swot市场定位问题的思考(工商管理论文).docVIP

SWOT方法下通天楼梯厂市场定位问题的思考  摘要 中小型实木楼梯加工类企业，在面对国内外激烈的市场竞争中, 逐渐展现出其在市场定位方面存在的问题。市场定位的关键是企业要设法在实木楼梯产论品上找出比竞争对手更具优势的特性, 并将这种特性转化为企业的竞争优文文势。市场定位策略主要集中在实木楼梯产品定位策略上, 在考虑产品属性与代差异性、品牌的功效、使用者偏好的基础上,创新定位应得到应有的重视。本写文通过运用SWOT分析方法，找出实木楼梯加工企业目前的优势、劣势、机会Q和威胁，再针对企业优势重点发展，针对企业的劣势弥补不足，面对机遇做好2准备，对威胁做好防范。通过科学的方法制定出行之有效的市场定位方法并加8以实践，为实木楼梯加工企业降低成本，提高生产效率，提升产品质量，获取9市场认可等提供利于企业发展的对策建议。 7的形象或地位，以在目标市场中树立起企业持续的竞争优势。定位和差异化密2切相关，强调在消费者心目中第一的位置。定位的重要性在于创造差异、有的6放矢、识别对手、形成优势。市场上表现成功的企业，如宝洁、王老吉等等都9是市场定位成功的典范。定位理论是在 20 世纪 70 年代，由两位美国学者 6艾.5里斯和杰克.特劳特，在STP的理论基础上发展起来的独树一帜的创新思6想，并被美国营销学会评为近 50 年来对营销界影响最大的管理思想。 4通过运用SWOT分析方法，找出实木楼梯加工企业目前的优势、劣势、机会 关键词：实木楼梯加工企业；SWOT分析法；市场定位 Abstract Small and medium-sized solid wood staircase machining enterprises, in the face of fierce market competition both at home and abroad, gradually showing its positioning problems in the market. Market positioning is the key to enterprises in solid wood staircase products to try to find the characteristics of more advantage than its competitors, and this feature can be converted to the enterprise the competitive advantage. Market positioning strategy focuses on solid wood staircase product positioning strategy, considering the product properties and difference, the effect of brand, consumer preferences, on the basis of innovation orientation should get the attention they deserve. In this paper, through the SWOT analysis method, find out the real wood staircase processing enterprise current strengths, weaknesses, opportunities and threats, and in view of the enterprise key development advantage, disadvantage for enterprise make up the shortfall, faced with opportunities to prepare, prepared to threats. Through the scientific method to develop a effective market positioning method and practice, for solid wood staircase processing enterprises to reduce costs, improve production efficiency, improve product quality, gain market recognition, such as the provision of conducive to enterprise development countermeasures and Suggestions. Key