天水风动机械有限公司营销战略研究

发布时间：2018-11-25 19:11

【摘要】：近年来,由于受世界范围金融危机的影响,加之我国“十二·五”规划进行的产业结构调整和优化,天水风动机械有限公司曾经拥有的客户群体正在发生着很深刻的变化,企业所拥有的竞争优势正在停滞或下行。在企业原有的竞争优势方面,追求了产品的多而全,少了产品的精而细,多了使用性能的效率性,而少了使用时的舒适性。更多仿真、造假的产品充斥市场,加之国内、国际大宗商品价格一路走高,能源、原材料及不断上涨的人工成本,给该公司进一步提高营销竞争水平及拓宽产品的利润空间形成了很大的危机。为此,对公司营销战略如何适应新的营销环境,如何整合公司营销资源,如何进行业务流程再造,如何对营销战略和模式进行创新等问题的深入研究和分析是本论文的核心主题。论文针对公司销售额滞涨、客户流失、公司成本上升、利润空间有限等问题,在通过对国家产业政策、行业发展方向及公司经营环境分析的基础上,以市场细分(STP)、客户管理(CRM)及企业流程再造理论(BPR)的指导下,就公司的服务营销手段、业务流程、营销管理等进行研究,找出具体弱项和相对的优势,结合我国“十二·五”经济政策调整走向的分析,来细分凿岩机械市场,进而确定该公司今后的目标市场,通过对企业本身资源、产品特点、行业特性、产品生命周期及市场差异性的分析,为该公司制定具有可持续性营销战略创新提供可行的建议。即主动放弃市场前景一般、难以形成规模效应的产品结构,集中公司优势资源,走精细化之路,生产销售满足客户个性化需求的产品,提供优质高效的个性化服务,降低成本,集中精力在少而精的品种中,实现规模化经营,力争达到年营销额10—11亿元的市场目标。
[Abstract]:In recent years, due to the influence of the worldwide financial crisis and the adjustment and optimization of the industrial structure in China's 12th Five-Year Plan, the customer groups once owned by Tianshui Wind moving Machinery Co., Ltd. are undergoing very profound changes. The competitive advantage that enterprises have is stagnating or descending. In the original competitive advantage of enterprises, the pursuit of more and more products, less fine and fine products, more efficiency of performance, and less comfort when using. More simulations, fake products flooded the market, and domestic and international commodity prices went up all the way, energy, raw materials and rising labor costs, To the company to further improve the level of marketing competition and broaden the profit space of the products formed a great crisis. Therefore, how to adapt the company marketing strategy to the new marketing environment, how to integrate the marketing resources of the company, how to carry on the business process reengineering, How to innovate the marketing strategy and mode is the core theme of this paper. Aiming at the problems such as stagflation of sales volume, loss of customers, rising cost of the company and limited profit space, this paper analyzes the national industrial policy, the direction of industry development and the operating environment of the company, and divides the market into (STP), by means of the analysis of the national industrial policy, the direction of industry development and the company's operating environment. Under the guidance of the customer management (CRM) and the theory of business process reengineering (BPR), this paper studies the service marketing methods, business processes and marketing management of the company, and finds out the specific weaknesses and comparative advantages. Combining with the analysis of the trend of economic policy adjustment in the 12th Five-Year Plan of our country, to subdivide the rock drilling machinery market, and then determine the target market for the company in the future, through the analysis of the enterprise's own resources, product characteristics, and industry characteristics, The analysis of product life cycle and market difference provides feasible suggestions for the company to make sustainable marketing strategy innovation. That is, it is difficult to form a scale effect product structure by voluntarily abandoning the market prospect, concentrating the company's superior resources, taking the road of refinement, producing and selling products that meet the individual needs of customers, providing high-quality and efficient personalized services, and reducing costs. Focus on the small and fine variety, achieve large-scale management, strive to achieve the annual marketing volume of 1-11 billion yuan market target.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.4

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