lh公司营销策略研究

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1、西南交通大学硕士研究生学位论文第1I页AbstractTheprintingindustryisveryfamiliarwiththegeneralpublic，however,withoutin‘depthunderstanding．LHcompanyisakeypointwithintheprintingindustrychain；henceit'smeaningfultomakeastudyabouthowtograsptheopportunitiesbroughtbythisdeve!opmenbespeciall

2、yamidstthefinancialcrisis，whichcoincideswithmysystematicallyMBAstudy；andwhatIamgoingtoemployistouseavarietyofmanagementexpertiseMBA，combinedwiththeactualsituationinthecompanytodevelopmarketingstrategiesandeffortstodevelopmarketingstrategiesinaccordancetothepractic

3、e，SOthecompanycancometotheforeintheirrespectivefields．Inthispaper，anissuerelatedtothisstudyhasveryimportantsignificance．Inthispaper，theuseofmarketingtheoryandknowledgegetrelatedtotheCompany。Sexternalenvironmenbincludingthemacroeconomicenvironmenbthecompetitiveenvi

4、ronmentandindustryanalysis，andfinallycomestoopportunitiesandthreatsthatenterprisesface．Toexplorethecompany’Sinternalsituation，1willmakeain。depthanalysisofstrengthsandweaknesseswithinthecompanytodevelopmarketingstrategies；furtherapplicationofmarketingdecision—makin

5、gtheory，fromthemarketsegments-targetmarketanalysis。marketpositioningofthesethreeprocessesthecompanydevelopedamarketingdecision。making；accesstothenext，accordingtoenterprisestopurchasecustomerbuyingbehaviortheory,combinedwithourcustomerstobuyfeaturesladetailedanalys

6、isofcustomerbuyingbehaviorImarketingmixstrategyforthedevelopmentofthecompanyprovidesabasis；finally，underthefrontofallthetheoreticalknowledgeandanalyticalresults,1willapplythemarketingPortfolioStrategy4Ptheory。thatislproductIpromotionlplace(channel)，priceportfoliot

7、heory，andworkedoutinlinewiththecompany'smarketingmixstrategy．西南交通大学硕士研究生学位论文第1II页China’ssmallandmediumenterprisesaccountformorethan98％ofthenumberofenterprises，butSMEsonaveragelifeexpectancyisonlythreetofouryears．Howtosolvethesurvivalproblemsofsmallandmediumenterpr

8、ises，developmentandgrowthissues，Ibelievethatacompanymustalwaysmakeastrategicdecisionforscientific，standardizemanagement,pragmaticstyleofwork,andstriveto