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1、-EMBA学位论文作者：吴春洪兰州同利达商贸有限公司的营销策略分析AbstractWiththedevelopmentofsociety,economyandinformationtechnology,theneedofbusinesssupportfunctions,environmentalfeaturesandservicefunctionsofbuildingmaterialsindustrypromptthedevelopmentofbuildingmaterialsindustry.Currently,facingthelowthresholdofbuildingmat
2、erialsindustry,thehighlycompetitivesituation,wemusttransformedandinnovatetofitwiththeenviroment.LanzhouTonglidaTradingCompanyastheindustry'sleadingsolutionsprovider,thecompanyisfacingthebiggestchallengesinceestablished.LanzhouTonglidaTradingCompanymustselectagoodwayforitslongdevelopment.Basedo
3、ncurrentmanagementpracticesanddifficultiesofthecompany,combiningwiththeoreticalknowledge,IwanttoresearchmarketingstrategyofLanzhouTonglidaTradingCompany.First，raisedtheissueoftheInstitutetostudy,anddescribesthebackgroundandsignificanceofresearchexploresthecurrentstatusofresearch,theresearchfra
4、mework.Onthisbasis,wecombedandmarketingtheorydevelopmentcontext.Second,analyzesandthestatusofthecompany'sbuildingmaterialsindustry,inturnanalyzed:domesticbuildingmaterialsindustry;NorthwestorwithinasmallerrangeofLanzhouandthesurroundingmarkets;hecompany'sadvantagesanddisadvantagesareanalyzedth
5、roughinternalandcustomerandpeopleinthesameindustry.Third,inthemarketingprocessTPS(marketsegmentation,targetmarketselection,productpositioning)ofthecompany'smarketpositioningandselectthetargetmarketsegments,followedto4Cmarketingtheoryasaframework,fromconsumerdemandstrategy,coststrategy,policyan
6、dcommunicationstrategytoputformardthemarketingandsalesstrateges.Aswellasforthecompany'sdevelopmentofguidanceforotherSMEsinthesameindustryhavereference.Keywords:4Cthory；LanzhouTonglidaTradingCompany;Marktingandsalesstrateges；BuildingMaterialsindustry------II------EMBA学位论文作者：吴春洪兰州同利达商贸有限公司的营销策略分
7、析目录中文摘要.....................................................................................................IAbstract.....................................................................................................II第一章绪论...........
