上海栋华公司营销战略与策略分析

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1、中文摘要展提供了有益帮助，相信对沥青行业的其它中小公司在制定营销策略时也会有一定的参考价值。关键词：沥青上海栋华营销环境营销策略ⅡAbstractAsphaltisoneofthemostquicklydevelopingindustriesandhasbroadprospect．Productsandtechnologiesofasphaltchangewitheachpassingdayandthecompetitionbecomemoreandmoreintensive．Withtheen

2、largementofinvestmentscaleonhighwayconstruction，domesticandoverseafirmscontendsharplywitllmarketingresource．ThesituationbecomesseveretotheenterprisesofasphaltindustryinChina．Asatypicalmiddle—smallsizedenterprise，Tonvacompanyfacesthesameproblem．Tonvac

3、ompanyhastofaceuptotheopportunitiesandchallengesbroughtaboutbythevarietiesofintemalandextemalenvironments，anddrawsupitsstrategyofexistenceanddevelopmentproperlySOastobethewinnerintheheatedmarketcompetition．First，thethesisstartswiththeinformationofbit

4、umenproductandtheoreticalcontext．Second，itanalyzesthemarketingconditionsofTonvacompany,whicharemainlyaboutpoliticalenvironment，economicenvironment，socialenvironmentandtechnologyenvironment．Third,itintroducesthetradepolicy,tariff,creditpolicyanddomest

5、icfirm’Soutputandmarketingdemands．Atsametime，itanalysesthevarietiesofexternalenvironmentsandthemainproblemsofTonvacompanyandthemarketingactualitiesbasedondetaileddataofasphaltindustry．Andthenitmakesasystematicanalysistoitsmaincompetitors，whoarethemos

6、timportantoffiveforces，anditfindsouttheopportunitiesandthreatsofexternalenvironments．ItalsomakesananalysistoTonvacompany’sintemalconditiontofindoutitsstrengthsandweaknesses．InordertOmakeoverallcostleadership，theauthorpaymoreattentiontOtheresearchofva

7、luechainofTonvacompany．InSTPanalyze，itmakesmarketsegmentationaccordingtotheproductsperformanceandcharacterofdemand．ThenitdeterminesthetargetmarketofeachproductaccordingtothepotentialofsegmentandresourceorabilityofTonvacompany．Itusesthemethodofresearc

8、hbasedonbasictheoryandmethodofmarketingstrategymanagementformulatesthedifferentmarketingstrategiesforeachtargetIIIAbstractmarket．Toensurethefulfillmentofthemarketingstrategies，thethesisdrawsupspecificplanofproduct，price，placeandpromotion，andalsoputsc