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论文编号：	4838
作者编号：	2120102665
上传时间：	2012/12/12 11:39:55
中文题目：	北京中玻新材公司营销策略研究
英文题目：	Marketing Strategy of SINEW Company
指导老师：	马连福
中文关键字：	节能玻璃 目标市场 营销策略
英文关键字：	Energy-saving glass Target markets Marketing strategy
中文摘要：	本文通过对北京中玻新材公司营销策略的研究分析，探索适合该公司的具体营销措施，并希望为众多从事节能建筑材料生产制造销售企业提供借鉴意义，指导其如何在激烈的市场竞争环境中精确定位目标市场，并整合产业资源打造适用于企业自身的综合竞争力。本文首先阐明了论文的写作背景，北京中玻新材公司是其母公司沙玻集团进行产业前向一体化的结果，沙玻集团的主营产品---浮法玻璃属于低利润的传统产品，竞争极其残酷，并且严重受制于经济周期，难以抵抗系统性的经济风险，为此沙玻集团通过前向一体化进入高附加值、快速发展的节能玻璃领域。如何整合产业资源确定目标市场并制定营销策略，对于沙玻集团进行成功的产业一体化具有重要意义。其次，本文总结了营销理论的发展进程，并简略的分析了各个流派的主要观点和适用范围，然后结合本文写作主线归纳了几种主要营销模式并做以比较。再次，介绍了北京中玻新材公司的营销环境，重点分析了节能玻璃产业背景以及建筑节能玻璃的竞争环境。再次，本文研究了北京中玻新材公司的营销定位，在建筑市场细分基础上着重分析了北京中玻新材公司的竞争优势，而后确定了目标市场。再次，重点叙述了北京中玻新材公司的营销策略与实施，着重阐述了关系营销策略、品牌营销策略的运用。关系营销策略分析了与节能玻璃销售相关的各个利益群体的特点并介绍了相应的营销策略，如开发商、设计院、建筑公司、政府监管部门等；品牌营销策略阐述了该公司的品牌定位及实施策略，重点阐述了授权加工模式下的品牌管理。最后，笔者认为要达到最佳的营销目的，使企业和消费者达到双赢、甚至多赢，需要综合运用各种营销模式，扬长避短、不断创新，使各种模式有机结合，达到整体效果最优。
英文摘要：	In this paper, the research and analysis of the marketing strategy of SINEW company hope to provide reference for the energy-saving building materials enterprises and guide them to target precise market position in the fierce market competition environment and integrate industry resources to build the comprehensive competitiveness of the enterprises. The paper firstly clarifies the background of this paper, the parent company of SINEW company is the ShaHe Glass Group, its main Products is floating glass that is belonging to the low-margin traditional products with extremely brutal competition severely constrained by the economic cycle, and it is difficult to resist the systemic economic risk in this industry. So the ShaHe Glass Group t forward into the field of energy-saving glass with high value-added and rapid development. It is very important how to integrate industry resources to determine the target market and to develop marketing strategies for the Sand Glass Group. Then this paper explains the textual structure and research tools. Then this paper summarizes development process of the marketing theory , and briefly analyse the main ideas and the scope of the various schools, and finally summarize several major marketing modes. Next this paper describes marketing environment of the SINEW company , and focuse on the analysis of the competitive environment of the energy-saving glass industry. Then this paper research marketing positioning of the SINEW company. Through analysising of themarket segmentation and competitive advantage of the SINEW, ultimately the writer determines the target market. Next this paper focuse on marketing strategy and implementation of the SINEW company, also focuses on the relationship marketing model and brand marketing mode. The main means of the last chapter is that achieving the best marketing purposes must use various marketing model comprehensively .
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