沈阳防锈公司防锈产品营销策略改进措施研究

发布时间：2018-04-09 07:34

本文选题：沈阳防锈公司　切入点：防锈产品　出处：《吉林大学》2013年硕士论文

【摘要】：随着中国装备制造产业的持续快速发展，在今后几年中，我国的工业市场对于防锈产品的需求还将继续保持高速增长的态势。纵观国内细分市场，中低端的防锈产品依然占据较大的市场份额；而防锈行业未来的发展趋势是要求有差异化的高附加值产品。因此，系统的解决方案和高质的服务作为产品的附加值，势必会为防锈产品行业带来新的利润驱动力。作为国内第一个引入防锈防护概念并专业从事设计、研发、生产防锈产品的企业，沈阳防锈包装材料有限责任公司在中国防锈产品市场既面临机遇又需要应对市场竞争的挑战。在过往的营销活动中，他们只把提高市场占有率作为主要目标，而忽略了客户的信任和满意程度，由此也降低了客户的忠诚度；只关注如何把自己的产品和技术销售出去，而漠视了客户关系的建立和维护；企业把主要精力都放在规模化生产和销售网络的建立上，，只从片面看重短期的经济效益，没有从深层次的角度考虑企业怎么实现可持续性发展。显而易见，滞后的营销理念使得企业为追求片面的市场占有率的提高，最终陷入到价格战的恶性竞争中，而企业的发展也遇到了难以逾越的瓶颈。加之经济大环境的整体低迷，行业中各企业已从单个业务领域或部分区域的局部竞争拓展到全业务领域的不分地域的全面竞争，可以说竞争已经白热化。对于沈阳防锈公司来说，市场竞争环境的巨大变化，要求企业必须告别单一落后的传统营销模式，迅速向需要精耕细作的新营销模式转型；在产品同质化严重的今天，以价格竞争作为主要手段的营销模式终将走到尽头，而以差异化营销为主的市场营销模式必然会成为企业创新营销的理性选择。因此，沈阳防锈公司迫切需要建立一个全业务运营背景下能够适应市场竞争要求、有别于其竞争对手的新企业市场营销模式。而首当其冲需要深思熟虑的课题便是其防锈产品的营销策略的规划和研究。本论文结合市场营销相关理论，从沈阳防锈公司自身的营销环境着手，着重分析了防锈产品所处的行业环境和竞争态势，并运用市场细分理论，对沈阳防锈公司的产品进行市场细分，重新确定了目标市场，并结合企业的现状重新进行市场定位和资源配置。同时，详细分析了防锈产品的营销现状，并依次从产品、价格、促销和渠道等四个方面提出有针对性的完善方案，以帮助沈阳防锈改进营销策略，最后，提出了保障其营销策略实施的措施。本论文注重对沈阳防锈公司实际问题的分析，力求通过优化和完善的营销策略能够帮助沈阳防锈公司解决当前的问题，进而为公司的持续发展打下基础。当然，也希望能够对国内其他遇到类似问题的企业有所借鉴和启示。
[Abstract]:With the continuous and rapid development of China's equipment manufacturing industry, the demand for rust-proof products in China's industrial market will continue to maintain a rapid growth trend in the next few years.Throughout the domestic market segment, the low-end rust-proof products still occupy a large market share, and the future development trend of the anti-rust industry is to require the differentiation of high value-added products.Therefore, the system solution and high quality service, as the added value of the product, will bring new profit driving force for the rust prevention product industry.As the first enterprise to introduce the concept of anti-rust protection and specialize in the design, development and production of rust-proof products, Shenyang Anti-rust Packaging material Co., Ltd. is faced with both opportunities and challenges of market competition in China's rust-proof product market.In past marketing campaigns, they have focused only on increasing their market share, ignoring customer trust and satisfaction, thereby reducing customer loyalty, and focusing only on how to sell their products and technologies.While ignoring the establishment and maintenance of customer relations, enterprises are focusing on the establishment of large-scale production and sales networks, focusing only on short-term economic benefits.Not from a deep perspective to consider how enterprises to achieve sustainable development.Obviously, the lagging marketing idea makes the enterprise to pursue the one-sided market share enhancement, finally falls into the vicious competition of the price war, and the enterprise development has also met the insurmountable bottleneck.Combined with the overall downturn of the economic environment, the enterprises in the industry have expanded from a single business field or part of the regional competition to the whole business field of non-geographical competition, it can be said that the competition has become more intense.For Shenyang rust-proof company, the tremendous changes in the market competition environment require enterprises to leave the single backward traditional marketing model and quickly transform to the new marketing model that needs intensive cultivation.The marketing model with price competition as the main means will finally come to an end, and the marketing mode with differentiation marketing as the main way will inevitably become the rational choice of enterprise innovation marketing.Therefore, Shenyang rust-proof company urgently needs to establish a new enterprise marketing model which can adapt to the market competition and be different from its competitors under the background of full-service operation.And the most important subject that needs careful consideration is the planning and research of the marketing strategy of its antirust products.Based on the marketing theory and the marketing environment of Shenyang Anti-rust Company, this paper analyzes the industry environment and competition situation of the anti-rust products, and applies the theory of market segmentation.The products of Shenyang rust prevention company are subdivided, the target market is redefined, and the market orientation and resource allocation are rearranged according to the present situation of the enterprise.At the same time, the paper analyzes the current marketing situation of antirust products in detail, and puts forward the targeted and perfect plan from four aspects: product, price, promotion and channel, in order to help Shenyang to improve the marketing strategy. Finally,The measures to ensure the implementation of its marketing strategy are put forward.This paper focuses on the analysis of the actual problems of Shenyang rust prevention company, and tries to help Shenyang antirust company solve the current problems by optimizing and perfecting the marketing strategy, thus laying the foundation for the sustainable development of the company.Of course, I also hope to be able to other domestic enterprises encountered similar problems and inspiration.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72;TG174

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