四季车服在济南市的营销策略研究.docxVIP

四季车服在济南市的营销策略研究目 录第一章 绪论11.1研究背景及意义11.2 研究思路11.3研究框架及方法1第二章 理论综述22.1相关理论基础22.1.1市场营销的STP理论22.1.2 市场营销的4P理论22.2 国内外研究现状32.2.1 国外研究现状32.2.2 国内研究现状3第三章 四级车服济南地区发展分析43.1发展历程与成就43.2产品销售情况分析4第四章 四级车服在济南市场的营销环境54.1 swto分析54.1.1?优势(Strength)54.1.2劣势(Weakness)54.1.3机遇(Opportunity)54.1.4威胁分析（Threat）64.2 stp分析74.2.1?市场细分(Segmentation)74.2.2?市场选择(Targeting)74.2.3?市场定位(Positioning)84.3营销存在问题84.3.1产品类目窄84.3.2营销效果有限84.3.3渠道单一受限8第五章 四级车服在济南市场的营销策略95.1产品策略95.2促销策略105.3渠道策略105.4价格策略11结语11参考文献12摘 要市场营销对于企业的生存与发展具有重要的意义。市场经济改革的不断深入，我国企业的发展面对的竞争压力越来越大，随之突显的问题也是越来越多，如何采取有效的科学的营销策略以保证我国企业在国际化的竞争中立于不败之地成为新时代背景下许多企业需要研究的重要课题。本文根据现代市场营销的基本理论，对四级车服所处的环境、定位、目标和营销策略进行细致分析。作为山东汽配行业的领导企业之一，四级车服在济南市场的成功，很大程度上代表了汽配企业市场营销能力之强大，同时也不得不指出四级车服存在的问题，其成功之处和经验教学对于济南汽配企业或其他企业都具有很好的参考和借鉴意义。关键词：四级车服；营销；竞争力ABSTRACTAmore Pacific Group is the largest professional engaged in the development of South Korean cosmetics, production and sales of international group. The Pacific Group has 60 years of history in South Korea, as the birthplace of the global company engaged in the beauty industry, a commitment to undertake stimulated modern womens constant pursuit of the beauty of the responsibility. This article will the marketing strategy focuses on amore Pacific Group, sort of success in Chinese amore in the market, the formation of scientific theory. Marketing has important strategic significance in the operation of modern enterprises, according to the basic theory of modern marketing, the Department of amore group environment, positioning, target and marketing strategy detailed analysis. As one of the South Korean cosmetics industry leader, in Chinese amore market, market and global success, largely On behalf of the South Korean cosmetics enterprises marketing ability strong, also have to point out problems amore group existing references for Chinese enterprises, the successful points and teaching experience for Chinese cosmetic enterprises or other enterprises has very good reference and reference.Key words: am