UF重庆分公司营销现状及对策研究

重庆大学硕士学位论文UF重庆分公司营销现状及对策研究姓名：龙波申请学位级别：硕士专业：工商管理指导教师：牟小俐20060401IUFUFUFUF————UFUFIIABSTRACTWiththeestablishmentandimprovementofmarketeconomysysteminChinafuriouscompetitionandadvancedtechnologyaremakingmarketingmoreimportant.Moreandmorecompaniesareawareoftheimportanceandupgradethemanagementofmarketingtothelevelofstrategy.Butlotsofcompanieshavebeenadoptingthetraditionalwaysandhadnotbeenabletoadaptthedevelopmentofthemodernindustrialproductofdistributesenterprises.TheproblemneededtosolveimmediatelyincludeMarketingtrendschangeofstrategicandhowtoachieveenterprisesfromthestrategiclevelofmanagementandmarketingsupportetcThepaperisresearchformarketingsituationofTheUFChongqingbranch.UndertheanalysisofmarketresearchandguidanceofrelevanttheorythisarticletaketheUFChongqingbranchasthebackgroundinparticularincludingthegoodopportunityaswellasthepotentialriskforUFChongqingbranchwhicharebroughtbyexternalenvironmentandwhatisitsownadvantagesanddisadvantages.ThemodernmarketingtheoriessuchastheFiveForcesModelofEnvironmentThreats.Thetechnicalrouteofthisarticleisproblem-environment—establishstrategy—executestrategy.ProposingasetofmarketingstrategywhichcombinedwithrealityofUFChongqingbrancharedraftedaccordingly.KeywordsTheindustrialproductsdistributesenterprisesmarketingstrategy1111.1UF19899620032004UFUFUFUFUFUFUFUF1.21.2.1[1]20902090(SurPPetition-1996)(1)·(1999)(CV)(CustomerDemisableValue)·40“”(E.de-Bono1996)12(Sum-zero)“”()[2](2002)[3](2004)(2)(JamesF.Moore)1996[4]“”“”[5](2002)(3)(OrganizationalEconogy)HannanFreemanNelsonWinter(SocialNetwork)(SocialRelationship)Coleman(socialcapital)Burt(staucturalhole)13[6](2003)2080(1999)(1998)(2002)(1999)(2002)(Refocusing)(2002)(2001)(1999)(1997)(2002)(2003)(2003)(2003)(2003)(1998)(2000)(2003)(2001)(2003)(2003)(2002)1989“”“”[7](20002002)[8](2002)(2003)(2003)(2001)(2000)1.2.214“Marketing”501956·“”1960·4P(product)(price)(place)(promotion)[9]80901986·“”904CS4PS19904C(customer)(cost)(convenience)(communication)[10]1997·[11]4RS[12]21(customizedmarketing)(networkmarketing)(marketingdecision-makingsupportsystem)801590“”[13](1)(1978—1982)(2)(1983—1985)19841“”(3)(1985—1992)(4)(1988—1992)“”“”“”()1.3UF4PS16UFUFUFUFUFUFUFUFBCGPORTERUF1.1171.1Figure1.1theframeworkofthethesisUFUFUFUFUF2822.1JuliusCaesarAlexander3601965(H.L.Ansoff)[14](1)(2)(3)(4)(5)(6)(7)(8)[14](1)(2)(3)(4)29[15]“”“”“”(Chandler1962)[16]“”(Quinn1980)[17]“”(Glueck1980)[18]“”(MintzbergandMchugh1985)[19]“”(SmithArnoldandBizzell1988)[20][15]2.2——2102.2.1·(Porter)(2.1)[21]2.1Figure2.1theFiveForcesModelofInfluenceingtradeompetitive2.2.22112.32.3.1[22]2.3.2[23](1)(2)(3)(4)(5)2.3.3[24]212(1)(2)(3)(4)2.4“4Ps”(2.2)4Ps(CustomerNeedsandWants)(CosttoCustomer)(Convenience)(Communication)“4Cs”4P“4Cs”“4Ps”[25]213(Product)(Price)(Promotion)(Place)CustomerNeedsandWantsCosttoCustomerConvenienceCommunication2.2“4Ps”“4Cs”Figure2.2therelationshipof“4Ps”and“4Cs”(1)(2)2143UF153UF3.1UF3.1.1UFUF198934(///)6(/////)UFUF(1)()TOURNAENTOSHIBATUNGALOYNI()(2)()ESDE()BAUF163UF163.1UFFigure3.1themarketingchannelfigureofUFandChongqingbranch3.1.2UF1996UF2004UFUFUFSCTMSGXCCHCACASCAFJYGLQICQSFJSHXWJHYKXRKYLJCSLUF3.23.21999——2004UFFigure3.2thesalesincomeofChongqingbranchfrom1999to20043UF173.2UF19999002003150010%200420053.2UF3.2.1.3.1UFTable3.1Thesalesincomeconstructionofthreeyearsrecently200320042005TO100200180UR200200180NA100100100EN50100100ES100200DE450160140400700700150014801400(1)040503(2)040503(3)05(1)UF(2)(3)ES(4)3.2.2UF3UF18(1)(2)“”(3)UF(4)WTO(1)(2)(3)UF(4)(5)3UF193.2.3UFUFUFUFUF3.3UFUF3.3.1UFUF11UF(1)UFABC(2)UF(3)UFUFUFUFUF3UF20UFUFUFUFUFUFUFUFUFUFUFUFUFUF3.3.2UFUF(1)()UF()UFDRPDRP3UF21UFUFUFDRPUFDRPUFUF(2)19992005[27]UFUFUFUFUFUFUFUFUFUF3.3.3UFUFUF3UF22(1)UF(SCTMXC)CAYLCSJYCFJLQI(2)UFUF(3)UFFAUF(4)3UF23UFUF3.4UF(2.1)UF3.4.1UFUF1—1.51/31/4——1/10UF(1)JHCQ(JHCQ)JH90JHCQJHCQUFJYCACASCAFQIQSJLSCTMJHUFAQ(UFBA)SX(UF)NORITAKERDGQ(UF)TO(3UF24UF)JHTO)JHJH10%(2)LDLD(LD)LD80.20LD1000LDLDLDUF(DT)AFC-1500FUSIONUFUFESESESENRZENRHLDDTCAS19()CA10()QI28()UFCAS6CA12QI(3)FH(FH)FH20038FH/CASCAFDCJQQJL()JYFHYJJHYJSSCASUFUF3UF25CAS1/7(4)FX(FX)FX()1984FXFXFXFX8090(CA/JS/JL)(1)4(2)3.23.2Table3.2thematrixofcompetitionsituationUFJHCQLDFHFX0.1030.3030.3030.3020.2040.400.2030.6020.4030.6030.6020.400.1020.2030.2020.2020.2040.400.1540.6040.6040.6040.6040.600.3020.6030.9020.6010.3041.200.1520.3030.4530.4520.3030.452.702.852.752.203.451=2=3=4=3UF26FXUF4UFLDFHFXUFFHUFUF3.4.2·3UF27UFUF16UF10UF3.4.3·[26]()UFUFUF3UF28UF3.4.4UFUFUFUFUFUFUFUFUFUF3.4.5UFUFUFUF25KG3UF29UF3.5PEST3.5.1(PEST)(political)(economic)(social)(technological)[27]UFUFUF(1)CA(2)UFSCTMUFWTO3UF30(3)3.5.2UFJHCQFH(1)JHCQFHYJS(2)JHCQFH(3)JHFHSS(4)UFJHFHJHCQFHUFUF(5)()3UF31(6)ABUF·······WTO·········0.0()1.0()(EFE)3UF323.3EFE3.3Table3.3theappraisalmatrixofkeyexteriorfactor1012303620143042300840324WTO00630185004301260094036700530151013032010404030174068400330095002400813464=3=2=1=3.5.3EFEUFWTOUFUF3UF33UFUFEFE3.462.5UF3.6UF··················153UF340.0()1.0()1—41.04.02.52.52.5IFE1513.4Table3.4theappraisalmatrixofkeyinteriorfactor101240482010404030