延长石油橡轮胎公司营销策略研究.doc

延长石油橡胶轮胎公司营销策略研究 张冬阳（企业管理） 指导教师：卫民堂（教授） 摘 要 随着世界轮胎企业纷纷看好中国这块巨大的市场，我国正在成为全球轮胎制造业者最理想的发展沃土，也是轮胎生产厂家最为集中，轮胎产业竞争最为激烈的地区之一。延长石油橡胶轮胎公司作为轮胎行业中的一个年轻成员，经过两年多的努力，在轮胎市场虽然取得了不错的营销业绩，但销售过程中也出现了一些不利于公司发展的问题。本文通过分析公司当前所处的宏观环境、轮胎行业、市场竞争、消费者行为特性等外部环境以及企业内部环境，结合公司营销现状，找出公司当前营销策略中存在的问题，对其进行评析并提出相应的营销策略改进思路。通过调查研究发现，延长石油橡胶轮胎公司子午线轮胎市场营销策略中出现了一系列亟待解决的问题。针对这些问题，本文通过理论结合实际，从产品、价格、渠道、促销等4Ps方面进行了深入分析，提出了开发特色产品、完善定价机制、细化渠道管控、实现促销方式多样化等具体营销策略改进设计意见，以在一定程度上解决公司当前营销策略中存在的问题。 关键词：营销管理；橡胶轮胎；石油企业 Research On marketing strategy of YanChang Petroleum Rubber Tire Co．Ltd Zhang Dong-yang(Enterprise Management) Directed by Professor Wei Min-tang Abstract As the world tyre companies are optimistic about the huge market of China, China is becoming a global tyre manufacturers the ideal development of fertile soil, and is also a tyre manufacturer is most concentrated, the tire industry one of the most competitive areas. Prolong oil rubber tyre company as a young member of the tire industry, after more than two years of efforts, in the tire market has made good marketing performance, but in the process of the sales also appeared some problems unfavorable to the company development. Companies in this article, through analysis the current macro environment, the tire industry, market competition, consumer behavior characteristics such as the external environment and internal environment, combined with the company marketing present situation, find out the problems existing in the companys current marketing strategy, to analyze and put forward the corresponding marketing strategy improvement ideas. Through investigation and study, found that extend oil radial tyre rubber tire company in the marketing strategy need to be addressed in a series of problems. To solve these problems, based on the theory combining with practice, from product, price, channel, promotion, etc. 4 ps has carried on the thorough analysis, put forward the development of special products, impr