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论文编号：	7903
作者编号：	2120132782
上传时间：	2015/12/8 15:19:17
中文题目：	J公司市场营销策略研究
英文题目：	The Research of the Marketing Strategy of J Company
指导老师：	薛红志
中文关键字：	地坪行业，市场营销，营销策略
英文关键字：	Flooring industry, Marketing, Marketing strategy
中文摘要：	上世纪90年代初，随着越来越多的外资企业的进入，作为一种舶来品的地坪产品也在中国开始得到应用。经过20多年的发展，我国的地坪行业从无到有，并逐渐发展成为一个比较成熟的细分行业。当前，我国经济处于下行压力大、亟需经济转型的大背景之下，地坪企业和众多企业一样面临严峻的市场挑战。地坪企业既要看清当前面临的挑战，又要抓住众多企业的升级改造带来的巨大的市场机会。在当前较为复杂的环境下，地坪企业要想取得健康发展，加强市场营销仍然是重中之重。企业必须对自身内外营销环境进行分析，进而确立适合自身的营销战略、制行之有效的各种营销策略方能在竞争中取得优势。 本文首先对营销相关几个概念进行了梳理。然后，介绍J公司的企业背景和营销状况，对J公司的营销环境进行详尽的分析，包括宏观环境、行业环境、内部营销环境等；利用波特“五力模型”对行业竞争环境进行详细分析；采用SWOT分析理论对企业面临的机会、威胁、优势、劣势进一步进行了分析，进而确定J公司应该采用的营销战略；通过STP理论对地坪市场进行细分，确定J公司的市场定位；制定应该采取的营销策略。J公司作为占比地坪行业95%的小企业中的一员，对其进行分析具有现实意义。作者希望通过对J公司的分析，能够对J公司营销策略制定与未来发展有所帮助，对中小型地坪企业的发展有所启发。 最后，本文对J公司市场营销提出现实的建议，同时总结了本文所存在的不足和应该进行的改进。
英文摘要：	Early 90 's of the last century, with the entry of more and more foreign-funded enterprises, as a kind of exotic flooring products applied in China. After more than 20 years of development, the flooring industry in our country from scratch, and gradually developed into a more mature industry. Currently, China's economy is in the downward pressure, needs economic transformation under the background of, flooring companies, like many businesses faced severe challenges of the market. Flooring companies should not only see the current challenges faced by enterprises and catch many companies upgrading of the enormous market opportunities. Under the current complex environment, flooring companies to achieve healthy development, strengthening marketing continues to be a top priority. Enterprise must analyze both inside and outside the marketing environment, and establish a suitable marketing strategies, effective marketing strategies to gain an edge in the competition. This article first summarizes marketing concepts. Then, introduced J company of enterprise background and marketing status, on J company of marketing environment for detailed of analysis, including macro environment, and industry environment, and internal marketing environment,; using Porter "five force model" on industry competition environment for detailed analysis; used SWOT analysis theory on Enterprise faced of opportunities, and threat, and advantage, and disadvantage further for has analysis, then determine J company should used of marketing strategy; through STP theory for market subdivision, determine market positioning; developed should take of marketing strategy. J companies accounted for the flooring industry 95% a member of a small business, an analysis of its relevance. Authors hope that by analyzing the J, J can be developed the marketing strategy and the future development of the company has helped, to inspire the development of small and medium enterprises.
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