J公司工业螺栓安全紧固产品营销策略的研究

发布时间：2018-01-11 12:14

本文关键词：J公司工业螺栓安全紧固产品营销策略的研究　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着资源的日益枯竭和环境的持续恶化,作为基础通用件的紧固件的发展趋势也必然是高效耐用且节能环保,落后产能将被先进工艺取代。相应的,紧固件的施工工艺精度要求也在提高,施工方对高精度紧固工具的需求日益增加。然而,目前国内紧固件配套工具市场鱼龙混杂,高端产品主要依赖进口,而国产货仍以仿制或改进为主,缺乏创新。这些因素使得国内紧固件配套工具企业往往采用低价竞争,甚至恶性低价竞争的手段,从而形成了“技术落后→低价销售→利润低→无力创新”的恶性循环。在这样的情况下,J公司原先作为紧固件配套工具厂商,其产品在特定行业具有一定知名度,但为了跳出低价竞争的圈子,根据客户需求,研发了工业安全紧固解决方案及螺栓预紧力数据云管理系统产品,从而让企业进入了全新的市场竞争环境,那么该如何调整公司的市场营销策略,这是J公司首要解决的问题。本文从市场营销策略的角度,运用了相关理论,分析了J公司的外部环境和内部资源,根据产品的市场需求及行业竞争特点,明确了公司将来的产品组合,以及将要采取差异化竞争的战略。另外,对于如何确保制定的营销策略得到顺利实施,也提出了具体的措施。
[Abstract]:With the increasing depletion of resources and environmental deterioration, the development trend of fasteners as basic components is also bound to be efficient, durable and energy saving and environmental protection, backward production capacity will be replaced by advanced technology. The construction precision of fastener is also improving, and the demand for high-precision fastening tools is increasing. However, the domestic market of fastener supporting tools is mixed, and high-end products mainly rely on imports. However, domestic products are still imitated or improved, and lack of innovation. These factors make domestic fastener tool enterprises often adopt the means of low price competition, even malignant low price competition, thus forming "backward technology". 鈫扡ow price sales. 鈫扡ow profit. 鈫扵he vicious circle of "inability to innovate". Under such circumstances, the company originally used as a fastener accessory tool manufacturer, its products in a certain industry known, but in order to jump out of the circle of low price competition. According to the customer's demand, we have developed the industrial safety fastening solution and bolt preload data cloud management system product, thus making the enterprise enter the brand-new market competition environment. Then how to adjust the company's marketing strategy, which is the first problem that J company solves. From the perspective of marketing strategy, this paper analyzes the external environment and internal resources of J company by using the relevant theory. According to the market demand of the products and the characteristics of the industry competition, this paper clarifies the future product mix of the company, as well as the strategy of the differentiated competition. In addition, how to ensure the smooth implementation of the marketing strategy made by the company. Specific measures are also proposed.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

【相似文献】