《风帆汽车铅酸蓄电池促销策略研究》由会员分享，可在线阅读，更多相关《风帆汽车铅酸蓄电池促销策略研究（63页珍藏版）》请在金锄头文库上搜索。
1、 密级： 学校代码：10075 分类号： 学 号： 1312510045 工商管理硕士学位论文 风帆汽车铅酸蓄电池促销策略研究 学 位 申 请 人 ： 曹江伟 指 导 教 师 ： 沈占波 教 授 学 位 类 别 ： 专业学位硕士 学 科 专 业 ： 工商管理 授 予 单 位 ： 河北大学 答 辩 日 期 ： 二一五年六月 Classified Index: COAD: 10075 U.D.C NO: 1312510045 A Dissertation for the Degree of M. Management Study on Promotion Strategy of Fengfan A
2、utomotive Lead-acid Battery Candidate: Cao Jiang Wei Supervisor: Prof. Shen Zhan Bo Academic Degree Applied for: Professional Master Degree Specialty: Master of Business AdministrationUniversity: Hebei University Data of Oral Examination: June，2015 摘 要 I摘 要 11 年的“环保风暴”结束后，中国蓄电池行业呈现出了爆炸式的增长，以风帆为代表的一线
3、品牌都扩大了自己的生产产能，众多蓄电池厂家为了生存，相互之间的竞争已不可避免。合理的促销策略可以帮助厂家在日益竞争激烈的市场中保持竞争优势，是企业发展的必要条件。近年来由于企业间竞争造成蓄电池产品价格的持续下降，公司销售利润的降低，已经严重影响了公司的整体营销战略，促销策略越来越多的成为蓄电池行业内企业非常重视的问题。 本论文基于对促销策略相关理论的研究，以风帆股份有限公司为研究对象，针对风帆公司近年来的促销现状，从风帆公司广告宣传、人员销售、销售促进、公共关系以及网络促销五个方面采用营销管理学的理论知识，对其促销策略进行详细的研究，深入总结出风帆公司在促销策略上存在的几个主要的不足：广告宣传
4、投入的不合理、促销政策的老化、人员销售影响力下降、公共宣传没有起到宣传企业形象的作用以及对网络促销策略的缺乏，并针对性的提出了促销策略的改进措施。最后又从营销观念、人员保障、信息保障、资源整合等几个方面做出了对整个促销策略的保障措施，从而为公司提高销售量，提高市场的占有率，维护企业及产品的形象提供有力支持。 关键词 促销策略 销售促进 广告宣传 风帆公司 Abstract IIAbstract After “environmental protection storms” of 2011, there is an explosive growth in Chinas battery indus
5、try. Represented by Fengfan, all the first-line brand battery companies have expanded their capacity. In order to survive, the competition among these battery companies is inevitable. Reasonable promotion strategy, as a necessary condition to an enterprises development, can help them to maintain the
6、 competitive advantage in an increasingly competitive market. Recent years, the fierce competition between the battery companies has driven prices down, and accordingly caused the low selling profit, which has seriously influenced the whole marketing strategy, and promotion strategy get more and mor
7、e attention by the enterprises of battery industry. The thesis is based on the research and theory that related to the promotion strategy. Taking Fengfan Co.,ltd as the research object, the thesis combines Fengfans sales promotion status of these years, to utilize the marketing management science kn
8、owledge to probes into its promotion strategy through following five aspects: advertising, personal selling, sales promotion, public relations and network promotion, to summarized Fengfans several major deficiencies on the promotion strategy: unreasonable advertising investment, outdated promotion p
9、olicy, declining influence of personal selling, no effect that publicity did to promote the enterprise image, and the lack of strategy on network promotion. The thesis further put forward the specific improvement measures on promotion strategy, and finally it propose safeguard measures to the whole
10、promotion strategy from marketing concept, personnel safeguards, information safeguards and resources integration, which provide strong support to increase company sales, improve the market share, and maintain the image of Fengfan company and its products. Key Words Promotion Strategy Sales Promotion Advertising Fengfan 目 录 III目 录 第 1 章 绪论1 1.1 选题背景及意义1 1.1.1 选题背景1 1.1.2 选题的目的和意义1 1.2 研究现状4 1.2.1 国外研究现状4 1.2.2 国内研究现状5 1.3 论文的结构、研究方法和创新点7 1.3.1 论文结构7 1.3.2 论文的研究方法8 1.3.3 贡献点9 第 2 章 促销策略理论概述10 2.1 促销的概念10 2.2 促销组合理论11 2.2.1 广告宣传
