【作者】 曹红；

【导师】 汪波；

【作者基本信息】 天津大学 ， 工商管理， 2004， 硕士

【摘要】 本文运用现代市场营销学理论及营销风险研究的相关理论，结合耀华玻璃集团具体情况进行分析，对市场营销风险的各个方面深入研究，分析了耀华玻璃集团市场营销风险的构成，制定了控制与防范措施，提出了营销组合策略的优化方案和营销风险监视与预警的构想。 本文首先对玻璃工业的行业特征及我国和世界玻璃行业现状、发展趋势进行了研究，旨在为本文对玻璃的营销风险分析建立整体框架；而后运用市场营销理论的PEST 法和波特五力模型对耀华集团市场营销环境进行了分析；在此基础上，运用风险理论对耀华集团的市场营销风险进行了识别与分析；最后综合运用市场细分等理论，运用定性与定量相结合的方法，对如何控制与防范、监视与预警耀华集团市场营销风险进行了深入的研究。论文最后对耀华营销机制的改革与完善、建立健全营销风险责任制提出了具体措施。更多还原

【Abstract】 Using modern theory of marketing and marketing risk research related theory, combining the analysis on Yaohua Glass Group Corporation’s specific conditions, this article deeply researches on every aspect of the risk of marketing and analyses component of Yaohua Glass Group Corporation’s marketing risks, stipulates measures of control and prevention and provides optimized plan for marketing combination strategy and assumption for monitoring of marketing risk and alarming.Centering on analysis of glass marketing risks and establishing whole structures, this article firstly researches on the characters of glass industry and current situation of glass industry of both China and world as well as development trend and then analyses marketing environment of Yaohua Glass Group Corporation; applying for PEST method of marketing theory and Polter Five-Power Model, basing on which and applying for the risk theory, identifies and researches on Yaohua Glass Group Corporation market risks. Lastly synthetically applying market segmentation etc. as well as the method of combining quality orientation and quantity orientation, profoundly researches on how to control and prevent as well as monitor and alarm for Yaohua Glass Group Corporation. Finally the dissertation provides concrete measures for the reform, improvement and establishing a sound marketing risk responsibility regulation.更多还原