HD公司电弧喷涂技术工程服务市场营销策略研究
发布时间：2018-10-10 17:41
【摘要】：HD公司是一家专业从事工业设备防磨抗蚀新材料研发、生产、销售及技术工程服务的高新技术企业。服务行业主要包括电力(火电为主)、钢铁、水泥、石化、造纸、矿山等行业,尤其是以火电为主。由于上述行业多出现产能过剩,尤其是钢铁、水泥行业过剩严重,经济效益日趋下降。由于电弧喷涂技术服务在HD公司销售占比达60%以上,故选择电弧喷涂技术工程服务市场营销策略进行研究,可起到扭转销售跌势,甚至于提升电弧喷涂技术工程服务销量进而可提升公司经营业绩,提升基础竞争力,是本文研究的目的。本文研究的内容主要围绕HD公司电弧喷涂技术工程服务市场营销在产品、价格、渠道与促销方面存在的问题并进行原因分析,同时利用相关理论并结合电弧喷涂技术工程服务市场的内、外部环境分析,进而提出HD公司电弧喷涂技术工程服务市场营销的产品策略、价格策略、渠道策略和促销策略等4种策略建议。本文从HD公司的实际情况出发,结合相关理论,通过理论联系实际的研究方法找出存在的问题并制定相关策略。1、运用PEST模型、波特五力模型结合HD公司电弧喷涂技术工程服务内外部环境进行详细分析,运用波士顿矩阵结合公司电弧喷涂技术工程服务进行分析。2、结合4P理论模型对HD公司电弧喷涂技术工程服务的各个方面进行系统分析,找出HD公司电弧喷涂技术工程服务存在的问题并制定应对策略。本文在写作的过程中以市场收集的资料为基础,以经典营销理论为分析方法,以分析研究佐证为主要手段。从产品、价格、渠道、促销和网络技术等角度为HD公司的营销策略提供指导与参考。
[Abstract]:HD is a high-tech enterprise specialized in R & D, production, sales and technical engineering services of new materials for industrial equipment abrasion resistance and corrosion resistance. Service industries mainly include power (thermal power), steel, cement, petrochemical, paper, mining and other industries, especially thermal power. Due to the overcapacity of the above industries, especially steel, cement industry surplus serious, economic benefits are declining day by day. Because arc spraying technology service accounts for more than 60% of Prida sales in HD Company, so choosing arc spraying technology engineering service marketing strategy can reverse the trend of sales decline. The purpose of this paper is to increase the sales volume of arc spraying technology engineering services and to enhance the company's business performance and basic competitiveness. This paper mainly focuses on the problems existing in the marketing of arc spraying technology engineering service of HD Company in the aspects of product, price, channel and promotion, and analyzes the reasons. At the same time, by using the relevant theory and the analysis of the internal and external environment of the arc spraying technology engineering service market, this paper puts forward the product strategy and price strategy of the arc spraying technology engineering service marketing of HD Company. Channel strategy and promotion strategy and so on 4 kinds of strategy suggestion. Based on the actual situation of HD Company, combined with relevant theories, this paper finds out the existing problems through theoretical and practical research methods and formulates relevant strategies. 1. Using PEST model, Porter five-force model combined with HD company arc spraying technology engineering services internal and external environment for detailed analysis, Using Boston matrix combined with the company arc spraying technology engineering service analysis. 2, combined with 4p theory model to HD arc spraying technology engineering service aspects of systematic analysis, To find out the problems existing in the arc spraying technology engineering service of HD Company and to work out the countermeasures. In the process of writing, this paper bases on the data collected by the market, takes the classical marketing theory as the analytical method, and takes the analysis and research of the corroboration as the main means. Provide guidance and reference for HD marketing strategy from product, price, channel, promotion and network technology.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.7;F274
本文编号：2262697
[Abstract]:HD is a high-tech enterprise specialized in R & D, production, sales and technical engineering services of new materials for industrial equipment abrasion resistance and corrosion resistance. Service industries mainly include power (thermal power), steel, cement, petrochemical, paper, mining and other industries, especially thermal power. Due to the overcapacity of the above industries, especially steel, cement industry surplus serious, economic benefits are declining day by day. Because arc spraying technology service accounts for more than 60% of Prida sales in HD Company, so choosing arc spraying technology engineering service marketing strategy can reverse the trend of sales decline. The purpose of this paper is to increase the sales volume of arc spraying technology engineering services and to enhance the company's business performance and basic competitiveness. This paper mainly focuses on the problems existing in the marketing of arc spraying technology engineering service of HD Company in the aspects of product, price, channel and promotion, and analyzes the reasons. At the same time, by using the relevant theory and the analysis of the internal and external environment of the arc spraying technology engineering service market, this paper puts forward the product strategy and price strategy of the arc spraying technology engineering service marketing of HD Company. Channel strategy and promotion strategy and so on 4 kinds of strategy suggestion. Based on the actual situation of HD Company, combined with relevant theories, this paper finds out the existing problems through theoretical and practical research methods and formulates relevant strategies. 1. Using PEST model, Porter five-force model combined with HD company arc spraying technology engineering services internal and external environment for detailed analysis, Using Boston matrix combined with the company arc spraying technology engineering service analysis. 2, combined with 4p theory model to HD arc spraying technology engineering service aspects of systematic analysis, To find out the problems existing in the arc spraying technology engineering service of HD Company and to work out the countermeasures. In the process of writing, this paper bases on the data collected by the market, takes the classical marketing theory as the analytical method, and takes the analysis and research of the corroboration as the main means. Provide guidance and reference for HD marketing strategy from product, price, channel, promotion and network technology.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.7;F274
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