广钢林德气体公司营销策略研究

发布时间：2018-04-21 06:23

本文选题：工业气体 + 产品同质化　；参考：《广东工业大学》2014年硕士论文

【摘要】：工业气体产业作为工业的基础产业,一直被视为现代工业的“血液”,因此中国经济的快速发展,必将伴随着中国的工业气体行业的高速增长。中国气体市场的快速发展吸引了众多跨国气体公司、国有企业及民营企业进入,气体企业面临着巨大的机遇与挑战。如何利用目前的机遇,实施有效的市场营销策略,培育企业的核心竞争力,来抓住企业的发展机会发展壮大,成为摆在气体企业面前的重大课题。本论文基于营销组合策略,目标市场战略及信息化建设三个层面制定了广钢林德的差异化营销策略和低成本营销策略,也可为同类企业营销策略的制定提供参考。本论文是一篇案例研究类论文,以广钢林德的市场营销实践作为研究对象,运用文献资料法、观察法、理论分析法进行研究。首先对与工业气体行业相关的政治、经济、社会和技术因素进行总结,然后对广东省内气体市场的现状和发展趋势进行了研究,并运用波特的五力模型进行了产业整体分析,最后回归企业内部,剖析企业优劣势。根据企业内外部环境分析,运用了STP战略,针对目前气体行业产品同质化程度很高的情况,确立了广钢林德的目标市场——在核心销售区域销售低附加值产品和全面提供高附加值产品。接着根据市场定位,确定了总成本领先战略和差异化战略,随后围绕基本的竞争战略制定4P策略。
[Abstract]:As the basic industry of industry, industrial gas industry has always been regarded as the "blood" of modern industry. Therefore, the rapid development of Chinese economy will inevitably accompany the rapid growth of industrial gas industry in China. The rapid development of China's gas market has attracted many multinational gas companies, state-owned enterprises and private enterprises to enter, gas enterprises are facing enormous opportunities and challenges. How to take advantage of the present opportunities, implement effective marketing strategies, cultivate the core competitiveness of enterprises, to seize the development opportunities of enterprises to develop and grow, has become a major topic in front of gas enterprises. Based on the marketing combination strategy, target market strategy and information construction, this paper formulates the differentiated marketing strategy and low cost marketing strategy of Guanggang Linde, which can also provide a reference for the formulation of similar enterprise marketing strategy. This paper is a case study paper, taking the marketing practice of Guanggang Linde as the research object, using the literature method, observation method and theoretical analysis method to carry on the research. Firstly, the political, economic, social and technological factors related to the industrial gas industry are summarized, then the present situation and development trend of the gas market in Guangdong Province are studied, and the industry as a whole is analyzed by using Porter's five-force model. Finally return to the internal enterprise, analyze the advantages and disadvantages of the enterprise. According to the analysis of the internal and external environment of the enterprise, using the STP strategy, aiming at the high degree of homogenization of products in the gas industry at present, Established the target market of Guang Steel Linde-selling low-value products and providing high-value-added products in the core sales area. Then, according to the market positioning, the total cost leading strategy and the differentiation strategy are determined, and then the 4p strategy is formulated around the basic competitive strategy.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F274

【引证文献】