摘要
随着国家经济的不断发展,能源的浪费已经成为了一个急需解决的问题。因此,为
适应经济发展的需要,缓解能源供应紧张的现状,节约能源势在必行。作为建筑之眼
的建筑门窗及幕墙,由于其特有的结构设计使得通过它浪费的能源占到了建筑物使用
总能耗的一半,因此,提高建筑门窗保温性能是降低建筑物长期使用能耗的重要途径
建筑节能技术企业想要在竞争激烈的市场环境中立于不败之地,拥有一套合理有效的
市场营销组合策略是必不可少的
本文以制定亚松聚氨酯(上海)有限公司(以下简称:亚松公司)的市场营销策略
为研宄中心,按照提出问题、分析问题、解决问题的原则,对于亚松公司目前的营销
环境按照SWOT分析方法进行了分析,暴露出了亚松公司在目前市场营销工作中存在的
潜在问题。然后从4Ps营销理论着手,即产品策略、价格策略、渠道策略、促销策略
构建更为有效的新市场营销策略。作为新市场营销策略的初探,经过分析得出亚松公
司与意大利阿鲁克幕墙门窗系统(上海)有限公司合作是对于双方均有利的合作。最
后为了保证新营销策略能够发挥其最大程度的作用,从制定合理的公司销售实施计划、
建立完善的市场营销组织体系、加强现有产品的更新换代和新产品的研发、加强人力
资源建设以及加强品牌建设方面提出了保障措施,从而保证了营销策略的实施,为亚
松公司探索出了一套切实有效的营销策略方案
希望本文的研宄成果不仅对于亚松公司有着重要的意义,同时也为众多准备进入中
国建筑节能市场的其他企业积累了宝贵的经验
关键词:营销策略 SWOT分析 4Ps营销理论实施保障
ABSTRACT
The economy of China is developing with high speed now,however the development of
energy can't meet the speed of the economy. The energy saving has become an important
question for China. Therefore, energy saving is imperative for the development of economy.
Windows and doors is the weakest part of outside the construction of building. Its energy
consumption of the long-term is one half of building energy consumption. Therefore,
enhances heat preservation performance of windows and doors is a important method for
reducing the long-term energy consumption of the building. The company of construction
energy saving technology must have a set of effective marketing strategy, if it want to win
the success in the china market environment.
The research center of this article is design marketing strategy of Azon polyurethane
(Shanghai) Co.ltd (Azon for short). Follow the principle of proposed question, analysis
question and solve question,firstly, Azon find the detailed question according to SWOT
analysis for current marketing environment. Secondly, the article designs a new marketing
strategy according to 4Ps theory. 4Ps is product strategy, pricing strategy, placing strategy
and promotioning strategy. As the theory confirmation,the article thinks the cooperation
between Azon and Aluk is a cooperation of win-win. Finally, the article propose the
safeguard measure from working out reasonable sales plan, establishing marketing
organization system, enhancing existing product renewal and new product research,
enhancing human resources construction and enhancing brand construction. These measures
will guarantee the implementation of marketing strategy. So,this article find a set of
effective marketing strategy for Azon according to marketing strategy practice of Azon and
the correlation marketing theory.
I hope the research of this article is not only have the vital significance for Azon, but
also can accumulate precious experience for otiiers company that want to enter the china
market.
Key words: IT anafysis 4Ps markedly theoiy