沈阳亘古机电设备有限公司市场营销策略研究

发布时间：2018-03-06 05:09

本文选题：液力偶合器　切入点：营销策略　出处：《大连理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：沈阳亘古机电设备有限公司主营意大利传斯罗伊液力偶合器。公司自2005年成立以来,通过良好的信誉,优质的产品和服务迅速在行业内占领市场并取得很高知名度。但随着市场的变化,竞争的加剧,公司目前的营销策略对销售的指导作用越来越小。公司的市场份额在去年开始呈现下降趋势,在如今全球经济不景气的情况下,营销环境越来越差,沈阳亘古机电设备有限公司面临着巨大的压力。沈阳亘古机电设备有限公司要想保持市场领先地位,必须了解自己的客户,不断地协调企业内部与外部环境之间的关系,不断地壮大、发展自己。因此,制订一个有利于本企业发展的市场营销战略至关重要。本文对沈阳亘古机电设备有限公司的目标客户进行细分和选择,对于液力偶合器市场上存在的五种作用力量,运用波特五力模型进行了分析,同时对公司的优势和劣势进行阐述,最后综合液力偶合器的市场发展状况和沈阳亘古机电设备有限公司自身条件,制定出公司应采取的市场营销策略。并从管理体制,信息化建设,企业文化建设和数据采集分析能力四个方面提出了保障措施。
[Abstract]:Shenyang everlasting mechatronic equipment co., Ltd. Is mainly engaged in Italian Chuasroy hydraulic coupler. Since its establishment in 2005, the company has enjoyed a good reputation. High quality products and services quickly occupy the market and gain a high profile in the industry. But as the market changes, competition intensifies. The company's current marketing strategy is becoming less and less instructive to sales. The company's market share began to decline last year, and in the current global economic downturn, the marketing environment is getting worse and worse. Shenyang everlasting electromechanical equipment co., Ltd is facing great pressure. In order to maintain the leading position in the market, Shenyang everlasting electromechanical equipment co., Ltd must understand its customers, coordinate the relationship between the internal and external environment, grow and develop itself. It is of great importance to formulate a marketing strategy conducive to the development of the enterprise. In this paper, the target customers of Shenyang Everlasting Electromechanical equipment Co., Ltd. are subdivided and selected, and the five forces in the market of hydraulic couplings are analyzed by using Porter's five-force model. At the same time, the advantages and disadvantages of the company are expounded. Finally, the market development of hydraulic couplings and the conditions of Shenyang Everlasting Electromechanical equipment Co., Ltd. are synthesised, and the marketing strategy should be adopted by the company. Four aspects of information construction, enterprise culture construction and data collection and analysis ability are put forward.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.4

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