C公司地下矿山业务部在中国市场的营销策略分析

发布时间：2018-03-04 20:11

本文选题：非煤地下矿山设备　切入点：目标细分市场　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着全球经济增速放缓,原材料需求的减弱和主要矿石价格的疲软对矿山和矿山设备行业的发展均提出了挑战。在十三五的开年之年,矿山设备提供商如何更好地进行市场开发,通过市场细分和目标市场选择,更有针对性提供高效有竞争优势的产品,深耕中国矿山市场,服务矿山客户,为客户提供更符合细分客户价值主张的设备和实现企业可持续发展。已经成为包括C公司地下矿山业务部在内的国内外矿山设备企业在国内市场发展共同面临的挑战。本文将通过PEST来分析行业外部宏观环境,扫描国内地下矿山概况和地下矿山设备行业竞争态势。通过SWOT分析结合企业自身拥有的资源和外部环境,分析国内非煤地下矿山设备市场,并对整个市场按照客户群体特征进行市场细分。针对主要矿山和建筑两个行业客户群体,细分为矿山高端细分市场、矿山中高端细分市场、矿山中低端细分市场、矿山低端细分市场、建筑高端细分市场、建筑中高端细分市场、建筑中低端细分市场和建筑低端细分市场。在对当前市场容量、未来市场趋势和C公司竞争优势进行可比较分析来确定目标细分市场。然后分析各个目标细分市场,并结合各个细分市场的市场吸引力、市场潜力和盈利能力,针对每个细分市场和C公司自身具备的优势来提出C公司在相关目标细分市场的营销策略建议。本文尝试从高端、中端和低端等细分市场,全面给出C公司地下矿山业务在国内市场的营销策略建议。在每个主要目标细分市场的推演,本文的建议将从保持高端地下矿山细分市场的领先竞争优势,加大高潜力中断矿山细分市场的渗透和产品开发,抓住隧道工程市场机遇迅速占领细分市场高地等三个方面进行建议。本文的战略分析主要针对C公司的地下矿山业务部在国内市场的战略分析和实施建议,对整个地下矿山设备提供商均有一定的适用性。另外,矿山设备行业领先提供商如何在全球原材料需求放缓,国内矿山固定资产投资不强的背景下保持企业的健康经营,抓住矿山客户对采矿设备的价值变化,加强市场开发和渗透,赢得更多的市场份额。同时,作为全球重要的原材料生产国和矿石开采国,如何更好的利用先进环保的设备,在矿山行业劳动力短缺的大背景下,实现矿山的可持续发展和提高矿工的工作环境。
[Abstract]:As global economic growth slows, demand for raw materials weakens and major ore prices weaken, challenging the development of the mining and mining equipment industries. How can mine equipment providers better carry out market development, provide highly efficient and competitive products through market segmentation and target market selection, deeply cultivate China's mining market, and serve mine customers? It has become a common challenge for domestic and foreign mining equipment enterprises, including the underground mining business department of company C, to develop their domestic and foreign mining equipment enterprises in the domestic market, to provide customers with more equipment in line with the value proposition of the subdivision customers and to realize the sustainable development of the enterprises. Challenge. This article will use PEST to analyze the external macro environment of the industry, The general situation of domestic underground mines and the competition situation of underground mining equipment industry are scanned. The domestic non-coal underground mining equipment market is analyzed through SWOT analysis combined with the resources and external environment owned by the enterprises themselves. According to the characteristics of the customers, the whole market is subdivided into the high end of the mine, the middle and the high end of the mine, the middle and low end of the mine. Mine low end subdivision market, building high end subdivision market, building middle and high end subdivision market, building low end subdivision market and building low end subdivision market. The future market trend and C company's competitive advantage can be compared to determine the target subdivision market, and then analyze each target segment market, and combine the market attractiveness, market potential and profitability of each subdivision market. According to the advantages of each subdivision market and C company, the paper puts forward the marketing strategy suggestions of C company in the related target market. This paper tries to segment the market from the high, middle and low end. This paper gives the marketing strategy suggestions of C Company underground mine business in the domestic market. In the deduction of each main target subdivision market, the suggestion of this paper will be from maintaining the leading competitive advantage of the high-end underground mine subdivision market. Increasing the high potential to interrupt the penetration of the mining subdivision market and the development of products, The strategic analysis of this paper mainly focuses on the strategic analysis and implementation suggestions of the underground mining business department of company C in the domestic market. It has certain applicability to the whole underground mine equipment provider. In addition, how to keep the enterprise's healthy operation in the background of the global demand for raw materials and the low investment in fixed assets of domestic mining industry is the leading provider of mine equipment industry. Grasp the value change of mining equipment by mining customers, strengthen market development and penetration, win more market share. Meanwhile, as an important raw material producer and ore mining country in the world, how to make better use of advanced environmental protection equipment, Under the background of labor shortage in mining industry, the sustainable development of mines and the improvement of working environment of miners are realized.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.1

【参考文献】