姚尧论文初稿.docVIP

毕 业 论 文 扬州宏图三胞营销策略研究 专 业 市 场 营 销 学生姓名 姚 尧 班 级 B营销072 学 号 0710404228 指导教师 高 崇 华 　 　 完成日期 二零一一年六月 扬州宏图三胞营销策略研究 摘要：企业要想在激烈的市场竞争中寻求发展，营销策略的制定和实施是至关重要的，所以根据市场的需求及时制定和调整营销策略，是企业的一项重要任务。宏图三胞作为国内IT终端零售业的优秀企业，面对着机遇和挑战并存的IT零售市场，虽然取得了较大的成功，但是其营销策略依旧存在不足，这些不足在一定程度上阻碍了企业市场的进一步开拓。为了更好地满足消费者的需求，开拓新的市场，应对国内同行的竞争，维护其在国内IT终端零售业的领先地位，宏图三胞就必须调整其营销策略以适应市场环境的变化。文章在介绍宏图高科技术有限公司情况的基础上，指出公司运用营销策略的重要意义，并系统地探讨和研究了营销The study of marketing strategy of HISAP in Yangzhou Abstract: If enterprises want to make development under the fierce market competition, it is necessary for them to formulate and implement marketing strategy. HISAP，as an excellent enterprise of domestic IT terminal retail industry, facing the IT retailing market in which there are both challenges and opportunities，has made great success, but its marketing strategy still have insufficient, and to a certain extent, these disadvantages would impede the further development of enterprise market. In order to better meet the needs of the consumers, to open up new market, meet the domestic peers in the domestic competition, to maintain the leading position in IT terminal retail business, HISAP must adjust its marketing strategy so as to adapt the change of market environment. Through the introduction for the situation of HISAP Corporation, the thesis points out the important significance of using marketing strategy and systematically discusses and studies the problems existing in HISAP marketing strategy: Playing with gimmicks, AD have the suspicion to cheat customers; Customer in-store experience is not enough; Salesman opening rate is low, not enough initiative and enthusiastic; Products have higher repair rate ; After-sales service is poor; Part of the product price is too high. Aiming at these problems, I put forward some suggestions: Pay attention to corporate ethics and legal integrity management; Improve