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论文编号：	6591
作者编号：	2220120486
上传时间：	2014/6/25 15:32:03
中文题目：	三和国际集团工业品营销策略的研究
英文题目：	Research on the marketing strategy of the industrial products of Samwo International Group
指导老师：	许晖
中文关键字：	关键词：三和国际;工业品;关系营销;营销策略
英文关键字：	Key words: Samwo International; industrial products; relationship marketing; marketing system;
中文摘要：	伴随全球经济一体化进程的推进，工业品项目营销不再受地域和时间的限制，自由的要素流通和快速的信息传递方式，促进了市场的透明度增大、产品同质化、价格降低以及利润减少，对许多企业而言既是机遇、又是挑战。在新的形势和环境下，对于从事工业品项目营销的企业来说，如何建立自身的营销体系，采取有效的营销策略，从而建立自身的竞争优势，已经成为摆在工业品经营企业面前的首要问题。国内外关于营销体系的研究，大多是针对快速消费品行业的，关于工业品项目营销体系构建的研究比较少，这就使得工业务项目在营销方面缺乏理论指导。本文以三和国际集团为研究对象，采用案例分析与探索性研究相结合的方法，分析三和国际集团营销业务的发展现状、存在的问题，通过对三和国际集团营销环境和营销问题的探讨，对三和国际集团工业品项目营销体系进行构建，希望能够为工业品企业提供一定的参考。本文在绪论部分，阐述了选题背景和研究意义，交代了研究方法和研究思路。然后，本文综述了相关理论，评述了国内外关于工业品项目营销的理论成果，其中特别强调了关系营销理论。然后，介绍了三和国际集团的案例背景，分析了企业的历史沿革和宏观环境。接下来，分析了三和国际集团工业品项目营销中存在的问题及根源。在此基础上，根据企业发展的现状，以关系营销为突破口，本文为三和国际集团构建了项目营销体系及具体实施步骤和实施保障。
英文摘要：	With the globalization of world economy, industrial project marketing is no longer subject to geographical and time constraints, free flow of factors and rapid transmission of information, the promotion of market transparency, the homogenization of products, lower prices and reduced profits, for many enterprises not only opportunities, but also challenges. In the new situation and environment, to be engaged in industrial product marketing enterprises, how to set up their own marketing system, adopt effective marketing strategy, so as to establish their own competitive advantage, has become the primary problem in front of industrial enterprises. The traditional marketing is mainly studied, the consumer has been, the industrial product marketing theory and the less explored. Industrial enterprises are facing confusion, so it occupies a space for one person in the fierce competition in the market. It is based on the consideration of these situation, taking the Samwo International Group as a case study, with industrial project marketing system as the research subject, combined with the domestic and foreign related theories and research results, using case analysis method combined with the exploratory research, through the discussion of Samwo International marketing environment and marketing problems Samwo International Group of industrial products marketing system for construction project. Firstly, in the part of the introduction, describes the background, research significance, research methods and technical route. Secondly, the theoretical literature review, analysis of the domestic and international theories about industrial project marketing, with particular emphasis on the relationship marketing theory. Then, introduces the background of the case and Samwo International Groups, analyzes the historical evolution of the firm and macroeconomic environment. Next, analyzes the existing problems and the root causes and Samwo International Groups of industrial products in project marketing. On this basis, according to the present situation of enterprise development, the relationship marketing as the breakthrough point, this article is Samwo International Group to build the project marketing system and the specific implementation steps and safeguards.
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