印钞造币多元企业论文南昌TD实业公司市场营销战略研究.doc

印钞造币多元企业论文：南昌TD实业公司市场营销战略研究 【中文摘要】国有企业是我国国民经济的基础和脊梁,印钞造币企业是国有企业中重要而最特殊的一类。南昌TD公司是中国印钞造币总公司南钞公司下属的多元企业,是典型的国有三产企业。按照国家关于国有多经企业与主业实行分离的要求,TD公司已经由行业保护下的多元企业进入市场,参与市场竞争,最终发展成具有独立法人治理结构的现代化企业。目前特种防伪印刷市场竞争激烈,制定并选择合适的市场营销战略,提出具备可操作性的保障措施,对TD公司扩大业务规模、提升市场份额、树立特色品牌具有重要的理论价值和实践意义。本文从TD公司的内部营销管理情况和外部营销环境出发,运用营销组合理论、营销激励机制理论,以SWOT分析法为手段,重点分析了TD公司存在的优势、劣势、机会、威胁,在此基础上,提出了TD公司的市场营销战略,明确了市场战略定位,并从打造营销队伍、建立品牌效应、提升激励机制等方面提出了市场营销战略实现的保障措施。 【英文摘要】The state-owned enterprise is foundation and backbone of our national economy. Nanchang TD company is the pluralistic enterprise of China Banknote Printing and Minting Corporation Nanchao company. It Is the typical state-owned industry enterprises. According to the country by the state-owned enterprise and more about its implement separation requirements, TD companies become to market competition enterprise and Develop into independent corporate governance structure of modern enterprise. At present special security printing intense market competition, how to Formulate and choose appropriate marketing strategies, put forward Reliable security measures, have great theoretical value and practical signiticance.This article from TD company interior marketing management conditions and external marketing environment, Using marketing combination theory, Marketing incentive mechanism theory, By means of SWOT analysis method, There mainly analyzed the advantage, Weaknesses, opportunities and threats of TD company, On this basis, Puts forward TD company’s marketing strategy mode option and strategic positioning. And from build marketing team, build brand effect, promote the incentive mechanism is proposed as marketing strategies of realizing the safeguard measures. 【关键词】印钞造币多元企业 南昌TD公司 市场营销战略 保障措施 【英文关键词】Multiple enterprise of banknote printing and minting corporation Nanchang TD company Marketing strategy Security measures 【目录】南昌TD实业公司市场营销战略研究 摘要 3-4 ABSTRACT 4 第1章 导论 7-10