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论文编号：	2484
作者编号：	2220080797
上传时间：	2010/6/10 15:12:23
中文题目：	实德型材市场营销战略与策略的研究
英文题目：	Research of Shide molding market marketing strategy and strategy
指导老师：	韩德昌
中文关键字：	关键词：大连实德 塑料型材 SWOT分析 营销战略
英文关键字：	Key words:Dalian shide,Plastic profile,SWOT analysis,and Marketing strategy
中文摘要：	本论文是对大连实德塑胶工业有限公司市场营销战略的研究，作为民营企业的大连实德塑胶工业有限公司，在产品市场需求旺盛，竞争激烈程度偏低的情况下，取得了显著的市场成绩，但目前出现了市场萎缩的不利局面，为改变这一状况，需要对企业的营销战略进行调整。 本文共分为六章。第一章为导论。第一节介绍了本论文的背景及研究意义，通过对大连实德塑胶工业有限公司市场现状进行研究、分析，找出问题所在，并采取相应的方案、措施改变这一现状，保证公司的未来长远发展。第二节介绍了论文的研究内容和框架结构。第二章对论文所用相关理论进行综述。第一节介绍了营销战略理论，分析了战略与企业战略、市场营销战略的定义、特征及意义。第二节介绍了本文所采用的营销战略分析工具。第三章是实德型材现状分析。第一节介绍了大连实德塑胶工业有限公司的基本情况。第二节对营销模式进行分析，包括实德型材的销售网络及营销模式进行了阐述。第三节进行五种力量分析，以客户和竞争对手分析为重点展开分析，对实德型材的客户特点进行简单扼要分析，选择海螺型材、金鹏型材和中财型材为主要竞争对手，分析了三个竞争对手的基本情况、优劣势，并对大连实德塑胶工业有限公司与三个竞争对手进行综合比较分析。第四节对公司进行SWOT分析，分析了公司内部的优势和劣势，外部的机会和威胁，针对这些组合应该采取的措施。通过现状分析认清公司的竞争现状，并为营销战略的制定和实施提供依据。第四章是大连实德塑胶工业有限公司市场营销战略制定及实施。第一节制定了营销战略目标。第二节通过STP目标市场战略分析，对市场进行细分，并根据公司的目标和资源对细分市场进行目标选择，最后进行产品和竞争定位。第三节制定营销战略，根据前面的综合分析，制定了联盟战略和成本领先战略。第四节是营销战略实施，通过营销组合策略，包括产品策略、价格策略、渠道策略及促销策略进行营销战略实施，其中以产品和价格策略为重点。第五章是营销战略实施保障。本章对影响营销战略实施的最重要的因素提出建议，主要以运营资金保障、提高员工素质、调整薪酬策略为保障措施进行探讨，以保证公司营销战略顺利进行，并实现营销战略目标。第六章是结论。第三章、第四章、第五章是本文的重点。 作者通过在南开大学商学院的学习，运用所掌握的管理及相关市场营销理论，对大连实德塑胶工业有限公司的现状进行了较深入地分析，制定了营销目标及应采取的营销战略，并提出了可操作性的实施方案和保障措施，对公司的当前及未来发展具有指导意义，并为行业内的企业及人士提供了有价值的参考信息。
英文摘要：	This paper is Dalian Shide Plastic Industry Co., Ltd. marketing strategy research, as private enterprises in Dalian Shide Plastic Industry Co., Ltd., in the product market demand, competition under a low intensity achieved significant market success , but there are market shrinking unfavorable situation to change this situation, the need for enterprises to adjust the marketing strategy. This paper is divided into six chapters. The first chapter is an introduction. Section I describes the background of this thesis and research significance, through Dalian Shide Plastic Industry Co., Ltd. on the current situation of the market research, analysis, identify the problems and take appropriate programs, measures to change the status quo, to ensure the company's future long-term development. Section II describes the paper's research content and framework structure. The second chapter on the theory used in papers reviewed. Section I introduces the theory of marketing strategy, analysis of strategy and corporate strategy, marketing strategy, definition, characteristics and significance. Section II describes the marketing strategy used in this paper analysis tools. The third chapter is Shide Profile Analysis. Section I of the Dalian Shide Plastic Industry Co., the basic situation. Section II of the marketing model analysis, including profiles of the sales network and Shide marketing model are described. Section III of the five forces analysis, customer and competitor analysis to analyze the focus on customer profiles Shide brief analysis of the characteristics, selected conch profiles, Jinpeng profiles and profiles for the major competitors in the financial analysis of the three the basic situation of our competitors, the advantages and disadvantages, and Dalian Shide Plastic Industry Co., Ltd. and Comprehensive Analysis of the three competitors. Section IV of the company SWOT analysis, analysis of the company's strengths and weaknesses, external opportunities and threats, these combinations should be taken. Analysis clearly through the company's competitive situation, and marketing strategies provide the basis for the formulation and implementation. Chapter Dalian Shide Plastic Industry Co., Ltd. is a marketing strategy formulation and implementation. Section I developed a marketing strategy goals. Section II STP target market through strategic analysis, market segmentation, and according to the company's objectives and resources on market segments to target selection, the final product and competitive positioning. Section III to develop marketing strategies, according to the previous comprehensive analysis, developed a strategic alliance strategy and cost leadership. Section IV is the implementation of marketing strategy, through the marketing mix strategies, including product strategy, pricing strategy, channel strategy and marketing strategy for the implementation of promotional strategies, including product and pricing strategy to focus on. The fifth chapter is the implementation of protection marketing strategy. This chapter on the impact of marketing strategies for the implementation of the most important factor in making recommendations, mainly working capital to protect, improve staff quality, adjust the compensation strategy of measures for the protection to ensure smooth implementation of marketing strategy and marketing strategy to achieve goals. Chapter VI is the conclusion. Chapter III, IV, V is the focus of this article. through the learning in Nankai University Business College, the use of the hands of management and related marketing theory, Dalian Shide Plastic Industry Co., Ltd. carries on a more in-depth analysis, development of the marketing objectives and should be taken of the marketing strategy, and made feasible the implementation of programs and security measures to the Company's current and future development of guidance, and business and industry to provide valuable reference information.
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