A公司焊接设备市场营销策略研究
发布时间：2018-11-07 21:08
【摘要】：世界及中国焊接工业的发展,极大的促进了焊接设备市场的繁荣；焊接是一门新兴而又古老的加工工艺技术,在3000多年前就已有历史记载,但真正成为一种重要的制造技术是近200年而飞速发展起来的。焊接设备市场的巨大潜力,无疑给各大焊接设备制造厂家带来无限的机遇。然而,哪里有市场的存在,就必定会有竞争的出现。中国焊接设备有如此大的市场,A公司在其中的竞争压力是非常巨大的。 本文先回顾了国内外对市场营销的研究现状,研究思路、研究方法等营销理论,确定过了本文的研究路线图。接着运用对比法,对比分析了中国焊接设备与国际品牌的不同之处。运用波特的五力分析法分析了中国焊接设备企业营销的竞争环境。 在A公司的营销现状分析中,综合介绍了A公司的背景,品牌文化,产品,竞争对手的情况和对当前销售模式,最后运用SWOT分析法总结A公司的营销现状。 为了清楚的了解A公司焊接设备营销管理中所存在的问题,分别从4P理论角度和A公司内部组织管理角度出发,对A公司营销中存在的问题进行了深入细致的分析。 接着针对A公司焊接设备市场营销中所存在的问题,运用STP理论,对焊接设备市场进行细分,找出目标市场,定位自己在焊接设备市场中的位置,从而确定了A公司焊接设备的目标市场战略： 最后从产品,价格,渠道和促销等几个关键营销要素出发,结合A公司的市场定位,总结和优化了A公司的市场营销策略。 本文运用多个相关的市场营销理论并结合具体实践经验,用定量分析法、文献研究与理论探讨的方法,4P理论,STP理论,SWOT分析法和波特五力分析法等,从宏观与微观方面着手,分析了A公司在中国焊接设备市场中所处的市场环境与自身的经营状况,从而制定出适合市场与本身的市场营销策略。特别是在A公司焊接设备的市场定位策略、产品策略、价格策略、分销策略、促销策略、销售队伍建设等方面做全面的研究分析,最后优化了适合于A公司的营销策略。
[Abstract]:The development of welding industry in the world and China has greatly promoted the prosperity of welding equipment market. Welding is a new and ancient processing technology, which has been recorded in history for more than 3000 years, but it has become an important manufacturing technology in recent 200 years. The huge potential of welding equipment market undoubtedly brings unlimited opportunities to major manufacturers of welding equipment. However, where there is a market, there will be competition. China welding equipment has such a large market, A company in which the competitive pressure is very great. This paper reviews the domestic and foreign marketing research status, research ideas, research methods and other marketing theories, and determines the research roadmap of this paper. Then, the differences between Chinese welding equipment and international brands are analyzed by contrast method. The competitive environment of Chinese welding equipment enterprises is analyzed by using Porter's five-force analysis method. In the analysis of A company's marketing status, the paper introduces A company's background, brand culture, product, competitor's situation and current sales mode. Finally, it summarizes A company's marketing status by SWOT analysis method. In order to understand the problems existing in the marketing management of welding equipment in company A, the problems existed in the marketing of company A are analyzed in detail from the angle of 4P theory and internal organization management. Then aiming at the problems existing in the welding equipment marketing of company A, using the STP theory, the welding equipment market is subdivided, the target market is found out, and the position of oneself in the welding equipment market is located. The target market strategy of welding equipment in company A is determined. Finally, the marketing strategy of company A is summarized and optimized from several key marketing factors, such as product, price, channel and promotion, combined with the market orientation of A company. This paper uses several relevant marketing theories and practical experience, uses quantitative analysis method, literature research and theoretical discussion method, 4p theory, STP theory, SWOT analysis method and Porter's five-force analysis method, etc. From the macro and micro aspects, this paper analyzes the market environment and its own operating situation of company A in China's welding equipment market, so as to work out the marketing strategy suitable for the market and itself. Especially in the A company welding equipment market positioning strategy, product strategy, price strategy, distribution strategy, promotion strategy, sales team construction and other aspects of comprehensive research and analysis, and finally optimized for A company's marketing strategy.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
本文编号：2317574
[Abstract]:The development of welding industry in the world and China has greatly promoted the prosperity of welding equipment market. Welding is a new and ancient processing technology, which has been recorded in history for more than 3000 years, but it has become an important manufacturing technology in recent 200 years. The huge potential of welding equipment market undoubtedly brings unlimited opportunities to major manufacturers of welding equipment. However, where there is a market, there will be competition. China welding equipment has such a large market, A company in which the competitive pressure is very great. This paper reviews the domestic and foreign marketing research status, research ideas, research methods and other marketing theories, and determines the research roadmap of this paper. Then, the differences between Chinese welding equipment and international brands are analyzed by contrast method. The competitive environment of Chinese welding equipment enterprises is analyzed by using Porter's five-force analysis method. In the analysis of A company's marketing status, the paper introduces A company's background, brand culture, product, competitor's situation and current sales mode. Finally, it summarizes A company's marketing status by SWOT analysis method. In order to understand the problems existing in the marketing management of welding equipment in company A, the problems existed in the marketing of company A are analyzed in detail from the angle of 4P theory and internal organization management. Then aiming at the problems existing in the welding equipment marketing of company A, using the STP theory, the welding equipment market is subdivided, the target market is found out, and the position of oneself in the welding equipment market is located. The target market strategy of welding equipment in company A is determined. Finally, the marketing strategy of company A is summarized and optimized from several key marketing factors, such as product, price, channel and promotion, combined with the market orientation of A company. This paper uses several relevant marketing theories and practical experience, uses quantitative analysis method, literature research and theoretical discussion method, 4p theory, STP theory, SWOT analysis method and Porter's five-force analysis method, etc. From the macro and micro aspects, this paper analyzes the market environment and its own operating situation of company A in China's welding equipment market, so as to work out the marketing strategy suitable for the market and itself. Especially in the A company welding equipment market positioning strategy, product strategy, price strategy, distribution strategy, promotion strategy, sales team construction and other aspects of comprehensive research and analysis, and finally optimized for A company's marketing strategy.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
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