学位论文-浙江企业市场营销战略探析.doc

浙江企业市场营销战略探析 摘 要 在过去的十年中，浙江企形成了独具特色的发展之路The Business Marketing Strategy of Zhejiang Abstract In the past ten years, zhejiang enterprises formed the unique path of development, with the enterprises marketing strategy has a close connection. This thesis of zhejiang enterprise marketing strategy has carried on the preliminary analysis, through YanTaoFa: ask tutor or related person and to discuss and research, survey method: consult related books and literature data, case study method: for enterprises on the market at present methods of sampling survey and statistical analysis of zhejiang enterprise marketing strategy to do the preliminary research, analysis of each enterprises marketing strategy, found that there is the analysis of market environment is not thorough, for in-depth understanding of the marketing strategy, the lack of rational marketing strategy, marketing talents such as relatively insufficient. This paper attempts to from zhejiang enterprises to develop their own characteristics, formulate business strategy for its long-term development, such as using the right product strategy, take the appropriate pricing strategies, choose the correct sales channel, using the right promotion strategy, shaping the outstanding marketing organization team, etc., make the enterprise can according to different target currency field, using the corresponding correct marketing strategy to enhance enterprises competitive ability. Key Words: enterprise of the market sale; development; compretition 目 录 1．绪 论 1 1.1 研究的背景 1 1.2 研究的目的和现实意义 1 1.3 本文的框架 2 2．市场营销概述 2 2.1 市场营销的概念 2 2.2 21世纪市场营销的特征 3 2.3 市场营销战略的重要性 3 3．浙江企业市场营销战略现状 4 3.1 浙江服装企业多品牌战略现状 4 3.2 浙江企业微博（网络）营销现状 5 3.3 奥康“领先一步”的经营战略现状 6 4．浙江企业市场营销战略中存在的问题 7 4.1 对市场环境的分析不透彻 7 4.2 对营销策略的了解不深入 8 4.3 营销战略缺乏理性 8 4.4 营销人才相对不足 9 4.5 营销创新动力不足 9 4.6 企业决策者的分析失误 10 4.6.1 对顾客的需求估计不足 10 4.6.2 对产品定价的不合理 10 4.6.3 对经销商的选择有误 10 5．浙江企业市场营销战略的对策 10 5.1 运用正确的产品策略 10 5.2 采取适当的价格策略 11 5.3 选择正确的销售渠道 11 5.4 采用正确的促销