浙江XX阀门有限公司市场开发战略研究

发布时间：2018-01-14 03:31

本文关键词：浙江XX阀门有限公司市场开发战略研究　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：阀门作为一种通用机械产品，广泛应用于国民经济生产的各行各业，近些年，随着我国经济社会的高速发展，阀门产品需求与日俱增，我国阀门工业进入了快速发展的时期。然而随着全球经济一体化时代的到来，阀门市场环境变得越来越复杂，竞争日益激烈，如何在险恶的市场竞争中获得生存和发展是当前阀门企业值得深思的一个重要问题。本文以浙江XX阀门有限公司为研究对象，在明确研究背景、研究意义、国内外研究现状以及研究思路和方法的基础上，对企业市场开发战略的相关理论进行了系统的梳理，并分别从公司发展历程、公司市场分布、公司市场开发存在的问题及存在问题的原因剖析这几个方面对公司市场开发现状和存在的问题进行说明，然后采用宏观环境(PEST)分析、行业环境分析、竞争环境分析来对公司所处行业的外部环境进行研究，并结合企业资源、企业市场营销能力、企业财务、企业管理组织现状等内部环境分析以及对公司外部机遇和威胁、公司内部优势与劣势的SWOT分析，研究公司市场开发战略与实施保障措施，并指明了在市场开发战略的制定过程要完成的核心环节，其中包括明确企业的愿景与使命、确定企业市场开发战略目标、提出企业市场开发战略的选择、进一步明确市场定位及目标市场细分。在实施保障方面，结合公司发展现状，分别从市场开发战略的资源配置、战略实施阶段领导的作用、实施过程中企业组织的战略调整、实施过程中企业文化的培育以及信息反馈和战略控制等方面提出了切实可行的策略。最后对全文进行总结，，梳理文章研究过程，得出结论。希望对浙江XX阀门有限公司以及国内其他阀门企业的发展起到一定的借鉴作用。
[Abstract]:Valve as a general machinery products are widely used in all sectors of economic production, in recent years, with the rapid development of China's economy and society, valve products demand of China's valve industry grow with each passing day, has entered a period of rapid development. However, with the global economic integration era, the valve market competition environment becomes more and more complicated. The increasingly fierce, how to survive and develop in a vicious competition in the market is an important problem in the current valve enterprises worth pondering.
This paper takes Zhejiang XX Valve Co., Ltd as the research object, in the research background, research significance, the domestic and foreign research status and research ideas and methods, related theories of enterprise marketing strategy systematically, and separately from the development process of the company, the company market distribution, reasons for the existence of the company's market development problems and the analysis of the existing problem of the description of the current situation of the development of market and existing problems in these aspects, and the macro environment (PEST) analysis, industry environment analysis, competitive environment analysis to the industry on the company's external environment research, combining enterprise resource, enterprise's marketing ability, corporate finance, business management the status quo of the organization of the internal environment and the analysis of the company's external opportunities and threats, internal strengths and weaknesses of the SWOT analysis, research, market development strategy and Implementation Security measures, and points out the market development strategy formulation process to complete the core link, including clear vision and mission of enterprises, determine the target market development strategy of the enterprise, the enterprise market development strategy, to further clarify the market positioning and target market segments. In the implementation of security, combined with the current development of the company, respectively. From the market development strategy of resource allocation, implementation stage leadership, strategic adjustment of enterprise organization in the implementation process, put forward the feasible strategy of cultivation and information feedback and control strategy of the enterprise culture in the process of implementation. Finally summarized, combing article research process, draw the conclusion. I hope to be the reference to the Zhejiang XX Valve Co. Ltd. and the development of other domestic valve enterprise.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274

【参考文献】