资源描述:
《基于7p理论的d公司成套饲养设备营销策略研究》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、基于7P理论的D公司成套饲养设备营销策略研究论文摘要伴随全球经济一体化进程加快,市场竞争更为激烈,只有做到以客户为中心,尽可能满足客户需求,才能使企业在竞争屮获得成功。面临激烈的市场竞争环境,【)公司意识到改善营销策略的重要性,只有坚持顾客需求为导向,才能巩固企业的核心竞争力,使企业在激烈的竞争中脱颖而出。本论文第一章主要介绍了本文研究背景、冃的、必要性及研究的方法和内容。第二章主要介绍了本文应用到的营销策略的理论基础,包括7P营销理论和SWOT分析理论。第三章主要介绍了D公司的相关背景,并运用SWOT分析方法研究了D公司的优劣势以机会和威胁。第四章根据传统
2、7P营销理论,分析了D公司在产品,促销,价格,渠道方面人员,过程,有形展示等方面的现状和问题。第五章根据7P的服务营销理论,针对第四章出现的现状问题提出了相关的改进措施。总的来说,本次研究以7P服务营销理论为基础,对D公司营销策略进行了深入的研究分析,并按照问题提出了相应的改进措施,对企业今后的发展具有深远的实践意义,有助于提高D公司的客户满意度,从而实现其竞争力的提升。关键词7P营销理论SWOT矩阵分析网络促销客户满意度AbstractWiththeaccelerationofglobaleconomicintegration,marketcompetit
3、ionismoreintense.Onlybyfocusingoncustomersandsatisfyingcustomers1needscanenteiprisessucceedincompetition.Facingthefiercemarketcompetitionenvironment,Dcompanyrealizestheimportanceofimprovingmarketingstrategy.Onlybyadheringtocustomerdemandorientation,canweconsolidatethecorecompetitiv
4、enessofenterprisesandenableenterprisestostandoutinthefiercecompetition.Thefirstchapterofthispapermainlyintroducesthebackground,purpose,necessityandmethodsandcontentsofthestudy.Thesecondchaptermainlyintroducesthetheoreticalbasisofthemarketingstrategyappliedtothisarticle,includingthe
5、7PmarketingtheoryandtheSWOTanalysistheory.ThethirdchaptermainlyintroducestherelatedbackgroundofDcompany,andusestheSWOTanalysismethodtostudytheadvantagesanddisadvantagesofDcompanywiththeopportunityandthreat.Thefourthchapter,accordingtothetraditional7Pmarketingtheory,analyzesthestatu
6、sandproblemsofDintermsofproducts,promotions,prices,channels,personnel,process,physicaldisplayandsoon.Thefifthchapter,accordingtotheservicemarketingtheoryof7P,putsforwardsomemeasurestoimprovethestatusofthefourthchapters.Overall,thisstudyisbasedonthe7Pservicemarketingtheory,themarket
7、ingstrategyofDcompanyconductedin-depthresearchandanalysis,andaccordingtotheproblemsputforwardthecorrespondingimprovementmeasures,hasfar-reachingpracticalsignificanceforthefuturedevelopmentofenterprises,helptoimprovetheDcompany'scustomersatisfaction,inordertoachieveitscompetitivenes
8、supgrade.Keywords7Pmarketi