Marketing graduation thesis 5000 words

Marketing activities mainly refer to the social process and management process of meeting the needs and desires of consumers in a changing market environment, completing corporate goals through exchanging and creating goods and value, and increasing corporate economic profits. . The following is the content of a 5,000-word graduation thesis on marketing that I have collected for everyone. You are welcome to read and refer to it!

5,000-word graduation thesis on marketing 1

On Chinese Enterprises Strategic Innovation in Marketing

The process of socio-economic market and global economic integration is constantly accelerating. What enterprises are facing is the impact of foreign markets, so strategic innovation in corporate marketing is to occupy market advantages. important ways. In the face of the rapidly changing market environment, our country's enterprises must be able to adopt a new marketing model and give full play to their own advantages in order to respond to changes in the market environment.

1. Analysis of the role and current situation of corporate marketing strategy innovation

(1) Analysis of the role of innovation in corporate marketing strategy

The development of the times has made our country’s Enterprises must innovate in their marketing strategies. The further deepening of reform and opening up has made enterprises themselves have a complex and harsh competitive environment. In the development stage of high-speed informatization, enterprises must also be able to carry out marketing strategies. Accelerate the pace of innovation. Innovation in corporate marketing can help companies gain an advantage in the fierce competition in the market. The degree of innovation in a company's marketing strategy will have a profound impact on the company's future survival and development. This is important for increasing the company's market share. It is also an important channel to enhance the competitiveness of enterprises, and it is also an important means and method to improve the operation and management methods of enterprises. Therefore, strengthening the marketing innovation of enterprises is very urgent for the current development of enterprises.

(2) Analysis of the current situation of the development of my country’s corporate marketing strategies

From the actual situation, there are still many problems that need to be further solved in the development process of my country’s corporate marketing strategies, among which The most obvious thing is the lack of marketing methods. Many enterprises in our country have not widely used modern marketing methods, and still adopt the past marketing methods. This phenomenon has formed a great obstacle to the development of our country's enterprises. In addition, the marketing service system is imperfectly constructed. A large number of companies are unable to provide after-sales service. This irresponsible attitude towards consumers will also have a great impact on the future development of the company. inhibitory effect.

In addition, the management problem of corporate marketing has not been solved. Many companies currently do not have high-level management in the marketing strategy system. This problem makes the construction of corporate marketing strategy system involve marketing. The phenomenon of management absence. The failure of corporate executives to pay attention to marketing strategies will inevitably lead to the overall development of the company, and will also have a negative impact on the company's business activities, which is not conducive to the healthy development of the company.

2. Research on the strategies of marketing strategy innovation of Chinese enterprises

(1) Strengthening the construction of enterprise marketing team

The innovation of enterprise marketing strategy is inseparable It requires the intervention of talents, so it must be effectively strengthened in the construction of the marketing team. We should attach great importance to the development of marketing talents, mainly focusing on marketing strategy experts and marketing technology experts, sales executive managers and sales personnel. Establish a new mechanism to introduce and cultivate talents as soon as possible. From the perspective of talent introduction, this is an important foundation for the implementation of marketing strategies. Therefore, the cadres responsible for the introduction of corporate talents must have high quality and professional skills, and must formulate Standards for talent introduction. In response to the issue of talent training, it is necessary to institutionalize marketing training, establish the content of training, and adopt flexible and diverse forms of education and training. Only by strengthening it from multiple aspects can it be conducive to the construction of a high-quality marketing team.

(2) Clarify the market segmentation goals

In the process of market economy, the survival and development status of an enterprise play a decisive role in the success or failure of the enterprise. Modern enterprise marketing must be able to achieve The purpose of sustainable development. Enterprises produce products mainly to meet consumer needs, and they must be able to clarify marketing goals so that they can be organically integrated with market development. Today, when consumer demands are diversified and personalized, marketing innovation is the only way for enterprises to survive for a long time. Innovation in marketing strategies must be able to adapt to market development and meet market needs through scientific marketing methods.

(3) Adopt new technologies to innovate corporate marketing strategies

The current rapid development of network technology and information technology has produced earth-shaking changes in people’s lives, and the challenges faced by enterprises The economic and social environment has become increasingly complex. In this process, applying network technology and information technology to corporate marketing can broaden marketing channels and create a broader market. Taking e-commerce as an example, online marketing can be used for online and offline marketing. This multi-channel marketing method plays an important role in promoting the breadth of product promotion of enterprises, and can more directly understand the market demand and conduct timely marketing. Change development strategies.

(4) Strengthen the innovation of comprehensive marketing strategic thinking

Enterprise marketing is based on its own development, so it must be based on the enterprise and have a global marketing strategy Innovation. The ultimate development goal of my country's corporate marketing is to integrate with international standards. Therefore, the formulation of marketing innovation strategies must take the globalization trend and international standards into important considerations (as shown in the figure below). During this process, companies must also fully consider the comprehensive use of multiple marketing methods, or establish exclusive marketing departments to further promote strategic innovation in corporate marketing.

Illustration of comprehensive marketing strategy

(5) Fully integrate marketing resources to achieve maximum advantages

The marketing strategy of an enterprise needs the support of overall strategic decision-making , it is necessary to be able to use services or products as the main carrier and effectively increase the value of the carrier through the lowest marketing investment, so as to maximize the value of the enterprise in creating and delivering new value. This requires integrating the company's marketing resources, carefully analyzing the marketing environment, and seeking appropriate opportunities to effectively avoid threats in the environment.

3. Conclusion

In summary, the enterprise’s marketing strategy innovation is of great significance to the long-term and healthy development of the enterprise at this stage, so the enterprise must give full play to it at the critical stage. With its own innovation ability, we can maximize the innovation of marketing methods and methods to promote the development of enterprises. It is necessary to carry out targeted solutions to the existing problems and continuously improve the marketing strategic plan, so as to make the enterprise invincible.

Marketing thesis 5000 words Part 2

A brief discussion of the power marketing strategy in the power supply industry

The monopoly operation in the power industry is already a well-known thing Therefore, in the eyes of many people, there will never be market competition in the operation of power companies. However, the reality is never as ideal as it seems, and what lies ahead of the power enterprise market is a greater challenge. Electricity can be circulated in the market and belongs to the category of commodities. However, in the eyes of the public, this special commodity has no rules to follow in the market, so it is not taken seriously. This phenomenon has directly led to my country's lack of awareness of the dangers of power companies, and subsequently many incompatibilities have emerged. Prompted by such an environment, my country's power industry is on the verge of changing this single business model and has no choice but to take action. If you want to implement a new business model, you must ensure that its general direction remains unchanged to adapt to the normal and stable development of the power industry under market economic conditions, thereby enhancing the competitiveness of enterprises.

1. Current situation of the electricity market

(1) Insufficient marketing awareness

my country’s power supply enterprises do not have advanced market concepts, and their business ideas are also inconsistent. It has not changed from the planned economy period to comply with the needs of the market economy. Once problems are encountered, they always rely on superiors or relevant policies to solve and deal with them; nor can they be based in the market economy environment. Most relevant personnel of power supply enterprises are satisfied with the status quo and do not have enterprises. Competition consciousness, and lack of sufficient determination and courage to dare to innovate and reform. This phenomenon directly leads to various difficulties in product sales for power supply companies, low and backward quality of power supply services, and even problems such as imperfect service systems. All the above problems can restrict the development of power supply enterprises to a certain extent, and such restrictions put power supply enterprises at a disadvantage in mechanism reform and at a disadvantage in market competition.

(2) Failure to strictly control the quality of power products

No matter what kind of company it is, if it cannot strictly control the quality of its products, it will definitely become an important obstacle to the development of the company. factors; power products are no exception. Throughout the sales process, whether the power supply voltage is qualified and whether the power supply frequency is stable are important assessment indicators for measuring the quality of power products. For now, compared with developed countries, there is still some distance between these two items. Driven by continuously developing economic conditions and diversified commodities, power quality has been gradually improved to meet social requirements. It must not only satisfy household needs, but also satisfy various special products; if the power supply quality is in a non-standard state, the good performance of the power supply machine cannot be better demonstrated. Especially compared to some relatively high-end electrical equipment, if they cannot be used rationally and cannot work properly, their service life will be greatly reduced, resulting in more defective products or waste products during the production process. Seriously, the equipment Scrapping also happens from time to time.

(3) Power grid construction that is not synchronized with economic development

Relatively speaking, our country is still relatively backward in power grid construction. Various reasons make cities fail to build power grids. The speed of electricity has slowed down and cannot keep pace with economic development; and the power grid construction facilities in rural areas are even more rudimentary. In today's world, the "relatively advanced" principle is widely used. However, it turns out that when building power grid infrastructure, the power resources required by the rapid development of the local economy can no longer be met by local construction and capital investment, and are fundamentally backward. This makes some places with power demand It cannot be transported smoothly, resulting in a lack of power resources.

Although power grid construction has improved a lot compared to before, it has always lagged behind due to some essential reasons.

2. Marketing Strategy

(1) Stabilize the market and adapt to competition

The natural environment is increasingly destroyed in the continuously developing society, and people’s daily life Many changes have also taken place during such changes, which have even had a certain impact on the quality of life of the public, and this impact has gradually increased people's awareness of environmental protection. The continuous maturity of new energy and the extensive development and application of renewable resources have caused power supply companies to face competition in the same industry and regions. At the same time, liquefied petroleum gas and natural gas, solar energy and wind energy have also put a lot of pressure on power supply companies. Moreover, the current power industry has abandoned the previous continuous process of power generation, power supply, and electricity consumption, and has implemented an independent power supply policy for large users. In other words, users are no longer limited to a single method in power supply selection, but can freely purchase products. This also destined to restructure the power grid enterprise market. Of course, in order to firmly occupy the market, we must first firmly grasp the current customer resources and provide after-sales service; after doing this, we can introduce new energy into the power market and reach certain agreements to occupy the market.

(2) Reasonably formulate marketing strategies

Previous concepts can no longer adapt to the development of modern power enterprises. Therefore, in order to adapt to the ever-changing market, we must fully understand the current situation. And formulate a reasonable marketing strategy, determine the correct business ideas, find the market that suits you, and expand your sales share. Not only that, the electricity market must also focus on market demand, conduct a key analysis of market characteristics, and use marketing as the main point of view to establish a relatively sound and complete marketing system, develop a distinctive marketing mechanism, and re-layout the electricity market. , occupy shares, and enable power companies to gain a foothold in the power market.

(3) Transforming general sales into distribution

In view of the two major problems existing in my country's power grid construction: high costs and backward construction, it is necessary for power supply companies to adopt some flexible sales strategies. For example, distribution to increase market share and competitiveness. In terms of geographical location, those far away from the power grid company can use wholesale sales strategies, while those closer can directly supply electricity units to reduce costs; if they are not in the same province or city and the market is relatively open, use dedicated supply. The method is better, which will not only open up a broader market, but also help improve market competitiveness, thereby achieving greater profitability.

3. Conclusion

The continuous development and application of new energy products and the increasing public awareness of environmental protection have caused a considerable crisis in the share of power products in the power market. Of course, only when there is a crisis will there be motivation, and with a certain amount of competition, innovation will occur in this gap. Electric power companies should regard such a crisis as a good opportunity, constantly adjust the company's marketing mechanism, proactively formulate a set of reasonable and applicable marketing methods, improve the original marketing strategy and continue to compete to maximize market share. And take the initiative to enable enterprises to follow the path of sustainable development.