宇通重工養(yǎng)護(hù)機(jī)械產(chǎn)品營銷策略研究.pdf

1、分類號(hào)：F271071020050951諼孝犬海碩士學(xué)位論文宇通重工養(yǎng)護(hù)機(jī)械產(chǎn)品營銷策略研究高瑩瑩導(dǎo)師姓名職稱申請(qǐng)學(xué)位級(jí)別論文提交日期學(xué)位授予單位韓亮副教授答辯委員會(huì)主席學(xué)位論文評(píng)閱人劉浩學(xué)教授張曉康高工杜建副教授AbstractThedevelopmentofhighwayinourcountryisswirlandviolent，but，comparetothedevelopmentinhighwayconstruction，the

2、developmentinhighwaymaintenanceandmaintenancemachineryisseriouslydropbehindAnd，compareswiththeimportmaintenancemachinery，themaintenancemachineryproduceddomesticallyhasthebigdisparityintechnicallevel，productvariety，quanti

3、ty，qualityandpost—saleserviceandSOon，developsOurcountryhighwaymaintenancemachineryrapidlyisimminentThehighwaymaintenancemachineryinourcountrywillbealatentbigmarket，itsmarketprospectalreadygraduallycomingout，itwillbecomeb

4、uildstheroadmaintenancemachineryanimportantmarkettoobtainthefastdevelopment，therefore，theYutongHeavyIndustrydevelopmaintenancemachineryTheproductthecompanydevelopshasthemarketcompetitivepower，andwiththeadvancedmarketmark

5、etingtheoryastheinstructionweaponintheenterprisemarketingactivityrealizestakethemarketmarketingproduces，themanagementandthesaleasthecoreenterprise，trulyachievestakingthemarketingasthecenteroftheenterprisemanufacture，mark

6、etmanagementandthesale，takethecustomerasthecenterpromoteenterprisemarketmanagementlevel，thenenhancetheenterpriseeconomicefficiencyandthemarketshareThisarticletakemarketingcombinationstrategy，industrialenvironmentanalysis

7、，andSWOTanalysisasthetheoryfoundation，withthemethodoftheon—thespotinvestigationandtheliteratureinvestigation，withthesystemicmarketsurveymethodandthecompanyindustryenvironmentanalysis，summarizesthesuperiorityandthemarketo

8、pportunitywhichtheheavyindustryfaces，inferiorityandmarketthreatexist，thendeterminedthecompanynewproducttypedeveloped，atthesametime，conformheavyindustrymarketingcombinationstrategiesproductstrategy，pricestrategy，channelst

9、rategyaswellaspromotions仃ategy，proposedthemarketingcombinationstrategyadoptedforthenewproductmarketingprocessAndappliessomemarketingnewtheory一一networkmarketingandthecustomerrelationsmanagementsystemmanagementsystemthecom