山船修船服务营销策略研究

发布时间：2018-04-16 08:18

本文选题：SWOT分析 + 目标客户　；参考：《燕山大学》2013年硕士论文

【摘要】：2008年金融危机后，船舶工业受到严重冲击，修船行业市场需求呈下降趋势，竞争日趋激烈，修船行业市场营销问题越来越受到关注并成为影响企业发展的重要因素。本文以山海关船舶重工有限责任公司（简称：“山船”）为研究对象，旨在通过定性和定量分析方法，归纳并制定出适合其自身特点的营销策略，从而达到帮助企业提高市场份额，提升利润空间，在修船行业中获得全面竞争优势的目的。本文的研究成果可以为其他修船企业参考，有效提高我国修船企业的整体营销水平，推动我国修船行业的健康稳定发展。本文首先阐述了研究背景和意义，系统梳理了国内外修船业发展现状，从修船业相关概念、服务营销等对修船业营销相关理论进行系统的归纳分析，奠定了论文的研究基础；其次，应用宏观环境分析理论及波特的五力模型对企业内外部营销环境进行全面分析，，利用SWOT分析法模型确定了山船修船服务营销策略，提出山船应选择倡导以客户为导向的服务理念、着重调整市场开发策略和调整服务策略，强化客户关系管理。再次，对山船营销战略进行了详细的规划和设计，制订出具体的市场营销调整策略，即通过市场细分和客户细分，确定了聚焦目标客户的市场开发、拓宽销售渠道、拓展FPSO改装工程市场开发以及为客户提供差异化服务等营销策略，以此确保公司能获得高速增长，最终成长为国内一流的修船企业。最后，提出了营销战略实施的保障措施，包括再造公司服务结构和客户服务标准、完善服务体系、为客户提供全方位满意服务，同时，通过打造价值链和发挥集团公司优势等具体保障措施，确保了本文所提出的修船营销策略得以顺利实施。
[Abstract]:After the 2008 financial crisis, the shipbuilding industry has been badly hit, ship repairing industry market demand declined, the increasingly fierce competition, repairing marketing industry market has attracted more and more attention and become an important factor affecting the development of enterprises. This paper takes Shanhaiguan shipbuilding industry limited liability company (referred to as: "mountain boat") as the research object, aims to the qualitative and quantitative analysis method, induction and develop its own characteristics of the marketing strategy, so as to help enterprises to improve the market share, increase the profit space, obtain the comprehensive competitive advantage in shiprepair purpose. The results of this study can be reference for other ship repair enterprises, effectively improve the ship repair enterprise's overall marketing level of our country and promote healthy and stable development of China's ship repair industry.
This paper first describes the research background and significance, systematically reviewed the domestic and international development status from ship repair, ship repairing industry related concepts, marketing services and other related theories of ship repairing industry marketing are analyzed systematically, laid the foundation for the study of the thesis; secondly, the application of macro environment analysis five forces model theory and Potter's comprehensive analysis of the internal and external the marketing environment of enterprise, analysis model to determine the ship repairing mountain service marketing strategy by SWOT, forward should choose the initiative to ship customer oriented service concept, focus on adjusting the strategy of market development and adjust the service strategy, strengthen customer relationship management. Thirdly, the mountain ship marketing strategy for the detailed planning and design. Formulate marketing strategy adjustment specific, through market segmentation and customer segmentation, to determine the market development focus on target customers, expand sales channels, expand FPSO The refitting engineering market development and to provide customers with differentiated service marketing strategy, in order to ensure that the company can get high growth, and ultimately grow into the domestic first-class ship repair enterprises. Finally, put forward some measures to ensure the implementation of marketing strategy, including the recycling company service structure and customer service standards, improve the service system, to provide satisfactory service. For customers at the same time, the specific safeguard measures play group advantage by creating value chain and ensure the marketing strategy for the smooth implementation.

【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.474

【参考文献】