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论文编号：	8369
作者编号：	2120142560
上传时间：	2016/6/8 12:19:50
中文题目：	A文具公司营销策略及其实施研究
英文题目：	A Study on the Design and Implementation of Marketing Strategy for “A” Stationary Company
指导老师：	李桂华
中文关键字：	营销策略；文具制造业；品牌营销
英文关键字：	Marketing strategy; Stationery manufacturing; Brand marketing
中文摘要：	随着我国经济的发展，文具制造行业也在不断发展，近些年来竞争态势也愈演愈烈。在金融危机的影响下，A公司拓展国内市场的需求也越来越强。但目前的营销策略在国内市场实施的效果并不明显，出现了种种问题，A公司的营销策略需要重新规划调整。 A公司自2005年成立以来，订单多以出口为主，因此在国内市场的品牌知名度较低，要打开国内市场，就要尽快地让国内的消费者了解产品、认可品牌。企业想要在目标市场内的营销活动中获取优势，营销策略的制定和执行当之无愧地为了重中之重。本文以市场细分与市场地位理论、营销组合理论、关系营销理论、竞争战略理论等为依据以SWOT分析模型为基础，以A公司营销策略的制定和执行为研究对象，运用了文献分析法、案例分析法及访谈法等分析方法，对A公司的营销现状进行了全面的分析。论文先介绍了研究的目的和意义和研究方法等，然后对市场细分和市场定位理论、营销组合理论、关系营销理论进行了概述。然后介绍了A公司的发展背景及现状，分析了国内文具制造业的发展沿革及行业竞争态势，及A公司在市场竞争中的优劣势。在此基础上分析了A公司的营销策略，对产品组合进行了市场细分和市场定位，对结合A公司的产品的竞争优势，提出了产品组合及开发策略、价格策略、分销渠道策略、促销策略，分别对公司的产品组合、价格体系的建立提供了理论依据。找出企业分渠道建设的不足，提出改进方案，建议企业采取全面的多渠道营销。为企业制定了广告宣传策略，认为营销策略的关键是品牌营销，让更多的消费者了解产品认可品牌是重中之重。而A公司在品牌建设上应该着重从优势产品开展，利用企业自身的优势条件，获得目标市场内消费者的认可和信赖。为确保营销策略的有效实施，论文又提出了一系列的保障措施，建议企业加强文化建设，重视质量管理，加强营销组织建设等。
英文摘要：	With the development of our economy, stationery manufacturing industry also has growing a lot, competition also intensified in recent years. Under the influence of the financial crisis, A company expand the domestic market demand is becoming more and more strong. But the effect is not obvious on the implementation of marketing strategy in the domestic market, the problems of A company's marketing strategy needs to be planning adjustment. Since it was founded in 2005, the orders are almost from export. Therefore, in the domestic market brand awareness is low, to open the domestic market, will be as soon as possible let domestic consumers understand product, the brand recognition. Companies want to get advantages in the marketing activities within the target market, marketing strategy formulation and execution truthfully to top priority. Based on market segmentation and market position theory, marketing mix theory, relationship marketing theory, and the theory of competitive strategy based on the SWOT analysis model, based on the formulation and implementation of A company marketing strategy as the research object, using literature analysis, case analysis and interview method, analysis method, to A company's marketing present situation has carried on the comprehensive analysis. The paper first introduces the research purpose and significance and research method, etc., and then to the market segmentation and market positioning theory, marketing mix theory, relationship marketing theory are summarized. And then introduced the development background and present situation of A company, analyzes the evolution of the development of domestic stationery manufacturing and industry competition situation, and the advantages and disadvantages of A company in the market competition. On the basis of the analysis of A company's marketing strategy, market segmentation and market positioning of product mix, to combine the competitive advantage of A company's product, put forward the product portfolio and development strategy, price strategy, distribution channel strategy, promotion strategy, respectively for the establishment of the company's product portfolio, price system provides A theoretical basis. Find out the insufficient points of the construction of the channel, put forward the improvement plan, suggested that enterprises adopt comprehensive multi-channel marketing. Set advertising strategy for the enterprise, marketing strategy is the key to brand marketing, let more consumers understand product recognized brand is top priority. And in A company brand construction should focus on the advantages of products, using its own advantages, to obtain the target market in the recognition and trust of consumers. In order to ensure the effective implementation of marketing strategy, the paper also puts forward a series of safeguard measures, Suggestions to strengthen innovation, attaches great importance to quality management, carry out marketing audit, strengthening marketing team building, etc.
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