齊魯油漆在邯鄲地區(qū)的營(yíng)銷(xiāo)策略研究與分析

工商管理論文編號(hào):GS167  論文字?jǐn)?shù):28202,頁(yè)數(shù):44 附任務(wù)書(shū),開(kāi)題報(bào)告,文獻(xiàn)綜述

目    錄
1 緒論 1
1.1 本文的研究背景 1
1.2 本文的研究意義 2
1.3 本文的研究目的 2
1.4 本文研究的主要內(nèi)容與研究方法 2
1.5 本文研究思路和分析框架 3
2 理論綜述 5
2.1 市場(chǎng)營(yíng)銷(xiāo)理論 5
2.2 4Ps營(yíng)銷(xiāo)組合策略 6
2.3 4Cs營(yíng)銷(xiāo)組合策略 7
2.4 文獻(xiàn)綜述 8
3 齊魯漆業(yè)營(yíng)銷(xiāo)環(huán)境分析 10
3.1 邯鄲概況 10
3.2 公司概況 10
3.3 外部環(huán)境分析 14
3.4 公司內(nèi)部環(huán)境分析 18
3.6 齊魯漆業(yè)SWOT分析 20
4 齊魯漆業(yè)營(yíng)銷(xiāo)現(xiàn)狀分析 23
4.1 齊魯漆業(yè)邯鄲市場(chǎng)的總需求量和銷(xiāo)售量分析 23
4.2 齊魯漆業(yè)在邯鄲的主要的競(jìng)爭(zhēng)對(duì)手分析 27
4.3 齊魯漆業(yè)在邯鄲地區(qū)自身存在的問(wèn)題 30
5 齊魯漆業(yè)營(yíng)銷(xiāo)策略探析 32
5.1 網(wǎng)絡(luò)營(yíng)銷(xiāo)策略 32
5.2 市場(chǎng)競(jìng)爭(zhēng)策略 33
5.3  產(chǎn)品策略 33
5.4價(jià)格策略 34
5.5 促銷(xiāo)策略 35
5.6 渠道策略 36
5.7 關(guān)系策略 36
5.8 綠色營(yíng)銷(xiāo)策略 36
5.9 營(yíng)銷(xiāo)策略演進(jìn)過(guò)程的特點(diǎn) 37
結(jié)束語(yǔ) 38
參考文獻(xiàn) 39
致    謝 40

摘    要
 本文基于了市場(chǎng)營(yíng)銷(xiāo)的基本理論，以及運(yùn)用了產(chǎn)品的品牌理論的研究，還運(yùn)用了營(yíng)銷(xiāo)策略的基本理論，采取比較分析法、實(shí)地調(diào)查分析法、系統(tǒng)分析法和SWOT等分析方法，以齊魯漆業(yè)公司和在邯鄲營(yíng)銷(xiāo)實(shí)例為背景，對(duì)齊魯油漆營(yíng)銷(xiāo)外部環(huán)境、內(nèi)部環(huán)境進(jìn)行分析和研究，指出發(fā)展中的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅。在充分探討目前中國(guó)油漆市場(chǎng)發(fā)展動(dòng)態(tài)，把握油漆行業(yè)發(fā)展方向的前提下，從產(chǎn)品策略、價(jià)格策略、渠道策略、促銷(xiāo)策略、關(guān)系營(yíng)銷(xiāo)策略幾方面進(jìn)行論證，指出必須建立一個(gè)面向市場(chǎng)，關(guān)注客戶，實(shí)現(xiàn)客戶高滿意度，加強(qiáng)品牌維護(hù)和培育，打造優(yōu)質(zhì)高效的營(yíng)銷(xiāo)網(wǎng)絡(luò)，總結(jié)了齊魯漆業(yè)的營(yíng)銷(xiāo)經(jīng)驗(yàn)和具體做法。最后指出齊魯漆業(yè)營(yíng)銷(xiāo)的成功在于營(yíng)銷(xiāo)的創(chuàng)新即產(chǎn)品創(chuàng)新、組織創(chuàng)新、觀念創(chuàng)新、策略創(chuàng)新。組織創(chuàng)新包括營(yíng)銷(xiāo)組織結(jié)構(gòu)的創(chuàng)新和營(yíng)銷(xiāo)組織形式的創(chuàng)新。
 營(yíng)銷(xiāo)策略的創(chuàng)新包括擴(kuò)大銷(xiāo)售地域加強(qiáng)市場(chǎng)導(dǎo)向，才能使齊魯油漆在不斷變化的國(guó)際國(guó)內(nèi)環(huán)境中取得長(zhǎng)存發(fā)展。同時(shí)也希望此文能給正在深化改革的齊魯漆業(yè)公司提出一些可行性建議。
 
 關(guān)鍵詞：齊魯漆業(yè)；邯鄲；營(yíng)銷(xiāo)；策略
The Study on the Marketing Strategy of Qilu Paint Industry Company in Handan
Abstract
 Based on the basic theory of marketing, as well as the use of a product's brand theory study, Also used the basic theory of marketing strategy, taking comparative analysis, field survey analysis, system analysis, SWOT analysis and other methods, Qilu paint industry to companies and marketing examples in the context of Handan, Qilu paint on the external environment, marketing and internal environment analysis and research, Pointed out that the development of strengths, weaknesses, opportunities and threats; to fully explore the current developments in the Chinese paint market, Paint industry to grasp the direction of the premise, from product strategy, pricing strategy, channel strategy, marketing strategy, relationship marketing strategy for several aspects of argumentation, Pointed to the need to establish a market-oriented, customer focus and achieve high customer satisfaction, enhance brand to maintain and nurture, build quality and efficient marketing network, summed up the Qilu paint industry marketing experience and specific practices. Finally Qilu paint industry in marketing innovation and marketing success is that product innovation, organizational innovation, the conceptof innovation, strategy. Organizational innovation, including marketing, organizational structure, organizational forms of innovation and marketing innovation.
 Innovative marketing strategies including the expansion of sales area to strengthen market-oriented, can Qilu painting in the changing international and domestic environment to achieve everlasting development. Also hope this article give the paint industry is deepening the reform of the Qilu company made some feasible suggestions.
 
 Keywords: Qilu paint industry;  Handan;  Marketing;  Strategy