東辰集團市場營銷策略研究.pdf

1、天津大學碩士學位論文東辰集團市場營銷策略研究姓名：安之東申請學位級別：碩士專業(yè)：工商管理碩士指導教師：郝清民201105ABSTRACTRecentyearS，themarketcircum蚰mceschangedVe巧greatly，DongchenGroupan色ctedbymanyfactorsincludingintraindust】眵com硝ition卸dmafkctVariations，especiallya舭rtheout

2、breakofthe2008fin鋤ciaIcrisis，theproductSalessituationisaddinsultt0injury，themarketdemandshrinking，thein觚indust叫competitionisfi曲tingh鋤dt0h粕d，usevarietyofmethodsinordert0gettheta唱etmarketThedeVelopmentsofDongchenfacewithun

3、precedentedchallengesThisthesissummarizethecurrentsituation鋤d傳a_turcofthechemicalmarket，thechallenges舳dopportunitiesforDongchenGroup，summarizesthecurrentsituatio∥廿letrendofdevelopment鋤dthetendofcofnpetitionforDongchen’st

4、a唱etmarket，thereinto，usingtheSWOTdeep鋤alysismecompetitiVesituationforDongchenGroup’sta唱etmad。ct，getmorc帥derStalld觚dperceiVefors仇lcture鋤dmccconditionforthetargetmarket，on廿latbasis，subdiVide廿leta略etm礎％in—depth蛐Ⅱdytllemarke

5、tsegment，masterthedi仃erent危aturcofdifrerentmarketsegment，onthebasisofdeeps仉dy，scientificprediction鋤dpl鋤ningthedevelopmentncndoftheproductmarkctforDongchenGroup，∞cordingt0the佗aturcofcompetitionmadoetadjustthecurrentmarket

6、ingstl疵gy，pointedoutⅡleprimaryta唱etforDongchen’smarketingmanagementin觚re：Ont11eb鵲isofholdtlleeXiStingmark吒enrichproductspecifications，eXtendingtheindu嘶alchain，constantlymeetnewmarketrcquirement，atthes鋤etime，deVelopthepot

7、entialuse璐Theref0∞，DongchenGroup’smarketingstrategymu對beundenakeaseriesofrefonll鋤da腳uSt，subdivideta瑪etmarket，adjustpricestrategy，adjustproducts仃ategy，如砒erexpandmarketingch鋤nels，meetrequirementf0rdi偉邑rentcustomcrindi毹!ren

8、tmark吒accordingt0thedi仃ercntrequirementindifrerentmarketusediff打entmarkctingstrategy，workhardonmarkctpromotionPU印osefhIIypresentsDongchenGroupholdexistingadV鋤tage，marketings昀tegies粕dcombinationoperation蛐gyshouldadoptfor如