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唐山秉仁实业有限公司环保设备市场营销策略研究

发布时间:2018-03-07 17:41

  本文选题:SWOT分析 切入点:营销策略 出处:《燕山大学》2015年硕士论文 论文类型:学位论文


【摘要】:本文以唐山秉仁实业有限公司的环保设备市场营销为例进行分析,采用波特五力模型评价企业的外部环境,了解其所在行业、省份、经济政治等外部环境,进行了市场定位,最终确定了河北省的空气预热器细分行业。本文在研究过程中,采用了SWOT分析和波特五力模型等分析方法,结合了唐山秉仁实业有限公司的案例,进行了定性分析和定量分析,在分析过程中,进行了实地调研,研究方法较为可靠。首先,采用波特五力模型评价企业的内外部环境,了解其所在行业的环境,其所处的大气环保行业近年来呈现出较高的增长,在我国经济结构调整、经济发展方式转型、环保标准不断提高的背景下,空气预热器市场呈现出了爆炸式的增长,通过评价唐山秉仁实业有限公司所在省份的经济政治情况后,进行了市场定位。其次,运用SWOT分析法,得出其存在着技术先进、效率高,地理位置较好,原料供应充足,固定设备充足这几方面存在优势。然而营销网络尚有不足之处,技术面临着被替代的风险,经营管理水平有待完善等劣势具有挑战性,政策推动力较强,所在区域市场广阔这两方面的机遇与市场竞争激烈的挑战并存的结论。再次,从明确目标市场选择及企业定位、实施6P营销策略、实施整体营销策略以及构建唐山秉仁实业公司环保设备营销保障体系等四个方面提出改进唐山秉仁实业有限公司的市场营销策略。最后,从企业管理组织制度保障、企业市场营销队伍保障、企业产品质量和技术保障、激励及业绩评价保障以及加强企业产品品牌建设等五个方面分析了唐山秉仁实业有限公司市场营销实施的保障策略,有助于保证企业预期营销目标的顺利实现。
[Abstract]:Taking the marketing of environmental protection equipment in Tangshan Bingren Industrial Co., Ltd as an example, this paper analyzes the external environment of the enterprise by using Porter's five-force model, and finds out the external environment, such as industry, province, economy and politics, and makes the market positioning. Finally, the air preheater subdivision industry in Hebei Province is determined. In the course of the research, this paper adopts SWOT analysis and Porter's five force model analysis methods, combined with the case of Tangshan Bingren Industrial Co., Ltd., carries on qualitative analysis and quantitative analysis. In the process of analysis, the field investigation is carried out, and the research method is relatively reliable. Firstly, the Porter's five-force model is used to evaluate the internal and external environment of the enterprise and to understand the environment of the industry in which it belongs. In recent years, its atmospheric environmental protection industry has shown relatively high growth. Under the background of the adjustment of economic structure, the transformation of economic development mode and the continuous improvement of environmental protection standards, the air preheater market has shown explosive growth. After evaluating the economic and political situation of the province in which Tangshan Bingren Industrial Co., Ltd is located, the market orientation is carried out. Secondly, by using SWOT analysis, it is found that the technology is advanced, the efficiency is high, the geographical position is good, and the raw material is supplied adequately. However, there are still some disadvantages in the marketing network, the technology is faced with the risk of being replaced, the level of operation and management needs to be improved, and the disadvantages are challenging, and the policy impetus is strong. The conclusion that the opportunities in the two aspects coexist with the fierce challenges of market competition. Thirdly, the 6P marketing strategy is implemented from the clear choice of the target market and the positioning of the enterprise. Four aspects are put forward to improve the marketing strategy of Tangshan Bingren Industrial Co., Ltd., from the following four aspects: implementing the overall marketing strategy and constructing the marketing guarantee system of environmental protection equipment in Tangshan Bingren Industrial Co., Ltd. This paper analyzes the marketing strategies of Tangshan Bingren Industrial Co., Ltd. from five aspects: the guarantee of marketing team, the guarantee of product quality and technology, the guarantee of incentive and performance evaluation, and the strengthening of brand construction of enterprise products. Help to ensure the smooth realization of the enterprise's expected marketing objectives.
【学位授予单位】:燕山大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F274;F426.4

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