ne合成革公司营销策略研究.pdf

广西大学
硕士学位论文
E合成革公司营销策略研究
姓名:李栋
申请学位级别:硕士
专业:工商管理
指导教师:梁修庆
20060501
NE合成革公司营销策略研究
摘要
人造革、合成革是塑料制品的主要产品之一,原材料来源丰富,基本物理性能优良,
在国民经济各行业被广泛使用。但是随着越来越多的台资企业到大陆办厂和温州合成革
之都的兴起,市场竞争将日益激烈。作为一家中小型的台资生产企业,NE合成革公司如
何应对这种外部环境变化所带来的机遇与挑战,扬长避短地制定自己生存与发展的营销
策略,从而在激烈的市场竞争中立于不败之地,本论文对此的研究无疑具有很重要的现
实意义。
论文首先从NE合成革公司的营销现状着手,对NE合成革公司进行了全方位的分析
研究,找出了现阶段经营存在的主要问题。然后针对NE合成革公司的外部环境,分析
了我因合成革行业发展的历史和现状以及当前我国合成革行业市场特点和存在的问题
接着对NE合成革公司合成革的市场需求以及主要竟争对手进行分析,找出NE合成革公
司所面临的机会与威胁,并对NE合成革公司的内部条件进行分析,发现公司的优势及
劣势所在。
论文随后确定NE合成革公司今后三年的营销目标;进行了市场细分,并确定了目
标市场,同时以市场营销、战略管理和人力资源的基本理论、基本方法为主要依据,应
用理论与实际相结合的方法,提出了NE公司在产品、价格、顾客便利和沟通四个方面
的市场营销组合策略。
文章以定性分析为主,并结合定量分析方法,从公司自身发展和应对竞争挑战的角
度为NE公司制定了行之有效的营销策略。笔者希望本文研究结果不仅为NE公司的进
一步发展提供了有益帮助,也对其他行业中小型企业营销策略制定有一定的参考价值。
关键词:合成革营销策略营销管理
THE RESEARCH OF MARKETING TACTICS IN NE PU
LEATHIER COMIPANY
ABSTRACT
Synthetic leather, one of the main product of plastic, which is noted for its basic
excellent physical capability, is being wildly used in most national economic industries
However it faces sharp competition with more and more Taiwan companies coming to
mainland and establishment of synthetic leather capital, Wenzhou. As a small professional PU
factory, company NE should make out its own marketing strategy to deal with the opportunit
and challenges caused by changes of external environments. Thus, the thesis has great
importance to company NE for its emphasis on marketing strategy
In the forepart of the thesis, the author introduces the present marketing condition of
company NE, analyses comprehensively and finds the main questions of its operation. Then
the author describes the history and character of China PU leather industry, presents the
performance and shortage of the industry. Basing on the analysis of the market demand and
key competitors of PU leather industry, combined with research of internal company NE, the
author clears external opportunity and threats, internal strength and weakness of company NE
In the back part of the thesis, then the article puts forward the next 3 years marketing
target and target market, as well as marketing combination tactics in product, price, customer
convenience and communication of company NE based on marketing, strategy and HR theory
combined with its practical information
The thesis makes out operative marketing tactics for company NE from the respect of its
development and competition with qualitative analysis and quantitative analysis. The article
has not only some usefulness to further development of company NE, but also benefit other
companies In decusion-marketing of marketing tactics
KEY WORDS: PU Leather Marketing Tactics Marketing Management