Graduation thesis on marketing, 5000 words, 1
On the Strategic Innovation of Enterprise Marketing in China
With the acceleration of social and economic marketization and global economic integration, enterprises are facing the impact of foreign markets, so enterprise marketing strategy innovation is an important way to occupy market advantage. Facing the ever-changing market environment, China enterprises should be able to adopt brand-new marketing models and give full play to their own advantages to cope with the changes in the market environment.
First, the role of enterprise marketing strategy innovation and status analysis
(A) Analysis of the innovative role of enterprise marketing strategy
With the development of the times, China enterprises must innovate their marketing strategies. With the further deepening of reform and opening up, the competitive environment of enterprises is complex and harsh. In the development stage of high-speed informatization, enterprises must also be able to accelerate the pace of marketing innovation. The innovation of enterprise marketing can promote enterprises to occupy an advantage in the fierce market competition. The innovation degree of enterprise marketing strategy will have a far-reaching impact on the future survival and development of enterprises. It is an important way to enhance enterprise market share, an important channel to enhance enterprise competitive strength and an important means and method to improve enterprise management methods. Therefore, strengthening the marketing innovation of enterprises is very urgent for the development of current enterprises.
(B) Analysis of the development status of marketing strategy of enterprises in China.
Judging from the actual situation, there are still many problems to be solved in the development of China's enterprise marketing strategy, the most obvious of which is the lack of marketing means. Many enterprises in our country have not widely used modern marketing methods, but also adopted the previous marketing methods, which greatly hindered the development of Chinese enterprises. In addition, the construction of marketing service system is not perfect, and a large part of enterprises can't do it in after-sales service projects. This irresponsible attitude towards consumers will also bring great restraint to the future development of enterprises.
In addition, the problem of enterprise marketing management has not been solved. At present, many enterprises do not have the top management in their marketing strategy system, which makes the construction of their marketing strategy system lack of marketing management. Executives' neglect of marketing strategy will inevitably lead to the overall development of enterprises, and will also have a negative impact on the business activities of enterprises, which is not conducive to the healthy development of enterprises.
Second, China enterprise marketing strategy innovation strategy research
(A) to strengthen the construction of enterprise marketing team
The innovation of enterprise marketing strategy is inseparable from the intervention of talents, and the construction of marketing team must be strengthened. We should pay attention to the training of marketing talents, mainly focusing on marketing strategy experts, marketing technology experts, sales executive managers and sales personnel. Establish a new mechanism for introducing and cultivating talents as soon as possible. From the perspective of talent introduction, this is an important basis for the implementation of marketing strategy. Therefore, the cadres in charge of talent introduction in enterprises should be able to have high quality and professional skills, and set the standards for talent introduction. Aiming at the problem of talent training, we should institutionalize marketing training, establish training content and adopt flexible and diverse forms of education and training. Only by strengthening in many aspects can it be conducive to the construction of high-quality marketing team.
(B) a clear goal of market segmentation
In the process of market economy, the survival and development of enterprises play a decisive role in the success or failure of enterprises, and the marketing of modern enterprises should be able to achieve the goal of sustainable development. Enterprises produce products mainly to meet the needs of consumers, and most of them should be able to define their marketing objectives, thus organically combining with market development. In today's diversified and personalized consumer demand, marketing innovation is the only way for enterprises to survive for a long time. The innovation of marketing strategy should be able to adapt to the development of the market and meet the market demand through scientific marketing methods.
(C) the use of new technologies to innovate enterprise marketing strategies
At present, the rapid development of network technology and information technology has brought earth-shaking changes to people's lives, and the economic and social environment faced by enterprises has become more and more complicated. In this process, applying network technology and information technology to the marketing of enterprises can broaden the marketing channels and create a broader market. For example, e-commerce can be marketed online or offline through online marketing. This multi-channel marketing method has played an important role in promoting the breadth of enterprise product promotion, which can directly understand the market demand and make more development strategies in time.
(D) to strengthen the innovation of comprehensive marketing strategy
The marketing of enterprises is carried out on the basis of their own development, so we should be able to innovate marketing strategies based on enterprises and with a global perspective. The ultimate development goal of enterprise marketing in China is to be in line with international standards, so the formulation of marketing innovation strategy should take globalization trend and international standards as important considerations (as shown in the following figure). In this process, enterprises should also fully consider the comprehensive application of various marketing methods, or establish exclusive marketing departments to further promote the strategic innovation of enterprise marketing.
Comprehensive marketing strategy chart
(E) Fully integrate marketing resources to maximize advantages.
The marketing strategy of an enterprise needs the overall strategic decision as the support, and it should be able to take services or products as the main carrier, effectively enhance the value of the carrier through the lowest marketing investment, so as to maximize the enterprise value in creating and transmitting new value. This requires integrating the marketing resources of enterprises, carefully analyzing the marketing environment, seeking appropriate opportunities and effectively avoiding threats in the environment.
Third, the conclusion
To sum up, the innovation of enterprise's marketing strategy is of great significance to the long-term healthy development of enterprises at this stage, so enterprises should give full play to their innovation ability at the key stage and innovate marketing means and methods to the maximum extent to promote the development of enterprises. In view of the existing problems, we should solve them pertinently and constantly improve the marketing strategic planning, so that enterprises can be in an invincible position.
Graduation thesis of marketing: 5000 words 2
Discussion on power marketing strategy of power supply industry
Monopoly operation in the power industry is a well-known thing, so in the eyes of many people, there will never be market competition in the operation of power enterprises. However, the fact has never been so ideal, which is a greater challenge in front of the power enterprise market. Electricity can circulate in the market and belongs to the category of commodities, but in the eyes of the public, this special commodity has no rules to follow in the market, so it is not taken seriously. However, this phenomenon directly leads to the lack of sense of urgency in China's power enterprises, resulting in many maladjustments. Under the impetus of this environment, it is urgent and imperative for China electric power industry to change this single business model. To implement the new business model, we must adapt to the normal and stable development of the power industry under the condition of market economy, so as to enhance the competitiveness of enterprises.
First, the status quo of the electricity market
(A) insufficient marketing awareness
China's power supply enterprises have no advanced market concept, and their management ideas have not changed from the planned economy period to meet the needs of the market economy. Once they encounter problems, they always rely on their superiors or relevant policies to solve and deal with them. Nor can it be based on the market economy environment. Most power supply enterprises are content with the status quo, have no sense of enterprise competition, and lack sufficient determination and courage to dare to innovate and reform. This phenomenon directly leads to various difficulties in product sales of power supply enterprises, low and backward quality of power supply services, and even imperfect service system. These problems have restricted the development of power supply enterprises to a certain extent, and put them at a disadvantage in mechanism reform and market competition.
(B) did not strictly control the quality of power products
No matter what kind of enterprise, if it can't strictly control the product quality, it will become an important factor hindering the development of the enterprise; Power products are no exception. In the whole sales process, whether the power supply voltage is qualified and the power supply frequency is stable is an important assessment index to measure the quality of power products. At present, there is still a certain distance between these two items and developed countries. With the continuous development of economic conditions and the promotion of commodity diversification, the quality of electric energy is gradually improved to meet the requirements of society. It should not only meet the needs of home, but also meet all kinds of characteristic products; If the power supply quality is in an irregular state, the good performance of the power supply machine can not be better played. Especially compared with some high-grade electrical equipment, if it can't be used reasonably and can't work normally, its service life will be greatly reduced, which will lead to more defective products or waste products in the production process, and serious equipment scrap will happen from time to time.
(3) Power grid construction and economic development are not synchronized.
Relatively speaking, China's power grid construction is still relatively backward. Due to various reasons, the speed of urban power grid construction has slowed down and can't keep up with the pace of economic development. Rural power grid construction facilities are more rudimentary. Today's world is relatively advanced? The principle is universally applicable. However, it has been proved that in the construction of power grid infrastructure, the power resources, local construction and capital investment needed for the rapid development of local economy have been unable to meet, and they are basically in a backward state, which makes some places with power demand unable to transmit smoothly, resulting in a shortage of power resources. Although the power grid construction has been greatly improved than before, it is always backward for some essential reasons.
Second, the marketing strategy
(A) to stabilize the market and adapt to competition
The natural environment is being destroyed day by day in the developing society, and people's daily life has undergone great changes in this change, which even has a certain impact on the quality of life of the public, and this impact has gradually enhanced people's awareness of environmental protection. With the continuous maturity of new energy and the extensive development and application of renewable resources, power supply enterprises are facing competition in the same industry. At the same time, liquefied petroleum gas and natural gas, solar energy and wind energy also bring great pressure to power supply enterprises. Moreover, the current power industry has abandoned the previous continuous process of power generation, power supply and electricity consumption, and realized the policy of independent power supply for large users. In other words, users are no longer limited to a single way in power supply selection, and they can freely choose and buy products, which also destines that the power grid enterprise market needs to be rearranged. Of course, in order to occupy the market steadily, we must first firmly grasp the current customer resources and do a good job in after-sales service; After doing this well, we will introduce new energy into the electricity market and reach a certain agreement to occupy the market.
(B) a reasonable marketing strategy
The previous thinking can no longer adapt to the development of modern electric power enterprises. Therefore, in order to adapt to the rapidly changing market, we must fully understand the current situation, formulate reasonable marketing strategies, determine the correct business ideas, find the right market, and thus expand sales share. Moreover, the power market should focus on market demand, analyze market characteristics, take marketing as the main point of view, establish a relatively sound and perfect marketing system, formulate a distinctive marketing mechanism, rearrange the power market, seize the share, and make power enterprises stand on the power market.
(3) Convert the total sales into the distribution amount.
In view of the high cost and backward construction in China's power grid construction, it is necessary for power supply enterprises to adopt some flexible sales strategies, such as distribution, to improve market share and competitiveness. Geographically, those who are far away from the power grid company can adopt the wholesale strategy, and those who are close can directly supply power units to reduce costs; If you are not in a province or city and the market is relatively open, it is best to adopt the exclusive supply mode, which will not only open up a broader market, but also help improve market competitiveness and achieve greater profits.
Three. Concluding remarks
With the continuous development and application of new energy products and the increasing public awareness of environmental protection, the share of power products in the power market has been in a great crisis. Of course, only when there is a crisis will there be motivation, and only when there is certain competition will there be such innovation in the cracks. Power enterprises should take this crisis as an opportunity, constantly adjust their marketing mechanism, actively formulate a set of reasonable and applicable marketing methods, improve the original marketing strategies and constantly compete, maximize market share, seize the initiative, and make enterprises embark on the road of sustainable development.
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