华新公司战略营销策略研究——以涂布白纸板业务为例.pdf

中山大学
硕士学位论文
华新公司战略营销策略研究一以涂布白纸板业务为例
姓名:陆小毅
申请学位级别:硕士
专业:工商管理
指导教师:徐勇
20080428
论文题目:华新公司战略营销策略硏究
以涂布白纸板业务为例
专业:工商管理硕士
硕士生:陆小毅
指导教师:徐勇教授
摘要
传统营销是以外部环境变化为基础的适应性战略,在企业经营环境迅速变化
的情况下,运用传统的营销理论难以获得竞争优势。战略营销把营销提到战略的
高度,通过确定价值、选择价值、提供价值把企业目标和环境动态结合起来从而
获取竟争优势。
本文应用战略营销的哲学和理论来对华新公司的包装造纸业务进行分析,在
通过大量的数据分析、案例分析的基础上为华新公司提出战略营销思路和营销组
合建议。
本文主要完成以下工作:
(1)对华新公司包装造纸业务营销现状进行分析,找出存在问题;
(2)通过收集各方面数据并进行分析,发现涂布白纸板行业具有广阔的发
展潜力和空间;
(3)站在市场的角度重新划分细分市场并结合华新公司的能力和目标,提
出华新公司目标市场和市场定位:
(4)在外部市场分析和华新公司内部分析的基础上提出华新公司的产业
升级的总体战略和战略目标,并提出了战略具体实施步骤
(5)根据华新公司的总体战略营销思路和目标市场提出了包括产品、渠
道、价格、促销、品牌等的营销组合策略。
本文站在战略营销的角度为华新公司提出获取竞争优势战略思路的同时,又
提出了具体的实施步骤和方法,本文研究结果不仅能够有效指导华新包装包装造
纸业务的调整和发展,而且对国内同行业企业也具有相当强的借鉴意义。
关键词:战略营销;STP;涂布白纸板
Title: A Study On The Strategic Marketing Of Hua Xin
Company Packaging Paper division
Maior: MBA
Name: Lu Xiaoyi
Supervisor: Prof Xu Yong
ABSTRACT
Traditional marketing theory is an adaptable strategy which is based on the
change of the external environment. It is very difficult to gain the competitive
advantages by using the traditional marketing theory in such a dynamic marketplace
Strategic marketing management integrates the marketing strategy into the overall
business strategy. It gains competitive advantages through a comprehensive
examination of all major components of marketing strategy and their integration.
This article uses the strategic marketing management theory to analyze Hua xin
packaging company. The article provides Hua xin packaging company with a new
marketing thought and strategy which is based on the data analysis and cases study,
The article had done a lot of good jobs, such as:
(1)It finds out the problems in the marketing strategy of Hua xin packaging
company
(2)It makes it sure that the coated paper for packaging is an appealing industry
(3)It segments the market for coated packaging paper and points out the target markets
based on the strengths and weaknesses of Huaxin packaging company
(4) It points out the strategy and provides a very practical tactics plan for it
5) It suggests the product, price, promotion and place tactics for Huaxin
packaging compay based on the strategic marketing plan
This article is very useful for Huaxin packaging company and other companies
which want to gain competitive advantage
Key words: Strategic marketing management; STP; Coated paper