齐齐哈尔华工机床有限公司市场营销策略研究

发布时间：2019-02-11 18:55

【摘要】：2012年,在全球经济危机的影响下,我国的制造行业整体下滑,市场需求持续萎缩,市场环境复杂多变,竞争日益激烈。整个机床行业面临巨大的压力和挑战,产品销售量明显下降,形势非常严峻。这样的环境使企业生存发展面临相当的困难。齐齐哈尔华工机床有限公司(文中简称华工机床)面对风云变幻的竞争环境,如何发挥民营企业独特优势来扩大市场,保持企业的可持续发展,成为企业必须要研究的课题。对此,本文通过对华工机床面临的营销环境进行分析,优化营销策略并制定保障措施,希望通过我的论文能为华工机床提供科学的营销策略理论指导,也能为其他民营机床制造企业提供借鉴。本文首先对营销策略相关理论进行综合论述;然后分析华工机床有限公司的营销现状与存在的主要问题,针对公司所面临的宏观环境、行业环境和内部环境,利用SWOT工具对内外部环境进行分析与定位,识别当前企业面临的机遇与挑战;并在此基础上,改进华工机床的产品策略、价格策略、渠道策略与促销策略等营销策略组合;最后从销售队伍建设、组织管理、财务管理、绩效考核、信息管理和客户服务管理等方面提出保障措施。本文将本人所学理论知识与工作实践相结合,对华工机床在制造业整体低迷的大环境下,理性地分析了自身存在的问题并挖掘新的机遇,采取了积极的应对措施,如积极开拓市场,加大新产品开发力度,创新配套产品的多样性,提高产品的高精尖水平;加强和改进营销服务;加强内部建设,扩宽销售渠道;加强品牌建设、信息系统建设等等。增强与国有大型企业的竞争力,找到适合公司发展的市场营销创新之路。
[Abstract]:In 2012, under the influence of global economic crisis, China's manufacturing industry as a whole declined, market demand continued to shrink, the market environment complex and changeable, increasingly fierce competition. The whole machine tool industry faces enormous pressure and challenge, the product sale drops obviously, the situation is very stern. Such an environment makes the survival and development of enterprises face considerable difficulties. In the face of the changing competition environment, Qiqihar Chinese Machine tool Co., Ltd., how to give full play to the unique advantages of private enterprises to expand the market and maintain the sustainable development of enterprises, has become a subject that enterprises must study. In view of this, this paper analyzes the marketing environment that Chinese machine tool faces, optimizes the marketing strategy and formulates the safeguard measure, hoping to provide scientific marketing strategy theory guidance for the Chinese machine tool through my thesis. Also can provide reference for other private machine tool manufacturing enterprises. Firstly, this paper discusses the relevant theories of marketing strategy. Then it analyzes the current marketing situation and the main problems of China Machine tool Co., Ltd., aiming at the macro environment, industry environment and internal environment, using SWOT tools to analyze and position the internal and external environment. Identify the current opportunities and challenges facing enterprises; And on this basis, improve the Chinese machine tool product strategy, price strategy, channel strategy and promotion strategy and other marketing strategy combination; Finally, this paper puts forward the safeguard measures from the aspects of sales team construction, organization management, financial management, performance appraisal, information management and customer service management. In this paper, the author combines the theoretical knowledge with the work practice to analyze the existing problems of Chinese machine tools in the overall depressed environment of the manufacturing industry, and to explore new opportunities, and take positive measures to deal with them. Such as actively develop the market, increase the strength of new product development, innovate the diversity of supporting products, improve the high level of products; Strengthen and improve marketing services; strengthen internal construction, broaden sales channels; strengthen brand building, information system construction and so on. Strengthen the competitiveness of large state-owned enterprises and find the way of marketing innovation suitable for the development of the company.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

【相似文献】