| Nowadays , the market economy is becoming better and better . The enterprises , which are independent corporative units , compete in the market directly . If an enterprise wants to win existence and development in the fierce market competition , it must deal with a lot of relationships well , such as technology,financing,marketing,accounting,personality and purchase etc.. Being an important part , marketing has been neglected by most of our Chinese enterprises , they still stay on the past conception of production . For the sake of this error , many of them got failure of administration in market , some of them have gone bankrupted at end . Because they do not know the market and variation of consumer's requirements truly , so they do not develop products which fit the market correctly . One enterprise , if it has strong ability to manage , it will possess the advantage of resources-utilization ; or it may have very strong ability of innovation , and can produce new products ahead of competitors , but it does not know if these products can meet the needs of consumers and if it will realize its relative economic and social efficiency ,all of these will be determined by its marketing ability , such as its position in the market,its brand and its reputation etc.. By means of marketing , the enterprise will realize its profit , only in this way can it exist and develop , so the marketing ability of the enterprise is central ability . At present , China has been a member of WTO , so marketing will be more important for Chinese enterprises .In this thesis , the author analyzes some items including the marketing situation of laundry equipments ,which are being sold in the market of machinery and electron products at present ,then he analyzes existent problem and method of solution . But , the traditional analyticalmethod of finding problem,analyzing problem and solving problem is still used in this thesis ; On the condition of analysis of market variation , we can know the tendency of market development , and the author wants to deliver reference for the enterprise's decision in order to relieve blindness of decision , then the enterprise can exist and develop .The whole thesis is divided into four chapters , each chapter includes several sections , the author tries to state all problems as clearly as possible . Chapter Ⅰ: Firstly ,the author introduces the background of CAC(Cheng Du aircraft corporation),the background of MECCAC(machinery and electron company limited of CAC),the CAC's developmental strategy of "one body , two wings" of aviation industry and the necessity of enlarging non-aviation products . Secondly ,the author analyzes the developmental course of MECCAC and points out its main problem ,which is the topic of the thesis .At end , the author introduces the aim and sense to research this problem . Chapter Ⅱ: Firstly , the author introduces characteristics of laundry equipment on production,transportation,distribution and specification of the requirements in these courses .By means of analysis of collective degree , we can know competitive situation of the whole industrial chain and economic efficiency of laundry equipment ; Secondly , the author introduces the classification of laundry products,their scopes of utilization and their functions in the market economy ; Thirdly ,the author sums up the marketing characteristics of laundry products ; At end , the author analyzes the cause of the problem from the macro and micro hands and explains the severe fact of marketing . Chapter Ⅲ : Firstly , the author analyzes historic origin of integrated marketing ; Secondly ,the author sets forth the document on integrated marketing research ; Thirdly ,the author analyzes the connotation of integrated marketing and details the relevant parts of industrial chain ; Finally ,the author explains the characteristic andadvantage of integrated marketing ,so there is necessary adoption of integrated marketing .Chapter Ⅳ: To the existent problem and causes o... |
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