广州花都永大不锈钢型材有限公司营销策略优化研究-工商管理专业论文.docxVIP

硕士学位论文 硕士学位论文 摘要 摘 要 广州花都永大不锈钢型材有限公司是一家主要生产不锈钢管的 中小型民营企业。随着公司建立十多年以来，规模不断的扩大，生产 和销售量不断的增加，原有的营销策略己不再适应需要了，公司迫切 需要对原有的营销策略进行优化和调整，为永大公司量身打造一套行 之有效的长期发展营销方案。 本文从三个方面进行研究：一是从内部和外部两个方面对永大公 司的竞争要素作了SWOT矩阵分析。通过对市场的“五力’’分析和对 永大公司的分析来对永大公司的营销策略进行诊断；二是分析了不锈 钢管行业的市场需求现状，建立线性回归模型预测和分析了未来十年 不锈钢管的生产量，根据市场细分为永大公司选定目标市场；三是对 永大公司原有的营销策略提出了具体的优化调整方案。对永大公司的 营销策略从沿海和中部市场、西部市场和海外市场三个方面提出了具 体的优化调整方案，有针对性的提出具体的基于中部和沿海市场的渠 道营销策略、基于西部市场的事件营销策略和基于海外市场的网络营 销策略，并提出了在实施过程中应注意的事项。 关键词永大不锈钢型材有限公司，渠道营销，事件营销，网络 营销 ABSTRACTThe ABSTRACT The Winner Stainless Steel Tube Co．LTD is a medium small scaled private enterprise who is main to produce the stainless steel tube．Along with more than ten years since the company’S establishment，the scale continuously of extension，and the quantity of produce and sale continuously of increment，the primary marketing strategy has already no longer adapted to need，the company urgently needs to adj ust and optimize the primary marketing strategy,and make a set of effective marketing scheme of long—term development，the marketing scheme must act according to actual circumstances of Winner． This text carries on a research from three respects：First，it made SWOT of analysis of the main competitive factor of Winner from the internal and extemal of the company．It made the analysis of the¨five powerof market，and the analysis of Winner,then according the result to diagnose the Winner’S marketing strategy；secondly,analyzed the status quo of market’S requirement，forecasted and analyzed the output of the stainless steel tube during the coming ten years，and made the segmentation and the obj ect market positioning of the stainless steel tube；third，made the adjusting and optimization marketing strategy of Winner．It made the idiographic adjusting and optimization marketing strategy from the three areas which is the coast and central market，the western market and the oversea market，pertinence made the marketing strategy of channel which is based upon the coast and central market， made