HJ公司市场营销战略研究

发布时间：2018-11-17 14:34

【摘要】：环保产业是为防治污染、改善生态环境、保护资源提供物质基础和技术保障的产业。国家对环保的高度重视政策吸引了大量投资者进入这一行业,加之国外大型企业也来抢占市场,使得脱硫除尘行业变得高度不确定,对抗环境越发激烈。企业在这样的严峻形势下,要想占据竞争优势击败竞争对手,仅仅依靠以往的经验和环境变化所提供的机会获取成功就显得十分困难,根本无法巩固和发展原有的竞争优势,企业必须用新思想、新方法进行市场营销战略决策、未来选择和确定全新的营销管理模式,必须掌握和运用博弈的理论和方法——市场营销战略管理,把其作为公司管理的中心问题,将公司整体营销纳入战略管理轨道。通过HJ公司目标市场购买行为分析,确定了区域确定目标市场战略有山东本地、京津冀地区、东北地区以及西北地区。在行业战略定位上主要是电力行业、冶金行业、建材行业、煤炭行业、钢铁行业、石油化工行业以及水泥行业等行业,其营销战略定位就是——质高价廉,优质服务。并构建以环保技术为先导的企业立足战略,以环保服务为支柱的差异化市场战略,以质量为核心的品牌战略,培育以脱硫除尘、除尘、脱硫脱硝以及污水处理为主导的优势产业。在HJ公司市场营销策略及保障措施主要有：HJ公司产品策略,包括开发脱氮环保产品,开发氨法脱硫技术；在分销策略方面包括市场开发以及厂家直销和代理销售；在价格策略上可根据直接买方与代理商购货数量的差异,实施返利策略,给予小幅的定价优惠：在服务策略方面包括开发环保技术咨询、转移和服务业务；服务差异化策略。最后得出了HJ公司市场营销战略实施的技术保障、质量保障、价格保障以及服务保障等措施。
[Abstract]:Environmental protection industry is an industry that provides material basis and technical guarantee for pollution prevention, ecological environment improvement and resource protection. The country's policy of attaching great importance to environmental protection has attracted a large number of investors to enter the industry, and foreign large enterprises have also come to seize the market, which makes the desulfurization and dust removal industry highly uncertain, and the confrontation environment is becoming more and more fierce. In such a severe situation, if enterprises want to occupy competitive advantage to defeat their competitors, it is very difficult to obtain success only by relying on the past experience and the opportunity provided by the changes in the environment. It is simply impossible to consolidate and develop the original competitive advantage. Enterprises must use new ideas and methods to make marketing strategic decisions, choose and determine new marketing management models in the future, and must master and apply the theory and method of game theory and marketing strategic management. Regard it as the central problem of company management, bring the whole marketing into the strategic management track. Through the analysis of the target market purchasing behavior of HJ Company, it is determined that the regional target market strategies are Shandong, Beijing, Tianjin and Hebei, Northeast China and Northwest China. In the industry strategic positioning is mainly electric power industry, metallurgical industry, building materials industry, coal industry, steel industry, petrochemical industry and cement industry and other industries, its marketing strategy positioning is-high quality and low price, high quality service. And build the enterprise based on environmental protection technology as the leading strategy, environmental protection service as the pillar of the differentiated market strategy, quality as the core of the brand strategy to foster desulfurization and dust removal, Desulphurization and denitrification as well as sewage treatment as the dominant industry. The marketing strategy and guarantee measures of HJ company are as follows: product strategy of HJ company, including development of denitrification and environmental protection products, development of ammonia desulphurization technology, distribution strategy including market development and direct marketing and agent sales of manufacturers; According to the difference of the purchase quantity between the direct buyer and the agent, we can implement the rebate strategy and give the small price preference: in the service strategy, we can develop the environmental protection technical consultation, transfer and service business, and the service differentiation strategy. Finally, the technical guarantee, quality guarantee, price guarantee and service guarantee of HJ marketing strategy are obtained.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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