【作者】 张宇；

【导师】 叶子荣；

【作者基本信息】 西南交通大学 ， 工商管理， 2002， 硕士

【摘要】 产生于19世纪末20世纪初的市场营销理论，对于社会主义市场经济改革中的中国企业转换经营机制、提高市场占有率、增强国际竞争力和经济效益具有重要的借鉴与指导意义。 企业战略是一项系统工程，涉及企业机制、观念和外部环境。企业领导者，应当通过战略的制定和实施，使企业的核心竞争力得到增强，并在越来越复杂和激烈的市场竞争中立于不败之地。 本文运用市场营销学中的环境理论、需求理论、波特理论、产品寿命周期理论以及有关的战略理论，对成都中菱无线通信电缆有限公司(简称中菱公司)的产品市场进行较全面、客观的分析，确定企业产品的定位，指明企业的优劣势，提出有关的市场营销策略，在此基础上制定切实可行战略，为企业发展提供决策性参考。 本篇论文共分为七章，基本上按照先对行业环境进行分析，再对企业进行全面的分析，最后提出相应的营销策略和企业战略的思路。我在写作过程中尽量遵循先调查后研究，客观、真实、有理有据的原则，同时参阅了大量学术资料并较深入地研究了有关的理论，对学术理论在实践中的应用进行了仔细的筛选和对证。因此，这次写作不仅使我将所学应用到实践中，而且促使我对相关的学术理论和观点进行了更广泛和更深入的了解，拓展了思路，使自己在学校学到的知识得到了升华。更多还原

【Abstract】 Coming into being in end 19th century and early 20th century,marketing theory is one of the most important guidance for transforming management mechanism,improving market share,increasing the international competitive ability and economic efficiency of Chinese enterprises in the socialistic market economy reform.Enterprises strategy can be regarded as a systems engineering involved in enterprises management mechanism,conception and outside environment. The leasders should improve the key competitive ability to make the enterprises get the invincible (advanced) position in the complicated and fierce market competition through establishing the strategy and bring it into effect.According to the environmental theory,demand theory,Potter’s theory,product lifecycle theory and other relative theories,the thesis has completely and externally analyzed the product market situation of CMRC,made sure of the product orientation,found out the strength and weakness of the enterprise,based on which established effective strategy to provide decision-making reference for the enterprise development.The seven chapters of this thesis are basicly in the order of analyzing the industrial enviroment,then completely analyzing the mentioned enterprise and bringing forward the relative marketing strategy and enterprise strategy finally. According to the principle of impersonality,reality and logic,I have made further investigation and research with consulting a lot of learning materials during the composing. At the same time,I have got further understanding of the relative knowledge and developed the way of thinking.更多还原