【作者】 赵妍；

【导师】 孙冰；

【作者基本信息】 哈尔滨工程大学 ， 工商管理， 2007， 硕士

【摘要】 随着我国经济的快速发展，为薄板制品行业带来了生机与活力。然而随着企业规模的不断扩大，在营销环节面临的困难和挑战也逐渐增多。在企业发展过程中如何应对营销外部环境的影响，及解决企业自身的不足，使企业能够在激烈的市场竞争中不断巩固和强化竞争地位，实现持续、健康地发展，制定和实施企业的营销策略尤为重要。本文在对宏观营销环境、微观营销环境及企业资源环境分析的基础上，对企业未来几年发展的市场营销策略进行研究。首先，本论文在对F公司的总体情况进行简要概括的基础上，分起步、发展、腾飞、徘徊四个阶段介绍了公司的发展历程，并从产品、价格、渠道、促销等四个方面描述了F公司的市场营销情况。其次，本文对企业的市场营销进行了宏观环境分析和微观环境分析，着重对国家的政治法律环境、经济发展环境及国家金融政策对企业营销的影响进行了研究。并进一步对企业营销的主要影响因素——供应商、营销中介、顾客、公众等进行分析，以明确薄板制品行业现状和竞争态势。然后，在对企业存在的营销问题分析的基础上，运用波特五种竞争力模型对F公司进行五力分析；并采用Sw0T分析方法，评估市场竞争中的机会和威胁，企业内部资源在市场营销中的优势和劣势，进而提出企业营销策略的目标。最后，从产品、新产品开发、价格、渠道、促销、物流等几个方面进行营销策略分析，以支持企业整体营销策略的实施，为企业的发展提供可行性的营销策略指导，为薄板制品企业提高经济效益、参与市场竞争提供可借鉴的经营发展思路。更多还原

【Abstract】 Along with our country economy fast development, has brought the vitality and the vigor for the thin steel plate product profession.However along with the enterprise scale unceasing expansion, the difficulty and the challenge which faces in the marketing link also gradually increases.How in the enterprise developing process should to the marketing external environment influence, and solution enterprise own insufficiency, enables the enterprise in the intense market competition unceasingly consolidated and the strengthened competition status, the realization develops continually, healthily, the formulation and implementation enterprise’s marketing strategy especially is important.This article in to the macroscopic marketing environment, the microscopic marketing environment and in the enterprise resources environment analysis foundation, future several year development market marketing strategies will conduct the research to the enterprise.First, the present paper in carries on the brief summary to the F Corporation’s overall situation in the foundation, divided the start, the development, soaring, paces back and forth four stages to introduce company’s development course, and from the product, the price, the channel, the promotion and so on four aspects described the F Corporation’s market marketing situation.Next, this article has carried on the macroscopic environment analysis and the microscopic environment analysis to enterprise’s market marketing, emphatically to the national political law environment, the economical development environment and the national finance policy has conducted the research to the enterprise marketing influence. And further to the enterprise marketing major effect factor - - supplier, the marketing intermediary, the customer, the public and so on carries on the analysis, is clear about the thin steel plate product profession present situation and the competition situation.Then, in the marketing problem analysis foundation which exists to the enterprise, carries on five strength analyses using Michael Porter’s Five Forces Model to F Company,and uses the SWOT analysis method, in the market competition opportunity and the threat, appraised the enterprise interior resources in market marketing superiority and the inferiority, then sets the enterprise marketing strategy goal.Finally, from the product, the new product development, the price, the channel, the promotion, the physical distribution and so on several aspects carries on the marketing strategy analysis, supports the enterprise overall marketing strategy the implementation, provides the feasible for enterprise’s development marketing strategy instruction, enhances the economic efficiency for the thin steel plate product enterprise, participates in the management development mentality which the market competition provides may profit from.更多还原