【作者】 王晶；

【导师】 沈君愉；

【作者基本信息】 长春理工大学 ， 工商管理， 2013， 硕士

【摘要】 企业自身的市场营销能力在一定程度上决定了其在市场上的竞争力。工程塑料行业竞争日益激烈,制定切实可行的市场营销策略直接影响到企业的成败。每个企业都竭力探索适合自身发展的营销策略,而不同的策略在营销过程中表现出来的效率差异性十分明显。本文结合笔者在工程塑料行业和A公司营销管理中的实践经验,运用相关的营销理论,透彻地分析研究了A公司工程塑料产品市场营销策略。从工程塑料的特点、行业的状况以及产品市场需求和占有量等方面,研究了A公司工程塑料产品营销现状。在此基础上,从行业宏观环境和行业竞争环境两个角度分析了A公司营销策略,翔实地探讨了A公司工程塑料产品市场营销策略的制定以及相关的实施与保障措施。更多还原

【Abstract】 The competitiveness of an enterprise depends on largely in its self marketing capability. The marketing models of enterprise are very important especially in the ever more competing engineering plastics industry. Every enterprise is aiming to look for the appropriate marketing models applicable to their specific needs. The different models result in big difference in terms of sales efficiency.Combined with practical experience in the marketing management of engineering plastics industry of A company, a thorough marketing strategy study on A company has been taken place followed by the corresponding marketing theory. This study has meanwhile taken into consideration of various aspects of engineering plastics characteristics, industry status, market demand and market size both domestically and internationally. In this paper, a deep analysis on the marketing strategy of A company has been made from two angles, respectively industry macro environment and industry competition environment. Eventually find out the workable strategy for A company in terms of their engineering plastics compounds marketing management. Furthermore, this paper puts forward the measures to assure a smooth performance and implementation of these findings.更多还原