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摘要铸造是现代机械制造工业的基础工艺之一，随着我国近年来在世界范围内铸造影响力的不断提升，相关铸造企业的发展将迎来巨大的市场前景。面对宝贵机遇，我国的铸造企业需要在激烈的竞争中充分整合营销策略，最大限度地提高企业竞争优势。46365
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市场营销管理需要企业对内外环境进行分析，同时结合自身现状确定市场目标，依据自身的优势制定战略，再为战略的实施制定计划，并在过程中进行控制与调整。本文在讨论相关营销理论的基础上，针对歌博铸造有限公司的实际情况，对其市场营销策略进行了研究。
本文以市场营销学的基本理论为指导，运用现代市场营销的基本原理、分析方法，充分考虑了机械铸造行业的特点，并结合歌博公司相关PEST分析、波特五力分析、SWOT分析，提出了公司特色的营销策略以及营销策略的保障措施，从而力求做到现实性、针对性和实用性的有机统一。文章的研究能够为公司的科学管理与正确营销决策提供参考，具有一定意义和作用。
毕业论文关键词：营销；战略；分析
Abstract Casting is one of the basic technology of modern mechanical manufacturing industry. With the increasing influence of our country in the world in recent years, the development of related foundry enterprises will have a great market prospect. Facing the precious opportunity, our country's foundry enterprise needs to fully integrate the marketing strategy in the intense competition, to maximize the enterprise competitive advantage.
Marketing management enterprise on the internal and external environment analysis, combined with their own situation to determine the target market, formulate strategy according to their own advantage, again for the implementation of strategic planning, and in the process of control and adjustment. In this paper, based on the discussion of the relevant marketing theory, the actual situation of the song Bo Foundry Co., Ltd., its marketing strategy is studied.
Basic theory in this paper, learn to marketing as a guide, based on the basic principles of modern marketing, analysis method, considering the characteristics of foundry machinery industry, and combined with song Bo, PEST analysis, Porter's five forces analysis and SWOT analysis, put forward the characteristics of the company marketing strategy and marketing strategy of safeguard measures, and strive to achieve realistic, the practicality and the organic unity. The research of this paper can provide reference for scientific management and correct marketing decision. It has certain significance and function.
Key words：Marketing，Strategy，Analysis
目 录
摘 要 I
Abstract II
第一章 相关理论概述 1
1.1研究目的及研究意义 1
1.2研究方法及研究思路 1
1.3营销理论、评价方法及当前研究 2
第二章 歌博铸造营销现状分析 4
2.1公司简介 4
2.2营销现状 5
第三章 歌博铸造营销工作存在问题及影响因素 5
3.1歌博铸造营销工作存在问题 5
3.2歌博铸造营销问题影响因素 6
第四章 歌博铸造内外部环境分析及自身竞争力评价 6
4.1基于PEST模型的外部环境分析 6
4.2基于波特五力模型的竞争力分析 7
4.3基于SWOT分析模型的综合性评价 7
第五章 基于歌博铸造评价结果的营销战略分析 8
5.1产品战略 8
5.2市场战略 8