SWM公司矿山机械营销策略改进研究

发布时间：2018-06-13 10:51

本文选题：矿山机械 + 市场营销　；参考：《东华大学》2017年硕士论文

【摘要】：矿山机械行业是我国大型装备制造业的关键子行业之一,作为重型机械行业的一个分支,在国民经济中占有十分重要的地位,影响着其它行业的发展,是一个国家综合国力的重要体现。我国矿山机械行业发展起步较晚,但发展速度较快,在不到五十年的时间里,整个行业就完成了从无到有、由弱变强的发展过程。特别是改革开放以来,我国经济社会的快速发展对矿产资源需求巨大,进一步刺激了国内矿山机械行业的快速发展。我国加入WTO进一步敞开了市场门户,面对国外品牌的竞争和巨大的国际市场,我国矿山机械行业比以往任何时期都面临着更多的机会和挑战。近年来,在国内经济环境变化、政策调整和国际经济形势变化的双重影响下,我国矿山机械行业市场发生了巨大的变化,市场竞争日趋激烈,各大矿山机械企业均面临着严峻的考验。swm公司主要从事矿山机械的开发、生产和销售,早期的发展取得了较好的成绩,积累了一定的技术资源和市场资源,占据了一定市场份额。随着公司的发展和市场环境的变化,swm公司在营销和管理等方面的问题逐渐凸显,公司发展面临着多重困境。swm公司属于中等规模,从事研发、生产、销售全流程经营活动,在矿山机械行业内具有较强的代表性,以swm公司为研究对象能反应出矿山机械企业存在的普遍性问题。本文以swm公司为研究对象,旨在通过分析swm公司当前面临的外部环境和内部环境,发现并分析该公司营销工作中存在的问题,并提出相应的解决方案,为swm公司在困境中寻求突破和下一步发展提供理论依据。本文首先介绍swm公司以及国内矿山机械行业的发展概况,然后运用“pest模型”分析swm公司所处的宏观环境,接着运用“波特五力模型”分析公司的竞争情况,然后具体分析swm公司的内部环境和营销现状。在分析完swm公司的内外部环境之后,梳理出swm公司所面临的机会与威胁、优势与劣势,运用“swot矩阵”总结出适合swm公司发展的营销战略。接着对swm公司进行了STP分析。最后,结合SWM公司的实际情况,在营销战略的指导下,提出基于“4P’s营销组合”的营销策略改进方案。SWM公司面临的困境代表了广大矿山机械企业面临的普遍性问题,希望通过本文的研究能为SWM公司营销发展提供指导,同时为我国矿山机械企业克服当前面临的困境提供有价值的参考。
[Abstract]:Mining machinery industry is one of the key sub-industries in China's large-scale equipment manufacturing industry. As a branch of heavy machinery industry, it occupies a very important position in the national economy and affects the development of other industries. It is an important embodiment of a country's comprehensive national strength. The development of mining machinery industry in China started late, but the speed of development is relatively fast. In less than 50 years, the whole industry has completed the development process from nothing to existence, from weak to strong. Especially since the reform and opening up, the rapid development of our country's economy and society has great demand for mineral resources, which further stimulates the rapid development of domestic mining machinery industry. China's entry into WTO has further opened the door of the market. In the face of the competition of foreign brands and the huge international market, China's mining machinery industry is facing more opportunities and challenges than ever before. In recent years, under the influence of the change of domestic economic environment, policy adjustment and the change of international economic situation, the market of mine machinery industry in our country has undergone tremendous changes, and the market competition is becoming increasingly fierce. All major mining machinery enterprises are facing a severe test. SWM Company is mainly engaged in the development, production and sale of mining machinery. The early development has achieved good results and accumulated certain technical and market resources. Occupied a certain market share. With the development of the company and the change of the market environment, the problems in marketing and management of the company are gradually highlighted. The company faces many difficulties. SWM is a medium scale company engaged in research, development, production, and sales of the whole process of business activities. It has a strong representation in the mining machinery industry. Taking swm Company as the research object can reflect the common problems existing in the mining machinery enterprises. This paper takes swm Company as the research object, aims to find and analyze the problems existing in the marketing work of swm Company by analyzing the external and internal environment that the company is facing at present, and puts forward the corresponding solutions. It provides the theoretical basis for swm to seek the breakthrough and the next development in the difficult situation. This paper first introduces the development of swm Company and domestic mining machinery industry, then uses "pest Model" to analyze the macro environment of swm Company, and then uses "Porter's five Force Model" to analyze the competition of the company. Then the swm company's internal environment and marketing situation are analyzed in detail. After analyzing the internal and external environment of swm Company, this paper combs out the opportunities and threats, advantages and disadvantages faced by swm Company, and summarizes the marketing strategy suitable for the development of swm Company by using "swot Matrix". Then the STP analysis of swm Company is carried out. Finally, according to the actual situation of SWM Company, under the guidance of marketing strategy, this paper puts forward the improvement scheme of marketing strategy based on "4Pfs Marketing combination". The predicament faced by SWM Company represents the general problems faced by the majority of mining machinery enterprises. It is hoped that the research in this paper can provide guidance for the marketing development of SWM Company and provide a valuable reference for China's mining machinery enterprises to overcome the difficulties they are facing at present.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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