develop the advantage at the vehemence’s market competition beg exist with the development, this is a each PVC building professions consider and research with solve important lesson. The managemet sale market conduct and actions the importance that develop the strategy constitutes the part and it is want to research and analyze the business enterprise inside exterior development environment and find out belong to the own opportunity，and draw lesson from the management sale market the strategy management，and make the business enderprise adapt to the inside the request of environment exterior more goodly， then seek the business enterprise long-term stablely exist with more good sooner of development, therefore， proceed the plastic building professions strategy research and it have very important realistic meaning. This text is divided into four chapters totally. Charpter one: the management sale professions management and theories describe, to management sale professions concept, insided and idea proceeds in troduction specialy to elucidation the management sale professions management theories proceeds a detailed comparison, at the same time, it enumerated the establishment of the management sale prosseions step and method and the strategy of the strategy to analyze the tool. Charpter two: It mains to PVC professions and PVC building materials profession’s present condition with developed the trend to proceed completely, the systems analysis cleared delineated the PVC building materials of production the realistic meaning for opportunity and cleared PVC building material’s exterior environment opportunity and challenge for facing, it also analyzed and explained the PVC building material’s proceeding realistic meaning that studying for strategy.Charpter three: The synopsis introduced the conduct and actions PVC building materials to produce the basic circumstance of the limited company of Shan Xi Xin Pai Plastic company, according to the management sale market’s strategy management theories and combination PVC building profession’s development condition, aim at Shan Xi Xin Pai Proceed analytic of foundation, it bringed up the strategy chooses and the strategy decision of Shan Xi Xin Pai Plastic have draw lessons from with the consideration’s value to big and medium-sized PVC building professions.Chapter four: It mainly reasarch and analyze the Shan Xi Xin Pai’s strategy with put it begins with organizations, score evaluation、troop development、management sale combination strategy and calture development aspect discussed the strategy guarantees system of Shan Xi Xin Pai Plastic, and it trys to make the management sale strategy’s research more complete.It made out the conclusion about the PVC building corporation’s market strategy management of our country at last corporation.
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