QA公司液压产品在船舶舾装应用中竞争策略分析

发布时间：2019-06-21 05:43

【摘要】：液压技术作为传统船舶舾装行业的解决方案，随着中国机械行业和船舶海事行业发展，得到了广泛的应用和长足的发展。各类生产经营液压元件与系统的公司也随之发展壮大，尤其是一些跨国企业进入到中国市场，参与到整个行业的竞争中。QA公司作为世界500强企业，其液压产品久负盛名，长期以来保持市场占有率全球第一，为液压市场的领航者。从1978年在中国设立第一家办事处起，QA公司在中国已经走过了30年的发展历程，其液压产品已经应用于中国工业的各个领域，特别是在优势的船舶舾装行业更是得到广泛的应用，为中国的现代化建设做出了应有的贡献并取得了辉煌的业绩。但是随着市场竞争的日益激烈，QA公司液压产品出现了一些市场营销方面的新问题。本文通过详细的调查资料并对照行业研究数据，找出了QA公司液压产品在船舶舾装行业营销中所面临的问题，通过分析中国船舶舾装行业液压产品市场的营销环境和竞争状态，阐明QA公司液压产品的市场机会和外部威胁及相对于竞争者的优势和劣势。最后根据QA公司现有资源和能力，，针对特定市场发展制定了最终取得竞争优势的市场营销策略组合。本论文由以下五个主要部分组成：第一章主要阐述论文的选题背景、研究方法和论文框架。第二章主要分析船舶舾装行业液压产品的市场营销环境，进而明确液压产品的市场机会和外部威胁。第三章主要分析船舶舾装行业液压产品的市场竞争状况，通过对比竞争者，明确QA公司的优势和劣势。第四章主要分析顾客的需求和购买行为。第五章对QA公司液压品市场进行细分，选择和定位。第六章在前面分析的基础上，制定相应的营销策略组合，以取得相对竞争优势。
[Abstract]:As a solution of traditional ship outfitting industry, hydraulic technology has been widely used and greatly developed with the development of Chinese machinery industry and marine industry. All kinds of companies that produce and operate hydraulic components and systems also develop and grow, especially some multinational enterprises enter the Chinese market and participate in the competition of the whole industry. QA, as the top 500 enterprises in the world, has a long reputation for its hydraulic products, and has maintained the first market share in the world for a long time, and has been the leader of the hydraulic market for a long time. Since the establishment of the first office in China in 1978, QA has gone through 30 years of development in China. Its hydraulic products have been applied in all fields of Chinese industry, especially in the dominant ship outfitting industry, which has made due contributions to China's modernization and made brilliant achievements. However, with the increasingly fierce market competition, QA hydraulic products appear some new marketing problems. Based on the detailed investigation data and industry research data, this paper finds out the problems faced by QA hydraulic products in the marketing of ship outfitting industry. By analyzing the marketing environment and competitive state of hydraulic products in Chinese ship outfitting industry, this paper expounds the market opportunities and external threats of QA hydraulic products and their advantages and disadvantages compared with competitors. Finally, according to the existing resources and capabilities of QA Company, the marketing strategy combination which finally obtains the competitive advantage is worked out according to the development of the specific market. This paper consists of the following five main parts: the first chapter mainly describes the background of the topic, research methods and paper framework. The second chapter mainly analyzes the marketing environment of hydraulic products in ship outfitting industry, and then clarifies the market opportunities and external threats of hydraulic products. The third chapter mainly analyzes the market competition of hydraulic products in ship outfitting industry, and clarifies the advantages and disadvantages of QA company by comparing competitors. The fourth chapter mainly analyzes the customer's demand and purchase behavior. The fifth chapter subdivides, selects and positions the hydraulic products market of QA Company. The sixth chapter, on the basis of the previous analysis, formulates the corresponding marketing strategy combination, in order to obtain the comparative competitive advantage.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F552;U667

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