四方印刷厂营销组合策略研究.pdfVIP

要 随着我国市场经济体系的逐步确立，营销管理越来越被各类企业所重视。要 加强企业的营销管理，首先应该通过分析和研究，制订出适合企业的营销策略来 指导企业的营销活动。印刷业是个古老的 业，自公元7 世纪起就已经有了印刷 业，其发展也是与时代的发展紧密相连的。然而，近几十年，由于宏观背景及 业自身存在的问题，使得该 业陷入一个前所未有的困境，尤其是中小型印刷 企业，由于缺乏足够的技术、资金等，受到的影响甚大。在急剧变化的市场面前， 许多企业包括大型印刷集团都显得手足无措，应对乏术，也深刻认识到科学的营 销组合策略对企业的重要性。 本文根据营销过程理论，对四方印刷厂营销组合策略进行了研究。首先，通 过运用有关的营销管理理论，对影响四方印刷厂营销活动的外部环境和自身状况 进行深入的分析，阐明了外部环境对企业造成的威胁以及提供的机会，认清了 方印刷厂的优势所在，并发现了存在的问题。其次，通过对国际、国内印刷市场 的分析，企业目标市场和竞争对手的研究，明确了四方印刷厂在市场中所处的位 置。最后，在前述分析的基础上，围绕着企业制订的营销目标，提出了四方印刷 厂应该采取的营销组合策略。 关键词： 四方印刷厂 营销组合 策略研究 1 Abstract Along with our country market economy system gradually establishment, the marketing management more and more is taken by each kind of enterprise. To strengthen enterprises market management, enterprisers should first draw up a suitable marketing strategy to guide their marketing activities through analysis and research. Printing is an ancient industry, which has come into being since the seventh century AD, and its development has much to do with time s development But, in the recent several dozens years, because of macroscopic background and its own existing problems, this industry is lost in a unprecedented difficulty,especiany middle and small-scale printing enterprises are greatly affected, because of lacking enough technology and fund etc.At rapidly changed market, many enterprises including large-scale printing groups all lack the technique and don t know how to handle, and also profoundly realize the importance of scientific marketing combination strategy to enterprises. According to the marketing process theory, we made a research for marketing combination strategies of SiFang printing-Plant.First,by applying to related marketing management theory, we are having a thorough analysis to the over surr