明辰振邦營銷戰(zhàn)略研究.pdf

1、大連理工大學碩士學位論文明辰振邦營銷戰(zhàn)略研究姓名：杜洪艷申請學位級別：碩士專業(yè)：工商管理指導教師：王雪華20020622AbstractAsthenationalkeynewhigh—techenterprise，MansionZebonCompanyisthebiggestFluorocarbonPaintsupplieratpresentinChinaItsleadingproductZebonFluorocarbonPaintha

2、salreadyoccupiedmainshareonthemarketandhadfoundationofbrandsWiththechangeoftheem，ironmentofinsideandoutside，MansionZebonCompanyisfacingtheprobleminmarketingfield，suchasproductstructureissingle，thematerialflowistoolonginr

3、adius，etcSoitisnecessarytodefinetheadvantageandinferiorpositionthatthecompanyhas，theopportunityandthreatthatthecompanyfaces，andmakesthecorrespondingmarketingstrategySOastoensurethatthecompanyobtainsthelastingcompetitiona

4、dvantage，anddevelopssteadilyfastThroughananalysisofMansionZebonCompany’Sexternalenvironment，thistextdefinesthemainopportunitythatthecompanyfaces：thesupportofpolicywidedevelopmentspace，thebarrierofenllance，advancetechnolo

5、gy，andtheopportunityofforgecoatingbrandThemainthreatthatthecompanyfaces：thetrendoflimitedquantityforsolventbasedcoatingtherelativelystrongcompetitivenessoftheforeignwellknownbrand(suchasNippornOilthemarketofbuilding，thet

6、hreatformthefastdevelopofthespecialcoating，andtheuniquenessofthesupplierofthemainrawmaterialThroughananalysisofMansionZebonCompany’Sinternalenvironment，thistextdiscemsthemainadvantagethatthecompanyhas：exclusivelyownedtec

7、hnologywithFluorocarbonPaintoffirstplaceintheworld，technologyofwaterbasedfluorinecoating，brandadvantageandmarketingnetworkadvantageThemaininferiorpositionthatthecompanyhas：theproductionequipmentisrelativetolaysbehind，mix

8、escolorssystematicstrengthisweak，productstructureissingle，thematerialflowistoolonginradius，andthedistributor’SnetworkisrelativelyfragileUnderdetailedandthoroughanalysisofintemalandextemalenvironmentCOnditionofMansionZebo

9、nCompanyusingthemanagerialknowledgestudiedsyntheticallythistextmakesthemarketingstrategicthatfitsthedevelopmentofthecompanyandcorresponding4Pcombination：thatis(1)perfecttheproductstructure，themiddle—gradefluorinecoatinga

10、ndaqueous‘solutionfluorinecomingmerchandiseasquicklyaspossible，produceauxiliaryproductsandvarietycoatingwithOEMway(2)makesuitablepricetactics，includingauxiliaryproductsandOEMproduct，(3)establishtheopenmarketingnetworkand

11、buildchannel(4)carryonmarketingwithmanymarketingtools，suchasadvertising，jointlypromotes，promotingtothedistributogetcAtthesalnetime，thistextmakestheorganization’Sguaranteemeasureonthewayofbuildingopenproducenetwork，opensc

12、ientificresearch：network，informationsystemnetworkandfonrgradesoftechnologicalservicenetworkItalsosetsupproductionguaranteemeasureinfactoryoftenthousandofFluomcarbonPaint，theguaranteeofmanpowerresourcessystemandculturalco