摘要
山东临沂广达商贸有限公司,是一家以商品代理为主的私人商贸企业。经过几年的努力,公司代理的LG洗化系列产品逐渐占据了临沂和日照两地中高端市场,并且,公司的LG洗化产品营业额呈逐年上升的趋势。
随着内、外环境的变化,广达公司的LG业务面临着对环境变化反应慢、对不同产品之间联系重视不够、价格混乱和渠道冲突等方面的问题,因此有必要重新明确该公司具有的优势和劣势、面临的机遇和威胁,并制定相应的营销策略,以扩大产品目标市场占有率,保证公司获得持久的竞争优势,从而公司能快速稳定的发展。
本文从广达公司现状出发,以现代市场营销理论为基础,综合运用需求分析、供给分析、竞争分析、营销战略分析和营销组合分析等方面的相关原理和方法,结合本人的亲身经历和所作的调查,科学、系统的分析和讨论了广达公司代理的洗化产品目前需求、供给与竞争、公司的资源与能力,并在以市场为导向的基础上,全面的对洗化产品的市场进行了市场细分,选择了LG产品的目标市场,确定了广达公司LG业务的市场定位,最后制定了广达公司LG业务的市场营销组合策略。期望对广达商贸公司LG业务的整体营销工作起到非常重要的促进作用。
Shandong GD Limited Corporation is a private enterprise which agent goods. Through several years' effort, the LG business takes over purgation market gradually. The market shares are middle level and high level. Besides, LG business of GD corporation is becoming upward now.
Along with changes of interior and exterior environment, LG business of GD corporation is now facing some market issue, such as: response for environment is very slow; relation between different products is not be regarded; disorder of price and channel conflict. So, it is essential to redefine its own strengths and weaknesses, opportunities and treats, while establish relative marketing strategy for expanding share of the target market, so that it ensure to achieve the lasting competitive strength and develop rapidly.
On the basis of modern marketing theories and starting from the company's situation, this thesis analyzes scientifically and systemically and discusses present exterior and interior environment by using relative theories and methods, i.e. demand analysis, accommodation analysis, compete analysis, market strategy, and exactly evaluate demand, accommodation, and compete, company's resource and ability. Guided by market orientation, the thesis divides the market segment overall, settles down the basic LG business of GD market and fixes the company as a specialization firm. Finally, the thesis puts forward the marketing strategy, hopefully it may be useful for promotion the whole marketing work significantly of GD'S LG business.
引文
[1] 李宏,董大海.市场营销学.大连:大连理工大学出版社,2005:31-37.
[2] 苗月新.市场营销.北京:清华大学出版社,2004:57.
[3] 菲利普·科特勒.梅清豪译.营销管理.上海:上海人民出版社:2003:178-179.
[4] 王方华.营销管理.北京:机械工业部出版社,2001:25.
[5] 李文.临沂市人口统计报表.统计年报.2006,10(2):12-34.
[6] 刘兵.中国人口增长趋势.中国人口报.2006,12(3):24-36.
[7] Lambc. w Mcdanied C. Principle of Marketing International. New York: Academic Pr.,2003.
[8] 王果.临沂市居民收入与储蓄状况.临沂市统计月报.2006,11(5):45-56.
[9] 杜飞.临沂市人口及宏观经济态势.临沂市统计局统计月报.2006,12(6):32.
[10] 方少华.市场营销咨询.北京:电子工业出版社,2006:71.
[11] 潘永.洗化品市场发展潜力.中国洗化月刊,2006,12(2):86.
[12] 巫国萍.洗化品市场预测.中国洗化月刊.2006.11 (5):97
[13] David Leonhardt. Two Tier Marketing. Toronto:Univ. of Toronto Pr. 1963:23-29.
[14] 王方华,黄沛.市场营销管理.上海:上海交通大学出版社,2003:56.
[15] 黄明化.中国牙膏产品标准.中国洗化月刊,2006,10(2):39.
[16] 迈克尔·波特.乔小东译.竞争战略.北京:华夏出版社,1997:5-12.
[17] 程建峰.牙膏市场分析.中国洗化月刊,2006,11(7):98.
[18] 吴健安.市场营销学.北京:高等教育出版社,2000:56.
[19] 菲利普·科特勒.营销管理(亚洲版).北京:中国人民大学出版社,1997:56.
[20] 范长富.牙膏广告与促销.中国洗化月刊,2006,12(1):88.
[21] Kotler. P. Marketing Management(Tenth Edition).清华大学出版社,2001:298.
[22] 迈克尔·R·索罗.何伟详,熊荣生译.营销管理.北京:经济科学出版社,2005:357-388.
[23] 何志毅.中国营销实战.西安:陕西师范大学出版社,2003:32.
[24] 肖丽,朱珠,朱凌.战略营销.北京:电子工业出版社,2001:80-83.
[25] 郭国庆.市场营销学.武汉:武汉大学出版社,1996:48.
[26] Myers, T.H. Segmentation and Positioning for Strategic Marketing Decisions.北京:电子工业出版社,2005:129-131.