提升我国私营企业竞争力的营销策略研究

【作者】 方威；

【导师】 邓德胜；

【作者基本信息】 中南林学院 ， 管理学， 2004， 硕士

【摘要】 改革开发以来，我国私营企业以极快的速度迅速地发展壮大，现已成为我国社会主义市场经济的重要组成部分，对国民经济的发展起着越来越重要的作用。因此，以私营企业作为对象，有着很强的现实意义。作者以我国私营企业的持续发展为立足点，采取比较分析、理论与实践相结合的研究方法，对私营企业及其竞争力指标体系进行了较为深入的分析，试图以市场营销为突破口，找到能提升私营企业竞争力的策略措施。论文共分六个部分，作者在大量收集资料的基础上，首先从我国私营企业的发展现状入手，运用SWOT分析方法，结合大量的调查统计数据，对我国私营企业的优势、劣势、机会、威胁进行了较为系统的分析；接着从企业竞争力的基本概念入手，结合我国私营企业的实际，通过对竞争类型、波特的行业竞争五种力量结构模型及竞争对手分析，总结出了我国私营企业竞争力的特性，并参照WEF和IMD的企业管理国际竞争力评价体系、国家经贸委经济研究中心竞争力研究课题组在2002年给出的企业竞争力指标体系，确定了评价私营企业竞争力的基本指标体系，同时还对私营企业竞争力水平进行了初步评价；然后通过构建SWOT矩阵，提出了我国私营企业的总体战略，并结合波特的竞争战略理论，提出私营企业可以实施三种基本竞争战略，在此基础上提出了私营企业的核心竞争力战略，并分析了提升我国私营企业竞争力的基本战略构想；接下来，作者以市场营销为突破口，重点分析研究了提升我国私营企业竞争力的一些营销策略，包括全员营销管理策略、STP营销策略、产品与技术创新策略、促销策略、分销渠道策略、网络营销策略、企业文化营销策略和危机营销策略八大策略。本文的创新之处主要有两点：一是结合我国私营企业的实际，构建出了私营企业竞争力的评价体系，有助于私营企业对自身的竞争力状况进行较为准确地把握；二是把市场营销作为提升私营企业竞争力的突破口进行了研究，并提出了相应的有针对性的营销策略，对私营企业参与市场竞争具有较大的参考和指导价值。通过研究，作者认为，尽管私营企业竞争力的提升是一项系统工程，但以市场营销为突破口，通过实施有效的市场营销策略，是可以提升我国私营企业竞争力的。但需要指出的是，本文的研究是围绕私营企业这一整体对象展开的，所提出的有关提升其竞争力的营销策略也是针对该类企业的一般性策略，并没有结合某一具体私营企业进行具体分析，这有待以后进行深入的研究。更多还原

【Abstract】 Since reform and development, our country private enterprise have developed with very quickly speed, and now have become the importance constitutes of the socialism marketing economy, making the more and more important function to the development of the national. So, regarding private enterprise as the target , there is very strong realistic meaning .The author regards lasting development of the private enterprise of our country as the foothold , adopting the research approach of the comparison analysis and the theory combines with practice ,carrys on deep analysis to the private enterprise and index system of the competitiveness, Wants to regard enterprise marketing as the breach and find out the tactics measure that can promote the competitiveness of private enterprise. The thesis consists of two major module of foreword and text, divide six parts altogether. In the text, at first, the author proceeds with development current situation of the private enterprise of our country, making use of the SWOT analysis method, joining together a flood of inquisition covariance data, to analysis the strengths, weaknesses, opportunity and threats of the private enterprise in our country; Then, proceeding with basic conception of the enterprise competitiveness, combining the reality of the private enterprise of our country, through analyzing the competition type, Potter’s trade compete for five kinds of strength structure models and rivals, has summarized out the characteristic of the competitiveness of private enterprise, and, consulting the system of the business administration international competitivenesses of WEF and IMD, competitiveness index system of enterprise that be produced by the Economic research center competitiveness seminars of the State Economic and Trade Commission in 2002, has determined to appraise the basic index system of the competitiveness of private enterprise, and also carried on preliminary appraisal to the competitiveness level of private enterprise at the same time; Then the author has put forward the total strategy of the private enterprise of our country through structuring SWOT matrix, And combining Potter’s competition strategic theory, proposes that the private enterprise can implement three kinds of basic competition strategy, on the basis of this the author has put forward the key competitiveness strategy of the private enterprise, and analyzed the basic strategic idea of promoting the competitiveness of private enterprise of our country ; And then regarding marketing as the breach, the author analyzes and researches some marketing tactics of promoting competitiveness of private enterprise of our country especially, including whole marketing management tactics, STP marketing tactics, products and technological innovation tactics , promote tactics, distribution channel tactics, network marketing tactics, corporate culture marketing tactics and crisis marketing tactics; At last through summarizing ,the author thinks, though the promotion of the competitiveness of private enterprise is a system engineering, regard marketing as the breach, through implementing the effective marketing tactics, can promote competitiveness of private enterprise of our country, at the same time the author pointed out some of innovation and weak point of a thesis, and the direction which the author has proposed furthering investigate further.更多还原