W公司船用解决方案事业部营销战略研究

发布时间：2018-05-01 12:20

本文选题：营销战略 + 船用解决方案　；参考：《大连理工大学》2017年硕士论文

【摘要】：最近几年,我国宏观经济形势处于不确定的波动中,船舶行业随着整体经济形势的影响也处于低迷状态。此外,石油价格的动荡,船舶运费成本增加,造成了对船舶的需求的缩减。船舶行业的传统需求正在缩减,而随着环保组织对船舶行业在环境保护上要求的逐渐严格,市场对环保船型的需求日益扩大。W公司是一家全球领先的动力解决方案供应商,其船用解决方案部门的主要业务是向船舶等提供各种类型的动力设备产品及配套服务,并致力于提供高效、安全、可靠、符合生命周期的产品及服务。在这样一个传统需求缩减,环保船型被看好的宏观环境下,公司船用解决方案部门的部分业务受到了冲击。如何对产品及服务进行有效的战略营销,把握住宏观环境变化趋势,发挥自己的优势,保持行业内领先地位,是一个值得研究的问题。本文对W公司的船用解决方案部的现状进行了简介,对市场营销文献进行了梳理,对公司船用解决方案业务所处的外部环境和内部环境进行分析,进而对所在的目标市场进行了区分,对各个细分市场进行了市场定位,并且根据以上分析,对船用解决方案业务未来的战略营销策略进行了研究。本文认为,W公司船用解决方案事业部要在产品、价格、促销以及渠道上进行营销战略上的完善,并结合我国的实际情况讨论了特定的促销、渠道营销战略,以期提高船用解决方案业务的经营业绩。本文认为对于问题要尽快解决,对于优势要发扬光大。在当今这个复杂多变的市场环境下,公司只有依靠自己不断进步、不断完善,才能获得长久、向上的发展。对于行业内其他船用解决方案提供商,本文具有一定借鉴意义,本文制定的企业市场营销战略的基本方法可以帮助同类企业提高核心竞争力,为未来市场营销的开展提供理论和实践依据。
[Abstract]:In recent years, the macroeconomic situation of our country is in the uncertain fluctuation, the ship industry is also in the depressed state with the influence of the overall economic situation. In addition, the volatility of oil prices, increased shipping costs, resulting in reduced demand for ships. Traditional demand in the shipping industry is shrinking, and as environmental groups tighten environmental requirements for the ship industry, the market for environmentally friendly ship types is growing. W is a leading global power solution provider. The main business of its marine solutions department is to provide various types of power equipment products and supporting services to ships and to provide efficient, safe, reliable and life-cycle products and services. In such a traditional demand reduction, environmentally friendly ship form is optimistic macro environment, the company's marine solutions department part of the business has been hit. How to carry on the effective strategic marketing to the product and the service, grasp the macroscopic environment change trend, give play to own advantage, keep the leading position in the industry, is a problem worth studying. This paper gives a brief introduction to the present situation of the marine solutions department of W Company, combs the marketing literature, and analyzes the external and internal environment of the company's marine solutions business. Then the target market is differentiated and the market positioning of each sub-market is made. Based on the above analysis the strategic marketing strategy of marine solution business in the future is studied. In this paper, the author thinks that the shipping solutions division of HW Company should improve the marketing strategy on the product, price, promotion and channel, and discuss the specific promotion and channel marketing strategy according to the actual situation of our country. With a view to improving the business performance of marine solutions. This paper believes that the problem should be solved as soon as possible, and the advantages should be carried forward. In today's complex market environment, companies can only rely on their own continuous progress and continuous improvement, in order to achieve long-term and upward development. For other shipping solution providers in the industry, this paper has some reference significance. The basic method of marketing strategy can help similar enterprises to improve their core competitiveness. To provide theoretical and practical basis for the future development of marketing.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.474

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