毕业设计（论文）《福耀玻璃（重庆）有限公司营销环境分析》.doc

PAGE 太原工业学院毕业论文 PAGE 太原工业学院毕业论文 福耀玻璃（重庆）有限公司营销环境分析 摘要 企业的营销环境的分析对于发现企业的优势及劣势，寻找企业的市场机遇，避开企业营销的不利因素充分发挥企业有利条件为企业正确决策提供依据有着重要作用。本文在创作过程中主要运用了PEST分析理论，波特五力分析模型以及SWOT分析法。文章首先对研究所涉及的营销环境分析理论做了总结和概括，接着又详细分析了福耀玻璃重庆有限公司企业的宏观﹑微观和中观环境，以及企业的优势和劣势。最后，在环境分析的基础上对企业的营销策略进行改进并提出解决方案。希望通过本文的研究，解决福耀玻璃重庆有限公司的存在的问题，为企业抓住市场机遇，规避威胁提供对策，同时为企业制定正确的营销策略提供指导。 关键词：福耀玻璃；营销策略；环境分析 Fuyao glass chongqing limited company marketing environment analysis Abstracts The enterprise of the marketing environment for enterprise of analysis found advantages and disadvantages, looking for the enterprise market opportunities and avoid the enterprise marketing adverse factors give full play to the enterprise favorable conditions for enterprise provides the basis for the correct decision has an important role. This paper in the creation process mainly utilizing the PEST analysis theory, potter five competitive forces model and SWOT analysis. This article first to study involved marketing environment analysis theory do summarized and summarized, then detailed analysis of the fuyao glass chongqing Co., LTD of micro and macro, enterprise medium environment, as well as enterprises strengths and weaknesses.Finally, based on the analysis of the environment of enterprise marketing strategies to improve and proposed solutions. Hope that the research in this paper to solve fuyao glass Co., LTD. Of the chongqing, the existing problems of the catch market opportunity for the enterprise, to evade threat provide countermeasures, at the same time for enterprises to make the right marketing strategy to provide guidance. Keywords: fuyao glass； Marketing strategy ；environmental analysis PAGE 18 目录 TOC \o 1-3 \h \z \u 1．导论 1 1.1选题背景及研究意义 1 1.1.1选题背景 1 1.2研究方法 2 2．市场营销环境分析 2 2.1市场营销环境含义 2 2.1.1微观市场营销环境 3 2.1.2中观市场营销环境 4 2.1.3宏观市场营销环境 4 2.2市场营销环境分析方法 5 2.2.1PEST分析理论 5 2.2.2 波特五力