A输配设备公司在中国市场的营销策略选择

发布时间：2018-05-11 17:03

本文选题：输配设备 + SWOT分析　；参考：《西南交通大学》2015年硕士论文

【摘要】：一直以来,科技在人们心目中是崇高的。提起科技密集型企业,人们不禁会想到其带来的自动化和智能化。随着全球经济的发展,人们生活水平的提高,农业、工业、商业对科学技术的需求越来越强烈,技术密集型企业有很大的发展空间。然而,其类企业在快速发展和成熟的同时,其竞争程度也愈来愈激烈。所以,在竞争加剧的同时,技术密集型企业如何保持在行业内的既有地位?如何开发新的市场?哪些市场是有开发潜力的?如何争取更多的顾客呢?本研究拟回答这些问题。世界500强的艾默生(纽约证券交易所股票代码：EMR)是一家集多种业务于一体的全球性技术领先公司。该公司的技术与工程相结合,在网络资源、过程管理、工业自动化、环境优化技术及家电和工具等领域为全球客户提供创新性的解决方案。费希尔久安输配设备(成都)有限公司(以下简称A输配设备公司)是艾默生在中国西部投资成立的一家专业从事设计、开发、生产于一体的独资企业,在输配设备行业一直处于领先地位。笔者根据其亲身经历,以A输配设备公司为载体,就中国市场营销策略做相应研究。本研究的第1、2章,笔者通过对国内外学者的文献综述,对A输配设备公司中国市场开发策略的必然性进行了分析；接着,第3章对A输配设备公司做了简介。然后,在第4章中对A输配设备公司进行内外部环境分析；本研究的第5、6章是重点,在第5章中,笔者用企业策略中著名的‘'SWOT理论”对A输配设备公司内外部环境作了深度分析,通过内部优势、劣势和外部机会、威胁的交叉,得出了一系列可采用的策略选择；接着第6章,对A输配设备公司的产品组合策略做了相关研究,包括渠道、品牌、促销、新产品开发等。本研究认为,A输配设备公司应发展应用于管道天然气和应用于LNG二级减压站的调压阀；在深度了解中国市场顾客需求的同时,精益生产及质量管理,进一步优化服务质量,与顾客一起制定营销方案是最有力的竞争策略；营销机构的优化与健全是保障,营销队伍的组建、培训和考核是手段；建立覆盖全国的本地化售后服务体系,制定考核和评价渠道商的制度。
[Abstract]:All along, science and technology is lofty in people's minds. When it comes to technology-intensive enterprises, people can't help thinking about the automation and intelligence they bring. With the development of global economy and the improvement of people's living standard, the demand for science and technology in agriculture, industry and commerce is more and more intense. However, with the rapid development and maturity of the enterprises, their competition is becoming more and more fierce. So, while competition intensifies, how can technology-intensive enterprises maintain their existing position in the industry? How to develop new markets? Which markets have potential for development? How to win more customers? This study intends to answer these questions. Emerson of the Fortune 500 is a global technology leader that integrates multiple businesses. The company combines technology with engineering to provide innovative solutions to global customers in areas such as network resources, process management, industrial automation, environmental optimization technologies, and appliances and tools. Fisher Jiu'an Transmission and Distribution equipment (Chengdu) Co., Ltd. (hereinafter referred to as A Transmission and Distribution equipment Company) is a sole proprietorship invested by Emerson in the design, development and production of western China. In the transmission and distribution equipment industry has been in the leading position. According to his own experience, this paper studies the marketing strategy of China with A transmission equipment company as its carrier. In the first and second chapter of this research, the author analyzes the inevitability of the development strategy of A transmission equipment company in China through the literature review of domestic and foreign scholars, and then, the third chapter gives a brief introduction to A transmission and distribution equipment company. Then, in chapter 4, the internal and external environment of A transmission and distribution equipment company is analyzed. Chapter 5 and 6 of this study are the key points, in chapter 5, Using the famous SWOT theory of enterprise strategy, the author makes a deep analysis of the internal and external environment of A transmission and distribution equipment company. Through the intersection of internal advantages, disadvantages, external opportunities and threats, a series of strategy choices are obtained. Chapter 6 studies the product combination strategy of A transmission equipment company, including channel, brand, promotion, new product development and so on. In this study, it is concluded that the company should develop the pressure regulating valves for pipeline natural gas and LNG secondary decompression station, and further optimize the service quality by lean production and quality management while deeply understanding the customer needs of the Chinese market. It is the most effective competitive strategy to make marketing plan with customers, the optimization and perfection of marketing organization is the guarantee, the formation of marketing team, the training and examination are the means, and the localization after-sales service system covering the whole country is established. Establish a system for assessing and evaluating channel vendors.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.4;F274

【参考文献】