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论文编号：	7352
作者编号：	2220100735
上传时间：	2015/6/7 13:37:07
中文题目：	PPG涂料公司的营销策略研究
英文题目：	Research on PPG Coatings Company Marketing Strategy
指导老师：	白长虹
中文关键字：	涂料企业；市场定位；市场目标；营销策略
英文关键字：	Coating enterprise; Market positioning; Target market; Marketing strategy
中文摘要：	营销是任何企业发展的根本所在，同时也是现代经济增长的内生动力源泉之一。而营销策略作为企业发展战略的一种外在体现，是企业战略管理的落脚点，也可以决乎企业生死。随着我国社会经济的不断发展，企业之间的竞争在持续加剧。当前，绝大部分的行业都已经进入到了买方市场时代，在产品与服务同质化日益严重的今天，营销策略的制定与执行，已经成为了企业竞争的关键所在。因此，本文对于营销策略的研究具有非常重要的现实意义。 文章以PPG涂料公司作为实证研究对象，首先介绍了营销策略制定的基本理论，包括了营销战略、营销组合以及现代营销的基本理论，从而为全文的研究奠定了坚实的理论基础。而后，文章对PPG公司所处的基本竞争环境进行了分析，分析了PPG公司当前的营销现状以及存在的问题。而后，文章采用SWOT分析工具，在对PPG公司进行分析的基础上，制定了4Ps营销策略组合，并导入了现代营销策略。最后，本文选择从人员保障、资源分配、信息管理和企业文化四个层面探讨了上述营销策略执行的保障措施体系的构建。希望本文的研究，对于我们更好认识企业营销策略的重要性及其制定，促进企业的健康发展能够起到一定的参考和借鉴作用。
英文摘要：	Marketing is essential in the development of any enterprise, is also one of the endogenous power source of modern economic growth. The marketing strategy as an external embodiment of enterprise development strategy, is the enterprise strategic management foothold, can definitely enterprise life and death. With the continuous development of our social economy, the competition between the enterprises continued to increase. At present, most industry has entered the era of a buyer's market, in product and service homogeneity increasingly serious today, the formulation and implementation of marketing strategy, has become the key of enterprise competition. Therefore, this thesis for the study of marketing strategy is very important practical significance. Based on PPG coatings company as empirical research object, first introduced the basic theory of marketing strategy, including the marketing strategy, marketing mix, and the basic theory of modern marketing, thus laid a solid theoretical foundation for the research of the full text. Then, the thesis to PPG company basic competition environment was analyzed, and analyses the PPG company's current marketing situation and existing problems. Then, the thesis USES the SWOT analysis tool, the analysis of PPG industries, on the basis of the 4 ps marketing strategy combination. And launching modern marketing strategy. Finally, this thesis choose from personnel security, the allocation of resources, information management and company culture four aspects discusses the marketing strategy implementation of the construction of the safeguard measures system. Hope that this thesis research, for our better understanding the importance of the enterprise marketing strategy planning, promote the healthy development of the enterprise can play a certain reference and reference.
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