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论文编号：	5000
作者编号：	2220110854
上传时间：	2013/2/26 15:14:12
中文题目：	雷士照明北京运营中心营销组合策略研究
英文题目：	Study on NVC Beijing Operation Center Marketing Mix Strategy
指导老师：	张永强
中文关键字：	照明产品 雷士照明 SWOT分析 营销组合策略
英文关键字：	Lighting product, NVC, SWOT analysis, marketing mix strategy
中文摘要：	随着我国基础设施建设和节能环保工作的推进，照明行业尤其是节能照明迎来了难得的发展机遇。雷士照明北京运营中心在这种形势下，如何抢抓机遇制定合适的营销策略，以帮助企业获得更好的经营绩效，是雷士照明北京运营中心当前面临的重要问题。本文以经营模式和市场营销相关理论为指导，以雷士照明北京运营中心营销组合策略为研究对象，在对雷士照明北京运营中心内外部市场环境及照明设备产业市场需求进行充分调研的基础上，制定了雷士照明北京运营中心营销组合策略，该研究从北京及华北地区照明产业发展现状，以及雷士照明北京运营中心的功能定位出发，综合考虑区域经济发展水平及市场需求的实际状况，从产品、价格、渠道、品牌四个方面提出了雷士照明北京运营中心的营销组合策略，并从经营理念、管理制度、组织架构、人员配备等多个方面进一步阐述了营销组合策略实施的具体保障措施和对策建议。本文的研究价值体在于，本文在充分了解雷士照明和北京运营中心发展现状的基础上，对营运中心进行了SWOT分析；针对运营中心的业务设计了营销组合策略，并为了确保其顺利实施，提出了相应的实施方案。预计方案会对运营中心及行业内的其他企业开展营销活带来重要的参考价值。本研究全文共分六章：第一章是绪论部分，内容包括选题背景与选题意义，研究思路、方法与研究内容等两节内容；第二章是相关理论回顾，内容涉及SWOT战略分析工具，以及营销组合策略两部分内容；第三章是雷士照明北京运营中心情况介绍及其内外部环境分析；第四章是雷士照明北京运营中心营销组合策略选择；第五章是雷士照明北京运营中心营销组合策略的实施；第六章是本文的结论部分。
英文摘要：	With the advance of China's infrastructure construction and energy saving and environmental protection work, lighting industries, especially energy-efficient lighting has ushered in a rare development opportunity. NVC Operations Center, and how to develop an appropriate marketing strategy to help companies better adapt to the market environment, to achieve better business performance, is the most important issue facing the NVC Operations Center. Business model and marketing theory, marketing mix strategies to the NVC Beijing Operations Center as a research object in the external market environment in the NVC Beijing Operations Center and the lighting industry market demand a full investigation on the basis of to develop a marketing mix strategy of the NVC Beijing operations Center, the study starting from the functional position of Beijing and North China lighting industry development status, as well as the NVC Beijing operations center, considering the level of regional economic development and the actual needs of the consumer market, NVC Beijing operations center in terms of product, price, channel, brand four marketing mix strategies and further elaborated the specific measures implemented by the marketing strategy and business philosophy, management system, organizational structure, staffing and suggestions. The value of this research is reflected in the SWOT analysis on the basis of full understanding of the development status of the NVC and Beijing operations center, operations center; design for the operations center of the business marketing mix strategies, and in order to ensure its smooth implementation,the implementation and control programs. The program will have operations centers and similar businesses is expected to play a guiding reference for marketing activities. Of this entire article is divided into six chapters: the first chapter is the introduction part of the research background and significance of the topic, including two of the research ideas, methods and research; the second is related to theory review, covering the SWOT strategic analysis tool, and two parts of the marketing mix strategies; NVC operations Center briefing internal and external environment analysis; Chapter IV is the marketing mix strategies of the the NVC Beijing operations Center option; Chapter NVCBeijing operations center, the implementation of the marketing mix strategies; Chapter VI is the concluding part of this article.
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