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1、上海交通大学硕士学位论文新加坡井河原株式会社市场营销策略研究姓名：谢晓青申请学位级别：硕士专业：工商管理指导教师：朱启贵20090111所选择的目标市场，通过调研信息综合分析该公司目前的市场定位和相关营销策略对目标市场的有效性，从而制定IIST的组合营销策略，力求为IIST公司研究并制定切实可行的市场营销战略。关键词：市场营销，营销策略，战略经营，新能源RESEARCHONMARKETSTRATEGYOFIGAWARAINDUSTRIALSERVICEANDTRADINGPTELTD(IIST)ABSTRACTWiththemarketeconomy，sdevelo
2、pmentandstrongcompetition,theenterprisesaremoreandmorerelyontheclientsandmarkets,whichevenheightenstotheprideofplace・Howtograspthemarketspulse,constitutetheefficientmarketingstrategy,meettheclientandmarket^requirements,andwintheclientsvalue,whichbecomethekeyquestionsforeachenterprise.I
3、tisthegroundworkofenterprisestrategytofindthevaluableclientsandmarkets,andconstitutethemarketingstrategy.Iftheenterpriseswanttokeepsuccessfuldevelopmentsunderthestrongcompetitionenvironments,theymustacclimatizeitselftonewmarketenvironmentsanddevelopments,adaptthemarketchangesefficientl
4、y,analysisitselfadvantagesanddisadvantages,adjustandinnovatethemanagementstrategy.Theenterpriseinnovationstrategycanbesuccessfulornot,whichisnotonlydependsonthecorrectnessofmanagementstrategy,butalsoclingtotheabilityofcollocatingenterpriseresourceefficientlyduringstrategyimplementsanda
5、djustingthemanagementstrategydulyaccordingtothechangesofinternalandexternalenvironment.Theenterpriseswantstoadvancethecorecompetition,theymustconstituteinnovationmanagementstrategy,developnewproduct>newtechnologyandcreatenewmarketrequirements.Thepapermainlydiscussesaboutthetheoryofente
6、rprisemarketingstrategy,andanalyzestheplanofenvironmentprotection、energysourcesadvocatedbythegovernment,theStateDepartment,acquaintstheinternalandexternalenvironmentofIISTfully,analyzesitselfadvantagesanddisadvantagesdeeply,summarizesthepresentopportunitiesandchallenges,makesuseofmoder
7、nstrategyresearchtools,investigatestheintegratedinformationofIISTincludinginthecompany，smarketpositioningandtherelatedmarketingstrategy,then,itconstitutestheorganizationthefeasibleandefficientmarketingstrategyofIISTandcarryitout.KEYWORDS:marketing,marketingstrategy,tacticmanagement,e
