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MBA碩士畢業論文_ZJ監理公司的營銷策略研究DOC

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I 摘要 ZJ 監理公司是一家總部位于陜西省的國有企業,隸屬于某通信運營商,主營工 程監理服務和相關的技術咨詢服務。該公司曾經依靠關聯交易和與其他兩家運營商的 戰略合作,長期擁有穩定收入。但近年來,由于外部環境的變化,ZJ 監理公司的營 收增長不斷遭遇挑戰,公司收入來源較為單一,客戶群體較小等弊端不斷顯現。怎樣 依靠公司現有的資源和經驗,迅速摸索出符合公司當前需求,并行之有效的營銷策略, 成了 ZJ 監理公司的首要課題。 本文在運用基本營銷理論的基礎上,通過訪談法、比較分析法、PEST 分析法和 SWOT 分析法等方法對 ZJ 監理公司的營銷策略進行全面分析。首先依照 PEST 分析 法和 SWOT 分析法對 ZJ 監理公司所處的內外部環境進行分析,得出公司發展的現狀 和存在的問題,找準營銷方向。接下來進一步明確 ZJ 監理公司的市場定位和產品劃 分,并依據 4P 營銷理論和 3R 營銷理論對 ZJ 監理公司的產品設計、營銷渠道、營銷 方法等進行深入研究,對營銷策略的執行過程和結果進行分析,通過數據對比證實營 銷策略的有效性,從而得出研究結論。 本文分析了 ZJ 監理公司從發現問題到建立營銷策略、執行策略和收獲結果的全 過程,強調了營銷策略在公司發展中的重要性。本文的研究內容是營銷理論在工程監 理領域的一次成功實踐,也是國有企業市場化改革的一份生動案例。 關鍵詞:工程監理,市場競爭,營銷策略 研究類型:應用研究ABSTRACT III ABSTRACT ZJ Project Supervision Company is a state-owned enterprise located in Shaanxi Province. This company is affiliated to a telecom operator,and its main business are project supervising and consulting. The company used to rely on affiliated transactions and strategic cooperation with the other two telecom operators, with long-term stable revenue. However, in recent years, due to the changes of external environment, the revenue growth of ZJ has been confronted with challenges, and the disadvantages such as single income source and small customer group have been emerging. How to rely on the company's existing resources and experience, quickly find out in line with the company's current needs, and effective marketing strategy, has become the top priority of ZJ. Based on the basic marketing theory, this thesis makes a comprehensive analysis of the marketing strategy of ZJ through comparative analysis, case analysis, PEST and SWOT analysis. Firstly, according to the PEST and SWOT analysis methods, the internal and external environment of ZJ are analyzed, then the existing problems are exposed, these factors help ZJ find its marketing direction. Next, the market positioning and product division of ZJ are further clarified. Based on the marketing theory of 4P&3R, the product design, marketing channels and marketing methods of ZJ are further studied. The execution of the marketing strategy and the results are analyzed, and the effectiveness of marketing strategy is confirmed through data comparison, and it leads to the conclusion of the study. This thesis analyzes the whole process of ZJ from finding problems to establishing marketing strategies, implementing strategies and harvesting results, and emphasized the importance of marketing in the company. This thesis is not only a successful application of marketing theory in the field of project supervision, but also a vivid case of market-oriented reform of state-owned enterprises. Key Words:Project Supervision,Market Competition,Marketing Strategy Research Type:Application Research目錄 V 目錄 摘要 ........................................................................................................................................I ABSTRACT.........................................................................................................................III 第一章 導論 .......................................................................................................................1 1.1 研究背景及意義...................................................................................................1 1.1.1 研究背景......................................................................................................1 1.1.2 研究意義......................................................................................................2 1.2 研究內容和方法...................................................................................................3 1.2.1 研究內容......................................................................................................3 1.2.2 研究方法......................................................................................................3 1.3 研究思路與論文框架...........................................................................................4 1.3.1 研究思路......................................................................................................4 1.3.2 論文框架......................................................................................................4 第二章 相關理論綜述 .......................................................................................................6 2.1 市場營銷的相關概念...........................................................................................6 2.1.1 市場營銷的定義..........................................................................................6 2.1.2 4P 營銷理論 ................................................................................................7 2.1.3 3R 營銷理論 ................................................................................................7 2.1.4 關系營銷理論.............................................................................................8 2.2 市場營銷的分析工具...........................................................................................9 2.2.1 PEST 分析模型 ...........................................................................................9 2.2.2 SWOT 分析法 .............................................................................................9 第三章 ZJ 監理公司的概況及其營銷現狀 ....................................................................11 3.1 ZJ 監理公司簡介................................................................................................ 11 3.2 ZJ 監理公司的經營概況....................................................................................12 3.3 ZJ 監理公司存在的問題....................................................................................13 3.3.1 主營業務收入減少...................................................................................13 3.3.2 市場競爭壓力加劇...................................................................................13 3.3.3 收入來源結構不均衡...............................................................................14 3.3.4 營銷工作不受重視...................................................................................14 第四章 ZJ 監理公司的營銷環境分析 ............................................................................15 4.1 對 ZJ 監理公司的 PEST 分析............................................................................15西北大學碩士學位論文 VI 4.1.1 政治環境分析...........................................................................................15 4.1.2 經濟環境分析...........................................................................................16 4.1.3 社會環境分析...........................................................................................17 4.1.4 技術環境分析...........................................................................................17 4.2 對 ZJ 監理公司的 SWOT 分析..........................................................................19 4.2.1 優勢分析...................................................................................................19 4.2.2 劣勢分析...................................................................................................20 4.2.3 機會分析...................................................................................................21 4.2.4 威脅分析...................................................................................................22 4.2.5 SWOT 分析的綜合評價............................................................................23 第五章 ZJ 監理公司營銷策略的制定.............................................................................24 5.1 目標客戶的選擇 .................................................................................................24 5.1.1 目標客戶:集團客戶的定義...................................................................24 5.1.2 目標客戶的價值分類與需求特點...........................................................24 5.2 目標市場的選擇 .................................................................................................26 5.2.1 目標市場的地域范圍...............................................................................26 5.2.2 目標市場的行業類別...............................................................................26 5.2.3 目標市場的容量與特征...........................................................................26 5.2.4 目標市場的競爭態勢...............................................................................27 5.3 產品設計 .............................................................................................................29 5.4 投標報價策略 .....................................................................................................30 5.5 營銷渠道 .............................................................................................................31 5.5.1 公司領導和客戶經理的關系營銷...........................................................31 5.5.2 “全員營銷”方案........................................................................................32 5.5.3 一線項目部的口碑營銷...........................................................................32 5.5.4 網絡營銷...................................................................................................33 5.6 營銷體系 .............................................................................................................34 5.6.1 第一層級:集團客戶部的營銷職能.......................................................35 5.6.2 第二層級:工程事業部的營銷職能.......................................................36 5.6.3 第三層級:項目監理部的營銷職能.......................................................36 第六章 ZJ 監理公司營銷策略的實施與保障.................................................................38 6.1 營銷策略的實施過程 .........................................................................................38 6.1.1 制定營銷策略的背景...............................................................................38 6.1.2 營銷策略的實施步驟...............................................................................39 6.2 營銷策略的實施成果 .........................................................................................41目錄 VII 6.2.1 公司營收持續增長...................................................................................41 6.2.2 收入結構趨于合理...................................................................................43 6.3 組織制度的保障.................................................................................................44 6.3.1 激勵制度...................................................................................................44 6.3.2 考核制度...................................................................................................46 6.4 人力資源的保障.................................................................................................47 6.4.1 客戶經理后備人才隊伍...........................................................................47 6.4.2 集團客戶產品專家團隊...........................................................................48 6.5 文化建設的保障.................................................................................................49 6.5.1 黨建文化的引領作用...............................................................................49 6.5.2 企業文化的導向作用...............................................................................50 結論 .....................................................................................................................................52 研究總結......................................................................................................................52 研究展望......................................................................................................................52
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