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Under the Background of the Economic Downturn Study the BG Company Marketing Strategy

Author: LiCuiYun
Tutor: OuYangYouWang
School: Nanchang University
Course: Business Administration
Keywords: The economic downturn BG company marketing strategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 65
Quote: 0
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The financial crisis of2008has been in the past few years, but it continues to affect the world and China’s economy. It is in the economic downturn, the development of many enterprises in China’s environment has been a severe change. So how in the economic downturn in the background of many competitors in order to survive, how to ensure that their products by customers, seize the customer’s heart, enterprises need to seriously study and formulate appropriate marketing strategies to increase competitiveness, expand market share, increase sales. This paper is based on this background, the research of BG company’s marketing strategy. On the base summarizing related marketing theory, marketing mix strategy review and the target market strategy theory and SWOT analysis method and the IT enterprise marketing strategy theory are introduced. Using the combination of quantitative and qualitative methods, the BG company marketing management present situation analysis, summarizes the problems in marketing management. Then the BG company marketing management of the macro environment and internal environment are analyzed, and find out the opportunities and threats faced by companies and the company’s advantage and disadvantage. Are established under the background of the economic downturn BG company marketing strategy, this chapter is the focus of this article, based on the BG company subdividing market and establish the BG company target market selection and market positioning, and thus made the market competitive strategy of differentiation, competition for clients of different industries adopt different strategies. And believes under the background of the economic downturn, BG company combining with the enterprise’s financial strength, need to continue to develop new products to meet the needs of the market. Finally put forward to ensure the smooth operation of the BG company marketing strategy implementation needs to take a series of measures. Such as strengthening the company’s marketing strategy implementation process control; efforts to improve the professional level of marketing personnel training, there is a demand of the sales staff; strengthen the construction of enterprise culture, strengthen the cohesion of the enterprise; to strengthen the marketing channel construction, improve dealer management level; the establishment and perfection of the market analysis information system, help to predict and improve the customer service level of customer demand. The seventh chapter, the conclusion and prospect, this chapter is a summary chapter of the paper, summarizing the research work, and prospect the future research, and the problems to be solved and the current research problems still exist.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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