尧柏水泥公司营销战略研究.doc

摘 要 题目：尧柏水泥公司营销战略研究 专业：工商管理 学员姓名： 学员签名： 导师姓名： 导师签名： 摘 要 水泥市场的竞争日益激烈，作为陕西水泥市场一支重要力量的陕西尧柏水泥公司为了获得企业赖以生存的竞争优势，将营销理论与企业实践活动相结合，规划和设计企业新的营销战略已经迫在眉睫。 【关键词】尧柏水泥 市场定位 营销策略 【研究类型】应用研究 Title： Marketing Strategy Study of Yaobai Cement Company Specialty： Business Administration Name： Signature： Tutor： Signature： Abstract Competition in Shaanxi cement market is becoming tougher and tougher, Yaobai Cement Company, as a challenger in Shaanxi market, in order to acquire market competitiveness to survive, it is urgent to design marketing strategy through scientific research on the company. This paper studies the establishment and implementation of Yaobai Cement’s sales marketing strategy. First, the paper introduces the theory of sales marketing, the theory of strategy management and the theory of sales marketing strategy, it lays solid foundation for the research. Then demonstration analysis method is utilized to analyze macro environment of Shaanxi market; To understand present resource situation through internal analysis; To know the strength and weakness by SWOT analysis, then strategy theme is worked out and the advantages should be fully ultilized. The goal of sales marketing strategy is focused on change the concept of the traditional marketing strategy. The new strategy believes that Yaobai should fellow through the model of “the terminal key account + the regional distribution”, enhance the ability of customer service, build the manner of brand management, draw up the divergent marketing strategy in Xi’an, Weinan and Yanan, in the last ,we think Yaobai would become a leader from a challenger. On the basis, the paper concludes the market fix strategy. That is Yaobai should improve the tactics on hand, enhance the ability of product provision and the logistic, utilize the different price tactics to the region and the customer of the niches market, meanwhile, make flexible place tactics