市场营销策略分析.doc

摘要

伴随经济全球化进程的不停加紧，对外贸事业迅速发展，企业面临着国内外的双重竞争，生存环境愈加艰难，怎样在竞争中取胜，企业经历了从产品为关键到创新为关键的认识过程，最终将创新这一词放在了极为重要的位置上。怎样以有竞争力的价格方略及有独特风格的营销方略在强手如林的行业竞争中立于不败之地，对于国内电子企业的长远发展和宏观方略的制定均有着及其重要的意义。

笔者通过对此课题进行论述，首先可以增进天音企业更好的生存、获得可持续性发展，另首先也可认为电子企业营销方略理论的研究提供参照。

本文从天音企业企业创新分析入手，简朴简介了企业概况和所处的宏观环境，着重从电子的发展趋势，竞争环境和竞争态势三方面深入分析了天音企业所面临的市场环境，并对企业内部状况进行了总结，在此基础上对天音企业的总体战略目的进行了归纳，运用市场营销组合理论从产品、价格、促销和渠道四个方面系统地论述了天音企业的营销方略和实行状况，并对企业内部提出了三点优化提议。

关键词

企业；创新；管理

Enterpriseinnovationmanagement

Abstract

Withtheacceleratingprocessofeconomicglobalization,rapiddevelopmentofforeigntrade,enterprisesfaceadoublecompetitionathomeandabroad,tosurviveincreasinglydifficultenvironment,howtowininthecompetition,Enterprisewentfromproductcenteredtoinnovationasthecoreofcognitionprocess,eventuallytheterminnovationinaveryimportantposition.Howtocompetitivepricepolicyanduniquestyleofmarketingstrategyofstrongopponentssuchastheforestindustryremaininvincibleinthecompetition,forthelong-termdevelopmentofthedomesticelectronicenterprisesandmacro-policyformulationhasimportantsignificance.

Authorsbydiscussiononthissubject,canpromotethetellingofbettersurvivalandsustainabledevelopmentofthecompany,ontheotherhandcanalsoprovidereferenceforthestudyonelectronictheoryofenterprisesmarketingstrategy.

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