安徽罗宝公司营销策略分析及调整建议.doc

摘 要 安徽某公司是在国家强制推行建筑节能政策的背景下成立的。公司引进了德国先进的技术和设备，从事罗宝板的生产、销售和再研发业务。公司的规模在业内排在前列，同时立志成为中国建筑节能事业的领跑者。成立至今快两年的时间里，公司经历了营销团队的组建、产品的市场推广、销售等一系列过程，但从目前来看，效果并不理想。 本文针对这一现状分别从政治、经济、文化、技术等方面进行分析，同时对竞争环境和市场需求进行了分析，找出根本原因。接着本文对安徽罗宝现行的营销策略存在的弊端进行了分析，目前安徽罗宝的营销策略存在市场定位不准、产品策略处于初期阶段而形式过于单一、价格策略缺乏弹性、销售模式侧重点不明确等不足。在此基础上，本文从产品、价格、渠道、促销等方面入手，分别从这四方面结合安徽罗宝内外部资源和环境进行策略分析，从而找出解决这些问题的有效对策。用这些对策可以纠正市场活动中出现的差错，为市场营销活动提供指导和依据。以期能帮助公司的营销活动走上良性轨道。 关键词： 罗宝板 工业品 营销策略 Abstract Anhui ROBA Company has been founded under the background of the nation’s enforcing policy of the construction energy-saving. the company has introduced the advanced technology and equipment from Germany so that they can engage in the production, sales and redevelopment. The scale of the company has been in front of the same enterprises. At the same time it aspires to be the leader of Chinas construction energy-saving corporation. Two years after its establishment, the company has gone through the formation of the marketing team, extending of the product marketing, sales and a series of the process, but up to now, the results are unsatisfactory. In this paper, it will be analyzed from the politics, economy, culture and technology etc, carry on analysis to the competition environment and the market need in the meantime, and the ultimate reason can be founded out. Then the author dedicate to analyze the malpractice of the marketing strategy of Anhui ROBA company, at the present, it including imprecise of marketing orientation, singleness of product strategy because of in the primary phase, lack of flexibility of price strategy, out of focus of sales model and so on. Base on the analysis, then we can choose from the product, price, place, promotion so that effective solutions can be found out to solve these problems. And these measures can be used to correct appearance error of the market activity and provide guidance for the marketing activities so as to help the company walk up the positive orbit. Key words: ROBA plank m