【作者】 万广圣；

【导师】 傅裕嘉；

【作者基本信息】 西安理工大学 ， 企业管理， 2007， 硕士

【副题名】基于营销工程的战略性STP与新产品概念决策

【摘要】 随着我国市场经济不断发展，营销思想正被越来越多的企业所接受，然而营销思想和理论在国内迅速推广的同时，为何众多企业仍难以取得良好的经营绩效?在企业运营中，营销决策更多地表现为领导的“经验式”决策，决策结果与市场实际状况不符，致使能成功的企业微乎其微。这表明营销理论不等于营销实践，如何走好“理论”到“实践”这一步，值得关注与研究。市场环境的不断变化，对企业营销模式提出了更高要求，传统营销越来越显得与市场不相适宜。战略营销的提出，为新世纪企业营销提供了更好的指导。将营销决策层次提升至公司战略层的战略营销，对营销决策的科学性、规范性提出了更高的要求，因为战略营销决策对企业影响将远远超越职能层的传统营销决策。基于以上背景，本文以战略营销决策方法及应用为研究对象，从决策流程、决策方法的角度研究了战略性STP决策及战略性新产品概念决策中的相关问题，旨在从科学性的一面探讨战略营销决策问题。首先，对战略营销理论进行了进一步探索，为本文研究提供理论基础。笔者从决策层次等角度对战略营销理论进行阐述，并总结了战略营销决策流程，界定了本文的研究范畴。其次，从营销工程的角度详细研究了战略性STP及新产品概念决策的相关理论、流程及方法。此部分着重探讨相应问题的决策流程及决策方法，并对模型的计算机求解实现进行总结。最后，以金华钼业公司钼深加工产品战略营销决策为实证研究对象，对研究内容进行了实证研究，为本文研究内容的实际应用提供了实证依据。本文以应用为导向对战略营销决策的部分内容进行了研究，旨在探索规范的营销决策流程与方法，以期为企业实际营销决策提供借鉴。更多还原

【Abstract】 With further development of market economy in our country, marketing concept has been accepted by more and more enterprises, but why many companies can not get fine managing achievement when the marketing concept and theory are popularized fastly in the homeland? In the enterprise’s business, the marketing decision-making is more showed as the leader’s "expericence" decision-making, and the result is not aggree with actual situation of marketplace, as a result, the number of successful enterprise is as trifling as it is. This indicates that markeing theory is not equal to marketing practice, and how to go this step, from "theory" to "practice", is worth paying close attention and studying.The market environment is changing every minute, which has brought forward higher request to the enterprises’ marketing pattern, and traditional marketing has not fit in with the marketplace. The introduction of strategic marketing has provided better direction for the new century enterprise. The strategic marketing, which puts the marketing decision-making at company strategy lay, has suggested higher demand of scientificalness & standardization to do marketing decision-making, for the affection of strategic marketing decision will exceed the decision of traditional marketing to the enterprise.Based on the above background, this thesis took strategic marketing decision-making method & its applicationg as research object, and studied related problems about decision-making of strategic STP & new product concept from the aspect of decision-making process and method, which aims at discussing the scientificalness of strategic marketing decision problem. First, a further exploration of strategic marketing theory has been carried out, which provids a theory base for this thesis. The author had done some expiation of the the strategic marketing theory from the angle of decision-making lay, etc, summed up the decision-making process, and fixed the research boundary of this article. Second, based on marketing engineering, relevence theory, process and method of strategic STP & new prodect concept decision has been carried out. The process & method of decision-making in some related problems are discussed in this part, and also does some summary of the realization of model solution aided by computer. Last, the strategic marketing decision-making of Mo further-manufacture product in Jin Hua Co. Ltd has been taken as applied research object, and put the research matter into practice, which provides evidence for the use of the research.This application guided thesis has done some research about part content of strategic marketing decision-making, which aims to dicsuss standarded decision-making process and method in marketing, and provides example for actual marketing decision.更多还原