MBA教育中心知识库

摘  要

随着国家对小微企业发展的不断支持，其存在也为当今就业人员提供了许多就业岗位，在当今社会发展中起到了不可替代的作用，促进了经济的发展和社会稳定。但是，我国小微企业普遍因不具备良好的市场营销管理能力，使其自身竞争能力较弱，甚至很多企业因不了解以销售为主体的营销理念，使得当前小微企业市场营销管理发展缓慢，停滞不前。因此，我们更要注重小微企业关于营销现状方面的改进，从而迎接经济全球化的主旋律，敢于克服企业面临的市场竞争力，从而在当今的社会经济环境下获得更多利润，赢得更光明的发展前景。

泰顺液化气有限公司作为一个小微企业，在液化气终端销售中扮演着重要角色。但随着城镇化进程的推进以及天然气的普及、外部竞争者较多、公司定价不合理、促销方式单一、购买者安全意识薄弱等因素影响，使得市场竞争加剧，泰顺公司的销量也因此出现了下降趋势。随着市场环境的不断变换，泰顺液化气有限公司扮演的角色和市场定位也发生了改变。

本文以泰顺液化气有限公司为研究对象，首先，通过阐述研究背景，结合国内液化石油气行业以及德州市的行业现状，介绍泰顺液化气有限公司现状。其次，引用市场营销策略相关理论，采用调查问卷法、访谈法，以调查问卷及访谈问卷的形式向消费者和部分公司成员进行调查。通过对调查数据进行整理，总结泰顺公司存在问题、分析问题成因。再次，根据 PEST 分析、波特五力模型分析、主要竞争者分析、消费者分析、SWOT分析，总结出公司的优势、劣势、机会、威胁。然后，通过STP理论及问卷结果作市场定位，运用4P理论优化泰顺公司的营销策略。最后，明确制度保障和组织保障，确保营销策略落地落实。

本文全面分析泰顺公司所处的环境，深刻剖析了泰顺公司自身的优势和发展中存在的问题、面临的机遇和挑战，对泰顺公司未来的营销策略进行优化。同时，希望通过本次研究，对泰顺公司的下一步发展提供有益的探索和帮助。

关键词： 泰顺公司 市场营销 营销策略

Abstract

With the continuous support of the country's support for the development of small and micro enterprises, its existence also provides many jobs for today's employees, plays an irreplaceable role in today's social development, and promotes the economic development and social stability.However, China's small and micro enterprises generally do not have good marketing management ability, so that their own competitiveness is weak, and even many enterprises do not understand the sales as the main marketing concept, making the current small and micro enterprises marketing management development slow, stagnation.Therefore, we should pay more attention to the improvement of the marketing status of small and micro enterprises, so as to meet the theme of economic globalization, dare to overcome the market competitiveness faced by enterprises, so as to obtain more profits in today's social and economic environment, to win a brighter development prospects.

As a small and micro enterprise, Taishun LPG Co., Ltd. plays an important role in the sales of LPG terminal.However, with the advancement of urbanization process, the popularization of natural gas, more external competitors, unreasonable pricing, single promotion method, weak safety awareness of buyers and other factors, the market competition is intensified, and the sales volume of Taishun company also showed a downward trend.With the continuous change of the market environment, the role and market positioning played by Taishun LPG Co., Ltd. has also changed.

This paper takes Taishun LPG Co., LTD., as the research object. Firstly, through explaining the background of the research, combining with the current situation of Taishun LPG Co., LTD. in Dezhou city.Secondly, citing the relevant theory of marketing strategy, the questionnaire method and interview method are adopted to survey to consumers and some company members in the form of questionnaire and interview questionnaire.By sorting out the survey data, summarize the existing problems of Taishun company and analyze the causes of the problems.Thirdly, according to PEST analysis, Porter five-force model analysis, main competitor analysis, consumer analysis, SWOT analysis, the company's advantages, disadvantages, opportunities and threats are summarized.Then, STP theory and questionnaire results are used for market positioning, and 4P theory is used to optimize the marketing strategy of Taishun company.Finally, clear the system guarantee and organizational guarantee, to ensure the implementation of the marketing strategy.

This paper comprehensively analyzes the environment of Taishun company, deeply analyzes the advantages and problems, opportunities and challenges, and optimizes the future marketing strategy of Taishun company.At the same time, I hope to provide beneficial exploration and help for the next development of Taishun company through this research.

Key words: Taishun company;Marketing;Marketing strategy