X公司燃气具脉冲控制器产品营销策略研究

发布时间：2018-04-06 03:07

本文选题：燃气具　切入点：脉冲控制器　出处：《长春理工大学》2013年硕士论文

【摘要】：自改革开放以来,历经30多年的发展,我国经济进入了一个快速发展的阶段,人民的生活水平日益提高,中国不再仅仅是世界的制造中心,也成为了世界关注的焦点。伴随而来的是居民所要求的生活质量的提高,消费在收入中的比重也在不断加大。随着科技实力的不断增强,日渐成熟的发展条件促进了燃气具行业的飞速发展,从国外技术引进的中国仿造、中国制造到自主创新实现突破性进展,我国燃气具销量以每年约25%的速度飚升。国内燃气具市场竞争更趋激烈,竞争手段也呈现出多样化形态。外国品牌也纷纷将目光瞄准中国市场,使得中国整个市场发展迅猛。对X公司来讲,根据市场营销理论与公司实际情况相结合,制定出具体的、具有针对性的营销策略,不仅对X公司的竞争优势地位的形成有重大意义,对X公司未来的发展方向也将产生重大影响。本文首先回顾了我国燃气具行业发展的历史并分析其现状,阐述行业特点,并对我国燃气具行业未来的发展趋势进行分析。其次,结合X公司新型脉冲控制器产品(中国)有限公司的现状,分别从项目产品的用途、技术可行性和需求及风险三方面分析了燃气具发展因素。再次,利用SWOT分析法分别从优势、劣势、机会和威胁四方面对X公司燃气具行业进行市场分析和定位,在此基础上,提出燃气具脉冲控制器的营销战略。
[Abstract]:Since the reform and opening up, after 30 years of development, China's economy has entered a stage of rapid development, people's living standards are improving, China is not only the world's manufacturing center, has become the focus of the world. Accompanied by the residents of the required quality of life, consumption in the proportion of income is also increasing. With the development of science and technology continue to enhance the strength of the growing conditions are ripe to promote the rapid development of gas industry, imitation from the introduction of foreign technology Chinese, Chinese manufacturing to independent innovation to achieve a breakthrough, China's gas appliance sales rate of about 25% per year. The soaring domestic gas appliance the more intense competition in the market, competition means diversified forms. Foreign brands are eyeing China market, making the whole China market is developing rapidly.
In terms of X company, according to the actual situation of the marketing theory and the combination of the company, to develop specific, targeted marketing strategy, not only the formation of X company's competitive advantage are of great significance to the future development direction of X company will also have a significant impact.
This paper first reviews the development of China's gas industry history and the analysis of its status quo, expounds the characteristics of the industry, and the development trend of China's gas industry in the future is analyzed. Secondly, combined with X's new pulse controller (Chinese) status product Limited company, respectively from the use of project product, technical feasibility and demand and the risk analysis of three aspects of gas development factors. Thirdly, using SWOT analysis method from the strengths, weaknesses, opportunities and threats facing the Quartet X gas industry market analysis and positioning, on this basis, put forward the marketing strategy of gas pulse controller.

【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

【参考文献】