市场饱和环境下V公司销售策略研究

发布时间：2018-04-12 13:39

本文选题：造纸产业 + 产业生命周期　；参考：《华东理工大学》2015年硕士论文

【摘要】：自2008年国际金融危机以来,国际经济环境复杂多变,经济增长动力不足,经济复苏缓慢。目前中国经济增长的不确定性有增无减,市场需求萎缩,贸易保护与摩擦增多,经济增长也面临着较大的下行压力和极大的挑战。钢铁、水泥、玻璃等工业出现严重的产能过剩,当前国内消费需求持续低迷,企业转型升级缺乏新的增长引擎,同时承受着节能减排的压力,我国制造业正处于阵痛期,面临着新的压力和挑战。中国经济面临着新的困难和挑战,与钢铁、水泥、玻璃等行业一样,我国造纸工业在经历了十年高速发展期之后,进入了产业发展的成熟期,也同样面临着结构性产能过剩和阶段性饱和的新形势。整个行业投资增速大幅回落,纸张产量和消费量年均增速急剧下降,甚至出现负增长。特别是由于受到互联网、电子产品和新兴电子媒体的冲击,目前高端文化纸市场已经饱和。本文以造纸机械制造型企业V公司为研究对象,分析在市场饱和环境下传统制造业企业所面临的困境和挑战,并运用先进的市场营销和管理思想对销售策略进行研究,讨论制造业企业在市场饱和环境下如何改变销售策略,拓展新的市场空间,增强市场竞争力。
[Abstract]:Since the 2008 international financial crisis, the international economic environment is complex and changeable, the economic growth power is insufficient, and the economic recovery is slow.At present, the uncertainty of China's economic growth is increasing, the market demand is shrinking, the trade protection and friction are increasing, and the economic growth is facing great downward pressure and great challenge.Steel, cement, glass and other industries have serious overcapacity, the current domestic consumer demand continues to be depressed, the transformation and upgrading of enterprises lack a new growth engine, and the pressure of energy conservation and emission reduction is being borne. The Chinese manufacturing industry is in a painful period.Facing new pressures and challenges.China's economy is facing new difficulties and challenges. Like steel, cement, glass and other industries, China's paper industry has entered a mature period of industrial development after a decade of rapid development.Also faced with structural overcapacity and phase saturation of the new situation.The entire industry investment growth rate fell sharply, paper production and consumption growth rate fell sharply, or even negative growth.Especially due to the impact of the Internet, electronic products and emerging electronic media, the high-end cultural paper market has become saturated.This paper takes V Company, a papermaking machinery manufacturing enterprise, as the research object, analyzes the difficulties and challenges faced by the traditional manufacturing enterprises in the saturated market environment, and applies advanced marketing and management ideas to study the sales strategy.This paper discusses how to change the sales strategy, expand the new market space and enhance the market competitiveness of manufacturing enterprises in the saturated market environment.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.83;F274

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