LA公司深加工建筑玻璃产品市场营销策略研究

发布时间：2018-03-28 03:34

本文选题：建筑深加工玻璃　切入点：目标市场战略　出处：《山东大学》2017年硕士论文

【摘要】：随着技术创新和迭代更新的加速及经济的缓慢发展,全球一体化的进程不断深化。全球化带来了全球行业内企业的竞争且竞争日益激烈。随着全球经济形势的转变、行业市场的变化和企业的发展,为了争夺生存空间和市场份额,各个企业在全球市场上进行着残酷的优胜劣汰的竞争。在此背景下,企业要想得到生存空间和市场份额,甚至获得超额利润,最终必须要依靠转型和创新。市场营销策略的制定和执行对企业的发展有很重要的作用,而它的创新又是其发挥的作用中很重要的一个因素。通过企业的营销创新,客户满意于企业提供的产品或服务,从而对企业产生满足感,最后对企业形成习惯和依赖感,企业只有这样才能获得长期的成功。浮法玻璃是在上世纪五六十年代由英国的皮尔金顿发明。它是玻璃深加工产品的主要原料。建筑玻璃深加工产品包括夹胶玻璃、钢化玻璃、中空玻璃、镜子、烤漆玻璃、酸蚀玻璃等,在建筑方面应用广泛。特别是以LOW-E、隔音玻璃等为代表的节能环保类深加工玻璃产品的出现,即满足了建筑设计的需要,也满足了节约能源和减少环境污染的需求,即迎合了市场又符合相关国家的政府政策和支持,有着巨大的发展潜力。相比国内市场来说,国际市场客户有着较高的信誉度,付款及时,沟通交流过程比国内客户更加简单、省心,国内玻璃深加工企业纷纷开始把市场重点转移到国外。但是随着经济危机的深化、国内供给侧改革的推进以及全球玻璃行业的整合,持续扩张的国内玻璃的行业结构在不断进行调整,建筑玻璃深加工行业的市场竞争越来越激烈。LA公司是一家外资中小型玻璃加工厂,借鉴国外同行的生产管理经验,建立初期就把国外市场定为自己的主市场,产量的95%以上销往澳大利亚和新西兰市场,成为很多中小型同行竞相学习和模仿的对象。本文以LA公司作为研究对象,对其所处的建筑玻璃行业进行了研究,深入挖掘建筑玻璃行业的机会和威胁,突出企业的竞争优势,规避劣势,设计企业多样化的产品营销策略,以在竞争激励的现有和潜在市场中保持核心竞争力,获取更多利润。本文针对LA公司所处的外部环境,利用相关分析工具和模型研究了玻璃深加工行业目前的发展状况和我国玻璃行业的市场形势和特点并对玻璃行业的竞争状况以及LA公司国内外的主要竞争对手进行了分析,说明了LA公司在外部环境中面对的机会和威胁;本文也对LA公司的营销策略存在的问题进行了研究,并分析了其产生的原因。之后本文确定了 LA公司的市场营销目标,运用市场细分、目标市场和市场定位等理论依据,通过营销管理理论与LA公司实际经营和管理相结合的方法,在价格、产品、渠道和促销等方面提出了LA公司的市场营销策略。最后笔者根据LA公司的实际情况,对其营销策略的实施保障提出了部分建议。在本文中,笔者通过查阅大量文献资料,运用理论结合实际的研究方法,以市场营销理论为依据,结合LA公司的营销实际情况,制定适合LA公司情况的营销策略,不仅期望最大化实现LA公司的股东利益,同时也期望能够给予同行业一定的营销战略借鉴,以期在行业内建立一个健康、有序的竞争环境,促进行业的稳定、健康的发展。
[Abstract]:With the slow development of technological innovation and accelerate the iterative update and economy, the process of globalization is deepening. Globalization has brought the enterprise global competition within the industry and the increasingly fierce competition. With the change of global economic situation, industry market changes and the development of enterprises, in order to compete for space and market share, all enterprises are cruel the survival of the fittest competition in the global market. Under this background, the enterprise wants to survive space and market share, and even get excess profits, ultimately must rely on transformation and innovation. To develop marketing strategies and implementation of the development of enterprises has a very important role, and it is also a factor of innovation the important role of the enterprise. Through marketing innovation, customer satisfaction in enterprises to provide products or services, resulting in satisfaction of the enterprise, the enterprise The habit and sense of dependence, the only way to achieve long-term business success. Float glass was invented in 50s and 60s by the British Pilkington. It is the main raw material of glass deep-processing products. Architectural glass deep-processing products including glass, tempered glass, hollow glass, mirror, glass paint, acid etched glass, widely the application in the construction area. Especially in the LOW-E, there class of energy-saving glass deep-processing products as the representative of the soundproof glass, that meet the needs of architectural design, but also to meet the energy saving and reducing environmental pollution, which cater to the market and comply with the relevant national government policies and support, has the development potential great. Compared to the domestic market, international market customers have a high reputation, timely payment, the process of communication is more simple than domestic customers, worry, domestic glass deep processing Companies have started to shift the focus to the foreign market. But with the deepening of the economic crisis, the domestic supply side reform and global glass industry integration, industry structure of the continued expansion of domestic glass in the constant adjustment of architectural glass deep-processing industry increasingly fierce market competition of.LA company is a foreign small and medium sized glass processing factory production management experience from foreign counterparts, the early establishment of the overseas market as the main market, yield more than 95% sold to Australia and New Zealand market, became the object of many small and medium-sized counterparts to learn and imitate. This paper takes the LA company as the research object, on the construction of the glass industry is studied deep mining, building glass industry opportunities and threats, to highlight the competitive advantage of enterprises, avoid disadvantages, design enterprises diversified product marketing strategy, in order to To keep the core competitiveness of competitive existing and potential market, obtain more profits. In this paper, aiming at the external environment of LA company, the market situation and characteristics of the development of glass deep processing industry and the current Chinese glass industry with relevant analysis tools and models and the glass industry competition situation and competition of LA company opponents at home and abroad are analyzed. The description of the LA company in the face of opportunities and threats in the external environment; there is also the marketing strategy for LA company is researched, and the causes are analyzed. Then this paper to determine the LA company's marketing objectives, the use of market segmentation, target market and market the positioning theory, method, through the combination of marketing management theory and LA company's actual operation and management phase in the price of products, and put forward the LA company marketing channels and etc. The market marketing strategy. Finally, according to the actual situation of LA company, to guarantee the implementation of its marketing strategy put forward some suggestions. In this paper, the author through literature review and the research methods of combining theory with practice, is based on the theory of marketing, combined with LA company's marketing situation, for the development of LA the company's marketing strategy, LA company not only expect to achieve the maximization of shareholder interests, but also expect to be able to give some experience for the same industry marketing strategy, in order to establish a healthy competitive environment in the industry, in order to promote the industry, stable and healthy development.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.71

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