xx車(chē)身制造有限公司營(yíng)銷(xiāo)策略分析報(bào)告.doc
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xx車(chē)身制造有限公司營(yíng)銷(xiāo)策略分析報(bào)告,12000字摘要 當(dāng)今社會(huì)飛速發(fā)展，營(yíng)銷(xiāo)策略理論也跟著不斷進(jìn)步。營(yíng)銷(xiāo)策略理論原理是企業(yè)根據(jù)以往經(jīng)驗(yàn)獲得顧客購(gòu)買(mǎi)力和需求量的相關(guān)的信息以及商業(yè)界的期望值，一顧客需要為出發(fā)點(diǎn)，有組織地進(jìn)行各種公司經(jīng)營(yíng)活動(dòng)，通過(guò)價(jià)格策略、渠道策略、產(chǎn)品策略和促銷(xiāo)策略之間的協(xié)調(diào)，為顧客提供更好的服務(wù)和商品從...
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xx車(chē)身制造有限公司營(yíng)銷(xiāo)策略分析報(bào)告
12000字
摘要 當(dāng)今社會(huì)飛速發(fā)展，營(yíng)銷(xiāo)策略理論也跟著不斷進(jìn)步。營(yíng)銷(xiāo)策略理論原理是企業(yè)根據(jù)以往經(jīng)驗(yàn)獲得顧客購(gòu)買(mǎi)力和需求量的相關(guān)的信息以及商業(yè)界的期望值，一顧客需要為出發(fā)點(diǎn)，有組織地進(jìn)行各種公司經(jīng)營(yíng)活動(dòng)，通過(guò)價(jià)格策略、渠道策略、產(chǎn)品策略和促銷(xiāo)策略之間的協(xié)調(diào)，為顧客提供更好的服務(wù)和商品從而實(shí)現(xiàn)企業(yè)戰(zhàn)略目標(biāo)的過(guò)程。自從中國(guó)加入WTO后，我國(guó)的汽車(chē)工業(yè)的現(xiàn)狀就是挑戰(zhàn)與機(jī)遇并存，汽車(chē)行業(yè)的大環(huán)境在不斷變，汽車(chē)產(chǎn)品的消費(fèi)環(huán)境也隨之在變。研究汽車(chē)經(jīng)營(yíng)企業(yè)的營(yíng)銷(xiāo)策略就顯得尤為重要。
本文以我在江都奔宇車(chē)身制造有限公司的實(shí)習(xí)為基礎(chǔ)，主要研究江都奔宇車(chē)身制造有限公司營(yíng)銷(xiāo)策略的問(wèn)題和分析。在汽車(chē)企業(yè)的經(jīng)營(yíng)中只有巧妙地運(yùn)用營(yíng)銷(xiāo)策略理論才能不斷增強(qiáng)企業(yè)的核心市場(chǎng)競(jìng)爭(zhēng)力。
關(guān)鍵詞 汽車(chē) 營(yíng)銷(xiāo)策略 中小企業(yè) 對(duì)策
Abstract With the development of society, the theory of marketing strategies are constantly progress. Marketing strategy is the enterprise customer needs as the starting point, the customer demand and purchasing power to obtain information, expectations of the business community based on experience, there are plans to organize various business activities, coordinated with each other through product strategy, pricing strategy, channel strategy and promotions strategy to provide customers with satisfactory products and services to achieve business goals in the process. After China's accession to WTO, the automotive industry is full of opportunities and challenges, the auto industry's growth environment is changing, automotive products, consumer environment is changing. Research car venture marketing strategy is particularly important paper in my body Jiangdu Ben Yu Manufacturing Limited based practice, the main research question Jiangdu Ben Yu Body Manufacturing Co. marketing strategy and analysis. Auto companies operating in rational use of marketing strategies can enhance the core competitiveness of enterprises in the market.
Key words Auto Marketing Strategy SMEs Countermeasures
目錄
第1章 緒論 1
1.1 研究背景 1
1.2 研究意義 2
1.3 研究思路和框架 3
第2章 營(yíng)銷(xiāo)策略相關(guān)理論綜述 4
2.1 營(yíng)銷(xiāo)策略包涵內(nèi)容及其含義 4
2.2 傳統(tǒng)營(yíng)銷(xiāo)模式和現(xiàn)代營(yíng)銷(xiāo)策略組合的區(qū)別 4
2.3 營(yíng)銷(xiāo)策略制定過(guò)程 6
第3章 國(guó)內(nèi)外汽車(chē)營(yíng)銷(xiāo)策略分析 9
3.1 影響汽車(chē)營(yíng)銷(xiāo)模式的因素 9
3.2 國(guó)外汽車(chē)營(yíng)銷(xiāo)模式概況 9
3.3 國(guó)內(nèi)汽車(chē)營(yíng)銷(xiāo)模式現(xiàn)狀 11
第4章 對(duì)江都奔宇汽車(chē)營(yíng)銷(xiāo)策略的研究 13
4.1 公司概況 13
4.2 公司發(fā)展的SWOT分析 13
4.3 目前江都奔宇采取的營(yíng)銷(xiāo)策略 14
第5章 江都奔宇汽車(chē)營(yíng)銷(xiāo)策略問(wèn)題與建議 15
5.1 江都奔宇營(yíng)銷(xiāo)模式存在的問(wèn)題 15
5.2 對(duì)江都奔宇營(yíng)銷(xiāo)策略的建議 16
第6章 結(jié)束語(yǔ) 18
參考文獻(xiàn) 20
12000字
摘要 當(dāng)今社會(huì)飛速發(fā)展，營(yíng)銷(xiāo)策略理論也跟著不斷進(jìn)步。營(yíng)銷(xiāo)策略理論原理是企業(yè)根據(jù)以往經(jīng)驗(yàn)獲得顧客購(gòu)買(mǎi)力和需求量的相關(guān)的信息以及商業(yè)界的期望值，一顧客需要為出發(fā)點(diǎn)，有組織地進(jìn)行各種公司經(jīng)營(yíng)活動(dòng)，通過(guò)價(jià)格策略、渠道策略、產(chǎn)品策略和促銷(xiāo)策略之間的協(xié)調(diào)，為顧客提供更好的服務(wù)和商品從而實(shí)現(xiàn)企業(yè)戰(zhàn)略目標(biāo)的過(guò)程。自從中國(guó)加入WTO后，我國(guó)的汽車(chē)工業(yè)的現(xiàn)狀就是挑戰(zhàn)與機(jī)遇并存，汽車(chē)行業(yè)的大環(huán)境在不斷變，汽車(chē)產(chǎn)品的消費(fèi)環(huán)境也隨之在變。研究汽車(chē)經(jīng)營(yíng)企業(yè)的營(yíng)銷(xiāo)策略就顯得尤為重要。
本文以我在江都奔宇車(chē)身制造有限公司的實(shí)習(xí)為基礎(chǔ)，主要研究江都奔宇車(chē)身制造有限公司營(yíng)銷(xiāo)策略的問(wèn)題和分析。在汽車(chē)企業(yè)的經(jīng)營(yíng)中只有巧妙地運(yùn)用營(yíng)銷(xiāo)策略理論才能不斷增強(qiáng)企業(yè)的核心市場(chǎng)競(jìng)爭(zhēng)力。
關(guān)鍵詞 汽車(chē) 營(yíng)銷(xiāo)策略 中小企業(yè) 對(duì)策
Abstract With the development of society, the theory of marketing strategies are constantly progress. Marketing strategy is the enterprise customer needs as the starting point, the customer demand and purchasing power to obtain information, expectations of the business community based on experience, there are plans to organize various business activities, coordinated with each other through product strategy, pricing strategy, channel strategy and promotions strategy to provide customers with satisfactory products and services to achieve business goals in the process. After China's accession to WTO, the automotive industry is full of opportunities and challenges, the auto industry's growth environment is changing, automotive products, consumer environment is changing. Research car venture marketing strategy is particularly important paper in my body Jiangdu Ben Yu Manufacturing Limited based practice, the main research question Jiangdu Ben Yu Body Manufacturing Co. marketing strategy and analysis. Auto companies operating in rational use of marketing strategies can enhance the core competitiveness of enterprises in the market.
Key words Auto Marketing Strategy SMEs Countermeasures
目錄
第1章 緒論 1
1.1 研究背景 1
1.2 研究意義 2
1.3 研究思路和框架 3
第2章 營(yíng)銷(xiāo)策略相關(guān)理論綜述 4
2.1 營(yíng)銷(xiāo)策略包涵內(nèi)容及其含義 4
2.2 傳統(tǒng)營(yíng)銷(xiāo)模式和現(xiàn)代營(yíng)銷(xiāo)策略組合的區(qū)別 4
2.3 營(yíng)銷(xiāo)策略制定過(guò)程 6
第3章 國(guó)內(nèi)外汽車(chē)營(yíng)銷(xiāo)策略分析 9
3.1 影響汽車(chē)營(yíng)銷(xiāo)模式的因素 9
3.2 國(guó)外汽車(chē)營(yíng)銷(xiāo)模式概況 9
3.3 國(guó)內(nèi)汽車(chē)營(yíng)銷(xiāo)模式現(xiàn)狀 11
第4章 對(duì)江都奔宇汽車(chē)營(yíng)銷(xiāo)策略的研究 13
4.1 公司概況 13
4.2 公司發(fā)展的SWOT分析 13
4.3 目前江都奔宇采取的營(yíng)銷(xiāo)策略 14
第5章 江都奔宇汽車(chē)營(yíng)銷(xiāo)策略問(wèn)題與建議 15
5.1 江都奔宇營(yíng)銷(xiāo)模式存在的問(wèn)題 15
5.2 對(duì)江都奔宇營(yíng)銷(xiāo)策略的建議 16
第6章 結(jié)束語(yǔ) 18
參考文獻(xiàn) 20
