H公司营销战略研究

发布时间：2018-03-16 23:32

本文选题：电站锅炉　切入点：营销战略　出处：《黑龙江大学》2013年硕士论文　论文类型：学位论文

【摘要】：电站锅炉行业作为资金技术密集型制造业，一直是国家重点发展的战略性机械装备行业，具有较深的历史发展背景。本文以H公司为例运用市场营销战略理论，结合锅炉制造行业的实际工作进行研究创新，围绕市场营销的研究，分析了电站锅炉行业的竞争态势，同时分析在营销中相关复杂的政策、技术、成本、国际贸易等因素对于营销过程和实际结果的影响。通过对宏观经济发展的研究、锅炉制造业发展面临的环境分析、该行业面对的销售市场竞争格局的剖析，运用管理学理论进行探讨分析，，最终明确了H公司的营销战略。具体指出H公司在市场竞争中重点把握产品组合策略，关系营销、服务营销策略，并依托理论针对实际工作进行了详细的剖析，对该企业的运营具有一定的指导和借鉴意义。
[Abstract]:The utility boiler industry, as a capital-technology-intensive manufacturing industry, has always been a strategic machinery and equipment industry with a deep historical development background. This paper takes H Company as an example to apply the marketing strategy theory. Combining with the actual work of boiler manufacturing industry, this paper analyzes the competition situation of power plant boiler industry, and analyzes the related complex policies, technologies and costs. The impact of international trade on the marketing process and actual results. Through the study of macroeconomic development, the analysis of the environment facing the development of the boiler manufacturing industry, the analysis of the competitive pattern of the sales market faced by the industry, Finally, the marketing strategy of H Company is defined by using the management theory. It is pointed out that H Company focuses on product combination strategy, relationship marketing and service marketing strategy in the market competition. Based on the theory, this paper makes a detailed analysis of the actual work, which has some guiding and referential significance for the operation of the enterprise.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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