S阀门公司营销策略分析

发布时间：2018-12-12 03:52

【摘要】：阀门作为工业管道控制流体的单元,广泛应用于国民经济里的各种领域,随着我国经济的发展,我国的阀门产品也从供不应求发展到了生产过剩且普遍处于中低端的市场当中。另外,外资阀门加大在国内投资建厂的力度控制着中高端市场,国产阀门企业面临着市场上的强力竞争,而缺乏现代的营销策略管理指导的中国阀门企业在市场上的地位越来越被动。S公司是国内一家仪表阀门企业,成立于上世纪八十年代,产品广泛应用于石化、化工、电力等企业,目前主营球阀、蝶阀、调节阀等产品,随着近几十年的发展在市场上有一定的规模。本文以S公司为研究对象对其营销策略做出研究,首先,运用PEST模型及SWOT模型对S公司的各个层面的营销环境进行全面分析,并运用STP法对S公司进行市场细分、目标市场选择和市场定位,然后从产品、价格、渠道、营销团队等各方面对S公司营销存在的问题进行分析,结合4P营销组合理论并根据S公司的营销环境做出产品、价格、渠道及促销等相关策略,对S公司的营销战略做出规划。最后,通过营销组织结构重组和优化调整了销售渠道及销售过程和控制三个方面,对S公司营销策略的实施做出描述以保证上述营销策略能够实施,而达到公司营销所要实现的目标。本文提出的营销策略优化方案结合了本人在营销活动中的实践经验,期中提及的营销组织结构优化重组和渠道调整,作为一种新的探索思路可以为其他同行企业的营销策略制定提供借鉴。
[Abstract]:As an industrial pipeline control fluid unit, valves are widely used in various fields of the national economy. With the development of our economy, our country's valve products have also developed from supply to overproduction and generally in the middle and low end of the market. In addition, the increase in foreign investment in the establishment of domestic valves controls the high-end market, and domestic valve enterprises face strong competition in the market. The status of Chinese valve enterprises, which lack the guidance of modern marketing strategy management, is becoming more and more passive in the market. S Company is a domestic instrument valve enterprise, established in the 1980s, its products are widely used in petrochemical and chemical industry. Electric power enterprises, the main ball valve, butterfly valve, regulating valve and other products, with the development of recent decades in the market has a certain scale. This paper takes S Company as the research object to study its marketing strategy. First of all, using PEST model and SWOT model to analyze the marketing environment of S company at all levels, and using STP method to subdivide the market of S company. Target market selection and market positioning, then from the product, price, channel, marketing team and other aspects of S company marketing problems, combined with 4P marketing mix theory and according to S company's marketing environment to make products, prices, Channel and sales promotion and other related strategies, to S company marketing strategy planning. Finally, through the reorganization and optimization of the marketing organization structure, the marketing channel, the sales process and the control are adjusted, and the implementation of the marketing strategy of S company is described to ensure that the above marketing strategy can be implemented. And to achieve the company's marketing objectives to achieve. The marketing strategy optimization scheme proposed in this paper combines my practical experience in marketing activities, the marketing organizational structure optimization and reorganization and channel adjustment mentioned in this period. As a new exploration train of thought, it can provide reference for the marketing strategy formulation of other peer enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.46

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