步阳集团营销策略研究毕业论文

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1、摘要纵观步阳集团国内外研究现状，为了适应经济全球化时代的到来,企业必须转变旧的营销观念,树立全新的营销理念,实施品牌营销策略、服务营销策略、绿色营销策略、形象营销策略和网络营销策略。本文针对步阳集团的发展及现状做了分析，对其的营销模式及营销理念做了一些现代化的个人理解，通过完善各种营销策略，力求成为国内市场内真正具有影响力的门业品牌。关键词：营销理念营销策略品牌文化门业产品目录前言······················································································1一、步阳集团简介·······

2、······························································2二、步阳集团营销现状与分析······················································3（一）步阳集团营销现状简介·····················································3（二）步阳集团营销现状分析······················································41、步阳集团成功营销策略总结··············

3、····················42、步阳集团营销策略问题分析················································4三、改善步阳集团营销策略的建议·········································4（一）创新营销理念····················································5（二）品牌策略建议····································································6（三）服务策略建议····

4、······························································7（四）网络营销策略建议·····························································7四、结论·····················································································9参考文献································································

5、10致谢································································11前言美国市场营销协会对品牌的定义是：品牌是一种名称、术语、标记、符号或设计，或是它们的组合运用，其目的是借以辨认某个销售者或某群销售者的产品或服务，并使之同竞争对手的产品和服务区别开来。品牌作为企业参与竞争的“第一张名片”成为赢得市场的关键。在国际经济一体化的新形势下，各国品牌都将面临一个更加国际化和商业化的市场，我国的品牌竞争力将直接体现在国际国内市场上，即使是在国内市场，所面对的也同样是国际企业品牌的竞争，使品牌具有国际竞争力，这是我国企业

6、必须关注的战略问题，品牌营销成为营销创新的新趋势。随着经济全球化愈演愈烈，以及跨国集团在我国本土竞争的加剧，强化品牌特色已成为各跨国企业应对激烈挑战的重要措施，我国企业如何在经济全球化的背景下开展品牌营销也显得尤为重要。文章在对品牌及品牌营销的内涵进行界定的基础上，从品牌营销意识、品牌定位、品牌管理及传播几个方面对我国企业的品牌营销策略进行了探讨，并得出了相关结论。随着经济全球化时代的到来,企业的营销环境呈现出了新的特点。为此,我国企业必须转变旧的营销观念,树立全新的营销理念,实施品牌营销策略、服务营销策略、绿色营销策略、形象营销策略和网络营销策略,不断学习国外企业营销管理的先进经

7、验,促进我国经济的健康发展。营销创新是推动企业发展的主导力量，企业要制胜知识经济时代、提升企业核心竞争力，必须进行营销创新而营销策略创新是营销创新的核心，它主要包括产品策略创新、价格策略创新、渠道策略创新和促销策略创新。一、步阳集团简介步阳集团创立于1992年，经过十多年不断发展，形成步阳门业、步阳车业、步阳置业、步阳汽车零部件、步阳物流为主的五大支柱产业。集团目前占地面积45万平方米，5000多名员工，拥有11条国际先进的现代化门业生产线，八条现代化车业生产线，三条