W公司售后市场营销策略研究
发布时间：2018-11-23 17:15
【摘要】：中国的石化产业从无到有再到发展壮大已经走过了四十年的历程,作为人民生产生活息息相关的石化产业的稳定和成长,关系着我国的国计民生和战略安全。石化生产的环节非常复杂,技术含量很高,其中作为关键设备的大型化工压缩机,在我国石化产业及压缩机制造行业无数工程师技术人员的努力下,也经历了从完全依赖国外进口品牌和技术逐渐学习吸收模仿到自主研发国产化的过程。中国的石化生产企业目前已经保有的大型压缩机及现在及未来将要采购的大型压缩机都需要进行完善的专业的售后服务。这是一块长期的非常具有潜力的也充满了竞争的市场,包括压缩机的零部件供应、压缩机核心部件的维修、现场服务等环节。W公司为一家美资全球知名大型化工压缩机的中国独资企业,主要负责该品牌在中国市场已售的和未来将售机组的售后服务工作,包括机组的配件销售、大修、现场服务、升级改造等。该公司已在中国市场运营十五年,近几年来,随着中国市场本土压缩机制造能力的不断提高,该公司新机组销售的日渐萎靡,配件及服务市场的国产化竞争,导致该公司的销售业绩增长乏力,未来预期很不乐观。论文着眼于介绍W公司及其产品服务,对W公司面对的外部环境,包括石化行业大型压缩机行业现状、行业环境、大型压缩机售后市场竞争五力模型等进行分析;再通过分析W公司内部环境,包括公司历程、组织结构、产品线、营销现状,结合SWOT分析和STP策略分析,制定W公司售后市场营销策略及实施方案。本文以市场营销理论为基础,致力于分析解决W公司市场萎缩发展受阻的现实问题,依据相应的理论依据和现实市场环境进行分析研究,对W公司营销策略及类似的受到中国国产化竞争的外资机械制造企业的售后服务市场营销发展具有现实的借鉴和帮助。
[Abstract]:The petrochemical industry of China has gone through forty years from scratch to development. The stability and growth of petrochemical industry, which is closely related to the production and life of the people, is related to the national economy and people's livelihood and the strategic security of our country. The process of petrochemical production is very complex and the technical content is very high. Among them, the large-scale chemical compressor, which is the key equipment, has made great efforts by numerous engineers and technicians in the petrochemical industry and compressor manufacturing industry of our country. It has also experienced the process from completely relying on imported brands and technologies to gradually learning to absorb and imitate to the localization of independent R & D. China's petrochemical production enterprises have maintained large compressors and now and will be purchased in the future large compressors need to be improved professional after-sales service. This is a very potential and competitive market for a long time, including the supply of compressor components, the maintenance of the core components of the compressor, W Company is a Chinese sole proprietorship enterprise of large scale chemical compressors, which is famous in the United States. It is mainly responsible for the after-sales service work of the units sold and to be sold in the Chinese market by the brand, including the sales of the units' spare parts. Overhaul, site service, upgrade, etc. The company has been operating in the Chinese market for 15 years. In recent years, with the continuous improvement of the manufacturing capacity of local compressors in the Chinese market, the sales of new units of the company have been declining day by day, and the market for accessories and services has become a domestic competition. As a result of the company's weak sales growth, future expectations are not optimistic. This paper focuses on the introduction of W Company and its products and services, analyzes the external environment faced by W Company, including the status quo of large compressor industry in petrochemical industry, the industry environment, the five forces model of market competition of large compressor after sale, etc. Through analyzing the internal environment of W Company, including company history, organization structure, product line, marketing status, combining with SWOT analysis and STP strategy analysis, the author formulates the after-sale marketing strategy and implementation plan of W Company. Based on the marketing theory, this paper is devoted to analyzing and solving the current problems of W company's shrinking development, analyzing and researching according to the corresponding theoretical basis and the real market environment. It has practical reference and help to the marketing strategy of W Company and the development of after-sales service marketing of foreign-funded machinery manufacturing enterprises which are subjected to domestic competition in China.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
本文编号：2352199
[Abstract]:The petrochemical industry of China has gone through forty years from scratch to development. The stability and growth of petrochemical industry, which is closely related to the production and life of the people, is related to the national economy and people's livelihood and the strategic security of our country. The process of petrochemical production is very complex and the technical content is very high. Among them, the large-scale chemical compressor, which is the key equipment, has made great efforts by numerous engineers and technicians in the petrochemical industry and compressor manufacturing industry of our country. It has also experienced the process from completely relying on imported brands and technologies to gradually learning to absorb and imitate to the localization of independent R & D. China's petrochemical production enterprises have maintained large compressors and now and will be purchased in the future large compressors need to be improved professional after-sales service. This is a very potential and competitive market for a long time, including the supply of compressor components, the maintenance of the core components of the compressor, W Company is a Chinese sole proprietorship enterprise of large scale chemical compressors, which is famous in the United States. It is mainly responsible for the after-sales service work of the units sold and to be sold in the Chinese market by the brand, including the sales of the units' spare parts. Overhaul, site service, upgrade, etc. The company has been operating in the Chinese market for 15 years. In recent years, with the continuous improvement of the manufacturing capacity of local compressors in the Chinese market, the sales of new units of the company have been declining day by day, and the market for accessories and services has become a domestic competition. As a result of the company's weak sales growth, future expectations are not optimistic. This paper focuses on the introduction of W Company and its products and services, analyzes the external environment faced by W Company, including the status quo of large compressor industry in petrochemical industry, the industry environment, the five forces model of market competition of large compressor after sale, etc. Through analyzing the internal environment of W Company, including company history, organization structure, product line, marketing status, combining with SWOT analysis and STP strategy analysis, the author formulates the after-sale marketing strategy and implementation plan of W Company. Based on the marketing theory, this paper is devoted to analyzing and solving the current problems of W company's shrinking development, analyzing and researching according to the corresponding theoretical basis and the real market environment. It has practical reference and help to the marketing strategy of W Company and the development of after-sales service marketing of foreign-funded machinery manufacturing enterprises which are subjected to domestic competition in China.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
【参考文献】
相关重要报纸文章 前1条
1 见习记者 王呈;[N];中华工商时报;2014年
相关硕士学位论文 前1条
1 彭奇云;M公司中国市场大客户营销策略研究[D];兰州大学;2013年
，本文编号：2352199
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