【作者】 王仁干；

【导师】 张玲；

【作者基本信息】 湖南大学 ， 工商管理， 2006， 硕士

【摘要】 热镀锌是钢材防蚀方法中应用最普遍、最有效的工艺措施,热镀锌钢材广泛应用于国民经济基础产业。伴随着我国经济的快速增长以及大力发展建筑、交通、电力和城市基础建设,镀锌铁丝行业迅速发展,行业内竞争也越来越激烈。天元实业有限责任公司是专业生产经营热镀锌铁丝的民营企业。公司成立初期,公司在极为有利的形势下不断扩大规模,迅速成长,目前在行业内已具有一定影响和较强的实力。但是,众多的同业竞争者的不断进入使整个行业的市场环境和供求关系发生了巨大变化,也使天元公司的生存和发展面临着严峻的考验和挑战。因此,对行业环境、主要竞争对手及顾客等进行认真分析,科学的制定和实施有效的市场营销策略对天元公司在激烈的市场竞争中获取和保持竞争优势,不断做大做强具有非常重要的现实意义。本文研究主要从天元实业有限责任公司市场营销内外部环境分析、公司市场营销方案策划两方面展开。通过外部营销环境分析,识别各种外部力量及其对公司的影响,为公司抓住发展机会,避开环境威胁提供科学依据。内部资源和营销能力的分析的任务是认清公司自身资源的优劣势和营销过程中存在的问题和不足之处,为公司选择制定市场营销策略方案奠定基础,指明方向。本文的重点是根据现代市场营销学理论和方法,以传统的4Ps理论为基础,为天元公司进行市场营销方案策划:在市场细分的基础上,选择确定天元公司的目标市场和进行了恰当的市场定位;提出了天元公司镀锌铁丝的4Ps营销组合策略,即产品策略、价格策略、分销策略、促销策略。最后,本文还从营销组织结构和营销人员选择、培训、管理等两个角度对有效保障营销策略的实施进行了探讨。更多还原

【Abstract】 Hot zinc-plated method is one of the most popular and effective anti-corrosive methods, and it is widely used in the national economic basic industries. With the development of our country’s economy and developing the building, traffic, electricity and urban infrastructure in a more cost-effective manner, the hot zinc-plated iron wire industry develops rapidly, and then competition becomes more and more intense in the industry.Tianyuan Industrial Corporation is a private enterprise that specializes in hot zinc-plated wire production. Because of advantageous situation, the company grew up rapidly in the initial stage of its founding and has already had certain influence and stronger capability in the trade at present. But the constant entries of competitors have made a great change to the whole market environment and supply-demand relationship and made Tianyuan industrial corporation face severe test and challenge. So analyzing environment of the industry, main competitors and customer conscientiously and formulating and implementing effective marketing tactics have a very important realistic significance for Tianyuan Industrial Corporation in obtaining and keeping competitive advantages among fierce market competition and becoming bigger and more powerful.This paper mainly studies the marketing environment and marketing strategy of Tianyuan Industrial Corporation. Through the analysis of the external marketing environment and distinguishing each kind of external strength and its influence on the company, it provides the scientific basis for holding the opportunity of development for the company and avoiding the environment threat. The task of the analysis of internal resources and the marketing ability is to clearly recognize the pros and cons of the resources in the company and questions and deficiencies in the marketing process. It will lay the foundation and indicate the direction for the company to choose and formulate the marketing strategy.The fourth and fifth chapter is the emphasis of this paper. In this part, author designed the marketing strategy for Tianyuan Industrial Corporation in the use of“4PS”theory. Firstly, author choosed the targeted-market through the analysis of market segmentation and took a market positioning; and then, author designed marketing strategy for Tiyuan Industrial Corporation from four angles: product, price,更多还原