【作者】 杨广金；

【导师】 孟卫东；

【作者基本信息】 重庆大学 ， 工商管理， 2001， 硕士

【摘要】 本文通过对重庆牙膏厂的营销战略的研究，将解决重庆牙膏厂目前所面临的营销战略问题，明确其未来的营销战略发展方向，并为类性的日用消费品企业营销战略的制定提供借鉴和参考。文章按照环境分析-战略制定-战略实施的技术路线对重庆牙膏厂的营销战略进行研究。在环境分析部分，运用了Proter的五种力量模型以及SWOT分析矩阵；在战略制定部分，分别使用了产品生命周期理论、BCG矩阵分析重庆牙膏厂现有产品的营销战略；另外文章还采用了Proter的三个基本战略分析，科特勒的竞争定位法以及Ansoff模型来确定重庆牙膏厂的产品和服务应遵循的一般性竞争战略、竞争定位战略、提高公司业绩的现有营销战略的替代战略；在战略执行部分，用4PS理论对战略实施作了具体的阐述。 通过本文的分析，得出结论：重庆牙膏厂的营销战略要和它所特有的优势、劣势、面对的机会、威胁相适应；现有产品应区分其在生命周期的不同阶段、BCG矩阵中的不同位置来确定相应战略；目前对重庆牙膏厂适用的营销战略是目标聚集、补缺者和产品开发战略。更多还原

【Abstract】 Through researching the marketing strategies of Chongqing Toothpaste Factory in this paper， the writer will tackle the arisen marketing strategies problems of nowaday Chongqing Toothpaste Factory， and fix on it’s development direction of marketing strategies in the future， and offer example and reference for the marketing strategies enacting of commodity enterprises which are similar to Chongqing Toothpaste Factory. In this article the research about marketing strategies of Chongqing Toothpaste Factory is carried out according to the technic road of environment analysis-strategies enactment-strategies enforcement. Porter’s Five-force Model and SWOT analysis are used in the part of environment analysis; the theory of product life circle and BCG are used to analyze the marketing strategies of nowaday products of Chongqing Toothpaste Factory; Porter’s Three Basic Strategies Analysis and Ansoff Model are used to enact the general competitive strategies about production and service of Chongqing Toothpaste Factory; and Kotler’ Way of Competition Localization are used to enact competitive localization strategies; the strategies instead of nowaday strategies which enhance company achievement are fixed upon through Ansoff Model; the theory of 4PS are used to formulate strategies enforcement in the part of strategies administering.Through analysis to this paper， the conclusion is obtained: the marketing strategies of Chongqing Toothpaste Factory must be suited to its strengths、weaknesses、opportunities and threats; the homologous strategies of nowaday products are corroborated according to their different stages of life circle and different locations in BCG; the congruous marketing strategies of Chongqing Toothpaste Factory are Goal Gathering Strategy、Stopgap Strategy and Products Developing Strategy.更多还原