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白銀一刀鋼化玻璃有限公司的營銷策略研究-基于品牌建設的角度_碩士論文

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近年來,我國深加工玻璃工業發展迅速,2017 年行業營收同比增速為 17.61%,行業毛利率為 25.93%,同比上升 2.87%,市場潛力巨大。白銀一刀鋼化 玻璃有限公司(以下簡稱“一刀公司”)是西北規模最大的玻璃深加工企業,歷 經二十余年,在甘肅以及西北五省取得了良好的發展。但是,由于一刀公司始終 重視產品研發而忽略了品牌建設,雖然產品性價比高,創新及產品質量管控能力 強,但是要進一步擴張市場時卻面臨市場認可度低、銷售利潤下降的問題和困境。 與此同時,西部地區的玻璃企業品牌競爭也逐漸增強,作為西部中小型企業,在 面對南玻、福耀等強勢品牌企業市場競爭時完全沒有優勢,進一步發展面臨著嚴 峻的挑戰。因此,必須要重新審視內外部環境,強化品牌建設,改進營銷策略, 提高市場競爭力,保證企業可持續發展。 本研究從品牌建設的角度入手,對一刀公司當前的營銷策略進行分析,具體 為:首先在對一刀公司所處的深加工玻璃行業的內外部發展環境進行詳盡分析的 基礎上,得出行業宏觀環境良好,西部地區發展空間大的結論;再通過波特五力 模型對一刀公司進行品牌競爭能力分析,找出圍繞品牌建設的營銷策略存在的問 題和原因。通過建立 SWOT-CLPV 模型,明確企業的市場環境及戰略態勢,為企業 制定以品牌建設為目的營銷策略提供參考依據;通過 STP 理論定位為西北地區的 中高檔建筑功能性玻璃市場;利用品牌建設和市場營銷的相關理論,提出針對品 牌定位、品牌形象、品牌傳播和品牌管理四個維度的營銷組合策略建議,最后, 再從組織保障、人力保障及系統保障和激勵保障四方面保證營銷策略的實施。 本研究通過對一刀公司品牌建設和相應的營銷策略進行系統分析和研究,旨 在推進企業不斷增強品牌核心競爭力,擴大市場占有率,提升公司效益,促進可 持續高效發展。同時,也希望為西部中小型企業面對的品牌建設困境提供有益的 借鑒。 關鍵詞:深加工玻璃;品牌建設;營銷策略;一刀公司MBA 學位論文 作者:樊曉銀 白銀一刀鋼化玻璃有限公司的營銷策略研究—基于品牌建設的角度 II RESERCH ON MARKETING STRATEGY OF BAI YIN YI DAO TOUGHENED GLASS CO.LTD ----BASED ON BRAND BUILDING Abstract In recent years, the deep processing glass industry has developed rapidly. In 2017, the glass industry's revenue growth rate was 17.61%. The gross profit margin of the industry was 25.93%, up 2.87%,the market potential is great. Baiyin Yidao Tempered Glass Co.Ltd (here referred to “Yidao Company”), as the largest glass deep processing enterprise in the northwest, has occupied a certain market share in Gansu and the five northwestern provinces after more than 20 years of hard work. However, since Baiyin Yidao Company always attaches great importance to research product and neglects brand building, it has to face the reality that although it has high performance, high innovation and product quality control ability, when it will expand the market, it faces the problem of low market recognition and sales profits falling. At the same time, the brand competition in western is becoming intenser, as a medium-sized enterprise in the west, there is no advantage in facing the competition of the enterprise with brand characteristics such as CSG and Fuyao. It has several challenges to further development. Therefore, it is necessary to re-examine the internal and external environment, strengthen brand building, improve marketing strategies, to ensure the sustainable development of enterprises. This paper starts from the perspective of brand building and analyzes the current marketing strategy of Yidao Company. First of all, it based on the detailed analysis of the internal and external development environment of the deep processing glass industry in which the company is located, the conclusion is the development space in the western region has a good macro environment; through the micro-analysis of the brand competitiveness of the company in making the five-force model, to find out the problems and causes of the brand building; build the SWOT-CLPV model to clarify the market environment of the enterprise and the strategic situation, provide reference for the company to develop brand building and improve marketing strategies; target the market at the architectural functional glass in the northwest through STP theory;MBA 學位論文 作者:樊曉銀 白銀一刀鋼化玻璃有限公司的營銷策略研究—基于品牌建設的角度 III use the theory of brand building to propose brand positioning,brand image,brand communication and brand management , the corresponding marketing mix strategy recommendations. Finally, put forward the indemnification from the aspects of organizational protection, human protection, system protection and incentive protection. This research systematically analyzes the marketing strategy of Yidao Company around brand building, aiming at promoting enterprises to continuously enhance their core competitiveness, expand market share, enhance company efficiency, and promote sustainable and efficient development. At the same time, it also hopes to provide useful reference for the brand building dilemma faced by small and medium-sized enterprises in the west. Key words: Deep processing glass; Brand building; Marketing strategy; Yidao CompanyMBA 學位論文 作者:樊曉銀 白銀一刀鋼化玻璃有限公司的營銷策略研究—基于品牌建設的角度 目 錄 中文摘要.............................................................................................I ABSTRACT...........................................................................................II 第一章 緒論..................................................................................... 1 1.1 研究背景與意義......................................................................................1 1.2 研究工具與方法......................................................................................3 1.3 研究內容與框架......................................................................................4 第二章 相關理論綜述.......................................................................6 2.1 品牌概念和內涵......................................................................................6 2.2 品牌建設相關理論..................................................................................7 2.3 營銷策略理論...........................................................................................9 第三章 一刀公司品牌建設化營銷策略現狀分析........................ 12 3.1 外部環境分析........................................................................................12 3.2 內部環境分析.........................................................................................19 3.3 一刀公司訪談調查分析........................................................................23 3.4 一刀公司品牌建設化營銷策略存在的問題原因分析.........................26 第四章 一刀公司 SWOT-CLPV 模型分析....................................29 4.1 SWOT-CLPV 模型介紹.........................................................................29 4.2 一刀公司 SWOT-CLPV 分析............................................................... 30 4.3 一刀公司 SWOT-CLPV 分析結果........................................................32 第五章 一刀公司目標市場策略.....................................................36 5.1 市場細分.................................................................................................36 5.2 目標市場................................................................................................37 5.3 市場定位................................................................................................40 第六章 一刀公司基于品牌建設的營銷策略.................................41MBA 學位論文 作者:樊曉銀 白銀一刀鋼化玻璃有限公司的營銷策略研究—基于品牌建設的角度 6.1 打造產品特色,續寫品牌故事............................................................41 6.2 靈活定價策略,體現品牌定位.............................................................42 6.3 拓寬營銷渠道,傳播品牌形象............................................................43 6.4 采用促銷組合,擴大品牌傳播............................................................47 6.5 加強品牌管理,維護品牌價值............................................................50 第七章 一刀公司營銷策略實施保障.............................................52 7.1 組織保障.................................................................................................52 7.2 人力保障................................................................................................53 7.3 系統保障.................................................................................................53 7.4 激勵保障................................................................................................54 第八章 結論與展望.........................................................................56 8.1 主要內容和結論.....................................................................................56 8.2 存在的不足和展望................................................................................57
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