杰科（上海）有限公司湖南市场营销策略研究-工商管理专业论文.docxVIP

商管理硕士学能论文摘 商管理硕士学能论文 摘 要 中国市场经济经过二十多年的发展，已在逐步走向成熟，一个明显的特征就 是许多产品市场出现了供大于求的情况。企业之间展开了激烈的竞争，而经济的 全球化、信息技术的发展和知识经济的初露端倪，使企业的营销环境发生了深刻 的变化，企业在一个不确定性环境里的经营变得越来越复杂。过去的种种营销观 念和方法，已经无法使企业在竞争中获取持久的竞争优势，中国的实践家们越来 越认识到他们需要掌握新的营销武器，在更高层次上竞争，各种新的营销理论就 是在这种情况下提出来的。 本文以杰科(上海)有限公司为背景，分析了杰科公司所处的市场营销环境、 纸面石膏板行业的发展状况以及湖南市场的现状，明确存在的机会和面临的威胁。 深入研究了杰科公司目前在湖南市场的营销现状和已采取的营销组合策略，在上 述分析的基础上，指出了杰科公司在湖南市场的营销管理和营销策略中存在的问 题和不足之处，阐述了在市场竞争日趋激烈的情况下开展营销改进的必要性，并 结合当前有关的营销新理论，有针对性的提出了营销改进对策，以及一系列的保 障措施，为杰科公司在湖南市场的营销工作指明了方向，提供了方法。同时也为 公司制定整体的营销战略提供了很好的依据。 关键词：杰科公司；湖南市场；营销策略：改进对策 杰科(L海)有限公rq湖南IiJ场营销策略研究Abstract 杰科(L海)有限公rq湖南IiJ场营销策略研究 Abstract Market economy in China has grown maturation through more than twenty year’s development，There is obviously character that supply has exceeded demand in many production markets．In order to triumph in market，violently competition comes forth between enterprises，Economic globally，development of information technoIogy and knowledge economy are in bud，which changes marketing environment of enterprise deeply．Enterprise operation has become complicated increasingly in an indefinite environment．Only depended the past marketing concepts and ideas can’t make enterprise obtain competition superiority continuously．Practitioners in China more and more recognize that they desire new marketing weapon to compete in a high level and put forward the concept of some new marketing theories． On the basis of the backgrounds of Gypco Corp．，this paper discusses the marketing environment，plaster board industry and hunan market’s present condition， analysis the opportunity and challenge．Studying from the hunan market’s marketing condition and strategy of Gypco Corp，，then according the analysis above，illustrate the drawback of Gypco’s hunan marketing strategy and the necessity for marketing improvement at the competition gradually vigorous circumstance．The author put forward the improvement of countermeasure and a series of proposes for Gypco by applying the new marketing theories．This