文档介绍：摘要
在目前陕西日化用品市场上众多国内、国际品牌激烈竞争的情况下,西安 KM 公司作为陕西省本土品牌,既有一定的区位优势,又有品牌发展不够强大的劣势。面对日益壮大的竞争对手和相对狭小的空间,如果仅仅立足于用户需要的满足, 企业将很难开辟新的市场。企业必须清醒地认识到:市场营销才是企业的首要任务。这既是企业经营的起点,又是企业经营的终点。没有市场营销企业就无法生存。“先有市场后有产品”之所以成为近几年企业界流行的经营方针即缘于此。由此可见,市场营销是企业发展的必由之路,强化营销,发现需求,选择市场需求是企业的第一任务,是关系企业生存发展的大事。因而,我们当前的任务当是创造市场,制造需求,引导消费,唯有如此,西安 KM 公司才会在市场竞争中立于不败之地。
本文从营销策略的角度出发来分析西安KM公司在市场的目标市场选择和营销策略方式。本文先从市场细分定义出发,分析西安KM公司的市场细分,以及公司目前的营销策略现状,遇到的问题,以及应采取的措施及建议。通过市场的细分和定位分析,从价格策略、产品策略、渠道策略、促销策略角度即主要是4P角度出发,对西安KM公司的营销策略进行了分析。并针对营销中的产品、价格、促销和渠道策略,提出了进一步的顾客关系管理来提高市场竞争力。
论文结合西安KM公司实际,通过对其营销策略的研究,一方面可以进一步改善公司的市场细分及营销策略工作,另一方面对其他同类企业的营销工作的开展起到借鉴作用。
【关键词】:市场细分;营销策略;4P 策略组合;西安 KM 公司
Abstract
In the current modity market that many domestic and international petitors, Xi’an KM as a local brand has certain advantage but disadvantage in brand developing. In the face of petition and a relatively narrow space, if only based on users’ needs, the enterprise will be very difficult to open up a new market. The enterprise must realize that the market management to the enterprise is the prima task,” this is the starting point for business and is the business end. The enterprise cannot survive without market management. Thus “the first is market then the product’ has e the popular business principles in recent years. Therefore, market management is the enterprise developing route that one must take, strengthen marketing, discovery needs, and select market demand are the first task which is related to enterprise’s survival and development. As a result, the current task is to create market, manufacturing demands and guide consumption, only in such way Xi’an Kaimi can remain invincible in petition.
This article is from the marketing point of view to analyze Xi’an KM in market selection of target market and marketing strategy. Firstly from the definition of market segmentation to analyze Xi’an KM’s market segments, as well as pany’s current marketing strategy, problems, and the steps that should take and proposal. Throug