温州市猛虎烟具有限公司的营销策略研究
摘 要
温州市猛虎烟具有限公司是一家集专业设计、开发、生产、销售各类中高档防风、明火、直冲打火机为一体的企业，公司位于温州市鹿城区黎明工业区。本人在大四上学期结束后来到这个公司实习。为了更好地完成毕业设计，也为了对公司有一个更加深入的了解，我借此机会将在校所学的知识与在公司的实际操作结合起来，对温州市猛虎烟具有限公司的市场营销策略进行分析和探讨。
本篇论文主要围绕温州市猛虎烟具有限公司的市场营销策略进行分析。首先，分析温州打火机市场状况，其中详细介绍了目前整个市场颇为关注的CR标准。其次介绍了温州市猛虎烟具有限公司的情况，其中包括公司简介、质量标准等。再次通过结合内外部的各方面因素对公司进行SWOT分析。然后进入本论文的重点，运用市场营销4P策略对温州市猛虎烟具有限公司的市场营销策略进行全面和细致地分析。最后，总结出公司的市场营销策略目前存在的问题并提出解决办法。
撰写本次论文的目的不仅是为了复习和总结这五年大学时光所学习的连锁经营与市场营销专业知识，也是一个很好的机会来对自己和公司进行一次深挖掘。通过深入地了解和挖掘自己和公司的潜力，寻找对公司和自身更好的发展路径与清晰未来的发展方向。本次论文经过本人长期筹划和多次改动，但是还存在许多不足的地方。我将会对论文进行持续的改进和实验，来增强论文的实用性，非常希望这次的设计对我和公司的发展能够发挥作用。
关键词：打火机；市场营销策略；温州；烟具
Abstract
Wenzhou Menghu smoking sets Co., Ltd. is a joint venture which professionally manufactures high and middle grade lighters of windproof, fling and open-flame, and a key enterprise with self-supporting imports/exports right. The company is located in Liming Industrial Zone ,Wenzhou. After last term when I studied in Henan University of finance and economics, I came to this company to work. In order to complete the graduation paper and know the company more deeply, I take this opportunity to join the knowledge learned from school and the practice in company to analyze and discuss the Marketing Strategy of Wenzhou Menghu smoking sets Co., Ltd.
This thesis focus on analyzing the marketing strategy of Wenzhou Menghu smoking sets Co., Ltd. The first part is analyzing the conditions of Wenzhou Lighter market and the details of the CR standard which is quite concerned currently . Then introduced the Wenzhou Menghu smoking sets Co., Ltd., including the quality standards. By combining the company once again all the factors outside the company SWOT analysis. Then enter the focus of this thesis, the use of 4P marketing strategy Tigers Smoking Co., Ltd. Wenzhou marketing strategy for a comprehensive and detailed analysis. Finally, sum up the company's current problems and propose solutions.
The purpose of writing this paper is not only to review and summarize these five years spent at university learned of the chain operations and marketing expertise, is a good opportunity to own and a deep excavation company. Test and explore their own and the company's potential to find better and more clearly the development path of the future direction and path. This thesis, although I am a long-term planning and a series of changes, but still there are many deficiencies. I will be on continuous improvement and paper test, to enhance the practicality of paper, I hope that the design and development of the company for me to play a role very much.
Key words: lighter; marketing strategy; Wenzhou; Smoking
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