《某企业PVC花园管的营销战略研究.docVIP

内 容 摘 要 随着社会经济的迅速发展，特别是浙江民营经济的快速发展过程中，大量的民营中小企业面临着扩大生产和转型升级的迫切要求，这些企业提升科学管理水平特别是实行全面的市场营销战略也就显得尤为重要，这样才能使其在新一轮竞争中立于不败之地并升级成功。本文力求用科学的理论方法指导现实的市场营销，遵循一定的营销步骤，分析市场条件以及环境因素，从而决定营销战略的制定和实施。从而促进企业营销能力的提升，提高企业的经营效益。本文将结合4Ps,4Cs,4Rs等营销理论分析该企业PVC花园管的营销战略，努力寻求其优势整合，运用大客户管理理论，寻求建立该企业的稳定的优质客户，提出适合该企业发展的营销战略。 本论文大致可以分为三个部分，第一部分为实地考察该企业营销现状，总结归纳该企业现有的一些营销渠道和营销组合。第二部分则根据现有的营销理论（主要是4Rs营销理论、4Cs营销理论、4Rs营销理论等）以及大客户管理理论，对该企业的营销现状进行分析，从而发现该企业营销过程中的不足或者可以改进的方面。第三部分则运用所学的理论联系实际提出改进方案，并最终形成新的营销战略。 关键词：市场营销战略,4Ps,4Cs,4Rs,大客户管理 ABSTRACT With the rapid socio-economic development, particularly the rapid development of private economy in Zhejiang, a large number of private small and medium enterprises are faced the urgent demand to expand production and transformation to upgrading, to enhance their level of scientific management is veryimportant，in particular the comprehensive marketing strategy implementation, so to make it in the new round of competition in an invincible position and the successful upgrade.Marketing Strategic stress to use the scientific theory to guide practical marketing,sales follow certain steps, analysis of market conditions and environmental factors, to determine the formulation and implementation of marketing strategy.To promote the improvement of marketing ability and company operational efficiency. This paper will combine 4Ps, 4Cs, 4Rs and other marketing theory to analyze the marketing strategy of the companys PVC garden hose, to seek integration of its advantages, use KAM theory, to seek establish the stability good customers, making a suitable marketing strategy for the developing company. The paper is generally divided into three parts. the first part study the companys current marketing situation, recorded the marketing channels and combination of marketing strategy what the company have had. The second part is based on existing marketing theory (mainly 4Rs marketing theory, 4Cs marketing theory, 4Rs marketing theory, etc.) and large customer m