摘 要

经济全球化进程不断推进，我国适时地推出各种利好政策，推出可持续发展战略、倡导节能减排、新旧动能转换，确保经济可持续性发展。对于玻璃制造行业来说，既是机会，同样是挑战，浮法玻璃市场竞争变得更加激烈。这一时代背景下，如何确保发挥出自身优势基础上，不断扩大销售额、提高市场占有率，使营销策略不断得到优化，进一步获取销售利润是浮法玻璃生产企业发展中考虑的主要问题。

本文以山东巨润建材有限公司为研究对象，以市场营销理论为基础，运用4P市场营销理论、整合营销理论、波特五力模型、SWOT矩阵分析工具，对山东巨润建材有限公司营销现状、优势、劣势、同行业竞争等进行综合分析，深度剖析了其市场营销策略中出现的问题，明确该公司面临的机会和威胁及自身发展存在的优势和劣势。研究发现，山东巨润建材有限公司营销策略中存在的主要问题有：产品同质化严重、产品定价方式单一、销售渠道缺乏创新、促销策略保守陈旧等。针对以上问题，本文给山东巨润建材有限公司的市场营销策略提出了优化建议：产品形式创新；灵活定价，发挥价格优势；多维度全面拓宽营销渠道；更新理念，多元化促销等。最后指出确保营销策略成功的实施必要措施：建立适应市场环境的营销组织结构；实施客户关系管理，提高客户服务水平；强化企业文化建设。

本文运用理论与实践相结合方式，结合山东巨润建材有限公司自身实际情况，制定了具有实际应用价值的营销策略优化方案，不仅有利于山东巨润建材有限公司提升自身核心竞争力，实现可持续发展，同时对国内浮法玻璃公司的发展也可起到一定借鉴作用。

Abstract

The process of economic globalization is constantly advancing, and China has timely introduced various favorable policies, launched sustainable development strategies, advocated energy conservation and emission reduction, and converted old and new driving forces to ensure sustainable economic development. For the glass manufacturing industry, it is both an opportunity and a challenge, and the competition in the float glass market has become more intense. In this era, how to ensure the utilization of one's own advantages, continuously expand sales, increase market share, optimize marketing strategies, and further obtain sales profits is the main issue considered in the development of float glass production enterprises.

This article takes Shandong Jurun Building Materials Co., Ltd. as the research object, based on marketing theory, uses 4P marketing theory, integrated marketing theory, Porter's Five Forces Model, and SWOT matrix analysis tools to comprehensively analyze the marketing status, advantages, disadvantages, and industry competition of Shandong Jurun Building Materials Co., Ltd., and deeply analyzes the problems that arise in its marketing strategy, Clarify the opportunities and threats faced by the company, as well as the strengths and weaknesses in its own development. Research has found that the main problems in the marketing strategy of Shandong Jurun Building Materials Co., Ltd. include severe product homogenization, single pricing method, lack of innovation in sales channels, and conservative and outdated promotion strategies. In response to the above issues, this article proposes optimization suggestions for the marketing strategy of Shandong Jurun Building Materials Co., Ltd.: product form innovation; Flexible pricing and leveraging pricing advantages; Widen marketing channels comprehensively in multiple dimensions; Update concepts, diversify promotions, etc. Finally, it points out the necessary measures to ensure the successful implementation of marketing strategies: establishing a marketing organizational structure that adapts to the market environment; Implementing customer relationship management to improve customer service levels; Strengthen the construction of corporate culture.

This article combines theory and practice, and combines the actual situation of Shandong Jurun Building Materials Co., Ltd. to develop a marketing strategy optimization plan with practical application value. This not only helps Shandong Jurun Building Materials Co., Ltd. improve its core competitiveness and achieve sustainable development, but also has a certain reference value for the development of domestic float glass companies.