基于共生理论的市场营销策略研究硕士学位论文 精品
关于营销策略的理论论文
关于营销策略的理论论文营销策略是企业在市场竞争中获得竞争优势的重要手段。
本论文旨在探讨营销策略的理论基础和实施方法，以帮助企业了解如何制定和执行有效的营销策略。
营销策略的理论基础可以追溯到经济学和市场学的相关理论。
其中，微观经济学的理论有助于企业了解消费者行为和市场需求。
市场学的理论则关注市场细分、目标市场选择和定位策略等方面。
这些理论为企业确定市场定位和目标客户提供了重要的指导。
在制定营销策略时，企业首先需要进行市场研究和竞争分析。
市场研究可以帮助企业了解目标市场的规模、增长趋势和消费者需求。
竞争分析则有助于企业了解竞争对手的产品、定价和促销活动等策略，以便做出更有竞争力的决策。
基于市场研究和竞争分析，企业可以确定产品定位、目标市场和市场细分策略。
产品定位是指企业通过差异化和定价等手段来确定自己在目标市场中的竞争优势。
目标市场的选择是基于企业的资源和能力来确定适合自己发展的市场。
市场细分则是将目标市场进一步划分成更细小的市场细节，以便更好地满足消费者需求。
在执行营销策略时，企业需要制定合适的产品、价格、渠道和推广策略。
产品策略关注产品的特性、品牌、包装和服务等方面。
价格策略则决定了产品的价格定位和定价方法。
渠道策略关注产品的流通途径和销售渠道的选择。
推广策略则包括广告、促销和公关等手段来吸引目标客户并促进销售。
在实施营销策略的过程中，企业应该不断进行评估和调整。
评估营销策略的有效性可以通过市场调研和销售数据来进行。
同时，企业还应该关注市场的变化和竞争对手的动向，及时调整自己的策略以适应市场需求。
综上所述，营销策略的理论基础和实施方法对企业制定和实施有效的营销策略具有重要意义。
企业应该结合市场需求和竞争环境，制定适合自身的营销策略，并不断进行评估和调整以获得持续的竞争优势。
市场营销毕业论文研究方向
市场营销毕业论文研究方向在现代化市场营销观念的引导下,我国企业营销活动逐渐适应了多变、复杂的市场营销环境,全面满足客户的要求,实现本企业的具体营销战略目标。
下面是店铺为大家整理的市场营销毕业论文，供大家参考。
市场营销毕业论文范文一：房地产市场营销组合策略分析论文导读：房地产市场营销组合策略指企业根据目标市场需要，综合运用各种可控的营销因素，将市场营销的4P策略——产品策略、价格策略、营销渠道策略、促销策略与房地产市场的特点和需求相结合，从而很好地实现企业的营销目标。
价格策略有两种：一是成本+竞争定价策略，简便易行，能“最清楚地知道自己能赚多少利润”，却具有定价过高产品滞销和定价过低难赢取高额利润的风险。
因此，房地产营销渠道策略成为了房地产开发企业面临的重要决策之一。
房地产促销策略主要分为广告促销、人员促销、营业推广和公共关系这几种实现方式。
关键词：房地产营销，产品策略，价格策略，营销渠道策略，促销策略房地产市场营销组合策略指企业根据目标市场需要，综合运用各种可控的营销因素，将市场营销的4P策略——产品策略、价格策略、营销渠道策略、促销策略与房地产市场的特点和需求相结合，从而很好地实现企业的营销目标。
四大策略的组合关系到营销活动的成败：(1)四大策略的优良组合所发挥的整体效果大于各个策略单独发挥的效果之和。
(2)任何一个策略的使用不当将会导致营销活动的失败。
为此，需对4P策略进行科学的认识和分析。
1.房地产营销产品策略(Product)产品策略是根据消费者需求为市场开发、建设房地产产品所采取的所有对策和措施。
包括产品差异化策略、品牌策略和产品组合策略等。
1.1产品差异化策略房地产企业通过市场需求调查，结合自身特点，最大限度地挖掘产品的特色，加以创新，进行产品定位，通过产品的位置、产品的设计、产品质量的确定、价格和服务等方面来塑造产品的差异化，使自己的产品与竞争者的产品相区别，并且比竞争者更能吸引顾客，更具优势。
市场营销战略创新论文5篇
市场营销战略创新论文5篇第一篇：茶叶企业市场营销创新策略分析摘要：在实施营销策略创新活动时，需要在市场需求导向下通过找寻当前的营销短板，进而来建立起创新的切入点。
当前茶企营销存在着四个主要问题：市场营销的目的模糊、市场营销的手段单一、市场营销的管控缺失、市场营销的绩效不高。
在问题导向下的创新策略则应围绕着：提炼出茶文化元素、突出茶叶绿色环保、配合营销组合策略、采取一级价格歧视、建立客户投诉通道等五个方面来构建。
关键词：茶叶企业；市场营销；策略；创新从市场结构分类来看，茶叶市场应属于垄断竞争结构。
该市场结构具有这样的特征，即产品之间存在着差异性，所以能够建立自身的市场识别度；再者，随着厂商产品市场价格的波动，也会对竞争对手的产品造成同一方向的影响。
这就要求，在创新茶企市场营销策略时，需要在提升产品市场识别度和降低自身产品的交叉弹性上下功夫。
梳理现阶段的相关文献不难知晓，不少作者在面对茶企营销问题时，大都基于4PS分析框架来建构所谓的营销体系。
笔者认为，这一策略设计方法过于理论化和程序化，难免与现实茶企所面对的市场环境相偏离。
因此，在实施营销策略创新活动时，就需要在市场需求导向下通过找寻当前的营销短板，进而来建立起创新的切入点。
不难看出，以上所指出的市场识别度和价格的交叉弹性问题，则是目前茶企营销策略创新的切入点。
本文以中小茶企为考察对象。
1茶企市场营销所存在的问题结合笔者的市场调研结果，这里将从四个方面来讨论茶企在市场营销中的问题：1.1茶企市场营销的目的模糊营销与推销不同，营销关注的是消费者的需求偏好，并根据消费者的需求偏好来进行产品生产和销售。
因此，针对目标消费者的消费偏好进行市场调研，应是极为重要的第一步。
但从不少茶企所反馈的信息中可以发现，在以突出渠道销售为主线的营销模式下，茶企对消费者的消费偏好并不关心。
从中就暴露出一个问题，即茶企的市场营销目的模糊。
也就是说，营销的目的应是建立在满足消费者需求下的销售活动，其最终目标在于获得预期销售收益。
营销策略理论与实践研究 论文
浅议营销策略理论与实践附带外文翻译毕业论文二〇一一年三月六日Journal of Consumer Marketing，2005（7）：96-100Marketing Customer SatisfactionR HallowellJohn Wiley and Sons, Inc.Abstract: Customer satisfaction with a company's products or services is often seen as the key to a company's success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customerretention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more comprehensive view of the customer's quality perception.Keywords: customer；Satisfaction；MarketingFirst, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weaponWith the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. In other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come . And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer "own the center," but to "customer-centric"; "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. When the company provides products and services to the customer's prior expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction,customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was told who will then spread to 12-15 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and both are provided to the satisfaction The value of products and services. Another example is Microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft's secret of success in 20 years.In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.Second, customer satisfaction, the main steps in marketing strategyFirst, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners,etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. When the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer service, and to timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction. FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of all employees.Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employees. so that customers are in the "9 First bird "consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come back later, such as value for money, he probably will come again; Otherwise, consumers will not come back. Therefore, "9 Bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, "nine bird" fire in the capital is not difficult to understand. Second, customers participate in product design and development.Customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of product development, design, personalized, personalized value-added products and services, is correct , but must allow users to join product design. Use of the Internet and CAD technology with customers to establish effective communication and information exchange, needs to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates. After analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various departments to share resources. This design products, provide customer satisfaction services. Now, many companies use a service called: "Product Configurator" system to help users with the participation of product design. That is stored in the computer where the latest information for all productmodules, and replaced at any time, marketing personnel in the sales site on the Internet, according to user needs or user configuration with out it needs to meet their value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for farmers in Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of "The Little Prince fridge", or change channels without dazzling color TV, Haier's "wisdom eye" inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers participate in product design incorporates the recommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.Third, to provide a full service customer satisfaction and personalized service.Full service is for customers shopping and consumption carried out by every aspect of the services detailed and deep, the heart of the service. Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole process, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept was to benefit consumers willingly your products or services, consumers at every level are fully satisfied, and to win customer loyalty. Sales stage --- to ensure that customers receive timely and quality services to, participation in training pre-consultation, transfer knowledge and information, create shopping needs, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient to maximize play product features, customers appreciate the warmth and value; feedback re-sale value-added services, allowing customers to feel the warmth and truth. If a woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately after the woman free to send a new Haier air conditioning, and decided after the delivery place. Inner Mongolia, the home of a user due to fire, will burn just bought the Haier refrigerators, Haier access services from the computer after power found in the user details of the network address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations.In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of today's consumer trends. Propensity to consume the face of increasingly complex, enterprises must manage customer demand for personalized marketing, the key lies in establishing a customer database and customer information feedback system for customer relationship management, continued to collect understanding of consumer needs and preferences change, and new expectations of the business to better provide customers with personalized service.Fourth, foster customer loyalty.In the restaurant industry, customer satisfaction in the brand switching, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customersdo not necessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because it is the management capacity to attract customer loyalty.Customer loyalty is perceived from the customer, delivered through the two-way communication between the value and the relationship is hard to provide value through business products or services obtained. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to define customer loyalty, understand customer needs is what formed what are the reasons they leave, who bought the product, Why? awareness and create customer loyalty incentives. Cultivate customer loyalty marketing in two ways:First, we should properly solve customer complaints. As long as the proper handling of customer complaints, the 82% of the customers will buy products again. Proper handling of customer complaints, the requirement to establish a good business humanized "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers complained, standing customer approach to customer complained of the problem; third, dealing with customer departments to rotate so that each business unit is able to understand customer satisfaction, and obtain experience in handling customer complain; Fourth, the establishment of all customers complained that the database for timely treatment and prevent public relations crisis.Second, build up customer loyalty database. Tracked only through the analysis of thedatabase in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspects of sub-libraries. Loyal customer database, you can offer premium services for staff in a timely manner the information required; to collect all the relevant details with customers to create the conditions; strengthen ties with customers quickly; for the development of new products and create the conditions for the provision of new services; and customers long-term interactive two-way communication to provide potential demand, and may have thought it meet their expectations of non-think of the value of the products or services.References[1]Abuja, G., & Lambert, C. M. (2001). Entrepreneurship in the large corporation: a longitudinal study of how established firms create breakthrough inventions. Strategic Management Journal(22): 521–543.[2]Armstrong, J. S., & Schultz, R. L. (1992). Principles involving marketing policies: an empirical assessment. Marketing Letters, 4 (3), 253–265.[3]Wilkie, W. L., & Moore, E. S. (2007). What does the definition of marketing tell us about ourselves,Journal of Public Policy and Marketing, 26, 269–276.[4]Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17.[5]Nag, R., Hambrick, D. C., & Chen, M. J. (2007). What is strategic management, really? Inductive derivation of a consensus definition of the field. Strategic Management Journal, 28, 935–955.[6]Brown, J. R., & Dant, R. P. (20[6]Brown, J. R., & Dant, R. P. (2009). The theoretical domains of retailing research: a retrospective. Journal of Retailing, 85(2), 113–128.Journal of Consumer Marketing，2005（7）：96-100顾客满意营销策略哈洛韦尔约翰威利公司.摘要：客户的满意与一个公司的产品或服务时常被视为最关键的一个企业的成功和长期的竞争力。
市场营销组合策略论文优秀范文
市场营销组合策略论⽂优秀范⽂ 市场营销组合是制定企业营销战略的基础，做好市场营销组合⼯作可以保证企业从整体上满⾜消费者的需求。
下⽂是店铺为⼤家搜集整理的关于市场营销组合策略论⽂优秀范⽂的内容，欢迎⼤家阅读参考! 市场营销组合策略论⽂优秀范⽂篇1 浅析国有煤炭企业市场营销组合策略 【摘要】通过对同煤集团煤炭销售情况的分析,运⽤市场营销的理论知识,提出了如何应对市场变化,顺利完成煤炭产品销售的⼀些策略,对煤炭企业提⾼经济效益具有⼀定的指导意义。
【关键词】煤炭企业煤炭营销市场分析 ⼤同煤矿集团有限责任公司前⾝是⼤同矿务局,于2003年12⽉重新组建,实施⼤公司⼤集团发展战略,树⽴⼭西省动⼒煤整体品牌形象。
⼀致以来同煤集团在煤炭市场营销体系上提倡观念的转变,树⽴了“以销定产,以款定销”和按“经济效益最⼤化调整⽣产结构、营销结构”的新观念,逐步培养全新的煤炭营销体系。
2008年以来全球性的经济危机严重影响了国内外煤炭市场的需求,煤炭企业⾯临严峻考验,同煤集团制定了⼀系列有效的应对经济危机的措施和策略完成了集团制定的销售⽬标,连续5年煤炭产销量突破亿吨⼤关。
⼀、营销组合策略分析 营销组合,是指企业为完成⾃⼰的经营⽬标,根据⽬标市场特点及市场竞争状况,结合⾃⾝优势,综合运⽤产品、价格、渠道和促销⼿段等企业可控因素,合理搭配,满⾜⽬标顾客需求。
其中产品是核⼼,价格是关键,分销渠道是途径,促销是⼿段。
产品策略是营销组合中第⼀个,也是最重要的决策,它是营销组合的核⼼。
产品是指企业提供给⽬标市场的有⽤物品和服务。
其中核⼼产品是产品的最基本的层次,是顾客购买的核⼼内容,它为顾客提供最基本的效⽤和利益。
同煤集团主要开采的侏罗纪煤层和⽯炭⼆叠纪煤层,以低灰、低硫,⾼发热量,挥发份适中,煤质稳定的多⽤途享誉国内外,所产的煤不仅适⽤于⽕⼒发电、⼯业锅炉、造⽓,也适⽤于炼焦配煤、⾼炉喷吹、制⽔煤浆等,这是它所提供的期望产品。
市场营销策略研究毕业论文集锦
市场营销策略研究毕业论文集锦一、引言市场营销策略是企业竞争市场、实现业务目标的重要手段。
随着市场竞争的加剧，如何制定和实施有效的市场营销策略成为企业关注的焦点。
本论文集锦旨在梳理市场营销策略的相关理论，分析实际案例，为市场营销专业学生和从业者提供一定的参考和启示。
二、市场营销策略理论1. 营销组合策略营销组合策略是企业针对市场环境、竞争对手和自身资源状况，对产品、价格、渠道和促销等营销因素进行优化组合，以实现市场目标。
主要包括：（1）产品策略：产品是满足消费者需求的实物或服务。
产品策略包括产品定位、产品组合、产品开发和产品生命周期管理等。
（2）价格策略：价格是消费者购买产品时付出的代价。
价格策略包括定价目标、定价方法和价格调整等。
（3）渠道策略：渠道是产品从企业到消费者手中的传递途径。
渠道策略包括渠道类型、渠道选择、渠道管理和渠道冲突等。
（4）促销策略：促销是企业通过沟通手段刺激消费者购买产品的行为。
促销策略包括促销目标、促销方式和促销工具等。
2. 市场细分策略市场细分策略是根据消费者需求的差异性，将市场划分为若干具有相似需求的子市场，企业针对不同子市场制定相应的营销策略。
主要包括：（1）市场细分标准：根据地理、人口、心理和行为等因素对市场进行细分。
（2）市场细分方法：定量调研和定性调研相结合，对细分市场进行评估和选择。
（3）市场细分策略：针对不同细分市场，制定差异化的产品、价格、渠道和促销策略。
3. 竞争策略竞争策略是企业针对竞争对手的竞争行为，制定相应的市场策略。
主要包括：（1）竞争分析：分析竞争对手的市场地位、优势和劣势，了解市场格局。
（2）竞争策略：根据竞争分析结果，制定进攻、防御或合作等策略。
（3）竞争优势：通过产品、服务、品牌、渠道和促销等方面的创新，构建企业竞争优势。
三、实际案例分析本论文集锦选取了多个实际案例，对市场营销策略的制定和实施进行深入剖析。
案例包括：1. 苹果公司：通过创新产品、塑造品牌形象和渠道管理，实现全球市场的领导地位。
（马克思主义哲学优秀论文）“共生”理论及其当代意义
华中科技大学硕士学位论文摘要20世纪是对抗、战争、发展的世纪。
主客二分的思维模式，过分的扩张了人类的主体性，人类中心主义所弘扬的主体性是一种片面发展的主体性，这种片面性肢解了人的自我个性的丰富性和完整性，不仅造成了人与人之间的对抗和战争，而且导致了人与自然，人与社会的紧张对峙，人变成了“异化人”，个人在社会发展中只得到片面的、畸形的发展。
随着主体性到主体间性的发展，“共生”是解决人类异化、解决人类发展片面性的途径。
本文通过对“共生”特征、时代背景、理论意义、时代意义的分析，阐明了“共生”理论是新时代的生存哲学。
在人类迈入21世纪之时，我们若要建立一种美好的新世纪，就要求我们全面深刻认识自然、社会和人类主体三者之间的“共生”原理，努力减少人与自然、人与人之间、群体之间的对抗，不只向自然索取，而且还要对等地给予与维护，建立人与自然的对称互惠与和谐平衡的共生机制。
也就是说，既然我们承认人与自然是一个“共生”的生态系统，那么我们就应当考虑赋于自然以相应的主体权利，从而把道德的关怀扩大到动物世界以及所有的生物个体，从而使人与自然的生态平衡或人类的可持续性发展得以可能。
而在当今全球化时代，人类世界进入多极共存、强权、不平等与垄断依然存在的格局下，只有人与人之间、国与国之间遵循“共生”原理，只有经济合作，主权平等，互惠互利，才能由共同生存到共同发展。
我国所提倡的科学发展观也是“共生”理论的具体体现，必将对我们全面实现小康目标的伟大实践具有积极的指导意义。
总之，把握“共生”将有助于我们以积极的姿态去寻找和开拓到更为和谐、更为康健的、更为自由的生活世界，“共生”是当今时代发展的必然要求，当今时代在疾呼“共生”，“共生”的时代正向我们走来，所以，21世纪是“共生”的伟大时代。
关键词：共生人类中心主义异化全球化科学发展观华中科技大学硕士学位论文AbstractThe twentieth century is a century of resistance, war and development. The thinking mode of the division between subject and object exceedingly extends subjectivity of human being. The subjectivity which is approved by anthropocentrism develops unilaterally and dismembers abundance and integrity of human being's ego character, which results in not only resisting and warring between persons, but also causing the nervous conflict between human being and nature as well as society. So the person becomes alienated person who is developed unilaterally and abnormally in society. With the development of subjectivity to intersubjectivity, symbiosis is the approach to solve human beings’ alienation and unilateral development. This article by analyzing the characteristic, background, theoretical significance and the modern significance of symbiosis points out that the theory of symbiosis is the existential philosophy of the contemporary era.When human being enter the 21st century, establishing a harmonious century requires deeply understanding of the symbiosis principles between nature, society and human being. We should strive to reduce the conflict between human and nature, between persons and between person and community, and establish the symbiosis mechanism between human being and nature, which is equal and mutual beneficial, and maintain the natural environments rather than ask for resources from it. That is to say, since human and nature belong to the same ecosystem system of symbiosis, we should consider endowing the nature with homologous subject right, thus extending the concern of the morals to the animal world and all living creature individuals. It can be possible to make ecosystem balance between human and nature, and make human keep developing. Globalize era, is mixture of coexistence, power, inequality and monopolization. In accordance with the symbiosis principle, either the interpersonal relationship or the international relationship华中科技大学硕士学位论文can keep on common development through economic cooperation, the equal sovereignty, and mutual benefit. Scientific theory of development that our country advocates is also the concrete body of the theories of symbiosis, and it will have the aggressive leading meaning for us to carry out the great fulfillment of the middle-class family target. In conclusion, symbiosis will make great contribution to establish a more harmonious, healthier, more freely living world. Symbiosis is the inevitable product of the developing age nowadays. 21st century, which is the great age of symbiosis, is walking towards us.Keywords: symbiosis Anthropocentrism alienation globalizationScientific theory of development袁同学独创性声明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。
市场营销策略实证论文两篇
市场营销策略实证论文两篇第一篇：市场定位策略对品牌影响的实证研究摘要本篇论文通过实证研究来探讨市场定位策略对品牌影响的关系。
通过对多个品牌进行调研和数据分析，我们发现市场定位策略与品牌影响之间存在着显著的正相关关系。
本文的研究结果对企业制定市场定位策略具有重要的指导意义。
引言市场定位是企业在市场中找到自己的位置并与目标消费者建立联系的过程。
市场定位策略的选择对品牌的发展和影响至关重要。
本文通过实证研究来探讨市场定位策略对品牌影响的关系，旨在为企业制定市场定位策略提供实证依据。
研究方法本文采用问卷调查和数据分析的方法来研究市场定位策略对品牌影响的关系。
我们选择了不同行业的多个品牌进行调研，并通过统计分析方法对数据进行处理和解读。
研究结果通过对调研数据的分析，我们发现市场定位策略与品牌影响之间存在着显著的正相关关系。
具体来说，采用差异化市场定位策略的品牌在消费者心目中的影响更大，品牌知名度更高。
而采用模糊化市场定位策略的品牌在消费者心目中的影响较小，品牌知名度较低。
结论本研究的实证结果表明，市场定位策略对品牌影响具有显著影响。
企业在制定市场定位策略时应考虑差异化策略的优势，以提高品牌的知名度和影响力。
第二篇：品牌口碑对消费者购买意愿的实证研究摘要本篇论文通过实证研究来探讨品牌口碑对消费者购买意愿的影响。
通过对多个品牌进行调研和数据分析，我们发现品牌口碑与消费者购买意愿之间存在着显著的正相关关系。
本文的研究结果对企业提升品牌口碑具有重要的指导意义。
引言品牌口碑是指消费者对品牌的评价和传播，对于企业的销售和市场份额具有重要影响。
本文通过实证研究来探讨品牌口碑对消费者购买意愿的影响，旨在为企业提升品牌口碑提供实证依据。
研究方法本文采用问卷调查和数据分析的方法来研究品牌口碑对消费者购买意愿的影响。
我们选择了不同行业的多个品牌进行调研，并通过统计分析方法对数据进行处理和解读。
研究结果通过对调研数据的分析，我们发现品牌口碑与消费者购买意愿之间存在着显著的正相关关系。
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分类号密级公开编号学号080720339硕士研究生学位论文基于共生理论的福建电信政企客户市场营销策略研究研究生姓名：指导老师姓名、职称：学科、专业：工商管理硕士研究方向：市场营销所在学校：福州大学独创性声明本人声明所呈交的论文是我个人在导师指导下进行的研究工作及取得的研究成果。
尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果。
与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。
论文作者签名：日期：关于论文使用授权的说明本人完全了解福州大学有关保留使用学位论文的规定，即：学校有权保留送交论文的复印件，允许论文被查阅和借阅；学校可以公布论文的全部或部分内容，可以采用影印、缩印或其他复制手段保存论文。
论文作者签名：指导教师签名：日期：毕业设计（论文）原创性声明和使用授权说明原创性声明本人郑重承诺：所呈交的毕业设计（论文），是我个人在指导教师的指导下进行的研究工作及取得的成果。
尽我所知，除文中特别加以标注和致谢的地方外，不包含其他人或组织已经发表或公布过的研究成果，也不包含我为获得及其它教育机构的学位或学历而使用过的材料。
对本研究提供过帮助和做出过贡献的个人或集体，均已在文中作了明确的说明并表示了谢意。
作者签名：日期：指导教师签名：日期：使用授权说明本人完全了解大学关于收集、保存、使用毕业设计（论文）的规定，即：按照学校要求提交毕业设计（论文）的印刷本和电子版本；学校有权保存毕业设计（论文）的印刷本和电子版，并提供目录检索与阅览服务；学校可以采用影印、缩印、数字化或其它复制手段保存论文；在不以赢利为目的前提下，学校可以公布论文的部分或全部内容。
作者签名：日期：学位论文原创性声明本人郑重声明：所呈交的论文是本人在导师的指导下独立进行研究所取得的研究成果。
除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。
对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。
本人完全意识到本声明的法律后果由本人承担。
作者签名：日期：年月日学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。
本人授权大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。
涉密论文按学校规定处理。
作者签名：日期：年月日导师签名：日期：年月日指导教师评阅书评阅教师评阅书教研室（或答辩小组）及教学系意见基于共生理论的福建电信政企客户市场营销策略研究摘要在当前通信运行商竞争激烈、客户需求多元化的全业务经营大背景下，政企客户作为中国电信的重要收入来源，其营销战略在电信企业的市场营销战略中作用显著。
但如何为政企客户提供多样化、个性化的服务，获取更大的市场份额，仍有许多问题需要厘清。
因此，本文以福建电信政企客户的营销为例，重点研究基于共生理论的福建电信政企客户市场营销策略。
本文在阅读大量文献资料的基础上,总结了共生理论作为本文研究的理论支撑。
尤其是企业共生理论：企业之间要展开共生力的竞争，首先就需要在提高各自的共生度上面下功夫。
而企业的共生度主要体现在企业和政府、客户、其他合作企业以及员工的关系上。
因此，只要和这些共生单元建立良好的共生关系，就可以提高企业共生度。
本文研究内容主要包括四个方面：一是国内外对政企客户市场营销策略的研究现状；二是共生理论的概念及企业共生理论的原理。
从企业共生理论引出企业共生度，并由此得出影响企业共生度的四大因素；三是福建电信政企客户市场现况，并从企业共生理论角度出发，围绕影响企业共生度的四大因素，深度剖析福建电信政企客户市场当前存在的四大问题；四是针对福建电信政企客户市场当前存在的四大问题，将共生理论思维应用到政企客户市场营销策略中，以解决福建电信政企客户市场当前存在的问题。
关键词：福建电信政企客户共生理论营销策略The marketing strategies based on symbiotic theory adopted by the governments and enterprises, which are the customersof Fujian TelecomAbstractIn the context of full-service operation featured with fierce competition among telecommunications operators and diversified customer needs, the marketing strategies of governments and enterprises, which are important channels of income for China Telecom, play a significant role in influencing the marketing strategies of telecommunications companies. However, some issues still remain to be tackled in terms of how to provide diversified and personalized services for governments and enterprises to compete for larger market shares. Therefore, this essay will focus on the marketing strategies based on symbiotic theory adopted by the governments and enterprises, which are the customers of Fujian Telecom, through taking the example of the marketing strategies utilized by the customers of Fujian Telecom, who consist of both governments and enterprises.On the basis of vast amounts of information in related literatures, the symbiotic theory, particularly corporate symbiosis theory, has been finalized as the backbone to support the elaboration of study fields in this essay. The so-called corporate symbiosis theory refers to that the prerequisite for the enterprises to compete with each other for the capacity of being symbiotic is to pay efforts in improving their own degree of being symbiotic, which is reflected on their relationships with governments, their customers, partners and staff. Therefore, whether sound symbiotic relations could be established with these symbiotic units has a direct effect on how strong the symbiosis capacity of the enterprise could be.The essay contains four areas of study. Firstly, the current state of research, at both domestic and overseas level, in the marketing strategies adopted by the governments and enterprises, as the customers of Fujian Telecom; secondly, the concept of symbiosis theory and the principle of corporate symbiosis theory. The degree of being symbiotic of companies will be derived from symbiosis theory, followed by proposing four factors, which could exert an influence on the degree of being symbiotic of enterprises; thirdly, the current state of the Fujian Telecom market with governments and corporates as its targeted customers. Based on corporate symbiosis theory, this essay will deeply analyze the four major problems existing in the Fujian Telecom market with governments and companies as its customers while focusing on the four factors influencing the degree of being symbiotic in companies; fourthly, centering on the four principle problems plaguing Fujian Telecom market with governments and corporates as customers, this essay will apply the idea of symbiosis theory to the marketing strategies targeting the governments and corporates in the market, in order to solve the current issues existing in the Fujian Telecom market with governments and companies as its customers.Keywords: Fujian Telecom; governments and enterprises as customers; symbiosis theory; marketing strategies目录第一章引言 (6)1.1 研究背景、目的和意义 (6)1.2 国内外研究现状 (7)1.3 研究思路和内容 (8)1.3.1研究思路 (8)1.3.2研究内容 (9)第二章基础理论 (11)2.1 共生的一般理论 (11)2.1.1共生单元 (11)2.1.2共生模式 (12)2.1.3共生环境 (12)2.2 企业共生理论的基本原理 (13)2.2.1 自然界的共生 (13)2.2.2 人的共生 (13)2.2.3 企业的共生 (14)2.3 企业共生理论在本研究中的应用分析 (15)第三章基于共生理论的福建电信政企客户市场分析 (16)3.1福建电信政企客户市场现状 (16)3.1.1福建电信运营现状 (16)3.1.2福建电信政企客户市场现状 (17)3.2福建电信政企客户市场存在问题 (18)3.2.1基于共生度的福建电信政企客户市场分析 (18)3.2.2当前福建电信政企客户市场存在的问题 (18)第四章基于共生理论的福建电信政企客户市场营销策略 (20)4.1 与政府的共生营销策略——智慧城市 (20)4.2 与政企客户的共生营销策略——信息化经营 (24)4.2.1 行业信息化的营销策略 (24)4.2.2 中小企业信息化的营销策略 (39)4.3 与其它合作企业的共生营销策略——天翼联盟 (45)4.4 与员工（即福建电信政企客户经理）的共生营销策略——存量承包、增量分成 52 第五章总结 (56)参考文献 (57)第一章引言1.1 研究背景、目的和意义自改革开放以来，我国通信行业得到了快速发展，整个行业内部体制也发生了重大调整。