山东华亚（东营）塑胶有限公司促销策略探讨

山东华亚（东营）塑胶有限公司促销策略探讨

文档编号:GS173 文档字数:34019,页数:43 附任务书,开题报告,文献综述

摘    要
随着塑胶管材在市场领域中的广泛应用，塑胶管材行业得到了前所未有的蓬勃发展，我国已经成为国际上塑胶生产和应用大国。塑胶管材应用领域扩展到建筑给排水，市政给排水，市政燃气输送，农村人蓄饮水改造和农业灌溉，电力、化工、医药、工业等许多场合，满足了国家建设的需要和人民生活的需要。塑胶管材已经形成了初具规模的行业力量。伴随着进入塑胶管材行业企业的增多、供应能力的进一步扩大，市场竞争也激烈加剧。本文以山东华亚东营塑胶有限公司为研究对象，针对山东华亚东营塑胶有限公司近几年来的促销状况，采用广告学、营销管理学等相关理论知识，对其促销策略展开研究，并对其促销策略加以改进和补充。
本文在对山东华亚东营塑胶有限公司促销现状、行业发展状况以及竞争态势进行详尽分析的基础上，应用波特五动力模型进行行业竞争分析和SWOT分析，并在市场购买行为理论分析的基础上，对公司的促销策略进行研究，提出适合公司进一步发展的促销策略，从而为公司增加市场销量、提高市场份额、维护和拓宽市场领域提供有力支持。

关键词：塑胶管道；促销策略；促销现状；人员推销

Research On Promotion Strategies Of Dongying Plastic
Abstract
As the field of plastic pipe in the broad market application, the plastic pipe industry has been an unprecedented boom, China has become the international plastics production and application of power. Plastic pipe applications extended to the building supply and drainage, municipal supply and drainage, municipal gas transmission, transformation of the rural people build water and agricultural irrigation, power, chemical, pharmaceutical, industrial and many other occasions, to meet the needs of national development and people's lives needs. Plastic pipe has become a fairly large-scale industry power. With access to the plastic pipe industry enterprises increased, further expansion of supply capacity, intense competition in the market also increased. In this paper, Dongying Plastic Co., Ltd. for the study camp, camp for Dongying Plastic Co., Ltd. In recent years the promotion conditions, using advertising, marketing, management and other related theoretical knowledge, a study of its promotion strategy, and its Promotion Strategies to improve and supply.     In this paper, Dongying Plastic Co., Ltd. promotional business status, industry development and the competitive situation on the basis of a detailed analysis of the application Porter five force model of industry competitive analysis and SWOT analysis, and purchasing behavior in the market on the basis of theoretical analysis , on the company's marketing strategy in conducting research for the further development of the company's marketing strategy to increase market sales for the company, increase market share, maintain and expand markets to provide strong support.     Keywords: plastic pipe; marketing strategy; promotion status quo; personal selling

目    录
1 绪论 1
1.1 研究背景 1
1.2 研究内容 2
2 塑胶管材产品生产现状与发展趋势 3
2.1塑胶管材产品市场现状 3
2.2塑胶管材产品生产现状 4
2.3塑胶管材产品应用前景与发展趋势 4
3 促销理论概述 9
3.1人员促销 10
3.2网络营销 10
4 营销环境分析 14
4.1 公司概述 14
4.2 宏观环境分析 15
4.3竞争分析 17
4.4 SWOT分析 23
4.5塑胶行业促销现状及发展趋势 25
5 华亚塑胶公司促销策略的选择 29
5.1人员推销 29
5.2销售促进 31
5.3销售奖励 33
5.4公共关系 33
5.5广告 35
5.6网络促销策略 37
结束语 39
参考文献 40
致谢 41