延长石油橡胶轮胎公司营销策略研究张冬阳（企业管理）指导教师：卫民堂（教授）摘要随着世界轮胎企业纷纷看好中国这块巨大的市场，我国正在成为全球轮胎制造业者最理想的发展沃土，也是轮胎生产厂家最为集中，轮胎产业竞争最为激烈的地区之一。延长石油橡胶轮胎公司作为轮胎行业中的一个年轻成员，经过两年多的努力，在轮胎市场虽然取得了不错的营销业绩，但销售过程中也出现了一些不利于公司发展的问题。本文通过分析公司当前所处的宏观环境、轮胎行业、市场竞争、消费者行为特性等外部环境以及企业内部环境，结合公司营销现状，找出公司当前营销策略中存在的问题，对其进行评析并提出相应的营销策略改进思路。通过调查研究发现，延长石油橡胶轮胎公司子午线轮胎市场营销策略中出现了一系列亟待解决的问题。针对这些问题，本文通过理论结合实际，从产品、价格、渠道、促销等4Ps方面进行了深入分析，提出了开发特色产品、完善定价机制、细化渠道管控、实现促销方式多样化等具体营销策略改进设计意见，以在一定程度上解决公司当前营销策略中存在的问题。关键词：营销管理；橡胶轮胎；石油企业ResearchOnmarketingstrategyofYanChangPetroleumRubberTireCo．LtdZhangDong-yang(EnterpriseManagement)DirectedbyProfessorWeiMin-tangAbstractAstheworldtyrecompaniesareoptimisticaboutthehugemarketofChina,Chinaisbecomingaglobaltyremanufacturerstheidealdevelopmentoffertilesoil,andisalsoatyremanufacturerismostconcentrated,thetireindustryoneofthemostcompetitiveareas.Prolongoilrubbertyrecompanyasayoungmemberofthetireindustry,aftermorethantwoyearsofefforts,inthetiremarkethasmadegoodmarketingperformance,butintheprocessofthesalesalsoappearedsomeproblemsunfavorabletothecompanydevelopment.Companiesinthisarticle,throughanalysisthecurrentmacroenvironment,thetireindustry,marketcompetition,consumerbehaviorcharacteristicssuchastheexternalenvironmentandinternalenvironment,combinedwiththecompanymarketingpresentsituation,findouttheproblemsexistinginthecompany'scurrentmarketingstrategy,toanalyzeandputforwardthecorrespondingmarketingstrategyimprovementideas.Throughinvestigationandstudy,foundthatextendoilradialtyrerubbertirecompanyinthemarketingstrategyneedtobeaddressedinaseriesofproblems.Tosolvetheseproblems,basedonthetheorycombiningwithpractice,fromproduct,price,channel,promotion,etc.4pshascarriedonthethoroughanalysis,putforwardthedevelopmentofspecialproducts,improvethepricingmechanism,refinementofchannelcontrol,toachievediversificationpromotionsandsoonconcretemarketingstrategyimprovementdesignideas,tosomeextent,tosolvethecurrentproblemsexistinginthemarketingstrategyofcompany.Keywords:Marketingmanagement;Rubbertyre;Petroleumenterprise目录第1章前言.......................................................................11.1延长石油橡胶轮胎公司简介....................................................11.2研究背景和意义..............................................................11.2.1本文研究背景..............................................................11.2.2本文研究意义..........................................................21.3研究内容与思路.............................................................21.3.1论文研究思路..........................................................21.3.2主要研究内容..........................................................21.4论文研究运用的市场营销理论..................................................31.4.1市场营销环境理论.......................................................31.4.2SWOT分析理论..........................................................41.4.34Ps...
