西安培华学院本科毕业论文（设计）浙江企业市场营销战略探析浙江企业市场营销战略探析摘要在过去的十年中，浙江企业形成了独具特色的发展之路，这与企业的市场营销战略有着密切的联系。本论文对浙江企业市场营销战略进行了初步的探析，通过研讨法：向导师或相关人士请教与讨论并研究，调查法：查阅相关书籍和文献进行资料整理，个案研究法：对目前市场上的企业进行抽样调查并统计分析研究等方法对浙江企业的营销战略做了初步的研究,对各个企业的营销战略进行分析，发现存在着对市场环境的分析不透彻，对营销策略的了解不深入，营销战略缺乏理性，营销人才相对不足等问题。本论文试图从浙江企业发展的自身特点出发，制定出适合其长期发展的经营战略，比如说运用正确的产品策略，采取适当的价格策略，选择正确的销售渠道，采用正确的促销策略，塑造优秀的营销组织团队等等，使企业能够根据不同的目标币场，运用相应正确的营销战略增强企业的竞争能力。关键词：市场营销战略；企业发展；竞争能力TheBusinessMarketingStrategyofZhejiangAbstractInthepasttenyears,zhejiangenterprisesformedtheuniquepathofdevelopment,withtheenterprise'smarketingstrategyhasacloseconnection.Thisthesisofzhejiangenterprisemarketingstrategyhascarriedonthepreliminaryanalysis,throughYanTaoFa:asktutororrelatedpersonandtodiscussandresearch,surveymethod:consultrelatedbooksandliteraturedata,casestudymethod:forenterprisesonthemarketatpresentmethodsofsamplingsurveyandstatisticalanalysisofzhejiangenterprisemarketingstrategytodothepreliminaryresearch,analysisofeachenterprise'smarketingstrategy,foundthatthereistheanalysisofmarketenvironmentisnotthorough,forin-depthunderstandingofthemarketingstrategy,thelackofrationalmarketingstrategy,marketingtalentssuchasrelativelyinsufficient.Thispaperattemptstofromzhejiangenterprisestodeveloptheirowncharacteristics,formulatebusinessstrategyforitslong-termdevelopment,suchasusingtherightproductstrategy,taketheappropriatepricingstrategies,choosethecorrectsaleschannel,usingtherightpromotionstrategy,shapingtheoutstandingmarketingorganizationteam,etc.,maketheenterprisecanaccordingtodifferenttargetcurrencyfield,usingthecorrespondingcorrectmarketingstrategytoenhanceenterprise'scompetitiveability.KeyWords:enterpriseofthemarketsale;development;compretition目录TOC\o"1-3"\h\uHYPERLINK\l"_Toc356912702"1．绪论PAGEREF_Toc356912702\h1HYPERLINK\l"_Toc356912703"1.1研究的背景PAGEREF_Toc356912703\h1HYPERLINK\l"_Toc356912704"1.2研究的目的和现实意义PAGEREF_Toc356912704\h1HYPERLINK\l"_Toc356912705"1.3本文的框架PAGEREF_Toc356912705\h2HY