PVC公司中国市场营销管理策略研究

发布时间：2018-03-10 13:51

本文选题：阀门行业　切入点：销售管理　出处：《上海外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：Pentair ValvesControl（简称PVC,即前泰科流体控制Tyco Flow Control）自进入中国消费市场以来，业务取得了很大的进展，在中国进出口阀门行业领域中占有很大的比例。但与此同时，许多国外的阀门产品制造厂商,如Flowserve，Metso,KOSO，Samson,Fisher, Crane, Bray等进入了中国市场，使得阀门制造行业迅速扩张，各外资企业主打品牌在各自特殊的行业和领域都有一席之地，而中国国内的阀门制造厂商以其低价和较短的货物交易期限的优势也占领了绝大多数的市场份额。虽然阀门产品的市场竞争越来越激烈，，但是PVC企业仍稳步发展，销售额逐年递增，特别是在2007年，PVC集团几乎绝对占据中国阀门高端产品市场。然而，2008年以后，PVC的业绩却停滞不前，2012年的业绩甚至还无法企及2007年的水平。使PVC集团获得更多的市场占有份额、巩固领先的市场地位及扩大其与后来者之间的差距，是当前企业发展的重中之重。也就是说，让PVC公司能够尽可能高效地拥有相对于竞争对手的持续而稳定的市场优势，这也正是市场营销策略的核心话题。因此，对PVC公司在中国的营销策略分析研究重要意义在于：一是对PVC公司在中国业务开展具有参考价值；二是对于我国阀门行业的企业具有启示和借鉴意义。论文以本人所就职的PVC公司作为研究对象。本文首先从市场营销与战略营销管理的一般研究方法入手,对公司所处的经济环境、行业政策环境、社会现实需求环境和阀门产品技术环境进行了系统地分析；以4P经典营销理论为基础对PVC公司的产品定位等营销策略进行了论述；运用市场营销策略的相关理论知识背景，以阀门市场营销环境为导向，系统研究了公司发展所面临的外部环境、内部环境及市场前景等。其次,结合国内的阀门行业的市场实际需求状况,利用SWOT分析综合方法,讨论了公司发展的优劣势、机遇与威胁,论证了同PVC公司相匹配的市场营销策略建议，及具体的策略实施措施。同时，运用BCG矩阵分析方法，结合PVC公司的产品结构和市场需求状况，为公司制定合理的产品营销策略提出建议和指导。最后针对企业目前运营中所适用的营销策略及构建结构、市场营销策略的构建程序和特点进行了逐一剖析,,并针对公司销售过程中反映出的不足提出了具体的需要改进的营销策略方案和举措。本文的研究对PVC公司正确认识企业当前管理困境的问题实质具有重要意义，并为之采取正确的营销管理策略提供价值导向。同时本文研究所得出的结论对工业阀门行业和其他制造行业也有一定的参考意义。
[Abstract]:Since its entry into the Chinese consumer market, Pentair Valves Control (formerly known as Tyco Flow Control) has made great progress in its business and accounts for a large proportion of the import and export valve industry in China, but at the same time, Many foreign manufacturers of valve products, such as FlowserveKoso Samsonian Fisher, Crane, Bray and so on, have entered the Chinese market, which has made the valve manufacturing industry expand rapidly, and the main brands of each foreign-funded enterprise have a place in their respective special industries and fields. Meanwhile, domestic valve manufacturers in China also account for the vast majority of the market share because of their advantages of low prices and shorter trading periods. Although the market competition for valve products is becoming more and more fierce, PVC enterprises are still developing steadily. Sales are increasing year by year. Especially in 2007, the PVC Group almost absolutely occupied the high-end market of valves in China. However, after 2008, the performance of PVC has stagnated, and the performance of 2012 is not even up to the level of 2012. This has enabled PVC Group to gain more market share. Consolidating the leading market position and widening the gap between them and their latecomers is a top priority for current enterprise development. That is, to enable PVC to have a sustained and stable market advantage over its competitors as efficiently as possible. This is also the core topic of marketing strategy. Therefore, the analysis and research of PVC company's marketing strategy in China is of great significance: first, it has reference value for PVC company to carry out business in China; The second is to our country valve industry enterprise has the enlightenment and the reference significance. The thesis takes PVC Company, which I work for, as the research object. Firstly, this paper starts with the general research methods of marketing and strategic marketing management, and analyzes the economic environment and industry policy environment of the company. The social realistic demand environment and the valve product technical environment are systematically analyzed. Based on the 4p classic marketing theory, the marketing strategies of PVC Company are discussed, and the relevant theoretical knowledge background of the marketing strategy is used. Based on the valve marketing environment, this paper systematically studies the external environment, internal environment and market prospect of the development of the company. Secondly, combined with the actual market demand of the domestic valve industry, the comprehensive method of SWOT analysis is used. This paper discusses the advantages and disadvantages, opportunities and threats of the development of the company, demonstrates the suggestions of marketing strategy matching with PVC company, and the concrete measures of implementing the strategy. At the same time, the method of BCG matrix analysis is used. Combined with the product structure and market demand of PVC Company, this paper puts forward some suggestions and guidance for the company to formulate reasonable product marketing strategy. Finally, aiming at the suitable marketing strategy and construction structure in the current operation of the enterprise, The construction procedure and characteristics of the marketing strategy are analyzed one by one, and the concrete schemes and measures of the marketing strategy which need to be improved are put forward in view of the shortcomings reflected in the sales process of the company. The research in this paper is of great significance for PVC Company to correctly understand the essence of the current management dilemma of enterprises. At the same time, the conclusion of this paper has some reference significance for industrial valve industry and other manufacturing industries.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.4

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