依诺陶瓷有限公司营销策略改进研究

LZUFE-KMS

作者	韩亚慧
姓名汉语拼音	Han yahui
学号	2017000011387
培养单位	兰州财经大学
电话	13919123771
电子邮件	2396777909@qq.com
入学年份	2017
学位类别	专业硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理硕士(MBA)
学科代码	1251
授予学位	管理学硕士
第一导师姓名	黄怡
第一导师姓名汉语拼音	Huang Yi
第一导师单位	兰州财经大学
第一导师职称	教授
题名	依诺陶瓷有限公司营销策略改进研究
英文题名	Research on INOL ceramics Co. LTD’s Marketing Strategy
关键词	瓷砖公司市场营销策略改进策略
外文关键词	Ceramic company ; market strategy ; improvement strategy
摘要	随着中国经济的快速发展，城镇化进程和基础设施建设大步迈进，人民群众对生活品质的要求日益提升，家居建材产品的需求量也随之增长。陶瓷砖产业迎来了重大发展机会的同时，也面临着挑战。营销策略是以顾客需要为出发点，根据经验获得顾客需求量以及购买力的信息、商业界的期望值，有计划地组织各项经营活动，通过相互协调一致的营销策略，为顾客提供满意的商品和服务而实现企业目标的过程。依诺陶瓷有限公司作为中小企业，面临市场的巨大压力，在面对复杂的市场环境和激烈的市场竞争中，在营销策略方面存在的问题逐渐凸显，制约和影响了依诺的长期发展，因此亟需在营销方面提质升级，不断提高公司产品市场竞争力和品牌影响力，向中国陶瓷砖市场第一梯队不断迈进。本文以依诺陶瓷有限公司为研究对象，探寻其营销方面存在问题的解决办法和改进措施。首先通过分析和运用相关概念和理论基础，为论文奠定理论基础；其次从陶瓷砖行业所处的宏观环境、目标市场分析及内外部竞争下的态势分析，找出依诺陶瓷有限公司在营销方面存在的主要问题，以及分析问题产生的原因所在；再次根据调查发现的问题，运用相关理论和依据现实状况为依诺陶瓷有限公司营销问题提出改进措施和优化方案。本文中依诺陶瓷有限公司在陶瓷砖行业营销中存在的问题和障碍是行业内普遍存在的问题，具有一定的共性特征。因此，分析依诺陶瓷有限公司营销改进策略可以为陶瓷砖行业中其他企业提供可借鉴经验，对推动整个陶瓷砖行业的健康发展具有实际价值和现实意义。关键词：瓷砖公司市场营销策略改进策略
英文摘要	With the rapid development of China's economy, urbanization and infrastructure construction have made great strides, the rise in residents' income levels has brought about an increase in the demand for quality of life and increased the demand for home building materials. While the ceramic tile industry has ushered in major development opportunities, it is also facing challenges. Marketing strategy is based on customer needs as the starting point, obtain information on customer demand and purchasing power, and business expectations based on experience, organize various business activities in a planned way, and provide customers with satisfactory products and services through coordinated marketing strategies. And the process of achieving corporate goals. As a small and medium-sized enterprise, INOL ceramics Co.LTD is facing huge market pressure. In the face of the complex market environment and fierce market competition, problems in marketing strategies have gradually become prominent, restricting and affecting the long-term development of INOL. There is an urgent need to upgrade the quality of marketing, continuously improve the company's product market competitiveness and brand influence, and continue to advance to the first echelon of the Chinese ceramic tile market. This article takes INOL ceramics Co.LTD as the research object to explore the solutions and improvement measures for its marketing problems. Firstly, through the analysis and application of related concepts and theoretical foundations, lay the theoretical foundation for the thesis; secondly, from the macro environment of the ceramic tile industry, the analysis of the target market and the analysis of the situation under internal and external competition, to find out the marketing aspects of INOL ceramics Co.LTD. The main existing problems and the analysis of the reasons for the problems; again based on the problems found in the investigation, using relevant theories and actual conditions to propose improvement measures and optimization plans for the marketing problems of Enoch ceramics Co.LTD. In this article, the problems and obstacles in the marketing of INOL ceramics Co.LTD in the ceramic tile industry are common problems in the industry and have certain common characteristics. Therefore, analyzing the marketing improvement strategy of INOL ceramics Co.LTD can provide other companies in the ceramic tile industry with reference experience, and has practical value and practical significance for promoting the healthy development of the entire ceramic tile industry. Keywords: Ceramic company; market strategy; improvement strategy
学位类型	硕士
答辩日期	2020
学位授予地点	甘肃省兰州市
页数	58
研究方向	企业营销
论文总页数	58
插图总数	0
插表总数	0
参考文献总数	57
馆藏号	0004001
保密级别	公开
中图分类号	F203.9/781
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/30908
专题	兰州财经大学
作者单位	兰州财经大学-MBA中心
第一作者单位	MBA教育中心
推荐引用方式 GB/T 7714	韩亚慧 . 依诺陶瓷有限公司营销策略改进研究 [D]. 甘肃省兰州市. 兰州财经大学,2020.

条目包含的文件		下载所有文件
文件名称/大小	文献类型	版本类型	开放类型	使用许可
依诺陶瓷有限公司营销策略改进研究.PDF（797KB）	学位论文		开放获取	CC BY-NC-SA	浏览下载