摘要本文先对营销管理理论进行了深入的剖析和探讨，了解了目前市场上营销管理整合性的现状，然后通过结合南通淘金时代有限公司的的发展现状和营销措施，从淘金时代营销的优劣条件进行了分析，通过了解淘金时代的营销优劣分析，营销环境分析，并且深入地分析了淘金时代的企业内部文化、内部结构、产品结构和管理机制等。探讨淘金时代应该如何合理科学地制定营销策略。论文主要运用了SWOT矩阵模型分析方法，对淘金时代的优势、劣势、机遇及威胁进行了战略上的匹配，并且通过应用4P和4C营销组合理论策略，来分析淘金时代的应该如何在电子商务环境下得以生存和发展。淘金时代在坚持现有的的营销策略的基础上，为了自身的长久发展和扩大市场占有率，淘金时代还需做出以下几个改进：增强自身的品牌建设，提升自身品牌信誉，在完善公司现有制度的同时实现创新，增强企业对人才的吸引力，在战略决策上以“快很准”先手压制竞争对手，提高自身的综合竞争力。86307

毕业论文关键词：淘金时代；电子商务；营销策略

The marketing strategy of Nantong TaoJinShiDai company

Abstract This paper on the theory of marketing management has carried on the thorough analysis and discussion, understanding of the current market marketing management integration status, then by combining the Nantong TaoJinShiDai company the current situation of the development of Nantong TaoJinShiDai company and marketing measures, from the pros and cons of the TaoJinShiDai company  marketing conditions are analyzed, and by understanding the TaoJinShiDai company marketing advantages and disadvantages analysis, of the era of marketing environment analysis, and deeply analyzes the TaoJinShiDai company  internal corporate culture, internal structure, product structure and management mechanism, etc。Reasonable the TaoJinShiDai company should explore how to scientifically formulate marketing strategy。Thesis mainly uses the SWOT matrix model analysis method, the TaoJinShiDai company’s strengths, weaknesses, opportunities and threats of the strategic matching, and through the application of the theory of 4 p and 4 c marketing mix strategy, to analyze the TaoJinShiDai company should be how to survival and development under the e-commerce environment。The TaoJinShiDai company on the marketing strategy on the basis of the existing, in order to their own long-term development and expand market share, the TaoJinShiDai company still need to make the following improvements: enhance their brand building, to raise their brand reputation。 While improve the company's existing system to realize innovation, strengthen enterprise to attract talents, on the strategic decision to suppress competition and Julio cruz ‘quick and accurate’ very accurate and improve the comprehensive competitiveness of their own。

Key words:TaoJinShiDai, Electronic commerce, The marketing strategy

目  录

1 绪论 1

1。1 研究背景 1

1。2 研究内容 1

1。3 研究目的 2

1。4 研究思路和方法 2

2 营销相关理论概述 3

2。1 营销策略 3

2。2 营销组合 4

2。3 整合营销 4

3 南通淘金时代有限公司简介及其营销现状概述 5

4 南通淘金时代有限公司营销分析 6

4。1 南通淘金时代有限公司营销优劣条件分析