毕业论文：黑龙江三和有限公司促销策略的研究.doc

毕业论文 黑龙江三和有限公司促销策略的研究 Abstract This paper first analyses the macro environment and the marketing strategy of Heilongjiang three limited and competitive environment; secondly, expounds the present situation of marketing strategy of Heilongjiang three and limited and the existing problems, and then apply the SWOT method are analyzed, pointed out that the Heilongjiang three and limited promotion strategy advantages and disadvantages and opportunities facing the threat and can take the strategy finally, on the basis of analysis; to Heilongjiang trade market and consumer behavior, will the government market, enterprise market, city home market and rural home market as the Heilongjiang three and promotion strategy, target market, Heilongjiang three and limited marketing strategy marketing mix strategy proposed trade value-added services as the core value of the. The paper combines theory with practice, based on the actual investigation of the enterprise, the integrated use of services marketing theory, conducts the research to the Heilongjiang three and the promotion strategy, in order to provide a reference for the sustainable development of marketing strategy of Heilongjiang three and Co. Ltd. Keywords: marketing strategy of Heilongjiang three and Co Ltd,, marketing combination strategy 目录 摘要 1 Abstract 1 目录 2 一、 绪论 3 （一）促销策略 3 1.服务营销 3 1.1服务内涵及分类 3 1.1.1服务的定义 3 1.1.2服务的分类 4 1.1.3服务营销学历史演进 4 2.服务营销主要理论 6 2.1服务特性 6 2.1.1无形性 6 2.1.2差异性 6 2.1.3生产与消费的同步性 6 2.1.4不可贮存性 7 3.服务质量 7 4.服务营销组合 8 （二）黑龙江三和管桩有限公司 8 二、三和管桩公司促销现状分析 9 （一）广告 10 1.广告战略的实施缺乏全局性和规划性 10 2.单纯的追求广告“创意”而对于广告要达到的目标和效果把握不够 10 3.广告宣传不能很好的突现品牌优势和实施差异化的营销战略 10 4.宣传重点不能适应市场环境的变化 11 5.宣传方式较为单一 11 （二）人员推销 11 1.没有重点，四处出击 12 2.培训跟不上销售人员需求层次的转移 12 3.单纯销售提成制影响销售人员积极性 12 4.人文管理不到位，造成人员流动较频繁 12 （三）销售促进 13 1.对代理商只是代理价销售，无数量折扣与累计折扣 13 2.与代理商共享信息与资源方面做得不到位 13 3.广告援助不到位 13 （四）公共关系 13 三、黑龙江三和管桩公司营销环境分析 14 （一）三和管桩公司外部环境分析 14 1.公司面临的战略宏观环境 14 （二）政治法律环境 14 1..环保政策 14 2.节水政策 14 3.社会保障 14 （三）经济环境 15 （四）社会与人文环境 15 （五）技术环境 15 1.塑料管材原料—