河北HX公司营销策略分析工商管理专业论文.docxVIP

河北工业大学工商管理硕士（MBA）学位论文 i 河北 HX 公司营销策略分析 摘 要 随着世界经济一体化进程的发展，国内外贸易将会越来越频繁，国内外销售市场的竞 争也会愈来愈激烈。企业要想在竞争中取得很好地生存与发展，就必须要在产品、技术、 管理等方面不断推陈出新，同时尤其要注意营销的运营与管理，要讲究一定的营销策略， 营销方法以保证公司在销售行业中长期生存。 论文采用案例分析法对河北 HX 公司的营销策略进行分析与探讨，得出了一些成功的 营销经验并发现了一些不足的营销问题，重点对发现的问题进行了分析，提出了理论上的 改进建议，为企业的持续发展奠定理论基础， 论文采用市场调研和案例研究中“发现问题——分析问题——解决问题”的逻辑思路 展开论述。本论文首先对公司状况和客户状况两方面对公司的基本情况进行了客观性描 述，然后，通过分析公司与客户，公司与竞争对手及公司在国内外市场中的营销策略得出 一些成功的销售经验并发现其中一些不足的营销问题；接着，从宏观和微观两角度对公司 的营销环境进行了分析；再接着，对公司在营销策略上存在的问题提出了理论上的改进建 议；最后，从公司的营销思路和营销策略两方面对公司在营销中的优缺点进行了总结，希 望对河北 HX 公司和类似企业提供借鉴作用和参考意义。 关键词：HX 公司，营销模式，营销策略  河北 HX 公司营销策略分析 ii HEBEI HX COMPANY MARKETING STRATEGY ANALYSIS ABSTRACT With the development of integration of world economy,domestic and overseas trade is more frequent and more competitive. Companies have to get rid of the stale and bring forth the fresh in products, technology and management if they want to survive and develop. Also they need to pay more attention to marketing management and strategy in order for long time survival in marketing field. This dissertation analysis marketing strategy of Hebei HX company using case analysis method, and finds some successful marketing experiences and some marketing problems. The problems are the more important analyzing points for this dissertation, and also the theoretical basis for sustainable development for companies. This dissertation discusses with the train of problem discovery, problem analysis and problem solving. There are seven parts of this dissertation: First, introduction part. It is mainly the background, goal and significance of dissertation; Second part, it sorts out some marketing methods which is the theory basis. Third part, it is the objective description of company situation and customers’ situation. Fourth part, it finds out some successful marketing strategies and some problems after analysis of companies and customers; companies and competitors and marketing strategies home and abroad. Then it analyzes marketing enviro