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湖南大学硕士学位论文兴辰建材有限公司营销战略与策略研究姓名：李德军申请学位级别：硕士专业：高级工商管理指导教师：欧阳润平20050412SWOTAbstractThebuildingtradesisfacingrisingpressure,duetothesituationofglobalization,homogeneityofproductsandconsumer’spursuingofpersonalityespeciallyinrecentyears.Thepricesofoilandrawmaterialshavebeengrowinglargely,whichcausesarisingtothecostsofourbuildingceramicsindustry,whilethecompaniesareunabletopromotethepriceoftheirproducts.Therefore,thecompaniesinbuildingceramicsindustryencounterahistoricalcrisisonliving.Thecompetitionofcompaniesisthecompetitionofcorporatestrategyongreatlevel.Thecorporatemarketingstrategyisnotonlyaveryimportantpartofthecorporatecompetitionsystem,butalsoacriticalfactorduringthecourseofcorporatecompetition.ThisthesisstudiesonthemarketingstrategyandtacticsofYueyangXingchenBuildingMaterialLTD.,andalsointroducessomesuggestionsintoit.Thepaperconsistsoffivechapters.Thefirstchaptermakesabriefintroductiononthebackgroundofandmeaningofthisstudyatthebeginning,thenappreciatessomeliteratureswhicharerelatedtomarketingactivitiesofbuildingceramicsindustry.Finallythischapterexplainssometheoriesonmarketing.Inthesecondchapter,thepaperanalyzestheouterandinternalenvironmentofYueyangXingchenBuildingMaterialLTD.Inthethirdchapter,thepapermakesSWOTanalysistowardsthecompany.Inthefourthchapter,thepaperstudiesonthemarketingstrategyandtacticofYueyangXingchenBuildingMaterialLTD.theauthoralsopresentsthecompanysomeproposalsonhowtoimprovetheimplementationofthecompany’sstrategyandtactics.Thelastchapteristhebriefconclusionpart;itgivesusageneraldescriptiononthestudyofthispaper.KeyWordsYueyangXingchenBuildingMaterialLTD.;MarketingStrategy;MarketingTactic;CorporateEnvironment1______21.151.274.1284.2/284.3322.1112.22000~200310122.3173.1203.220IV111.1[1]19921250030020040%1993101995340040040020002200032000562000200520040021.21.2.12004110,[4]1.2.22004383[5]1.2.31.2.3.1SWOT2004221,SWOT[3]1.2.3.22003726,[7]1.2.3.3,:41.32060(IgorAnsoff)196519761.3.1SWOT[10~11][9][10~11]1.3.251960()()()()[13]channelstrategy[13]1.11.1[13]1.3.36[12]DavidAAaker[12][11]1.41.4.1SWOT122-31.4.2[8]7marketingconcept[9]81.4.31.21.4.41----23SWOT922.12.1.18%20008.94200413651520049.5207446.37238711.1433848.320003.2620044.320052.677.5%850020007.1%[14]9118.25711.427WTO2.9%20037680325014282.1.21020012005200520%1900210ISO14001[15]2.1.32.1.41973100040204015.420034559436.09%19909.868079363.91%2000348373.4420001011339611114636112.1.525%33%18%32%2.1.6MIS2.22.2.11981199627.66%1997200341.73%25%20003.8%1220057-8%[17]209090[3]WTO,,,2.2.22.1[1623]200020032003%20032003137.59.03.8%5147.230.75.74.93.92.82.750462.2.320031213192119491950197919792003[2]202012001600120016003050%620%200021.6200325.823[16]2.22000~200310[1623]20002001200220032003%13.5718.4215.9416.00(21.00)33.65.555.765.896.0612.74.254.855.646.0212.63.093.834.014.289.01.201.481.541.503.10.511.001.231.302.7140.600.620.700.851.80.750.600.480.701.50.780.630.600.651.40.630.580.640.641.339.8746.8245.9247.64(52.04)2.2.49150%50%[23]234570%67[21]15895005006006008008002003002503303003002502502002001002002.32.3.1WBB12345200216[18]2.3.22.3.3[23]172.3.4[19]WTOWTO2.3.5[20][2122]2.42.4.150050020041520%1880%5500020006613.880302001718TCSTOTALCUSTOMERSEYVICE2001250[18]1999285930002001500500010006002.4.2192.4.32.32.3[1923]2.4.420042.4.5202.52000320041252005,213SWOTSWOT3.13.1.150050060060050050013-14/60060015-16/25-30%35-40%5-6%2%5-10%5-10%6%2004200450020047223.1.23.1985205299%3111445341655181649652133621177290304656923455641554046498166552211248122794113731033.240351111223293118224594220%182341183.1.32343200519934800/8000/17600/500/15430423005PH2080PH3590PH1500150120051003-5102430min70%90%3.1.4123.2253.2.112345WTO6783.2.21WTO226343.33.3.1121034530PH359061040078960010ISO90013.3.22712PH3590PH15003490%70%53-567891011123.3.31282345678123452944.14.1.14.1.1.12000124.1.1.21200420%3-530%234.1.22005.1—2005.12302006.12007.122008.1—2009.12204.1.320047000200924.14.1.3.1314.2/1234.1.3.212004-200524.1.4,4.1.4.14.1.4.212005—20062007—2008200922005—20062007—200832200931995-20002000-20054.24.2.14.2.1.11234.2.1.21234334.2.2[12]CIS344.2.34.2.3.11234.2.3.23.2.3.34.2.44.2.4.1354.3364.2.4.24.2.4.3[24]374.2.4.4[24],,,:,,,,,,,,[24]4.2.51POP2344.2.638123454.34.3.14.3.2391234564.3.34.3.4404.3.54.3.6200041,2004[25]2004[25][23]42SWOT43[1][]R.[M].199825-63[2]..:,2003-12-13(3)[3]..:,2004-2-21(2)[4]..:,2004-1-10[5]..[6]..[7]..:,2003-7-26(1)[8]..,2003154-198[9][]..200245-6083-116[10][]..,1997,110-120[11][]..:,2001,100-152[12]..200312-3559-96[13]..,2002,150-195[14]..[15].ISO14001.2002-4[16]..:,2001-8-22[17]..,2001,3:26[18]..2001-10-26(2)[19].,2004-1-24[20]..:,1999.5(5),55-56[21]..:,2003-10-18(3)[22]..:,1999,8:38[23],..[24].44.[25].2005.:2005-2-21(2)[26]..,2000,5-16[27]RichardB.ChaseNicholsaJ.Aquilano..:,2003,113-124[28]HorngYihJuang.EffectofCalcinationonsinteringofHydroxyapatite.Italy:Biomaterrals1996,17(21):3[29]BerkelRV.CleanerproductionforthenextDecade()[c]UNEP’S6thInte