K公司旋塞阀的差异化竞争策略研究

发布时间：2018-01-22 03:37

  本文关键词： 旋塞阀 球阀 差异化竞争 营销策略　出处：《北京化工大学》2015年硕士论文　论文类型：学位论文

【摘要】：旋塞阀是历史悠久的一种阀门类型,在工业生产中曾大规模应用,占据很大市场份额,但在当今各种新类型阀门被发明和科技革新的趋势下,旋塞阀有着人工工序多,成本高,难以大规模自动化生产的缺点,导致市场受到很大冲击,逐年萎缩,沦为小众产品。本文对K公司旋塞阀进行全方位分析,结合阀门行业发展格局、竞争对手对比分析以及目标行业的发展趋势,列出产品营销现状和存在问题,并对产品的发展策略进行重新设计,提出差异化竞争策略,尝试提供更符合产品自身特点的决策参考。本文首先阐述了研究背景、指出研究意义、提出研究思路和方法,并对相关理论进行综述。其次,本文介绍K公司旋塞阀,目标行业需求及趋势,阀门市场格局以及竞争对手分析,并对K公司旋塞阀的营销现状进行分析,找出问题和原因所在。再次,运用SWOT模型分析,得出K公司旋塞阀面临的优势、劣势、机会和威胁,找到切入点,对市场进行细分,对产品进行定位,得出适合其发展的竞争策略。最后,本文根据K公司旋塞阀的特点,提出产品设计差异化、定价差异化、销售模式差异化及服务差异化四种策略方向,并制定了实施措施。希望本文的研究不但能为K公司旋塞阀的可持续性发展提供有效帮助,也能够为阀门行业其它有意差异化策略的公司提供借鉴作用。
[Abstract]:Plug valve is a kind of valve type with a long history. It has been widely used in industrial production and occupied a large market share. However, under the trend of various new types of valves being invented and scientific and technological innovation. Plug valves have the disadvantages of more manual processes, high cost and difficult to automate production on a large scale, resulting in a great impact on the market, shrinking year by year, and reduced to a small number of products. This paper makes a comprehensive analysis of the plug valves in K Company. Combined with the development pattern of valve industry, the comparative analysis of competitors and the development trend of target industry, this paper lists the current situation and existing problems of product marketing, and redesigns the development strategy of the product. Put forward the differentiated competition strategy, try to provide more consistent with the characteristics of the product decision-making reference. Firstly, this paper describes the research background, points out the significance of the research, and puts forward the research ideas and methods. Secondly, this paper introduces K company plug valve, target industry demand and trend, valve market pattern and competitors analysis, and K company plug valve marketing status. Third, the use of SWOT model analysis, obtains K company cock valve facing the strengths, weaknesses, opportunities and threats, to find a breakthrough point, market segmentation, product positioning. Finally, according to the characteristics of K company plug valve, this paper puts forward four strategic directions: product design differentiation, pricing differentiation, sales model differentiation and service differentiation. It is hoped that the research in this paper will not only provide effective help for the sustainable development of plug valves in K Company, but also provide reference for other companies with different strategies in the valve industry.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.4
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本文编号：1453523