大连重工堆取料机营销策略研究
发布时间：2019-03-18 15:26
【摘要】：改革开放以来,特别是2000—2011年,中国机械工业发展规模态势迅猛。大连华锐重工集团股份有限公司(以下简称大连重工)是国家重机行业的大型骨干企业。作为老牌国企,大连铁工厂(大连重工前身)于1914年成立至今,以稳健的经营作风,经过100年的不断努力,在中国市场获得了较高的知名度以及广泛的业内认可,创造了200多个“中国第一”,产品遍布84个国家和地区。但2012年开始,机械工业行业环境发生巨大变革,营业收入首次出现下降,产品利润出现了多年来少有的负增长,结束了长达11年的发展“黄金期”。大连重工也将受其影响,在未来很长一段时间内,面临前所未有的严峻挑战。产品是企业立足市场,在竞争中获胜的重要的“武器”,结合近年来国内项目投标情况看,大连重工产品质量过硬但价格偏高,很难与其他公司的低价产品竞争。相比之下,加快企业结构调整,完成由生产导向型向市场导向型的过度,成功实现产品升级,制定科学有效的营销策略,成为企业以及营销人员当下的首要问题。本文选取大连重工堆取料机这一重点产品为研究对象,分析其2000—2014年的营销状况,运用市场营销组合理论、目标市场理论、产品生命周期理论针对上述问题,从产品、渠道、价格、促销这四个维度出发,分析产品营销策略现状及存在的问题,结合物料搬运机械市场需求环境,以建立针对国内市场的产品策略为核心,以产品生命周期设计和营销目标市场为两个战术支持点,以市场领导者的角色,提出了完善有效的产品策略。对企业现行营销工作,具有一定的实践意义。
[Abstract]:Since the reform and opening up, especially from 2000 to 2011, the scale of China's machinery industry has been developing rapidly. Dalian Huarui heavy Industry Group Co., Ltd. (hereinafter referred to as Dalian heavy Industry) is a large-scale backbone enterprise of the national heavy machinery industry. As a well-established state-owned enterprise, Dalian Iron works (the predecessor of Dalian heavy Industry) was established in 1914, with a sound management style, after 100 years of continuous efforts, has gained a high profile in the Chinese market as well as a wide range of industry recognition, Has created more than 200 "China first", the product spreads all over 84 countries and regions. However, since 2012, the environment of the machinery industry has undergone tremendous changes, operating income has declined for the first time, and product profits have experienced a rare negative growth in many years, ending the "golden period" of 11 years of development. Dalian heavy Industry will also be affected, in the future for a long time, facing unprecedented serious challenges. Products are important "weapons" for enterprises to win in the competition based on the market. In combination with the bidding situation of domestic projects in recent years, Dalian heavy industrial products are of high quality but high price, so it is difficult to compete with the low price products of other companies. In contrast, speeding up the restructuring of enterprises, completing the transition from production-oriented to market-oriented, successfully realizing product upgrading and formulating scientific and effective marketing strategies have become the most important problems for enterprises and marketers at present. This article selects Dalian heavy industry pile reclaimer this important product as the research object, analyzes its 2000-2014 marketing situation, applies the marketing combination theory, the target market theory, the product life cycle theory to solve the above problems, from the product, the channel, Starting from the four dimensions of price and promotion, this paper analyzes the present situation and existing problems of product marketing strategy, combines the demand environment of material handling machinery market, and takes the establishment of product strategy for domestic market as the core. Taking product life cycle design and marketing target market as two tactical support points, and taking the role of market leader, this paper puts forward a perfect and effective product strategy. To the enterprise current marketing work, has certain practical significance.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
本文编号：2442984
[Abstract]:Since the reform and opening up, especially from 2000 to 2011, the scale of China's machinery industry has been developing rapidly. Dalian Huarui heavy Industry Group Co., Ltd. (hereinafter referred to as Dalian heavy Industry) is a large-scale backbone enterprise of the national heavy machinery industry. As a well-established state-owned enterprise, Dalian Iron works (the predecessor of Dalian heavy Industry) was established in 1914, with a sound management style, after 100 years of continuous efforts, has gained a high profile in the Chinese market as well as a wide range of industry recognition, Has created more than 200 "China first", the product spreads all over 84 countries and regions. However, since 2012, the environment of the machinery industry has undergone tremendous changes, operating income has declined for the first time, and product profits have experienced a rare negative growth in many years, ending the "golden period" of 11 years of development. Dalian heavy Industry will also be affected, in the future for a long time, facing unprecedented serious challenges. Products are important "weapons" for enterprises to win in the competition based on the market. In combination with the bidding situation of domestic projects in recent years, Dalian heavy industrial products are of high quality but high price, so it is difficult to compete with the low price products of other companies. In contrast, speeding up the restructuring of enterprises, completing the transition from production-oriented to market-oriented, successfully realizing product upgrading and formulating scientific and effective marketing strategies have become the most important problems for enterprises and marketers at present. This article selects Dalian heavy industry pile reclaimer this important product as the research object, analyzes its 2000-2014 marketing situation, applies the marketing combination theory, the target market theory, the product life cycle theory to solve the above problems, from the product, the channel, Starting from the four dimensions of price and promotion, this paper analyzes the present situation and existing problems of product marketing strategy, combines the demand environment of material handling machinery market, and takes the establishment of product strategy for domestic market as the core. Taking product life cycle design and marketing target market as two tactical support points, and taking the role of market leader, this paper puts forward a perfect and effective product strategy. To the enterprise current marketing work, has certain practical significance.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
【参考文献】
相关期刊论文 前5条
1 刘志彪,姜付秀,卢二坡;资本结构与产品市场竞争强度[J];经济研究;2003年07期
2 杨梅英,付晓娃,时玲;浅析制造业企业营销竞争力[J];技术经济与管理研究;2002年01期
3 杨建耀;;浅谈重型机械行业的大客户营销[J];建设机械技术与管理;2011年02期
4 谭云清;刘志刚;朱荣林;;产品市场竞争、管理者激励与公司绩效的理论与实证[J];上海交通大学学报;2008年11期
5 肖代柏;;新经济时代市场营销发展新趋势及其应对策略[J];商业时代;2009年28期
，本文编号：2442984
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2442984.html
