山重建机中型挖掘机营销策略与研究-开题报告.docVIP

摘要 随着国民经济持续稳定增长，挖掘机行业得到飞速的发展，中国己成为世界上最大的挖掘机市场。世界上几乎所有著名的挖掘机制造公司、国有和民营企业都看好中国挖掘机市场，纷纷进入挖掘机行业进行开发、生产和销售。在全球化竞争的冲击下，国内企业要想在这个市场中取得一定的优势，必须在自身所处的市场环境中营造企业独特的市场营销策略，营造企业发展的市场需求。山重建机挖掘机近年来的销量、市场占有率均有明显提高，但原有的市场营销体系在一定程度上阻碍了其快速发展；特别是面对严峻的经济形势，尽快设计和构建新的市场营销体系对山重建机未来的发展至关重要。 本文通过调研试图发现山重建机公司所处的背景和现存的问题以及本研究的意义，在检阅大量关于营销管理和战略管理的文献之后，试图在理论的指导下分析公司的现有问题，并进而制定相应的对策解决问题。 关键词　山重建机；挖掘机；营销策略； Abstract With the continual and stable increase of national economy, grab industry has developed at a rapid speed, and China already become the largest grab marketplace in the world. The most famous companies in the world and many state-owned and non-governmentally operated, enterprises find the Chinese grab marketplace, developing and producing in the industry one by one. In order to get certain advantage in the marketplace under economic globalization impingement，enterprises in the home land must build distinctive enterprise marketplace tactics under its own market environment, to build the market demand for developing themselves. In recent years, the sales and market share of STRONG excavator have made a significant increase; however, STRONG’s existing marketing system is hindering the development, especially when facing the poor economic situation. Therefore, it is necessary and meaningful to design a new marketing strategy for STRONG. After studying the situation of company, we tried to find the current problems of the company and the significance of this thesis, and by reviewing a great quantity documents about Marketing Management and Strategic Management, we tried to analyze the problems of the company under the direction of theories, and then work out the corresponding measures to solve the problems. Keywords　 STRONG；Excavator；Marketing Strategy； 不要删除行尾的分节符，此行不会被打印目录 摘要 I Abstract II 第1章 绪论 1 1.1 选题背景及意义 1 1.1.1 选题背景 1 1.1.2 研究意义 2 1.2 技术路线及框架 2 1.2.1 技术路线 2 1.2.2 论文框架 3 第2章 相关理论综述 4 2.1 营销管理理论 4 2.2 营销策略相关理论 5 2.2.1 营销战略的定义 5 2.2.2 营销战略的主要内容 6 2.3 市场营销组合概念 7 2.3.1 4Ps 营销组合策略 7 2.3.2