Elite公司营销策略研究

摘要

市场营销战略在现代企业经营管理中具有十分重要的地位与作用，它决定着企业的生存与发展。本文以现代营销策略理论为基础，探讨ELITE公司在激烈的市场竞争中所应采取的营销策略。当今世界经济发展迅速，市场环境多变复杂，企业的经营理念和经营战略都受到挑战并发生着变化。面对变化，企业必须要更新管理观念，了解自身的能力与优势、劣势，制定并实施新的管理方案，才能在变化中生存，在变化中求发展。ELITE公司从一开始只有一个业务员到今天发展成了一间小型公司的规模。在竞争激烈的市场中，有了自己的相对稳定供应商和客户群。随着公司队伍的日益壮大，成本的提高，公司需要及时更新营销理念，调整自己的营销策略。

本文对企业面临的现状问题进行了深入的分析，并在此基础上解释说明，进一步分析了企业面临的机遇和威胁，以及企业的优势和劣势，有针对性地对公司与供应商之间的比较，客户关系及竞争对手关系，为ELITE公司制定了合适的营销策略等战略实施措施。

关键词：ELITE公司；营销策略；管理措施

Abstract

Marketing strategy has a very important position and role in the modern enterprise management, which determines the survival and development of enterprises. This article is based on the theory of modern marketing strategies, and explore the marketing strategy should be taken in the fierce market competition, Elite China Industries Co., Ltd. The development of the world economy today is rapidly changing and complex market environment, corporate philosophy and business strategy are subject to challenge and change. The face of change, companies must update management concepts, to understand their own abilities and strengths, weaknesses, to develop and implement a new management program in order to survive in the changing development change. Elite China Industries Co., Ltd. only a salesman from the start to develop into a small size of the company today. In a competitive market, with relatively stable supplier and customer base. Team growing with the company, the cost of the improvement, the company needs to update the marketing concept, to adjust their marketing strategies.

This article on the current problems facing enterprises in-depth analysis and explanation on this basis, further analysis of the opportunities and threats faced by the enterprise, as well as the strengths and weaknesses of the enterprise in a targeted manner between the company and its suppliers comparison, customer relationship and competitor relations for the company Elite China Industries Co., Ltd. developed a strategy for the implementation of measures of appropriate marketing strategies. 

Keywords: Elite China Industries Co.,Ltd.; marketing strategy; management measures

目录

摘要I

AbstractII

1绪论1

1.1研究背景1

1.2研究目的和意义1

1.3研究的方法和思路2

2相关理论概述3

2.1市场营销发展回顾3

2.2波特五力模型4

2.3 SWOT分析法6

3 Elite公司营销策略问题分析8

3.1 Elite公司简介8

3.2 Elite公司营销现状9

3.3 Elite公司营销策略的问题9

4 Elite公司营销策略的改善13

4.1建立多边供应商关系13

4.2构建战略合作伙伴13

4.3深入展开对竞争对手的调查分析14

4.4整合市场营销资源的15

4.5提高业务新手的内在素质15

4.6寻求增强营销力的突破口16

结束语18

参考文献19

致谢20