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论文编号：	3637
作者编号：	2220090977
上传时间：	2011/11/4 15:38:09
中文题目：	宝胜公司营销策略研究
英文题目：	Study on Marketing Strategy of Baosheng
指导老师：	韩经纶
中文关键字：	关键词：宝胜公司；SWOT分析；营销；经营策略；差异化经营；
英文关键字：	Key words: Baosheng company; SWOT analysis, Marketing ,Differential marketing , Marketing strategy
中文摘要：	电线电缆产业是我国装备工业的配套产业，是一个竞争非常充分而激烈的行业，同时又是一个因为国家经济快速发展而不断增长的行业，目前最突出的行业特征是行业集中度极低、恶性竞争严重，宝胜公司是行业中生产规模最大的企业，总体市场占有率也只有1%左右，因此，在处于重大机遇之中的同时也面临巨大的挑战。本论文运用PEST环境分析方法，对于公司发展的内外部环境进行了深入分析，重点运用SWOT产业结构分析模型，着力剖析了公司的优势和不足、机会和威胁，并以此模型为基础，建立了SWOT矩阵分析模型，通过专家研讨打分等方法绘制了宝胜公司的营销策略选择图，明确了宝胜公司的发展型营销策略选择——差异化经营模式，确定了公司的发展目标以及相关的战略路线，提出了“以优势产品体系为圆心构建公司产品利润区的核心竞争力，通过销售公司成为公司的代理商，构建行业差异化经营，将公司打造成为卓越的电能与信息工程解决方案提供商”的总体战略思路。以此为指导，形成了公司层次战略、公司竞争战略和公司职能战略规划。为了确保战略目标的实现以及总体战略路线的执行，本论文提出了具体的战略实施措施，而且为了确保战略执行到位，制定了战略控制和评估机制，不仅对于指导公司的发展和经营战略实现有很强的指导意义，而且对于电线电缆行业的企业成长均具有重要的参考价值和借鉴意义。
英文摘要：	Wire & cable industry is related to Chinese equipment industry, which is a drastically competitive and daily increasing industry due to fast national economic development. Presently, low industry concentration and severe blind competition are the most obvious industry characteristics. As one of the biggest enterprises of the industry, Baosheng only occupies about 1% of the total market share. Therefore, Baosheng has significant opportunities and faces big challenges. The thesis applies PEST environmental analysis method to do deep analysis on internal and external environment of the enterprise’s development, and puts emphasis on analyzing the enterprise’s advantages and disadvantages by using SWOT industrial structure analysis model, opportunities and challenges. Meanwhile, SWOT matrix analysis model is made on the basis of the above model, marketing strategy selection chart of Baosheng through experts’ discussion, scoring, etc is drawed, and developing marketing strategy selection of Baosheng is developed. The thesis is to form up different marketing model to determine the enterprise’s development goal and relative strategy policy, and put forward general strategy guideline of “ building core competitiveness of product profit by centralizing competitive product system, developing sales company as the enterprise’s agent, form up differentiated industry marketing, and build Baosheng to become excellent supplier of electrical energy and information engineering solution”. To take these as a guideline to form strategy plan of enterprise level strategy, the competitive strategy and functional strategy are out lined. To ensure realization of strategy goal and implementation of general strategy guideline, this thesis brings forward specific implementation measures of strategy. Also, strategy control and evaluation mechanism are set up to make sure full implementation of strategy. This does not only make great instructive sense to guide enterprise’s development and marketing strategy, but also has significant reference value to the enterprise’s growing of wire & cable industry.
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