文档介绍：重庆大学
硕士学位论文
UF重庆分公司营销现状及对策研究
姓名:龙波
申请学位级别:硕士
专业:工商管理
指导教师:牟小俐
20060401
重庆大学硕士学位论文中文摘要

摘要

随着我国市场经济体制的建立和完善激烈的市场竞争和强大的技术变革使
得营销变得愈来愈重要越来越多的企业意识到营销的重要性并且将营销的管
理提升到战略的层面但是很多企业还是沿用的经营初期的传统的营销管理方
式已不能适应现代工业品分销企业的发展了营销的发展趋势如何战略的变
革和实施如何实现企业的各方面如何从战略的层面对营销进行管理和支持等等
都是急需要解决的问题
本文以 UF 重庆分公司的营销现状为研究对象在资料收集和市场调研的基础
上在相关理论的指导下以 UF 重庆分公司经营实际为背景通过分析 UF 重庆
分公司的营销现状特别是五种力量变化等外部环境为 UF 重庆分公司带来机遇和
威胁以及其自身所拥有的优势劣势分析按照问题环境分析——对策制定
——对策实施的技术路线对 UF 重庆分公司的营销进行战略性研究立足于 UF 重
庆分公司目前营销的实际情况帮助其提出一套系统且具可操作性的营销策略方
案

关键词工业品分销企业营销对策
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重庆大学硕士学位论文英文摘要

ABSTRACT

With the establishment and improvement of market economy system in China
petition and advanced technology are making marketing more important.
More and panies are aware of the importance and upgrade the management of
marketing to the level of strategy. But lots panies have been adopting the
traditional ways and had not been able to adapt the development of the modern
industrial product of distributes enterprises. The problem needed to solve immediately
include Marketing trends change of strategic and how to achieve enterprises from
the strategic level of management and marketing support etc
The paper is research for marketing situation of The UF Chongqing branch. Under
the analysis of market research and guidance of relevant theory this article take the UF
Chongqing branch as the background in particular including the good opportunity as
well as the potential risk for UF Chongqing branch which are brought by external
environment and what is its own advantages and disadvantages. The modern marketing
theories such as the Five Forces Model of Environment Threats. The technical route
of this article is problem-environment —establish strategy — execute strategy. Proposing
a set of marketing strategy bined with reality of UF Chongqing branch are
drafted accordingly.

Keywords The industrial products distributes enterprises marketing strategy
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重庆大学硕士学位论文 1