X公司工业机柜营销策略研究

发布时间：2018-04-09 09:53

本文选题：营销策略　切入点：SWOT　出处：《对外经济贸易大学》2015年硕士论文

【摘要】：近二十年来随着中国GDP的持续增长,工业行业的销售总额同样保持着持续增长,但近几年工业品的销售增长率却在逐年下降。从工业指数在GPD的占比的变化可以看出,消费品及服务业的占比在逐年增长,工业在GDP的比重在逐年下降。从2005年至2010年前后,PMI整体指数较高,反映制造业经济处于扩张期。2011年前后制造业指数逐渐靠近50荣枯分界限,制造业收缩。其中2008年的情况较为特殊,它的显著下滑是由于输入经济危机带来的,很快经济得到了恢复。随着我国自主研发能力的加强和制造水平的提升,工业产品的技术壁垒逐渐消失,未来工业产品市场的竞争将加剧。很多国内品牌已经在国际市场上暂露头脚,其低廉的价格很快占据了原有国外品牌的市场份额。同时我们也看到,由于我国发展不均衡,假冒伪劣产品仍然在部分地区盛行,例如电力产品在农村地区的盛行。尤其在中低端市场,由于制造商众多,价格竞争十分激烈。制造企业将逐步寻求更高性价比的产品以改善其经营利润。在这样的背景下,外资企业受到越来越大的价格压力,工业机柜市场也面临着越来越大挑战。如何适当调整X公司的工业机柜市场营销策略,成为目前面临的严峻问题。本篇论文按照全球工业机柜的市场状况-国内工业市场的发展情况-X公司在中国的SWOT分析-X公司的市场应对措施的思路来进行,从而逐步分析在当前经济形势下,X公司在工业机柜市场上的营销策略。
[Abstract]:In the past two decades, with the continuous growth of GDP in China, the sales volume of industrial industries has also maintained a sustained growth, but the growth rate of industrial products sales has been declining in recent years.From the change of industrial index in GPD, we can see that the proportion of consumer goods and service industry is increasing year by year, and the proportion of industry in GDP is decreasing year by year.From 2005 to 2010, the headline PMI was higher, reflecting a period of expansion for the manufacturing economy. Around 2011, the manufacturing index was moving closer to the 50-point limit and the manufacturing sector contracted.In 2008, the situation was special, and its sharp decline was due to the import economic crisis, which soon recovered.With the enhancement of our independent R & D capability and the improvement of manufacturing level, the technical barriers of industrial products gradually disappear, and the market competition of industrial products will be intensified in the future.Many domestic brands have emerged in the international market, their low prices quickly occupied the original market share of foreign brands.At the same time, due to the uneven development of our country, fake and inferior products are still prevalent in some areas, such as electricity products in rural areas.Especially in the low-end market, due to numerous manufacturers, price competition is very fierce.Manufacturing companies will gradually seek more cost-effective products to improve their operating profits.Under this background, foreign enterprises are under more and more pressure of price, and the market of industrial cabinet is facing more and more challenges.How to properly adjust X Company's industrial cabinet marketing strategy has become a serious problem.This paper is based on the global market situation of industrial cabinets-the development of domestic industrial market-X Company in China's SWOT analysis of the market response measures of X,Therefore, the marketing strategy of X Company in the industrial cabinet market is analyzed step by step under the current economic situation.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

【共引文献】