汇诺公司营销策略存在的问题及对策—以汇诺公司为例.docxVIP

摘 要 在当今社会的高速发展下，随着经济的迅猛发展，给基础设施的建设带来了发展的机会，同时也推动了房地产行业的兴荣，在此背景下，不锈钢产业的发展得到了很大的促进。但是在近几年，由于国家对钢铁行业的宏观调控，不锈钢产业日渐低迷。许多的不锈钢生产商和销售商都濒临倒闭和停业。更为严重的是，在企业的内部销售管理中，存在着的一些问题，给不锈钢产业带来消极影响。因此改变销售策略是当前不锈钢行业应采取的必要措施。本论文将在市场营销以及管理学的背景下，对我国内外的不锈钢行业现状进行深度分析，并结合汇诺不锈钢产品的营销策略进行近一步的研究。本文以汇诺公司为例，分析了其市场营销策略中存在的问题，并针对这些问题，提出了相关建议，以便适应不断变化的市场竞争环境。希望能够为不锈钢产品分销行业中其它营销战略的制定与实施提供一定的参考价值。 关键词:汇诺公司 营销策略 问题及对策 Abstract With the rapid development of todays society, with the rapid development of the economy, the construction of infrastructure has brought opportunities for development, but also promote the prosperity of the real estate industry, in this context, the development of the stainless steel industry has been greatly promoted. But in recent years, due to the countrys macro-control of the steel industry, the stainless steel industry is increasingly depressed. Many stainless steel producers and sellers are going out of business. More seriously, in the enterprises internal sales management, there are some problems, to bring negative impact on the stainless steel industry. Therefore, changing the sales strategy is a necessary measure to be taken in the current stainless steel industry. In this paper, under the background of marketing and management, the current situation of stainless steel industry in and out of China is deeply analyzed, and the marketing strategy of huinuo stainless steel products is further studied. Taking huinuo company as an example, this paper analyzes the problems existing in its marketing strategy, and puts forward relevant Suggestions in order to adapt to the constantly changing market competition environment. Hope to be able to stainless steel product distribution industry in other marketing strategy formulation and implementation to provide certain reference value. Keywords: Hui Nuo company stainless steel products marketing strategy 目 录 TOC \o 1-2 \h \u 一、引言 1 （一)研究背景 1 （二)研究目的和意义 1 二、 汇诺不锈钢实业有限公司概况 2 三、汇诺公司的4P营销现状 2 （一）差异化战略，不断加强性化营销 2 （二）实行成本利