太重集团铝带热连轧机市场营销策略研究

发布时间：2018-06-15 20:40

本文选题：市场营销 + SWOT　；参考：《太原理工大学》2015年硕士论文

【摘要】：太重集团承担着为国民经济重点建设项目提供重大成套设备的任务。其是典型的单件小批生产性质企业,铝带热连轧机是其六大主导产品之一。自建厂到上世纪末,太重公司一直牢牢掌握着国内铝带热连轧机生产市场,国内各大生产企业除个别设备是引进国外产品,其余基本上都在使用太重提供的成套设备。近期,国内铝带热连轧机生产产业快速发展,生产设备市场空间被看好。随着市场经济体制的不断完善和深入,积极参与铝带热连轧机市场竞争的企业不断增加、竞争手段愈加灵活。同时国外一些知名公司也看准了这一时机,纷纷加入该行业的市场竞争行列,太重公司在这一领域的龙头老大地位受到冲击。(1)本文主要研究内容:论文以战略管理理论、竞争优势理论为指导,对太重集团铝带热连轧机的市场营销从策略进行了研究。本文从分析太重集团铝带热连轧机市场营销现状入手,通过SWOT分析对A集团铝带热连轧机外部宏观环境和公司内部环境进行了分析,继而制定出了太重集团铝带热连轧机的市场定位和目标市场选择,并制定了集团公司市场营销策略的实施与相关对策。通过本文的研究旨在为提升太重集团铝带热连轧机的市场营销水平提供意见和措施,同时也为其他企业的市场营销提供参考。(2)经过本文的研究得出了如下基本结论:太重集团铝带热连轧机保持了较好的发展态势。铝带热连轧机市场属于行业市场,而非消费市场。在整个市场营销中,国际上太重集团的竞争对手主要为德国SMS-MEER和意大利DANIELI公司,在国内其则具有绝对的竞争优势;太重集团铝带热连轧机市场营销策略存在的问题。当前太重集团铝带热连轧机在市场营销过程中仍存在一定的问题,使其市场营销不畅。主要表现为受到市场国际化和电子商务的冲击、盲目延伸市场,致使“名牌陷入困境”、企业的营销观念较为僵化以及高层营销管理人员空缺;太重集团铝带热连轧机SWOT分析结果。太重集团铝带热连轧机的优势在于:雄厚的资金支持、完善的销售渠道和成熟的销售模式、充足的人力资源保障、良好的企业信誉与较强的生产技术;劣势在于:地理区位的劣势、非生产资金占比较大、人力资源结构的劣势;机遇在于:政府政策的支持、世界贸易的合作交流、市场空间进一步扩大;威胁在于:竞争对手的威胁、行业替代产品的威胁、生产技术垄断的威胁。但是,比较而言太重集团铝带热连轧机市场营销的优势大于劣势,机遇多于威胁;太重集团铝带热连轧机市场营销组合策略。在产品策略上要以优质产品为基础、加强产品核心竞争力建设;在价格策略上要采取灵活的定价方法、改进生产工艺降低成本、掌握市场需求和消费者心理;在促销策略上要努力树立产品品牌形象、提升促销人员职业水品。通过上述措施将促进太重集团市场营销水平的进一步提升。
[Abstract]:Too heavy group is undertaking the task of providing major complete sets of equipment for the key construction projects of the national economy. It is a typical single piece small batch production enterprise, and aluminum strip hot strip mill is one of its six leading products. From the factory to the end of the last century, too heavy companies have firmly grasped the domestic aluminum strip hot strip mill production market and the domestic production enterprises. In the near future, the manufacturing industry of aluminum strip mills in China has developed rapidly, and the market space for production equipment is optimistic. With the continuous improvement and deepening of the market economic system, the enterprises actively participating in the market competition of the aluminum strip hot strip mill have been increasing. The competition means more flexible. At the same time, some well-known foreign companies also take this opportunity to join in the market competition of the industry, too heavy companies have been hit by the leading position in this field. (1) the main contents of this paper are as follows: the thesis is guided by the theory of strategic management, the theory of competitive advantage and the hot continuous rolling of aluminum belt in too heavy group In this paper, the market marketing status of aluminum strip hot strip mill in too heavy group is analyzed, and the external macro environment and internal environment of A group aluminum strip hot strip mill are analyzed by SWOT analysis, and the market positioning and target market selection of the heavy group aluminum strip hot continuous rolling mill are established. The implementation of the marketing strategy of the group company and the relevant countermeasures are made. The purpose of this study is to provide suggestions and measures to improve the marketing level of the aluminum strip hot strip mill in too heavy group. At the same time, it also provides reference for the marketing of other enterprises. (2) the following conclusions are drawn as follows: too heavy group aluminum band Hot strip mill has maintained a better development trend. Aluminum strip hot strip mill market belongs to the industry market, not the consumer market. In the whole marketing, the competitors of the international heavy group are mainly Germany SMS-MEER and Italy DANIELI company, which have absolute competitive advantage in domestic market; too heavy group aluminum strip hot strip mill market camp The problems still exist in the marketing strategy. There are still some problems in the marketing process of aluminum strip hot strip mill at present. The market marketing is not smooth. The main performance is the market internationalization and the impact of e-commerce, the blind extension of the market, the "plight of the famous brand", the rigid marketing concept of the enterprise and the high level marketing. SWOT analysis results. The advantages of too heavy group aluminum strip hot strip mill lie in strong capital support, perfect sales channel and mature sales model, sufficient human resources guarantee, good enterprise reputation and strong production technology; disadvantage lies in the disadvantage of geographical location, non production. The opportunity lies in the support of the government policy, the cooperation and exchange of world trade, the further expansion of the market space, the threat of competitors, the threat of industry substitution and the threat of the monopoly of production technology. More than disadvantage, opportunity is more than threat; too heavy group aluminum strip hot strip mill marketing combination strategy. In product strategy, we should take quality products as the basis, strengthen the construction of product core competitiveness; adopt flexible pricing method in price strategy, improve production process reduction, grasp market demand and consumer psychology; in promotion strategy. Efforts should be made to establish product brand image and enhance the sales staff's professional water quality. Through these measures, the marketing level of Tai Group will be further improved.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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