ZTBJ公司产品营销策略研究

发布时间：2018-04-18 04:13

本文选题：制造企业 + 营销策略　；参考：《西南交通大学》2017年硕士论文

【摘要】：改革开放以来,中国经济持续快速发展,其中制造业的扩张对中国经济发展的巨大贡献是不言而喻的。这带动了包括非标设备在内的相关产业的高速增长,市场对非标设备需求量巨大。面对巨大的发展机遇和庞大的市场空间,如何进行准确的市场定位,提升产品竞争力和企业的竞争优势,制定符合企业发展方向的市场营销策略,成为当前所有中小制造企业亟待解决的问题。本论文以中铁建工集团旗下ZTBJ公司作为研究对象,对其市场营销策略进行分析并提供了相应的优化策略。本文首先对中国机械制造行业环境、ZTBJ公司的外部环境和内部环境进行了分析,结合企业的营业成本与利润等数据,运用SWOT分析法,得出了企业在机械制造市场竞争中所具有的优势和劣势、面临的机会和威胁,并根据组合策略分析提出企业应采取扭转型战略。使用STP战略分析法,本文对进行了市场细分、目标市场选择、市场定位的分析,进一步明确了 ZTBJ公司"优质低价、性价比高的可靠供应商"的市场角色定位。最后,根据4R理论,针对企业营销的现状与问题,本文提出了重视发展与供应链及客户关系、强化服务意识、加强品牌管理等方面的具体营销策略建议,并就该公司最主要的钢结构产品、建筑配套产品、铁路配套产品等三类产品提供了战略建议。企业的良好发展必须依赖好的营销过程。对企业的经营状况与营销策略进行分析,适时改变相应策略,使企业发展方向与不断变化的市场环境相适应,这是企业营销策略研究的核心。本文针对中铁建工集团ZTBJ公司的个案研究不仅对该企业的营销策略具有一定理论指导和实践意义,还能为其他中小制造生产企业提供一些借鉴和启发。
[Abstract]:Since the reform and opening up, China's economy continues to develop rapidly, and the great contribution of manufacturing expansion to China's economic development is self-evident.This led to the rapid growth of related industries, including non-standard equipment, and the market demand for non-standard equipment.Facing the huge development opportunity and the huge market space, how to carry on the accurate market orientation, enhance the product competitive power and the competitive advantage of the enterprise, formulate the marketing strategy that accords with the development direction of the enterprise,At present, all small and medium-sized manufacturing enterprises need to be solved urgently.In this paper, the ZTBJ Company of China Railway Construction Group is taken as the research object, the marketing strategy is analyzed and the corresponding optimization strategy is provided.In this paper, the external environment and internal environment of ZTBJ Company are analyzed, and the SWOT analysis method is used to analyze the operating cost and profit of the enterprise.The advantages and disadvantages, opportunities and threats faced by enterprises in the market competition of machinery manufacturing are obtained, and according to the analysis of combination strategy, it is put forward that the enterprises should adopt the twisting strategy.By using the STP strategic analysis method, this paper analyzes the market segmentation, target market selection and market positioning, and further clarifies ZTBJ's market role of "reliable supplier with high quality and low price and high performance and price ratio".Finally, according to the 4R theory, aiming at the current situation and problems of enterprise marketing, this paper puts forward some specific marketing strategy suggestions, such as attaching importance to development and supply chain and customer relationship, strengthening service consciousness, strengthening brand management, etc.It also provides strategic suggestions for three kinds of products, such as steel structure products, construction accessory products and railway supporting products.The good development of the enterprise must depend on the good marketing process.It is the core of the enterprise marketing strategy research to analyze the management situation and marketing strategy of the enterprise and change the corresponding strategy in time so that the development direction of the enterprise can adapt to the changing market environment.The case study of ZTBJ Corporation of China Railway Construction Engineering Group not only has certain theoretical and practical significance for the marketing strategy of this enterprise, but also provides some reference and inspiration for other small and medium-sized manufacturing enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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