本科毕业设计__黑龙江三和有限公司促销策略的研究.docVIP

毕业论文 黑龙江三和有限公司促销策略的研究 摘要 本文首先分析了黑龙江三和有限公司促销策略的宏观环境和竞争环境；其次阐述了黑龙江三和有限公司促销策略现状及存在问题，然后应用SWOT方法进行了分析，指出黑龙江三和有限公司促销策略的优劣势以及所面临的机会威胁和可以采取的战略；最后，在对黑龙江贸易市场和消费行为分析的基础上，将政府市场、企业市场、城市家庭市场和农村家庭市场作为黑龙江三和促销策略的目标市场，提出了贸易增值业务作为核心价值的黑龙江三和有限公司促销策略营销组合策略建议。 本文采用理论结合实际的方法，在对企业进行实际调研的基础上，综合运用服务营销等理论，对黑龙江三和促销策略进行研究，以期为黑龙江三和有限公司促销策略的可持续发展提供借鉴和参考. 关键词：黑龙江三和有限公司，促销策略，营销组合策略 Abstract This paper first analyses the macro environment and the marketing strategy of Heilongjiang three limited and competitive environment; secondly, expounds the present situation of marketing strategy of Heilongjiang three and limited and the existing problems, and then apply the SWOT method are analyzed, pointed out that the Heilongjiang three and limited promotion strategy advantages and disadvantages and opportunities facing the threat and can take the strategy finally, on the basis of analysis; to Heilongjiang trade market and consumer behavior, will the government market, enterprise market, city home market and rural home market as the Heilongjiang three and promotion strategy, target market, Heilongjiang three and limited marketing strategy marketing mix strategy proposed trade value-added services as the core value of the. The paper combines theory with practice, based on the actual investigation of the enterprise, the integrated use of services marketing theory, conducts the research to the Heilongjiang three and the promotion strategy, in order to provide a reference for the sustainable development of marketing strategy of Heilongjiang three and Co. Ltd. Keywords: marketing strategy of Heilongjiang three and Co Ltd,, marketing combination strategy 目录 摘要 1 Abstract 1 目录 2 一、 绪论 3 （一）促销策略理论综述 3 1.服务营销 3 1.1服务内涵及分类 3 1.1.1服务的定义 3 1.1.2服务的分类 4 1.1.3服务营销学历史演进 4 2.服务营销主要理论 6 2.1服务特性 6 2.1.1无形性 6 2.1.2差异性 6 2.1.3生产与消费的同步性 6 2.1.4不可贮存性 7 3.服务质量 7 4.服务营销组合 8 （二）黑龙江三和管桩有限公司概述 8 二、三和管桩公司促销现状分析 9 （一）广告 10 1.广告战略的实施缺乏全局性和规划性 10 2.单纯的追求广告“创意”而对于广告要达到的目标和效果把握不够 10 3.广告宣传不能很好的突现品牌优势和实施差异化的营销战略 10 4.宣传重点不能适应市场环境的变化