焦作市强信科技粉末冶金有限公司营销策略研究

发布时间：2018-11-11 18:03

【摘要】：近年来,我国装备制造业不断进行产品结构调整,2014年以来,装备制造业结构调整已经从关键技术攻关、国内产业生态链的搭建上升到了国际市场突破阶段,成为中国制造具备国际顶级竞争力的优势产业。而作为装备制造业当中的粉末冶金机械加工行业发展势头更是猛烈。本文以强信科技粉末冶金有限公司为研究对象,通过对强信科技的内外部环境分析以及目前公司现有营销策略的分析,提出较为合理的营销策略方案及保障措施,为强信公司应对日趋激烈的市场竞争提供切实可行的思路和策略,同时也可为其他类似运营企业提供有价值的参考。本文介绍了强信科技有限公司的基本情况和企业的发展历程以及取得的科研成果。分析出粉末冶金行业在整个市场经济的发展情况,包括:宏观环境分析、粉末冶金行业分析、商业模式分析和市场需求状况分析。随后针对强信科技内部环境和竞争对手做了研究,分析出目前强信公司发展的优势及劣势。随后介绍了强信公司目前的营销策略的现状,包括产品、价格、渠道等方面的现状。公司目前存在的问题,主要表现在:产品创新不足、缺少价格规范、竞争对手优势明显、流动资金不能及时到账等。然这些问题存在的原因主要有:资金投入不合理、研发技术受限、制度不完善和缺乏专业化营销。本文结合4p营销理论对这些方面进行了分析,并针对以上存在的问题及原因提出详细的调整建议:加强产品创新、提高产品质量、控制成本灵活定价、拓展渠道维护客户等策略。最后,就这些策略提出几点保障措施,包括资金、组织制度、员工管理和企业文化等方面的措施。粉末冶金行业是目前竞争比较激烈的行业,尤其对于强信公司来说,面临的市场竞争压力越来越大,但同时也蕴涵大量的市场机会。因此,只有扬长避短,才能在激烈的市场竞争中取胜。
[Abstract]:In recent years, China's equipment manufacturing industry has been continuously adjusting its product structure. Since 2014, the structural adjustment of equipment manufacturing industry has gone from key technology to key technology, and the construction of domestic industrial ecological chain has risen to the stage of breakthrough in the international market. China has become a top-level competitiveness of the international manufacturing industry. As the equipment manufacturing industry in the powder metallurgy machinery processing industry development momentum is even more fierce. This paper takes Qiangxin Technology Powder Metallurgy Co., Ltd. as the research object, through the analysis of the internal and external environment of Qiang Xin Technology and the analysis of the current marketing strategy of the company, puts forward a more reasonable marketing strategy scheme and safeguard measures. It provides practical ideas and strategies for Qianxin to deal with the increasingly fierce market competition, and can also provide valuable reference for other similar operating enterprises. This paper introduces the basic situation of Qiangxin Technology Co., Ltd. The development of powder metallurgy industry in the whole market economy is analyzed, including macro environment analysis, powder metallurgy industry analysis, business model analysis and market demand analysis. Then, the paper studies the internal environment and competitors, and analyzes the advantages and disadvantages of the development of the company. Then it introduces the current situation of the marketing strategy, including product, price, channel and so on. The main problems of the company are: insufficient product innovation, lack of price regulation, obvious advantages of competitors, and lack of timely payment of liquid capital, etc. However, the main reasons for these problems are: unreasonable investment, limited R & D technology, imperfect system and lack of specialized marketing. This paper analyzes these aspects in combination with 4p marketing theory, and puts forward detailed adjustment suggestions for the above problems and reasons: strengthening product innovation, improving product quality, controlling cost and flexible pricing. Expand channels to maintain customers and other strategies. Finally, several measures are put forward, including fund, organization system, staff management and corporate culture. Powder metallurgy industry is a competitive industry at present, especially for Qianxin Company, which faces more and more market competition pressure, but also contains a lot of market opportunities. Therefore, only by taking advantage of advantages and avoiding weaknesses, can we win in the fierce market competition.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.32

【相似文献】