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论文编号：	7751
作者编号：	2120132771
上传时间：	2015/12/4 16:54:43
中文题目：	天津TR地毯有限公司营销策略研究
英文题目：	The Study of Marketing Tactics of Tianjin TR Carpet Company
指导老师：	郑琦
中文关键字：	市场营销，营销策略，营销保障，地毯
英文关键字：	Marketing, Marketing Tactics, Marketing Guarantee, Carpet
中文摘要：	伴随经济的发展，生活水平的改善,人们对居住环境的品质也有了越来越高的要求。正是这种需求的推动,使得地毯行业在国内表现出前所未有的市场潜力。此外，国家鼓励出口的政策相继出台，由此很大一批中小型地毯企业加入到竞争中来。地毯产品属于传统的产业，产品技术含量低，同行竞争激烈，也正因为这激烈的竞争，价格战尤其激烈。这种情况下，国外发展中国家的地毯产业也加入到竞争中来，国内的地毯企业感受到前所未有的压力。本文以天津TR地毯有限公司作为研究对象，以公司现有的营销策略作为素材，对其经营现状进行分析。首先，对市场营销概念，营销理论做了概述，对天津TR地毯的市场营销的宏观微观环境进行了分析，并结合公司现在的营销情况，发现营销过程中出现的各种问题，指出产品缺乏战略规划，定价策略单一，促销手段单一，缺乏现代营销管理等问题。其次，通过对地毯行业的环境分析，天津TR地毯营销过程中出现在各种问题，和企业本身的优劣势，威胁机遇通过对市场细分，选定目标市场，并针对性地制定出营销组合策略，尤其是产品方面,提出创新产品和多元化战略是公司获得连续定单和提高利润率的保证。最后，为了营销策略能够顺利实施，提出了一些建设性的保障措施。在营销观念，质量管理，营销队伍建设，风险管理等方面分别阐述。针对企业外汇灵活使用方面，本文建议尝试开设离岸公司账户。 关键词：市场营销，营销策略，营销保障, 地毯
英文摘要：	With the economic development, the living standards were improved. The demand to quality of the living environment has also been growing. It is the demanding driving, making the carpet industry show an unprecedented market potential. In recent years, there was export promotion policies introduced, whereby a large number of small and medium sized rug companies come into competition. Carpet products belong to traditional industries, products with low technological content, intense peer competition. Because of this fierce competition, the price war was extremely fiercely. Besides that, foreign carpet company also added into the competition that makes domestic carpet companies feel unprecedented pressure. In this paper, we take Tianjin TR Carpet as the research object. Take the company's existing marketing tactics as material, to analysis its operating status. First, the marketing concept, marketing theory are outlined. Then the macro and micro marketing environment were analyzed, by combined with company’s current marketing situation, and found the problem during marketing process, which include lacking of strategic product planning, pricing tactics, single promotion ways, lacking of modern marketing and management. Secondly, through the various issues during the marketing process, advantages and disadvantages of the enterprise itself, threatening opportunities are analysis. By having the market segmentation, targeting markets choice to develop targeted marketing mix tactics, especially products tactics. It proposes innovative products and diversification tactics to improve the company marketing to receive continuous orders and ensure profitability. Finally in order to have the tactics be implement smoothly, some constructive safeguards were put forward. They are set forth in the marketing concepts converse, quality management, marketing team building, risk management and other aspects. In order to use foreign exchange flexibly, the paper proposed creation of an offshore company accounts. Key Words: Marketing, Marketing Tactics, Marketing Guarantee， Carpet
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