XY公司土工格栅产品营销策略研究-工商管理专业论文.docxVIP

万方数据 万方数据 XY 公司土工格栅产品营销策略研究 摘要 目前全球上百个国家已经认可土工材料并广泛应用，中国正进行大规模的基 础设施建设，特别是重大工程项目需要不同类型的高质量产品，国内外的强劲需 求造就了庞大的土工材料市场。本文的研究对象是目前市场上土工材料行业的佼 佼者 XY 公司，通过现代正规市场营销理论和实际情况相结合的方法，对其在全 球和国内的市场营销策略进行研究，希望对其自身及整个行业企业有借鉴意义。 本文分析了 XY 公司在国内外各个市场和渠道的问题，同时也分析了内部管 理造成的问题。本文从 XY 公司的基本情况和营销现状着手，对其采取的营销策 略进行详细分析，寻找问题产生的原因。然后根据不同客户的需求对土工格栅行 业进行市场细分，结合 XY 公司的技术、实力和管理水平进行目标市场的选择， 然后对选定的目标市场确定自身产品的定位。 根据国内外市场的不同市场特点和国内不同的行业市场特点，针对前面的市 场细分、目标市场选择和产品的定位，紧紧围绕 4P 制定出相应的营销策略。不 同的市场推广不同系列的产品，不同的市场和渠道制定产品高端但不失竞争力的 较高价格，拓展每个市场有潜力的渠道，制定相应合理的促销策略。最后，针对 制定出的营销策略，从营销组织架构设置，到人员的招聘和培训都制定了比较详 细的措施，保障了营销策略执行到位。 关键词：土工格栅；营销策略；市场细分；目标市场 Study on Marketing Strategy about GEOGRIDS of XY Company Abstract At present, hundreds of countries have recognized the widely use of GEOERIDS all over the world. The Chinese government is conducting a large-scale investment in infrastructure construction，especially in great projects which require different types of products with high quality. The strong demand home and abroad creates a huge market of GEOERIDS. The research object of this paper is XY company who is the leader of GEOERIDS market. With the hope of a reference to itself and the whole industry , this paper makes a research in global and domestic marketing strategy of GEOERIDS through the combination of modern marketing theory and actual situation. This paper analyzes the domestic and global market and the channel of the XY company, at the same time, it also makes an analysis of the internal management of the XY company. With the learning of the basic knowledge and marking situation of the XY company, via the specific analysis of its marketing strategy, this paper find the causes of the problems. According to different customer needs, it makes a market segmentation of the GEOERIDS industry. it chooses the object market based on the skills, ability and the level of mamgement of the XY company, then determines its own postion through the selected object market. According to the different features of domestic and for