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1、万方数据江苏大学工商管理硕士(MBA)学位论文ABSTRACTInrecentyears，Chinesewindowsfilmindustryisdevelopingrapidly，architecturalglassproductsitselfbelongstothiskindofenergy-savingproductisoneofaseriesofeconomicactivity，itcannotonlybringpeoplecancomfortably,antiglare，beautifytheenvironment，theprotectionofprivacy，safetyan

2、danti-theftfunctions，themostimportantofall，energy-savinginsulation，hecarlkeeptheofficeenvironmentandhometheenvironmentcomfortableandcansavetheenergyconsumptionbymorethan30％，buttheentireindustryexistsmanyproblems，suchasseriousproductshomogenization，thewholemarketnormsandSOon，thereforeAcompanytoenh

3、ancetheirmarketinginthismarketenvironment，proposesthemarketingstrategyclearandpositioningofgreatsignificance．Windowsfilmistheobjectofstudy，thispapertakes4Psasthebasictheoreticalframework,usingthemethodofanalysisofSWOTandS．T．P，plusalargenumberofsurveydataconductedacomprehensiveanalysisofthemarketi

4、ngstrategyofAcompanyinthemarketenvironmentofhowtomakeareasonablemarketingstrategyofcompanyproducts．nlisthesisusesthesurveydataandaccesstoinformationandsomeothermethods，objectiveresearchpresentsituationofChinamarketwindowfilm，basedonthe4PstheoryasaframeworkfromtheInfiltrator，buysupply，substitutes，

5、bargainingpowerofcompetitionbetweentheindustrytodoasimpleanalysis，next，thepaperusesSWOTmethodhascarriedontheanalysistotheAcompanywindowsfilmenvironment，thenappliesthemethodofS．T．Panalysisandexpoundstheviewsofwindowsfilmmarketsegmentation，marketpositioning，targetmarketdeterminationoftheAcompany，fi

6、nallyusingthemarketmarketingtheoryandmethodtoanalyzewindowsfilmproductstrategy，pricingstrategy，channelstrategy，productpromotionstrategyestablishment，implementationopinions．Keywords：windowfilm，productstrategy,pricestrategy,channelstrategy,promotionstrategyII万方数据江苏大学工商管理硕士(MBA)学位论文目录第1章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

7、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．1研究背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．2研究目的与意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．3国内外研究现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．3．1国外研究综述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．21．3．2国内外研究综述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．，⋯⋯31．3．3研究的发展趋势⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯