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论文编号：	3822
作者编号：	2120092721
上传时间：	2011/11/28 11:15:36
中文题目：	安徽一天电气公司营销战略研究
英文题目：	Marketing Strategy Research of Anhui Onesky Electrical tech.co.,ltd.
指导老师：	刘建华
中文关键字：	安徽一天电气;营销战略;差异化战略
英文关键字：	Anhui onesky electrical;marketing strategy;differentiation strategy
中文摘要：	随着我国市场经济体制的建立与完善，产品市场已经由卖方市场向买方市场转变，企业面临的市场竞争环境更加恶劣，这就客观上要求企业加强市场营销能力的建设。尽管经过多年市场经济的洗礼，我国很多企业已经初具市场营销的意识，但是由于在传统市场经济体制的影响与桎梏下，我国企业市场营销战略还存在诸多亟待解决的问题。研究发现我国很多企业，普遍存在营销理念、营销策略滞后等问题，既有的营销策略已经无法满足企业在新的市场环境中树立竞争优势的需要。鉴于营销对企业发展的重要促进作用，很多企业纷纷开始营销战略的研究与实践，期望通过采取的新的市场营销战略为企业的持续发展增添动力，在此背景下本文选择营销策略这样一个课题进行深入研究具有重要的现实意义。本文以安徽一天电气公司的市场营销现状为切入点，以我国电气行业的整体背景为切入点和立足点，综合运用多种研究方法对一天电气公司应采取的市场营销战略进行了深入细致的分析。文章共分为六个部分，第一部分为绪论，介绍了文章的选题背景和意义、研究方法和思路等两个方面的内容。第二章为相关理论回顾，该章重点介绍了营销策略分析工具、服务营销相关理论以及市场定位相关理论等内容，为下文的进一步展开奠定理论基础。第三部分对安徽一天电气公司市场环境进行了分析，分别从宏观层面以及企业层面阐述了一天电气的营销环境。第四部分阐述了安徽一天电气公司营销战略的选择，在上文理论以及环境分析的基础之上，介绍了安徽一天电气的基本情况、市场细分以及战略选择，并总结了安徽一天电气应选择的具体营销战略。第五部分对安徽一天电气公司营销战略的实施和保障进行了概括，认为营销战略的实施应充分考虑到产品与价格策略、渠道与促销策略以及有形展示与过程服务策略等内容，并在制度、资金以及人员等方面对营销策略的实施加以支撑。第六部分为结论，本章除了对安徽一天电气市场营销战略的制定与实施进行了总结，还对论文存在的不足与创新进行了概括。 关键词：安徽一天电气，营销战略，差异化战略
英文摘要：	Along with our country market economy system build with perfect, product market already by seller's market to buying market change, the market competition that the enterprise faces the environment even worse, which objectively requires enterprises to strengthen the market marketing ability construction. Despite years of the baptism of a market economy, many enterprises in China have begun to take the marketing consciousness, but due to the traditional market economy influence and the yoke, our country enterprise marketing strategy there are still many problems to be solved. Study found that a lot of enterprises of our country exists generally, marketing concept, marketing strategy the problem such as lag, existing marketing strategy has been unable to meet the enterprises in the new market environment to establish a competitive advantage needs. In view of marketing for enterprise development the important role, many companies began marketing strategy research and practice, through adopting the new marketing strategies for the sustainable development of enterprises to add power, under this background this paper select the marketing strategy of such a topic in-depth study has important practical significance. This article take the Anhui onesky electric company marketing present situation as the breakthrough point, to China's electrical industry overall background as the starting point and foothold, the integrated use of a variety of research methods on the onesky the electric company should take marketing strategies carried out a detailed analysis. The article is divided into six parts, the first part is the introduction, introduced the background and significance of the topic, research method and thinking of two aspects of content. The second chapter is the related theories, this chapter focuses on the marketing strategy analysis tools, services marketing theory and market positioning theory and other content, for the following further laid a solid theoretical foundation. The third part of the Anhui onesky electric market environment undertook an analysis, from the macro level and the enterprise level elaborated onesky electrical marketing environment. The fourth part elaborated the Anhui onesky electric company marketing strategy choice, in the above theory and the environment on the basis of the analysis, introduced Anhui onesky electrical basic situation, market segmentation and the choice of strategies, and summarizes Anhui onesky electrical should choose specific marketing strategies. The fifth part of the Anhui onesky electric company marketing strategy implementation and safeguard undertook generalizing, think the marketing strategy should be fully taken into account the product and price strategy, the promotion strategy as well as the channel and visible display and process of service strategy and so on, and in the system, funds and personnel and other aspects of the implementation of marketing strategy to support. The sixth part is the conclusion of this chapter, in addition to Anhui onesky electric marketing strategy formulation and implementation are summarized, also the paper shortages and innovation are summarized. Key Words: Anhui onesky electrical，marketing strategy，differentiation strategy
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