延长石油橡胶轮胎公司营销策略研究

西安交通大学硕士毕业论文延长石油橡胶轮胎公司营销策略研究张冬阳（企业管理）指导教师：卫民堂（教授）摘要随着世界轮胎企业纷纷看好中国这块巨大的市场，我国正在成为全球轮胎制造业者最理想的发展沃土，也是轮胎生产厂家最为集中，轮胎产业竞争最为激烈的地区之一。延长石油橡胶轮胎公司作为轮胎行业中的一个年轻成员，经过两年多的努力，在轮胎市场虽然取得了不错的营销业绩，但销售过程中也出现了一些不利于公司发展的问题。本文通过分析公司当前所处的宏观环境、轮胎行业、市场竞争、消费者行为特性等外部环境以及企业内部环境，结合公司营销现状，找出公司当前营销策略中存在的问题，对其进行评析并提出相应的营销策略改进思路。通过调查研究发现，延长石油橡胶轮胎公司子午线轮胎市场营销策略中出现了一系列亟待解决的问题。针对这些问题，本文通过理论结合实际，从产品、价格、渠道、促销等4Ps方面进行了深入分析，提出了开发特色产品、完善定价机制、细化渠道管控、实现促销方式多样化等具体营销策略改进设计意见，以在一定程度上解决公司当前营销策略中存在的问题。关键词：营销管理；橡胶轮胎；石油企业目录ResearchOnmarketingstrategyofYanChangPetroleumRubberTireCo．LtdZhangDong-yang(EnterpriseManagement)DirectedbyProfessorWeiMin-tangAbstractAstheworldtyrecompaniesareoptimisticaboutthehugemarketofChina,Chinaisbecomingaglobaltyremanufacturerstheidealdevelopmentoffertilesoil,andisalsoatyremanufacturerismostconcentrated,thetireindustryoneofthemostcompetitiveareas.Prolongoilrubbertyrecompanyasayoungmemberofthetireindustry,aftermorethantwoyearsofefforts,inthetiremarkethasmadegoodmarketingperformance,butintheprocessofthesalesalsoappearedsomeproblemsunfavorabletothecompanydevelopment.Companiesinthisarticle,throughanalysisthecurrentmacroenvironment,thetireindustry,marketcompetition,consumerbehaviorcharacteristicssuchastheexternalenvironmentandinternalenvironment,combinedwiththecompanymarketingpresentsituation,findouttheproblemsexistinginthecompany'scurrentmarketingstrategy,toanalyzeandputforwardthecorrespondingmarketingstrategyimprovementideas.Throughinvestigationandstudy,foundthatextendoilradialtyrerubbertirecompanyinthemarketingstrategyneedtobeaddressedinaseriesofproblems.Tosolvetheseproblems,basedonthetheorycombiningwithpractice,fromproduct,price,channel,promotion,etc.4pshascarriedonthethoroughanalysis,putforwardthedevelopmentofspecialproducts,improvethepricingmechanism,refinementofchannelcontrol,toachievediversificationpromotionsandsoonconcretemarketingstrategyimprovementdesignideas,tosomeextent,tosolvethecurrentproblemsexistinginthemarketingstrategyofcompany.Keywords:Marketingmanagement;Rubbertyre;Petroleumenterprise西安交通大学硕士毕业论文目录第1章前言.....................................................................11.1延长石油橡胶轮胎公司简介....................................................11.2研究背景和意义.............................................................11.2.1本文研究背景.............................................................11.2.2本文研究意义.........................................................21.3研究内容与思路............................................................21.3.1论文研究思路.........................................................21.3.2主要研究内容.........................................................21.4论文研究运用的市场营销理论..................................................31.4.1市场营销环境理论......................................................31.4.2SWOT分析理论.........................................................41.4.34Ps理论..............................................................4第2章延长石油橡胶轮胎公司营销现状分析.............................................52.1延长石油橡胶轮胎公司轮胎公司市场营销管理现状................................52.1.1延长石油橡胶轮胎公司的基本情况........................................52.1.2延长石油橡胶轮胎公司的4Ps菅理........................................52.2营销管理中的缺陷............................................................62.2.1品牌塑造缺乏完整规划..................................................62.2.2产品质量时有波动，缺乏特色亮点产品....................................62.2.3产品市场定价方式偏主观性..............................................72.2.4市场渠道管控不够细致深入..............................................72.2.5促销策略简单粗放，忽略对人员促销方式的重点关注........................72.3改善延长石油橡胶轮胎公司的营销管理现状的思路................................8第3章延长石油橡胶轮胎公司营销环境分析.............................................93.1延长石油橡胶轮胎公司市场营销的宏观环境分析..................................93.1.1政治法律环境.........................................................93.1.2人口环境............................................................103.1.3经济环境.............................................................103.1.4技术环境............................................................103.1.5社会文化环境........................................................113.2微观环境分析..............................................................113.2.1当前竞争者分析......................................................123.2.2潜在进入者分析......................................................143.2.3替代品...............................................................143.2.4购买者分析...........................................................143.2.5供应商的议价能力分析.................................................153.2.6延长石油橡胶轮胎公司的微观环境小结...................................163.3延长石油橡胶轮胎公司市场竞争地位分析.......................................163.3.2劣势分析...........................................................183.3.4威胁分析...........................................................193.4SWOT组合策略分析.........................................................20图3-4：延长石油橡胶轮胎公司SWOT组合分析..........................................20目录第4章延长石油橡胶轮胎公司市场营销策略改进设计....................................214.1.1产品定位策略改进设计.................................................214.1.2科研开发策略改进设计.........