【作者】 吴莉莉；

【导师】 傅裕嘉；

【作者基本信息】 西安理工大学 ， 工商管理， 2003， 硕士

【摘要】 在市场风云变幻竞争激烈残酷的经济环境中，曾经发展迅速、起步较快的西普电力电子有限公司，遇到了前所未有的挑战，销售业绩长期徘徊的事实背后隐含着公司缺乏整体战略规划，公司各方面经营管理尤其是营销环节的管理和创新显示出乏力和薄弱的体质特征。 为此，笔者深入该公司进行调查研究，以实证研究的方法从市场外部环境到内部环境；从人力资源管理到组织机构设置；从公司营销渠道到产品促销手段；从人员精神风貌到工作热情与效率等诸多方面的情况，审视度量了公司的基本状态。笔者利用三年来MBA学习的管理知识，尤其是营销理论认真剖析了公司目前的问题，并从公司的发展目标出发，结合分析其各项资源的合理利用，从多方位的视角探索了西普公司在营销管理和营销策略方面的调整与发展的路子。 笔者以问题为导向研究了西普公司的营销策略，在市场分析的基础上为西普公司提出了以开发新产品为主线的产品策略，构建和调整营销渠道、以分销网络建设、渠道的拓宽作为重要内容，以及遵循需求导向的价格模式，重在客户管理的促销方法。论文最后提出了营销策略实施的若干建议。 西普公司是一个小型科技型企业，论文内容对西普公司今后的发展有一定的参考意义。笔者深入研究这一企业，相信其遇到的困难和存在的问题，在同类中小型企业中有一定的普遍性，本文如若能对其它同类企业也起到借鉴作用，当是笔者的欣慰所在。更多还原

【Abstract】 In the cutthroat competition and the ever-changing marketing climate, Xipu Electric Power & Electronics Co., Ltd, which underwent fast development, encounters unprecedented challenge. The long-term standstill of marketing reveals the Company’s weakness in overall strategic planning. The management of the Company, especially in the fields of the management and creation of marketing, appears to be weak and fragile.To understand the reasons behind these phenomena, the author went deep into the Company to conduct an in-depth investigation in many fields such as from external environment to internal situation of market, from the management of human resources to the establishment of managerial institutions, from marketing methods to sales promotion, and from the mental attitude of the employees to efficiency, etc. In so doing, the author evaluates the basic situation of the Company. Based on the managerial knowledge (especially the marketing theory) obtained from the 3-year MBA studies, the author correctly analyzes the current problems facing the Company. With detailed analysis of the objectives of the Company, the marketing, and the reasonable utilization of various resources, the author, from different perspectives, also proposes a possible way-out for the adjustment and development of the Company in marketing management and strategy.With the analysis of the problems remaining as orientation ,the author studies the marketing strategy of Xipu Company. Based on market analysis, the author proposes in the thesis a new products-oriented strategy . The thesis focuses the construction and adjustment of marketing , the setup of branchmarketing network , the expansion of sales promotion targeted at client management, and demand-oriented price mode . At last ,some suggestions for the implementation of marketing strategy are put forward.Xipu Company, a small-sized technical enterprises, will benefit from the thesis in terms of its future development . The author conducts an in-depth research of this enterprises and holds that the difficulties and problems remaining of the Company are somewhat common in enterprises of its size . It will be a great pleasure of the author if this thesis can help promote the development of other enterprises of its size.更多还原