我国玻璃市场研究及耀华集团营销战略选择tyB9KWKY.doc

天津大学 硕士学位论文 我国玻璃市场研究及耀华集团营销战略选择 姓名：孙玉洁 申请学位级别：硕士 专业：工业工程 导教师：汪波;马文超Abstract This paper utilKses related theory of modem marketing theory and enteiprise strategic mBm^mmt, combine Qin Huang Dm Yaohiia Group specific conditioBal analyse, The marketing strategy is studied deeply, it has b^n established that Yaohua Group development strategy, and according to this strategy, have suggested that sale strategy is mads up and the conception of its control This paper has first inttoduced the glass market neseajich of our countiy as well as related theory of market sale stmtegy，aims at establishing overall frame for the analysis of this paper, Then with this theory is guidance, for shining，the actual coiKiitton of China group has earned out thorough analysis，陶ses through the enwonmental analysis method in the aspect of strategic management, Yaohim Group present situation is analysed，have establish^ with this to shine competitive stmtegy and the market sale goal of CUm group, cany out market thin minute finally, on p^r cairies o\it fiirtter raseaich foundation for the glass market of our comtry, and tten for Qinhuangdao Yaohua Group , the boumlaiy factor of outer shroud have carried out systematic ovemll amlysi$ md application SWOT method is this enteiprise Imve selected dynamic develop strategic type, have determined goal market; With ration with ctetennine 彻 nature method, with tte related software of management opemtionai i^search establishing the Chinese market fomcast model of plate glass^ foreseeing for the demand of plate glass of near 3 years of China, ming foi^ast result and amiysing specificly to shine tte product market of CMm glass has established the sale combination strategy according to goal market (iiKlude product, price and chmml 滿 promote to sell I^per have mentioned finally to Yaohua the specific measure of group market sale tactful enforcemeBt and control Key words: glass industry^ Demand forecast. Marketing strategy, Ssviron斑ent amlysUf Marketin