【作者】 刘涛；

【导师】 金玉芳；

【作者基本信息】 大连理工大学 ， 工商管理， 2007， 硕士

【摘要】 山东临沂广达商贸有限公司，是一家以商品代理为主的私人商贸企业。经过几年的努力，公司代理的LG洗化系列产品逐渐占据了临沂和日照两地中高端市场，并且，公司的LG洗化产品营业额呈逐年上升的趋势。随着内、外环境的变化，广达公司的LG业务面临着对环境变化反应慢、对不同产品之间联系重视不够、价格混乱和渠道冲突等方面的问题，因此有必要重新明确该公司具有的优势和劣势、面临的机遇和威胁，并制定相应的营销策略，以扩大产品目标市场占有率，保证公司获得持久的竞争优势，从而公司能快速稳定的发展。本文从广达公司现状出发，以现代市场营销理论为基础，综合运用需求分析、供给分析、竞争分析、营销战略分析和营销组合分析等方面的相关原理和方法，结合本人的亲身经历和所作的调查，科学、系统的分析和讨论了广达公司代理的洗化产品目前需求、供给与竞争、公司的资源与能力，并在以市场为导向的基础上，全面的对洗化产品的市场进行了市场细分，选择了LG产品的目标市场，确定了广达公司LG业务的市场定位，最后制定了广达公司LG业务的市场营销组合策略。期望对广达商贸公司LG业务的整体营销工作起到非常重要的促进作用。更多还原

【Abstract】 Shandong GD Limited Corporation is a private enterprise which agent goods. Through several years’ effort, the LG business takes over purgation market gradually. The market shares are middle level and high level. Besides, LG business of GD corporation is becoming upward now.Along with changes of interior and exterior environment, LG business of GD corporation is now facing some market issue, such as: response for environment is very slow; relation between different products is not be regarded; disorder of price and channel conflict. So, it is essential to redefine its own strengths and weaknesses, opportunities and treats, while establish relative marketing strategy for expanding share of the target market, so that it ensure to achieve the lasting competitive strength and develop rapidly.On the basis of modern marketing theories and starting from the company’s situation, this thesis analyzes scientifically and systemically and discusses present exterior and interior environment by using relative theories and methods, i.e. demand analysis, accommodation analysis, compete analysis, market strategy, and exactly evaluate demand, accommodation, and compete, company’s resource and ability. Guided by market orientation, the thesis divides the market segment overall, settles down the basic LG business of GD market and fixes the company as a specialization firm. Finally, the thesis puts forward the marketing strategy, hopefully it may be useful for promotion the whole marketing work significantly of GD’S LG business.更多还原