文档介绍：大连A家具公司市场营销策略问题诊断与改进对策

对外经济贸易大学硕士学位论文大连A家具公司市场营销策略问题诊断与改进对策姓名:许兴国申请学位级别:硕士专业:高级管理人员工商管理指导教师:张建平 20090301
摘要
中国办公家具行业起步较晚,但发展速度很快。近年来,随着国内办公家具产量和进口量的迅速增加,业内竞争日趋激烈。在这样的背景下,国内中小型办公家具企业要想在竞争中立于不败之地,必须制定科学的市场营销策略。
大连A家具公司是一家集家具生产和销售为一体的2>民营企业。由于该公司此前的市场营销策略存在诸多缺陷和不足,致使其盈利能力有限、发展速度较慢。
作者作为A公司的创建者和总经理,多年来始终在探讨如何提升本公司的营销策略。本次借写作毕业论文之机,努力采取理论与实践相结合的方法,以市场营销理论为依据,对本公司市场营销策略中存在的问题,以及所处的行业环境进行分析,并据此制定了一系列营销策略改进措施。为保证新的营销策略能够顺利实施,
作者还设计了相关的保障措施。本文共分为四个部分,第一部分是公司介绍,第二部分分析了行业营销环境, 第三部分提出了公司的营销策略改进建议,第四部分设计了保障改进后营销策略顺利执行的措施。关键词:家具企业,营销策略,促销组合
Abstract
Chinese
furniture industry
started。up
a
little lateh
but its velocity of
development has kept very the recent years,along with the output and import volume of furniture has increased extremely quickly,petition
between furniture enterprises grows fiercer and fiercer the
on an
background,if domestic furniture enterprises want to stand position,they have to formulate scientific marketing strategy. Dalian A Furniture Co.,Ltd is
a
invincible
private enterprise that manufactures and
seHs the original marketing
strategy
enterprise has some
ings,it results in that its profitability is limited and development speed is
a
little the creator and general manager of the Dalian A Furniture Co.,
Ltd,the author of the thesis has probed into how to improve pany’S
marketing
strategy
over
the yeaL Taking this opportunity of writing the thesis
and according to marketing strategy
theory,the
author tries to adopt the method
bines theory and practice together,analyzes the problems which exist pany’S previous marketing strategies and the exterior industrial that,the author formulates a series of improved marketing strategies for pany,and designs corresponding supporting measures? in There
are
four parts in the first part is the introduction of the
second analyses the marketing environment of fur