法国液化空气集团秦皇岛气体市场营销策略研究

发布时间：2018-02-12 12:09

本文关键词： 法国液化空气集团秦皇岛 PEST分析 4C分析因子分析法　出处：《燕山大学》2013年硕士论文　论文类型：学位论文

【摘要】：法国液化空气集团是全球工业、健康、环保领域的气体供应行业的领导者，向各行各业的用户提供氮、氧、氢、稀有气体和其它气体，及相关的气体解决方案。液化空气在中国的气体市场主要涉及制造业、食品、医疗、化工、钢铁和电子等多个行业。但是面对中国国内低速增长的经济情况，尤其是对于处于运输半径边缘的秦皇岛地区，如何能够将该地区气体市场进行有效地维护和快速开发是液化空气营销人员必须解决的课题。本文创造性地将对影响企业市场营销因素分析传统的理论分析方法和因子分析法进行结合，通过对秦皇岛地区的40家工业企业进行问卷调查，利用因子分析对调查的结果进行定量分析，得出了关键影响因素。故此，针对液化空气秦皇岛气体市场制定了针对性的营销策略，期望对液化空气集团本地区的营销提供参考。本文的研究内容主要分为四个部分：首先，从企业情况和营销现状两个方面简要介绍液化空气秦皇岛气体市场的总体情况，重点分析液化空气秦皇岛气体市场的营销策略现状存在的问题和原因。其次，运用PEST模型对液化空气的外部宏观影响因素进行分析，运用波特五力模型对液化空气的外部行业影响因素进行分析；运用4C模型对液化空气的内部影响因素进行分析。再次，根据前文的分析结果建立营销影响因素指标体系，并进行问卷调查。统计分析问卷调查结果，利用因子分析法对影响因素进行评价，筛选出液化空气秦皇岛气体市场的营销关键影响因素。最后，，结合营销影响因素评价结果，为液化空气集团进行营销策略选择，制定一套完整的营销策略体系，并针对关键因素提出营销策略强化和保障方案。
[Abstract]:Air Liquide is a global leader in gas supply in industrial, health and environmental fields, providing nitrogen, oxygen, hydrogen, rare gases and other gases to customers in a variety of industries. And related gas solutions. Air liquefaction in China's gas market mainly involves manufacturing, food, medical, chemical, steel and electronics industries. But in the face of China's low growth economy, Especially for Qinhuangdao area which is on the edge of transportation radius, how to effectively maintain and develop the gas market in this area is a problem that must be solved by air liquefaction marketers. This paper creatively combines the traditional theoretical analysis method with the factor analysis method to analyze the factors affecting the marketing of enterprises, and carries on the questionnaire survey to 40 industrial enterprises in Qinhuangdao area. Based on the quantitative analysis of the results of the investigation, the key influencing factors are obtained. Therefore, a targeted marketing strategy for the air liquefying air Qinhuangdao gas market is formulated, which is expected to provide a reference for the regional marketing of the air liquefaction group. The research content of this paper is divided into four parts:. First of all, this paper briefly introduces the general situation of the air liquefied air Qinhuangdao gas market from the two aspects of the enterprise situation and the marketing situation, and analyzes the problems and reasons of the present marketing strategy of the liquefied air Qinhuangdao gas market. Secondly, PEST model is used to analyze the external macroscopical factors of air liquefaction, the Porter's five-force model is used to analyze the external factors of air liquefaction industry, and the 4C model is used to analyze the internal factors of air liquefaction. Thirdly, according to the above analysis results, the index system of marketing influencing factors is established, and the questionnaire survey is carried out. The results of statistical analysis are analyzed, and the factors are evaluated by factor analysis method. The key factors influencing the marketing of air liquefying Qinhuangdao gas market are screened out. Finally, combined with the evaluation results of marketing influence factors, this paper makes a complete set of marketing strategy system for Air Liquide Group, and puts forward a plan to strengthen and guarantee marketing strategy for key factors.
【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;F416.22

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