Brio系列数控卧式车床市场开发策略
发布时间：2019-02-16 01:20
【摘要】：2012年至今我国国民经济面临着巨大的下行压力，机械工业止步不前，机床企业新增订单连续22个月呈现负增长，金切机床产销量均大幅下滑，产品同质化竞争愈加明显。在此市场环境下，沈阳机床作为国内机床行业的领头羊理应不断创新加贴合用户需求的产品。鉴于车削市场占据了这个金切市场超过60%的市场份额，同时随着我国人口红利逐渐消失，工业企业用工成本飙升，普通产品均产销量大幅下滑，产品数控化率持续上升，沈阳机床选择在经济型数控车床市场率先发力，新产品命名为BRT即Brio Turner。 Brio Turner系列产品针对市场需求情况进行了一系列专项开发，并搭载了知名的西门子数控系统，最大的竞争优势体现在三个“三”：三个小时安装调试、三天内到达用户工厂、三个月连续运行无故障。并由沈阳机床股份有限公司成立上海优尼斯工业设备销售有限公司打造独具特色的营销服务平台，以全方位的工业服务作为推广亮点，，使这一产品具有独有的竞争优势。 原本的Brio Turner系列产品仅是基于市场需求与沈阳机床自身的转型需要而进行开发生产的，缺乏一个整体的产品构思与科学的产品定位，无法应对经济环境复杂的市场变化。因此，本文通过对Brio Turner系列产品的4P分析，从产品、价格、渠道、促销四个方面确定了产品的定位以及推广中所要采用的策略，采用了多种经济分析方法与手段对Brio Turner系列产品面临的市场竞争环境进行分析，并对一系列财务指标进行了测算，预测Brio Turner新产品的未来市场前景乐观。 同时，对Brio Turner系列产品可能会面临的市场风险与经济风险进行了分析，并提出了相应的解决方案。 最后，通过经济效益对比分析得出结论：进行Brio Turner系列产品的推广是必要且必须的。以贴合用户需求的产品作为载体，以新型的工业服务理念作为手段， BrioTurner系列产品必将拥有广阔的发展前景。
[Abstract]:From 2012 to now, the national economy of our country is faced with great downward pressure, the machinery industry is stagnant, the new order of machine tool enterprise presents negative growth for 22 months in a row, the production and sales of gold cutting machine tool are all falling sharply, the competition of product homogenization is becoming more and more obvious. In this market environment, Shenyang machine tools as the leader of the domestic machine tool industry should constantly innovate to meet the needs of customers. In view of the fact that the turning market occupies more than 60% of the market share of the gold cutting market, and with the gradual disappearance of the population dividend in our country, the labor costs of industrial enterprises have soared, the average production and sales of ordinary products have dropped sharply, and the NC rate of products has continued to rise. Shenyang machine tool chose to take the lead in the market of economical NC lathe, and the new product was named BRT or Brio Turner.. Brio Turner series products have carried out a series of special development in accordance with the market demand, and equipped with the well-known Siemens numerical control system. The biggest competitive advantage lies in three ": three hours installation and commissioning, and three days to reach the user factory. Three months of continuous operation without failure. And by Shenyang Machine tool Co., Ltd. established Shanghai Younis Industrial equipment sales Co., Ltd. to create a unique marketing service platform, with all-round industrial services as the promotion highlight, so that this product has a unique competitive advantage. The original Brio Turner series products were developed and produced only on the basis of the market demand and the transformation needs of Shenyang machine tool itself, lacking a whole product conception and scientific product positioning, and unable to cope with the complex market changes in the economic environment. Therefore, through the 4P analysis of Brio Turner series products, this paper determines the positioning of the products and the strategies to be adopted in the promotion from four aspects: product, price, channel and promotion. This paper analyzes the market competition environment of Brio Turner series products by using many kinds of economic analysis methods, and calculates a series of financial indexes, and forecasts the future market prospects of new Brio Turner products. At the same time, the market risk and economic risk of Brio Turner series products are analyzed, and the corresponding solutions are put forward. Finally, it is concluded that it is necessary and necessary to popularize Brio Turner series of products through the comparative analysis of economic benefits. BrioTurner series products will have a broad development prospect with the products that meet the needs of customers as carriers and new industrial service ideas as the means.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TG51;F426.4
本文编号：2423897
[Abstract]:From 2012 to now, the national economy of our country is faced with great downward pressure, the machinery industry is stagnant, the new order of machine tool enterprise presents negative growth for 22 months in a row, the production and sales of gold cutting machine tool are all falling sharply, the competition of product homogenization is becoming more and more obvious. In this market environment, Shenyang machine tools as the leader of the domestic machine tool industry should constantly innovate to meet the needs of customers. In view of the fact that the turning market occupies more than 60% of the market share of the gold cutting market, and with the gradual disappearance of the population dividend in our country, the labor costs of industrial enterprises have soared, the average production and sales of ordinary products have dropped sharply, and the NC rate of products has continued to rise. Shenyang machine tool chose to take the lead in the market of economical NC lathe, and the new product was named BRT or Brio Turner.. Brio Turner series products have carried out a series of special development in accordance with the market demand, and equipped with the well-known Siemens numerical control system. The biggest competitive advantage lies in three ": three hours installation and commissioning, and three days to reach the user factory. Three months of continuous operation without failure. And by Shenyang Machine tool Co., Ltd. established Shanghai Younis Industrial equipment sales Co., Ltd. to create a unique marketing service platform, with all-round industrial services as the promotion highlight, so that this product has a unique competitive advantage. The original Brio Turner series products were developed and produced only on the basis of the market demand and the transformation needs of Shenyang machine tool itself, lacking a whole product conception and scientific product positioning, and unable to cope with the complex market changes in the economic environment. Therefore, through the 4P analysis of Brio Turner series products, this paper determines the positioning of the products and the strategies to be adopted in the promotion from four aspects: product, price, channel and promotion. This paper analyzes the market competition environment of Brio Turner series products by using many kinds of economic analysis methods, and calculates a series of financial indexes, and forecasts the future market prospects of new Brio Turner products. At the same time, the market risk and economic risk of Brio Turner series products are analyzed, and the corresponding solutions are put forward. Finally, it is concluded that it is necessary and necessary to popularize Brio Turner series of products through the comparative analysis of economic benefits. BrioTurner series products will have a broad development prospect with the products that meet the needs of customers as carriers and new industrial service ideas as the means.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TG51;F426.4
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