YBL公司营销战略研究

发布时间：2018-05-07 07:39

本文选题：阀门企业 + 营销战略　；参考：《北京交通大学》2014年硕士论文

【摘要】：摘要：随着全球阀门市场的竞争越来越激烈,许多世界著名的阀门制造厂商将工厂转移到中国、印度、泰国等东南亚国家,我国已经成为阀门制造大国。随着国民经济增长,中国的阀门行业取得了突飞猛进的发展,同时也面临着激烈的竞争和严峻的挑战。YBL公司自进入中国以来,保持良好的发展趋势,但随着更多的国外阀门制造厂商进入中国,以及国产阀门企业的快速崛起,使阀门制造行业在中国市场的竞争日益激烈。本文以YBL中国公司为研究对象。首先从市场营销与战略营销管理的一般研究方法入手,对公司所处的政治经济环境、行业环境、社会需求环境进行了系统分析；其次,运用市场营销策略的相关理论知识背景,以阀门行业营销环境为导向,细致地对YBL公司的发展及营销资源进行分析,利用SWOT研究方法系统地研究了公司的优势与劣势、机遇与威胁：最后,结合国内的阀门行业的市场需求状况,以STP模型为工具并构建与YBL公司相匹配的市场营销战略,结合4E工业品营销理论对YBL公司的营销策略进行了论述,以实现4年内销售额倍增的公司战略目标。本文的研究对YBL公司正确认识当前面临的营销困境具有重要意义,并为采取正确的营销管理战略提供价值导向,对YBL公司在中国业务开展提供参考；同时本文对阀门行业的企业的营销战略研究具有启示和借鉴意义。
[Abstract]:Absrtact: with the increasing competition in the global valve market, many world-famous valve manufacturers have transferred their factories to China, India, Thailand and other Southeast Asian countries. China has become a large valve manufacturer. With the growth of the national economy, the valve industry in China has made rapid progress. At the same time, it is also facing fierce competition and severe challenges. YBL has maintained a good development trend since it entered China. But with more and more foreign valve manufacturers entering China, and the rapid rise of domestic valve enterprises, valve manufacturing industry in China increasingly fierce competition. This paper takes YBL China Company as the research object. Starting with the general research methods of marketing and strategic marketing management, this paper systematically analyzes the political and economic environment, the industry environment and the social demand environment of the company; secondly, it makes use of the relevant theoretical knowledge background of the marketing strategy. Guided by the marketing environment of valve industry, the development and marketing resources of YBL Company are analyzed in detail, and the advantages and disadvantages, opportunities and threats of the company are systematically studied by using the SWOT research method: finally, Combined with the market demand of domestic valve industry, the marketing strategy of YBL Company was discussed with the STP model as a tool and the marketing strategy matched with YBL Company, combined with the 4e Industrial Product Marketing Theory. To achieve the company's strategic goal of doubling sales within 4 years. The research in this paper is of great significance to YBL Company to correctly understand the current marketing dilemma, and to provide value guidance for the adoption of the correct marketing management strategy, and to provide a reference for the YBL company to carry out its business in China. At the same time, this article has the enlightenment and the reference significance to the valve industry enterprise marketing strategy research.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.4

【参考文献】