文档介绍：摘要
在如今竞争日益激烈的市场环境中,企业生存的宏观环境和微观环境都发生了巨大的改变,这就要求企业根据环境及时反馈市场信息,及时重新对原市场营销组合进行反思、调整,进而确定适应市场需要的新产品,建立企业需要的渠道,更新促销形式。恰当的营销组合可使企业扬长避短,充分发挥企业的竞争优势,增加企业的竞争能力和应变能力,使企业在激烈的竞争中树立自己的独特优势,树立了鲜明的营销特色,使企业各部门紧密配合,分工协作,成为协调的营销系统,灵活地、有效地适应营销环境的变化,从而立于不败之地,实现企业战略决策的要求。
本论文本着科学务实、理论联系实际的原则,从营销组合策略的相关概念及其理论出发,采用4PS营销组合策略来探究营销组合策略对于企业发展的重要作用,通过产品、价格、渠道、促销这四个方面分析华东医药营销组合策略的现状和不足。结合4PS营销组合的理论知识,针对华东医药的不足提出了个人关于其营销组合策略的改进建议,以求得到实际性效果。
关键词:营销组合;产品;价格;渠道;促销
Abstract
In today's petitive market environment, macro environment of business survival and micro environment have undergone tremendous changes, according to the environment it requires timely feedback of market information, timely to re-reflect on the original marketing mix adjustment, and to determine new products to meet market needs, and enterprises need to establish channels,update promotion forms。Appropriate marketing mix allows enterprises to avoid weaknesses,give full play petitive advantage,increase petitiveness and resilience,so that enterprises in the petition to establish their own unique advantages,establish a distinctive marketing features enable enterprises to work closely with various departments,working separately and collaborating,make a coordinated marketing system,flexibly and effectively adapt to changes in the marketing environment,to be invincible, and achieve corporate strategic decision-making.
This paper in a scientific and pragmatic, the principle of integrating theory with practice,based on marketing mix strategy concept and theory related,using 4PS marketing mix strategy to explore the importance of marketing mix for business。Through product, price, place, promotion of these four aspects to analysis the lack of marketing mix strategy of Huadong Medicine Co, Ltd. Combining theoretical knowledge of the marketing mix 4PS,putting forward on its proposed mendations for improvement of marketing mix strategy for the lack of Huadong Medicine Co, Ltd,in order to get practical results.
Key Words:Marketing Mix;