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论文编号：	5901
作者编号：	2120112530
上传时间：	2013/12/6 11:07:53
中文题目：	ZT公司营销战略研究
英文题目：	ZT Company Marketing Strategy
指导老师：	张永强
中文关键字：	ZT公司 营销战略 品牌营销 产品创新
英文关键字：	ZT company Marketing strategy Brand marketing Product innovation
中文摘要：	供热和空调系统当今对人们的生活和生产活动作出了巨大的贡献，为我们提供了舒适的室内环境，利于人们的身心健康、产品质量以及提高劳动生产率，同时暖通空调的能耗也占据了建筑楼宇运行的很大比重。如何提高空调的舒适性，如何有效的节省空调系统的运行能量，避免能源的浪费，使得水力平衡的理念应运而生。水力平衡技术自从上世纪八十年代引入我国内，得到了我国暖通空调领域的普遍接受与认可，平衡阀的技术趋于成熟，平衡阀的使用逐步广泛。与此同时，平衡阀厂家日渐增多，市场竞争也愈演愈烈，ZT作为国内优秀的平衡阀生产厂家，如何在严峻的市场竞争下占据一席之地，如何制定良好的营销策略来扩大市场，提升市场占有率已经成为决定ZT发展的关键问题。本文以战略营销为指导，以ZT公司为研究对象，通过对ZT公司内外部环境的分析，梳理出ZT公司内部管理的方向和对外营销战略的思路，明确方案，提出营销战略的实施对策，从而使ZT公司在严峻的市场环境下，能有更健康的发展，更长久的竞争力。本论文共分为六章：第一章是绪论，主要阐述了论文的研究背景及意义；论文的研究方法与思路；研究内容，为本论文的研究奠定总的基调。第二章是相关理论回顾，阐述了战略营销的一些重要理论包括战略营销理论、STP理论、营销环境分析理论以及营销策略组合。这些是本论文的理论基础和支撑。第三章主要阐述了ZT公司的内外部环境，分析了ZT公司所处的宏观环境，行业环境和内部环境。第四章从企业实际问题出发研究了ZT公司的战略定位与方向、战略目标和战略选择。第五章从人力资源体系的完善、财务资金保障以及市场推广工作的深入开展这三个方面阐述了ZT公司的战略实施保障。第六章是结论，对本篇论文的研究进行回顾、归纳与总结。
英文摘要：	As is known to all, the heating and air conditioning have provide a comfortable indoor environment for people's life and production activities, have made great contributions to people's physical, mental health and product quality. At the same time the heating and air conditioning energy consumption also occupied the building running a large proportion. How to improve the comfort of air conditioning, how to effectively save the operation of the air-conditioning system energy, avoid the waste of energy, makes the concept of hydraulic balance arises at the historic moment. The hydraulic balance technology has got generally acception and recognition since introduced to China at the 1980′s. The balancing valve technology gradually mature, balancing valve gradually widely used. At the same time, the balancing valve manufacturers more and more, the market competition more and more intense, ZT as the domestic outstanding balance valve manufacturer, how to occupy a place under the severe competition in the market, how to develop a good marketing strategy to expand markets, how to improve the market share has become a key problem to ZT’development. My paper guided by the strategic marketing, with ZT company as the research object, through the analysis of ZT company internal and external environment, create the ZT the direction of the company's internal management and external marketing strategic thinking, clear plan, puts forward some countermeasures for the implementation of the marketing strategy, so that the ZT company in the tough market environment, can have a more healthy development, more long-term competitiveness. This thesis is divided into six chapters: the first chapter is the introduction, mainly expounds the research background and significance of the thesis; The research methods and ideas of the paper. The research content, lay the overall tone for the research of this paper. The second chapter is the review of relevant theories, this chapter expounds the strategic marketing some of the important theory including strategic marketing theory, STP theory, SWOT analysis and marketing strategy combination. These are the theoretical foundation and support of this paper. The third chapter mainly expounds the internal and external environment of ZT company, using the relevant analytical tools to ZT company's macro environment, industry environment and internal environment analysis. The fourth chapter on the basis of the practical problems in enterprises to study the ZT company's strategic positioning and the direction, strategic goals and strategic choice. The fifth chapter expounds the ZT company strategy implementation of the safeguard from three aspects, such as the completion of human resources, financial funding and the depth of marketing work. The sixth chapter is the conclusion, the study of this paper are summarized and concluded.
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