联系我们

论文查询结果	返回搜索

论文编号：	2416
作者编号：	2220081017
上传时间：	2010/6/10 11:16:04
中文题目：	上海栋华公司营销战略与策略研究
英文题目：	The research on marketing strategy and plan about
指导老师：	许晖
中文关键字：	关键词：沥青 上海栋华 营销环境 营销策略
英文关键字：	Key word: Asphalt，TONVA，Marketing Environment，Marketing Strategy
中文摘要：	沥青业是一个快速发展的行业，市场前景广阔，产品和技术日新月异，市场竞争格局日益加剧。随着当前公路建设投资规模的扩大，大大小小的国内外厂商和国内贸易商纷纷争夺有限的市场资源。作为一家有代表性的中小企业，栋华公司也面临同样的问题。栋华公司应如何应对这种内外部环境变化所带来的机遇与挑战，扬长避短地制定自己生存与发展的营销策略，从而在激烈的市场竞争中立于不败之地 ，本论文对此的研究无疑具有很重要的现实意义。 论文首先介绍沥青产品的相关知识和理论背景。然后对栋华公司的外部环境进行分析，主要是PEST四个方面的分析。然后介绍以了行业政策和关税、信贷等影响因素。以详实的资料分析了国内炼厂的产能产量和国内消费状况。接着介绍了栋华公司的背景和营销现状，分析了公司存在的主要问题。在理论分析部分，对五种竞争力量进行系统分析，找出栋华公司所面临的外部机会与威胁，然后对栋华公司的内部条件进行分析，发现公司的优势及劣势所在。 论文对栋华公司进行了价值链分析，把公司的各种价值活动进行分解，提出了构建低成本价值链的思路。在STP分析中，根据公司产品性能及需求特性对市场进行细分，并结合细分市场的潜力和栋华公司自身的资源和能力确定了各类产品的目标市场，同时以市场营销及战略管理的基本理论、基本方法，针对不同目标市场制定了差异化的市场营销策略。为了确保营销策略的有效实施，论文制定了具体的产品、价格、渠道、促销策略实施计划，并进一步提出了策略实施的保障措施和控制方法，使栋华公司的营销策略能够适应不断变化的市场竞争环境，提升整个营销组织的业绩。作者曾在栋华公司从事经营管理工作，对栋华公司的营销现状比较熟悉，也一直在思考如何制定有效的营销策略以提高栋华公司的营销业绩。通过在南开大学论文写作过程中阅读大量市场营销、战略管理等方面的书籍、报刊、杂志，同时结合作者在工作实践中所了解和收集到的栋华公司营销方面的资料，从公司自身发展和应对竞争挑战的角度为栋华公司制定了行之有效的营销策略。以上研究结果，不仅为栋华公司的进一步发展提供了有益帮助，相信对沥青行业的其它中小公司在制定营销策略时也会有一定的参考价值。
英文摘要：	Asphalt is one of the most quickly developing industries and has broad prospect. Products and technologies of asphalt change with each passing day and the competition become more and more intensive. With the enlargement of investment scale on highway construction, domestic and oversea firms contend sharply with marketing resource. The situation becomes severe to the enterprises of asphalt industry in China. As a typical middle-small sized enterprise, Tonva company faces the same problem. Tonva company has to face up to the opportunities and challenges brought about by the varieties of internal and external environments, and draws up its strategy of existence and development properly so as to be the winner in the heated market competition. First, the thesis starts with the information of bitumen product and theoretical context. Second, it analyzes the marketing conditions of Tonva company, which are mainly about political environment, economic environment, social environment and technology environment. Third, it introduces the trade policy, tariff, credit policy and domestic firm's output and marketing demands. At same time, it analyses the varieties of external environments and the main problems of Tonva company and the marketing actualities based on detailed data of asphalt industry. And then it makes a systematic analysis to its main competitors, who are the most important of five forces, and it finds out the opportunities and threats of external environments. It also makes an analysis to Tonva company’s internal condition to find out its strengths and weaknesses. In order to make overall cost leadership, the author pay more attention to the research of value chain of Tonva company. In STP analyze, it makes market segmentation according to the products performance and character of demand. Then it determines the target market of each product according to the potential of segment and resource or ability of Tonva company. It uses the method of research based on basic theory and method of marketing strategy management formulates the different marketing strategies for each target market. To ensure the fulfillment of the marketing strategies, the thesis draws up specific plan of product, price, place and promotion, and also puts controllable measures to adapt the varieties of marketing environments and to improve performance of the marketing organization. The author used to be a sales director, and then became a CEO of Tonva company and was familiar with its marketing situation. During the management he has always been pondering on how to formulate feasible strategy Tonva to improve the marketing performance. After the study of EMBA in Nankai University and reading lots of books, newspaper and journals during the thesis writing, the author has the theory basis and formulates effective strategy based on the qualitative and quantitative analysis of the information which was collected from practice. The strategy will be useful for the development of Tonva company, and it also provides reference to other middle-small sized companies of asphalt industry.
查看全文：	预览  下载(下载需要进行登录)