A公司非道路用柴油机市场策略研究

发布时间：2018-04-23 08:32

本文选题：非道路用柴油机市场 + 市场策略　；参考：《复旦大学》2013年硕士论文

【摘要】：A公司作为一家国有企业经过六十多年的发展,2010年完美实现了快速发展的“313”战略(即通过三年达到销售柴油机30万台,实现销售收入100亿元,利润3亿元)后,确定了公司“十二五”规划目标,开始第四次创业历程。面对外部激烈的市场竞争和内部企业自身发展需要,A公司需要通过扩大市场规模来达到增加销售收入和利润,增强行业地位,从而全面实现“十二五”规划目标。受国家宏观形势的影响,2011年的市场销售目标未达到规划目标。2011年A公司销量同比下滑22.5%,而玉柴同比下滑7.3%,潍柴同比下滑16.7%,东康同比下滑4.3%。A公司之所以下滑最快,主要是销售结构不均衡所致,A公司卡车用柴油机销售量占比最大,下滑严重,而非道路用柴油机市场上升对整体销量贡献度不大。因此,加大非道路用柴油机市场的开拓,提升其市场占有率,有利于提升企业销售额,促进企业的整体效益,提升企业的行业地位。本文通过参考相关文献,实地调研和数据对比,对非道路用柴油机市场进行详尽概述,分析了非道路用柴油机市场现今行业发展态势、行业分布格局。运用复旦EMBA课程所学相关管理知识对A公司开拓非道路用柴油机市场的优劣势及机遇挑战进行了分析。通过对比竞争对手的发展现状,针对性的提出了A公司开拓非道路用柴油机市场的市场策略。通过对非道路用柴油机市场的产品策略、价格策略、渠道策略、促销策略和服务策略5个方面进行阐述,具体阐述了A公司开拓非道路用柴油机市场的市场策略。
[Abstract]:After more than 60 years of development as a state-owned enterprise, in 2010, Company A perfectly realized the "313" strategy of rapid development (that is, 300000 diesel engines were sold in three years, the sales income was 10 billion yuan, and the profit was 300 million yuan). Determined the company's "12-year" planning objectives, starting the fourth entrepreneurial process. Facing the external fierce market competition and the development of internal enterprises, A company needs to increase the sales income and profit, enhance the position of the industry by expanding the market scale, so as to fully realize the "12th Five-Year Plan" goal. Under the influence of the national macro situation, the market sales target for 2011 did not reach the planned target. In 2011, company A's sales volume dropped 22.5% from a year earlier, while Yuchai's sales volume dropped 7.3% year-on-year, Weichai fell 16.7m year on year, and Dongkang's year-over-year decline of 4.3.A company was the fastest. It is mainly due to the imbalance of sales structure that the sales volume of truck diesel engine in A Company is the largest and the decline is serious, but the increase of non-road diesel engine market does not contribute much to the overall sales volume. Therefore, increasing the development of non-road diesel engine market and increasing its market share will help to promote the sales volume of enterprises, promote the overall efficiency of enterprises, and enhance the position of enterprises in the industry. By referring to relevant literature, field investigation and data comparison, this paper summarizes the market of non-road diesel engine in detail, and analyzes the development situation and distribution pattern of non-road diesel engine market. This paper analyzes the advantages and disadvantages, opportunities and challenges of A Company in developing non-road diesel engine market by using the relevant management knowledge of Fudan EMBA course. By comparing the current situation of competitors, the paper puts forward the market strategy of A Company to develop non-road diesel engine market. In this paper, the product strategy, price strategy, channel strategy, promotion strategy and service strategy of non-road diesel engine market are expounded, and the market strategy of A company to develop non-road diesel engine market is expounded in detail.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274

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