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论文编号：	674
作者编号：	2120062402
上传时间：	2008/6/20 10:55:31
中文题目：	企业市场营销策略组合的信息分析
英文题目：	Study on Information Analysis
指导老师：	王知津
中文关键字：	市场营销组合;营销策略;信息分析
英文关键字：	Marketing Mix;Marketing Strate
中文摘要：	随着人类进入21世纪，很多人都感受到了竞争的压力，尤其是在商业领域中。为了能够实现企业的目标，市场营销已经处于企业管理中十分显要的位置。企业在营销过程中，无论是对于企业的营销目标、发展方向等战略问题的决策，还是对于企业的产品、定价等战术问题的决策，都必须建立在准确地获取市场信息，对这些信息做出准确分析的基础上。 本研究基于市场营销学基本理论、情报学的信息利用思想以及帕累托法则，通过对相关文献的分析研究，对市场营销策略组合方案的制定过程中所涉及到的众多信息要素进行归纳总结，剔除类似与相近的要素，提炼关键要素，对市场营销策略组合信息进行分类，明确了产品、价格、渠道、促销、市场环境、竞争对手营销策略这6大类营销策略指标信息，并以此为基础构建了企业市场营销策略组合的信息分析模型，它包括市场环境信息分析、产品策略信息分析、价格策略信息分析、渠道策略信息分析、促销策略信息分析、竞争对手营销策略信息分析。 为了验证该信息分析模型研究的可行性和有效性，笔者在广东格兰仕集团战略发展中心市场部实习期间，与部门同事合作，以此模型为基础，对格兰仕家用空调产品在中国国内的营销策略组合进行信息分析，确定该模型具有一定的实用型、科学性和有效性，能够指导企业有步骤、有方向地进行有效的信息分析，为企业市场营销策略组合的制定提供一定的参考价值。
英文摘要：	As we enter into the 21st century, many people feel the competition pressure, especially in the commercial domain. For achieving enterprise’s goals, marketing has already been in a very influential position of business management. In the marketing process, not only these strategic issues such as enterprise’s marketing goal, development direction etc., but also these tactical issues such as enterprise’s product, price decision etc. ,all of these base on gaining the market information accurately and making accurate analysis to these information. This research based on the marketing elementary theories, information using theory of information science and the Bartley principle. Through analyzed the related literature, we summarized the numerous essential elements of information which involved to the marketing mix plans, rejected similar and close essential factors, refined essential factors and classified the marketing mix information. Then we purified six kinds of information factor, that is product, price, place, promotion, market environment and the competitor marketing mix. Based on these information, we constructed the enterprise marketing mix information analysis model. It included the competitor marketing mix information analysis, the market environment information analysis, the price decision information analysis, the product decision information analysis, the place decision information analysis and the promotion decision information analysis. In order to confirm this information analysis model’s feasibility and validity, when I interned in Guangdong Glanz Group, my marketing department colleagues and I carried on the information analysis based on this model to the marketing mix for this enterprise’s home air-conditions in China. Though this case, we prove this model’s practicability and scientificity. It can guide us to carry on an effective information analysis and provide a reference value for our decision.
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