关于奇星家具公司市场营销战略的基本思考-工商管理专业论文.docxVIP

摘 摘 要 随着敬革开藏的不断深入，市场竞争畦王愈发激熬，市场瀚开放往我们的 企业面临更大的竞母，这种竞争与其说是实力的竞争，倒不如说是企业观念 的竟争。市场营销观念是一个企业以市场为导向，以顾客为核心豹经营思想， 它{乍为一种成熟的经营思想，近年来在国晦被越来越多的企业魇来搬导企_k 的经营，它的作用也被无数的事实所证明。 本文邋遂运鼹枣埂营镳战略分褥酶愚鼯，对枣场营销农具俸金渡孛懿实 践进行探讨研究。众文共分四个部分，第～部分提出奇星家具公司面临的困 境；第二部分对家瑟行整逡行分辑，捷塞该企监在舞藩环境孛熬爨会与藏躲； 第三部分邋过对企业内部因素的分析，得出企业得优势与劣势；第四部分制 定企业静市场营销簸略，并对企照遇到静蜜际闯越进行对策探讨。 关键词：市场营销；战略：环境分析 AbstractWith Abstract With the development of the Opening and Reforming，the competition in markets is getting more and more acute．As the markets opened，a much stronger competition was brought ahead of enterprises。Such competition is mole like the competition in the concept rather than in the actual strength of enterprises．The concept of marketing means that an enterprises takes the market鑫s a guide and the satisfying of the customers’demands as its key task．In recent years，it has been widely adopted by more and more enterprises to guide their administration， and its great effects have been proven by countless examples， This article discusses and studies the utilization of the marketing strategy into the marketing of special enterprises through an analysis course of the marketing practice．It’S composed of four parts The first part bring forward the difficulty that The QiXing Furniture Co．Itd．must be faced；The second part analyze the furniture trade，educe the opportunity and threat，The third part is a analysis of inside factor in the enterprises，try out the strength and weakness factor．In the final part，establish the marketing strategy of The QiXing Furniture eo．髓by the theory of marketing．as welt as discusses how the enterprises should deal with some actual problem． Key word： marketing； strategy；environment analysis 奎燕翌三奎堂塑圭兰壁燕茎 奎燕翌三奎堂塑圭兰壁燕茎 箜二兰塑璧墼签墨． 第一章问题的提出 1．1中黉市场营销回藏 70年代末80年代初，中国开始实行改革开放的方针、中国企业获得缀 营蠢主权骺，在市场营销方面艨朦脱胧产生的第一个欲望就是骰广告。1982 年江苏盐城燕舞公司进京展销，首先在《人民日报》、《北京日报》葶酲北京呶 视台投放广告，继而在中央电视台连续播出燕舞广告，巨大的市场效应和社 会效应让生产厂家始料不及。让中圈企业秘消费者露枣场罄销有了竣直接瓣 感性认识。 在谤粼经滂条馋下起步豹孛潼衷场营镑，枣璐镞不痰求夔状凝还在褥 续，市场营销概念产生的作用十分有限。生产观念仍占主导地位，经营体制 澄袭嚣有豹分镑渠遂稻定价策略