N公司推土机市场营销策略研究

发布时间：2018-07-08 16:19

本文选题：推土机 + 营销理论　；参考：《东北大学》2014年硕士论文

【摘要】：N公司是集研发、生产、销售铲土运输机械、路面及压实机械、建筑机械等工程机械系列的国家大型企业,其性质属于国有企业。其作为中国工程机械行业的中坚力量,一直保持着行业排头兵地位。"十五"以来,公司推土机产业迅速发展,行业内领头军的地位不断得到巩固和加强,国内宏观经济形势发展良好,这为公司提供了充裕的成长空间。本文以N公司为研究背景,以现代营销管理理论、STP营销理论、波特五力模型和SWOT分析方法为指导,以营销观念的创建为切入点,对N公司推土机的营销现状进行了详细说明,同时,深入剖析了 N公司推土机产品营销现状以及在市场营销中的问题,分析公司的营销环境,包括外部宏观环境、行业内竞争环境、企业内部环境等主客观影响因素。在此基础上,总结N公司推土机营销工作未来发展面临的机遇和挑战,结合内部营销资源能力的优势、劣势,通过各细分市场特点的分析,进一步确定了 N公司的目标市场,从产品、定价、服务以及渠道等几个方面为N公司制定了详细的营销策略。最后,为了保障制定的营销策略能够顺利的实施,从科学的组织结构、人力资源的开发和管理、重视营销制度建设、资金保证和生产体系整合等几个方面为N公司提出了一些实施建议。通过分析推土机行业发展现状、N公司推土机的优势和劣势以及机会和威胁,提出适合的市场营销战略来应对多变的竞争形势,进而设计更为科学合理的市场营销策略,以此保持和提高N公司推土机的销量和市场占有率,为其赢得更为广泛的用户关注以及创造更为长久的市场优势。
[Abstract]:Company N is a large national enterprise of research and development, production and sale of shovel transportation machinery, road surface and compaction machinery, construction machinery and other construction machinery series, its nature belongs to state-owned enterprises. As the backbone of China's construction machinery industry, it has always maintained the leading position in the industry. " Since the 10th Five-Year Plan, the bulldozer industry of the company has developed rapidly, the leading position in the industry has been constantly consolidated and strengthened, and the domestic macroeconomic situation has developed well, which provides ample room for the company to grow. Based on the research background of N Company, modern marketing management theory and STP marketing theory, Porter's five-force model and SWOT analysis method, and the establishment of marketing concept, this paper gives a detailed description of the current marketing situation of bulldozers in N Company. At the same time, the paper deeply analyzes the current situation of bulldozer product marketing in N Company and the problems in marketing, analyzes the marketing environment of the company, including the external macro environment, the competition environment in the industry, the internal environment of the enterprise and other subjective and objective factors. On this basis, this paper summarizes the opportunities and challenges facing the future development of bulldozer marketing work in N Company, combines the strengths and weaknesses of internal marketing resources, and further determines the target market of N Company through the analysis of the characteristics of each subdivision market. From the product, pricing, service and channel for N company to develop a detailed marketing strategy. Finally, in order to ensure the smooth implementation of the formulated marketing strategy, from the scientific organizational structure, the development and management of human resources, we should attach importance to the construction of marketing system. Several aspects such as capital guarantee and production system integration put forward some implementation suggestions for N Company. By analyzing the current situation of bulldozer industry development, the advantages and disadvantages, opportunities and threats of bulldozer industry, this paper puts forward a suitable marketing strategy to deal with the changing competition situation, and then designs more scientific and reasonable marketing strategy. In order to maintain and increase N bulldozer sales and market share for its wider user attention and create a more long-term market advantage.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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