文本描述
西安理工大学工商管理硕士专业学位论文
strengthening marketing channel development, enhancing product development capabilities,
and optimizing product pricing mechanism.
【Key Words】Construction Enterprise；Marketing；Marketing Strategy
【Type of paper】Application Research
III
目录
1 绪论 ......................................................................................................... 1
1.1 研究背景 ........................................................................................... 1
1.2 研究意义 ........................................................................................... 3
1.3 研究内容和框架 ............................................................................... 3
1.4 研究方法 ........................................................................................... 5
2 营销策略相关理论综述 ........................................................................ 7
2.1 相关概念 ........................................................................................... 7
2.2 理论综述 ........................................................................................... 7
2.3 营销理论研究 ................................................................................. 11
3 Z建筑公司营销现状及存在问题分析 ................................................ 15
3.1 Z建筑公司基本情况介绍 .............................................................. 15
3.1.1 公司规模与组织架构 ............................................................... 15
3.1.2 经营资质与市场布局 ............................................................... 16
3.1.3 营销管理与采购模式 ............................................................... 17
3.1.4 产品种类与质量保障 ............................................................... 18
3.2 Z建筑公司营销现状分析 .............................................................. 19
3.2.1 问卷基本情况介绍 ................................................................... 20
3.2.2 问卷调查结果分析 ................................................................... 20
3.3 Z建筑公司营销存在的问题 ...........................................
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