轮胎产品的组织营销策略探析

《轮胎产品的组织营销策略探析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、安徽大学硕士学位论文轮胎产品的组织营销策略探析姓名：庄苏桔申请学位级别：硕士专业：企业管理指导教师：李开20070401统的分析了佳通的组织营销和营销过程管理的现状及其优势、弱势；第六章是对轮胎企业组织营销的思考，提出对轮胎产品的组织营销组合和过程管理的建议。本文希望通过对轮胎产品组织营销策略的尝试性研究，充实轮胎行业的组织营销理论，并对中国轮胎企业的组织营销管理实践起到一定的参考作用。关键词：轮胎产品；组织营销；营销组合；过程管理ⅡAbstractTireindustryistherapidgrowthindustryin

2、China．NowChina'stireoutputintheUnitedStates，Japan,rankin啷thirdintheworld，isabigfireStates．Inrecentyears，withChina’Shighways，cars,thetransportsectordevelopmentandthepeople’Slivingstandardcontinuestoimprove,Automobiletires，especiallythedevelopmentofradialtiresquickly

3、，Loadthemall-steelradialtireinpreviousyearsthegrowthrateisabove50％semi-steelradialtireintheannualgrowthrateofover20％．Firsthalfof2006，China'sGDPreached9．1443triHionYuan，anincreaseof10．9％．mSis1995，thefastestgrowth，thesecondquarterisnowatan113％．However．the”1lthFive-Ye

4、arP1姐”pedod,China'stireindustrydevelopment,itisatahigherstartingpoint．theyarcfacingmorechallenges，expandingproductioncapacity,marketcompetitionandmotivation,lackofenergyresouIv’七S，theintematioIlalenvironmentuncertainfactorssuchasincreasingcontradictionsanddifficult

5、ies．weneedtofaceandovercomethetireenterprises，thedevelopmentisagoodperiod，willfacencwandseverechallengesandtests．Inthecurrentglobalization,supercompetitiveand由manlicenvironmentofthecharacteristicsoftheenvironment,notonlythecompetitivenatttreandtherulesofcompetition

6、intheeventofchanges，n哪competitionandnewblueprintfortheSUCCesSofthelawwillcontinuetoemerge．Andtherolesofcustomersafeundergoingfundamentalchanges．Acustomer-ccntricerahasarrived．Throughmarketingactivitiestoachievebettercustomervalueandenterprisevalueoftheunity,b∞omebu

7、sinesspracticeofthemoment．Foralongtimenow，peoplehaveatendencytomarketingconc目'nsfocusontheconsumermarket．Currently,thegeneraltheoryofmarketingresearchandpractice，especiallyintheconsunlergoodsmarketresearchandpracticehavebeenanunprecedenteddevelopment,Butontheorgani

8、zationofdomesticmarketingresearchandpracticeseemspale．Infact，alongwitheconomicdevelopmentandeconomicglobalizationaredeepeningandgrowingmarketorga