齐鲁油漆在邯郸地区的营销策略研究与分析

^论文编号:GS167  ^论文字数:28202,页数:44 附任务书,开题报告,文献综述

摘    要
 本文基于了市场营销的基本理论，以及运用了产品的品牌理论的研究，还运用了营销策略的基本理论，采取比较分析法、实地调查分析法、系统分析法和SWOT等分析方法，以齐鲁漆业公司和在邯郸营销实例为背景，对齐鲁油漆营销外部环境、内部环境进行分析和研究，指出发展中的优势、劣势、机会、威胁。在充分探讨目前中国油漆市场发展动态，把握油漆行业发展方向的前提下，从产品策略、价格策略、渠道策略、促销策略、关系营销策略几方面进行论证，指出必须建立一个面向市场，关注客户，实现客户高满意度，加强品牌维护和培育，打造优质高效的营销网络，总结了齐鲁漆业的营销经验和具体做法。最后指出齐鲁漆业营销的成功在于营销的创新即产品创新、组织创新、观念创新、策略创新。组织创新包括营销组织结构的创新和营销组织形式的创新。
 营销策略的创新包括扩大销售地域加强市场导向，才能使齐鲁油漆在不断变化的国际国内环境中取得长存发展。同时也希望此文能给正在深化改革的齐鲁漆业公司提出一些可行性建议。
 
 关键词：齐鲁漆业；邯郸；营销；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
目    录
1 绪论 1
1.1 本文的研究背景 1
1.2 本文的研究意义 2
1.3 本文的研究目的 2
1.4 本文研究的主要内容与研究方法 2
1.5 本文研究思路和分析框架 3
2 理论综述 5
2.1 市场营销理论 5
2.2 4Ps营销组合策略 6
2.3 4Cs营销组合策略 7
2.4 文献综述 8
3 齐鲁漆业营销环境分析 10
3.1 邯郸概况 10
3.2 公司概况 10
3.3 外部环境分析 14
3.4 公司内部环境分析 18
3.6 齐鲁漆业SWOT分析 20
4 齐鲁漆业营销现状分析 23
4.1 齐鲁漆业邯郸市场的总需求量和销售量分析 23
4.2 齐鲁漆业在邯郸的主要的竞争对手分析 27
4.3 齐鲁漆业在邯郸地区自身存在的问题 30
5 齐鲁漆业营销策略探析 32
5.1 网络营销策略 32
5.2 市场竞争策略 33
5.3  产品策略 33
5.4价格策略 34
5.5 促销策略 35
5.6 渠道策略 36
5.7 关系策略 36
5.8 绿色营销策略 36
5.9 营销策略演进过程的特点 37
结束语 38
参考文献 39
致    谢 40

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