小松挖掘机代理商HS公司营销战略研究

发布时间：2018-03-09 23:23

本文选题：工程机械　切入点：小松　出处：《西南财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：经过50年的发展,中国工程机械行业布局已基本形成。近两年受国际经济形势和国内宏观调控的影响,工程机械行业的增长步伐有所放慢,行业内的竞争程度大幅提高,市场份额和利润水平面临下降的风险,生存环境变得更加的不确定起来。另一方面,我们注意到,在中国“十二五”规划对中国工程机械行业的大力扶持下,中国正逐步成为全球工程机械的制造中心和最大的需求市场。同时,“十二五”规划对重庆的工程机械行业发展给予了1.5万亿元的资金支持,在今年2月国务院正式批复《西部大开发“十二五”规划》中表明,国家西部大开发战略,要继续把基础设施建设放在优先位置,突出交通和水利两个关键环节,使得重庆市的地位和作用得以进一步提升,对于立足重庆的挖掘机代理商HS公司,既是一个充满挑战,又是一个充满机遇的关键发展时期。由于自2011年以来,中国居民物价(CPI)指数持续高位运行,通货膨胀压力很大；地方债务高企,过热的投资使得管理层放缓了基本建设的步伐,大量基建项目处于停工或半停工状态；与此同时,我国多年来形成的房地产经济带来的种种弊端开始显现,已经到了影响民生和社会稳定的程度,其不可持续性使得我国最高决策层开始下定决心抑制和调控近似疯狂的房地产市场,出台了种种政策措施抑制需求、消化存量,房地产的发展遭遇了瑟瑟寒风,市场变得更为晦暗。随着国家不断收紧银根,限制向房地产企业信贷投放,部分转向高利贷的房企出现了资金链断裂的事件。城门失火,殃及池鱼,虽然重庆挖掘机市场一贯需求旺盛,但1.5万亿的基本建设大蛋糕竟使得国内外30多个挖掘机品牌齐聚重庆,纷争抢食。HS公司作为日本小松挖掘机的重庆区总代理,在2004年至2010年期间市场业绩一直优异,但自2011年开始,市场业绩直线下滑,市场份额降到历史最低点,已不足8%。正是基于此,笔者希望根据多年从事小松挖掘机市场运作的实际管理经验,运用在EMBA期间学到的相关理论和方法,分析HS公司发展的现状和面临的困境,从多个层面梳理造成困境的直接与间接原因,进而结合目前我国挖掘机市场面临的宏观面、中观面和微观面因素,以及公司自身的优劣势与资源条件,为HS公司设计未来的总体营销战略,并以营销4P理论为基础,为HS公司规划具体的品牌、价格、渠道、服务、客户、产品、信息化等子战略,最后提出具体的实施方案,分析方案实施过程中可能面临的营销风险,为方案的顺利实施提供更具操作性的对策建议。营销理论经过几十年的发展,已取得了非常具有影响力的成果。无论是4P理论、4C理论、关系营销理论、7P理论在指导企业的发展过程中都起到了举足轻重的作用。对于HS公司的营销战略的设计,本文在4P理论的基础上增加了品牌、服务、客户、信息化等营销战略,同时分析了实施营销战略过程中可能存在的营销风险,为以后相关问题的研究提供了更为丰富的研究思路。另一方面,工程机械代理商作为市场经济的产物,只有十几年的发展历史,大多数企业在产品、渠道、促销、价格、人员、客户管理、品牌建设等方面还很不完善,营销能力普遍薄弱,尤其在国家宏观调控政策不稳定、市场需求大起大落的情况下,暴露出了各类问题,生存环境岌岌可危。因此,本文的研究对于工程机械代理企业走出市场困境、适应市场竞争、突破发展瓶颈、打造长期价值具有较为重要的现实意义,对于其他行业中的类似企业也有一定的借鉴意义。本文运用文献研究法,多学科综合分析法、系统研究法、实地调查法等研究方法,通过对HS公司外部环境(PSET)、行业及市场(五力分析)、内部现状及条件(SWOT)分析,制定了HS公司的总体营销目标及营销战略,主要包括产品策略、渠道策略、促销策略、价格策略、品牌策略、以客户为中心策略、服务策略、信息化策略。同时分析了HS公司在营销实践中可能存在的应收账款风险、品牌合作风险、成本控制风险及员工道德风险等影响因素。为了预防及控制上述风险,本文给出了加强营销环境分析、加强销售目标管理和盈利控制、效率控制、做好应收账款风险规避、提高企业员工素质等具体管理措施。最后,为了能够保障营销战略的实施,本文在组织保障、人力保障、成本保障等方面也进行了相关分析,给出了对策建议。本文针对HS工程机械代理商的营销战略进行了相应的研究与探索,并得出了笔者的结论,取得了一定的研究成果,但本人深感由于管理工作繁忙,理论水平和时间有限,论文的研究尚处于初步阶段,论文中肯定存在很多的不足和缺陷,笔者希望在今后的进一步研究中修正和补充。同时,由于本人掌握的市场数据比较有限,论文的实证分析部分还不够。虽然挖掘机市场受国家影响较大,但是如果能取得扎实的调研数据,其中特定的营销变量还是可以预测的,本文并没有提出定量的模型来分析研究也是明显的缺陷。营销战略具有多种组合,本文仅仅探讨了8大类营销战略,希望在今后的研究中进一步深入和完善。
[Abstract]:After 50 years of development, Chinese engineering machinery industry layout has been basically formed. In recent years by the international and domestic economic situation of macro-control, the construction machinery industry the pace of growth has slowed, the degree of competition in the industry is greatly improved, market share and profit level of risk reduction, the living environment becomes more uncertain. On the other hand, we note that in China "12th Five-Year" planning to vigorously support China engineering machinery industry, China has gradually become a global manufacturing center and the largest construction machinery market demand. At the same time, "12th Five-Year" planning the construction machinery industry for the development of Chongqing has given 1 trillion and 500 billion yuan of financial support, in the show in February this year, the State Council officially approved the "western development" in 12th Five-Year "planning", the Western China development strategy, to continue to build the infrastructure in the first place, Highlighting the two key links of traffic and water conservancy, the status and function of Chongqing can be further improved. For Chongqing's Excavator agent HS, it is both a challenge and a key development period full of opportunities.
Because since 2011, the consumer price index (CPI) Chinese continued to run high, inflation pressures; high local debt, overheated investment slowdown makes the management of basic construction, a large number of infrastructure projects in the suspension or semi shutdown state; at the same time, all kinds of malpractice in our country for the formation of the real estate economy began show, has come to influence people's livelihood and social stability, it is not sustainable to make China's highest decision-making layer determined to control and adjust the crazy real estate market, has introduced various policy measures to curb demand, to digest the stock, real estate development suffered a howling winds, as markets become more gloomy with. Countries continue to tighten monetary policy, restricting credit to real estate enterprises, some housing prices appeared to usury capital chain rupture event. Gates of fire, adverse impacts, Although Chongqing has excavator market demand, but the big cake was 1 trillion and 500 billion basic construction makes the domestic more than 30 excavator brand in Chongqing.HS company as the Japanese Komatsu dispute snatch excavator Chongqing area distributor, in 2004 to 2010 during a direct market performance is excellent, but since the beginning of 2011, the market performance plummeted, falling market share to the lowest point in history, has been less than 8%.
Based on this, the author hopes that according to many years engaged in the Komatsu excavator market operation experience, the use of relevant theories and methods learned in the EMBA period, analysis of the current situation of the development of HS company and difficulties, from many aspects combing the difficulties caused by the direct and indirect reasons, and then combined with the macro currently facing China's excavator the market, meso level and micro level factors, advantages and disadvantages and resource conditions and the company's own design, the overall marketing strategy for the future of HS company, and 4P marketing theory, planning for HS company specific brand, price, channels, services, customers, products, and other information technology strategy, and finally put forward the implementation plan specifically, marketing risks in the process of the implementation of the program, provide more suggestions for the smooth implementation of the operational plan.
Marketing theory after decades of development, has been very influential achievements. Both the 4P theory, 4C theory, relationship marketing theory, 7P theory in guiding the development process in enterprise has played a pivotal role. For the design of HS company's marketing strategy, this paper adds the brand, based on 4P on the theory of customer service, information, marketing strategy, and analyzes the marketing risk may exist in the implementation process of marketing strategy, to study the related issues in the future provide more abundant research ideas. On the other hand, engineering machinery agent as a product of the market economy, only ten years of development history, the majority of enterprises in the product, price, channel, promotion, personnel, customer management, brand building is not perfect, marketing ability is generally weak, especially in the national macro-control policy is not stable, the market demand change radically The case has exposed various problems, living environment in jeopardy. Therefore, this paper studies the plight of out of market for construction machinery agent enterprises, adapt to market competition, break the bottleneck of development, to create long-term value has more important realistic meaning, and also have certain reference significance for other similar companies in the industry.
This paper uses the methods of literature study, multidisciplinary analysis and system research method, the research methods of field investigation, the external environment of HS (PSET), the industry and the market (SWOT analysis), the status and conditions of internal (SWOT) analysis, established the HS company's overall marketing objectives and marketing strategy, mainly including product strategy, channel strategy, promotion strategy, price strategy, brand strategy, information strategy of customer centered strategy, service strategy, and analyzed HS company may exist in the marketing practice of accounts receivable risk, brand cooperation risk, cost control and risk factors affecting employee moral hazard. In order to prevent and control this paper gives the risk, strengthen the analysis of marketing environment, strengthen the sales target management and profit control, efficiency control, completes the accounts receivable risk aversion, improve enterprise staff quality and specific management measures. Finally, for It can guarantee the implementation of the marketing strategy. This paper has also carried on the related analysis in the aspects of organization guarantee, human security, cost guarantee and so on, and gives the countermeasures and suggestions.
The research and exploration of the corresponding HS engineering machinery agent marketing strategy, and draw the conclusion, and has made some achievements, but because I am busy management, the theoretical level and the time is limited, the research is still in the initial stage, many problems and defects must exist in the. I hope to revise and supplement the further research in the future. At the same time, due to the relatively limited market data I grasp, empirical analysis part of the paper is not enough. Although the excavator market by national influence, but if you can get a solid research data, including specific marketing variables or can be predicted, this paper did not put forward the quantitative the model analysis is obvious defects. The marketing strategy has a variety of combination, this paper only discusses 8 kinds of marketing strategy, hope in future research in Further deepening and improving.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

【相似文献】