XD变压器有限公司市场营销战略研究

发布时间：2018-01-30 18:39

本文关键词： 变压器营销战略营销策略　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国变压器市场的发展,变压器市场正在从中低端变压器市场向高压变压器市场和节能变压器市场转变。目前,我国变压器市场两级分化严重,中低端变压器市场竞争激烈,利润微薄,而高端变压器公司在全国数量较少,具有一定的垄断地位。随着未来电力的发展,高压变压器、节能电压器必将取代中低端变压器,对中小公司来说无疑是一个不小的挑战。XD公司正处于中低端变压器这一市场行业,未来的变压器行业的发展变化必将对XD变压器有限公司带来机遇与挑战。如果能够扩大当前的市场份额,在所处市场中占据优势,对于XD变压器有限公司来讲不仅仅意味着丰厚的利润,还可为其未来的高压及节能变压器市场的长远发展搭建坚实的平台。为此,本文主要回答的问题是：XD变压器有限公司在面对中激烈的市场竞争,面对不断萎缩的市场份额,面对变压器市场错综复杂的环境,XD变压器有限公司应该制定什么样的市场营销战略和实施策略来获取竞争上的优势呢?笔者应用市场营销的相关理论知识,分析了当前变压器市场的现状和发展态势,深入探讨了XD变压器公司所面临的外部环境以及内部环境。通过分析工具,针对XD变压器公司的综合竞争力进行了客观的评估。结合对变压器市场的细分、目标市场的选择和定位,制定了XD变压器公司在变压器市场中需要采取的市场营销战略,并为该战略的有效实施制定了具体的策略。XD变压器有限公司在变压器市场上的市场营销战略主要是：充分发挥自身的品牌和产品质量优势,将差异化的市场竞争战略与密集型市场发展战略相结合,积极扩大优势产品的目标市场份额,加速高端变压器的研发,强化公司的市场形象,扩大优势业务市场规模,为客户提供优质的服务,使XD变压器有限公司在市场上较快实现其发展目标。笔者期望通过本课题的研究,能够全面地了解变压器行业的基本情况,并且能够认识变压器整个市场行业的特殊性,客观地评估和认识变压器市场的竞争力,丰富XD变压器公司在变压器市场上营销战略的理论研究,为早日对XD变压器公司在变压器市场上的目标提供有效帮助,从而能够使XD变压器在其行业中提高它的整体竞争力和公司实力。
[Abstract]:With the development of transformer market in China, transformer market is changing from middle and low end transformer market to high-voltage transformer market and energy-saving transformer market. The market competition of middle and low end transformer is fierce, the profit is meagre, while the high end transformer company has a certain monopoly position because of its small quantity in the whole country. With the development of electric power in the future, high voltage transformer. Energy-saving voltage transformer will replace the low-end transformer, which is undoubtedly a challenge for small and medium-sized companies. XD company is in the middle and low end transformer market industry. The development of the transformer industry in the future will bring opportunities and challenges to XD Transformer Co., Ltd., if we can expand the current market share and occupy the advantage in the market. For XD Transformer Co., Ltd. not only means rich profits, but also for its future high-voltage and energy-saving transformer market long-term development to build a solid platform. This paper mainly answers the question that the company is facing the fierce market competition, the shrinking market share and the complicated environment of the transformer market. What kind of marketing strategy and implementation strategy should XD Transformer Co. Ltd make to gain the competitive advantage? Based on the theory of marketing, the author analyzes the current situation and development of the transformer market, and probes into the external and internal environment that XD transformer company is facing. The comprehensive competitiveness of XD transformer company is evaluated objectively, combined with the subdivision of transformer market, the selection and positioning of target market. The marketing strategy that XD transformer company needs to take in the transformer market is established. And for the effective implementation of the strategy to formulate a specific strategy. XD Transformer Co., Ltd. in the transformer market marketing strategy is: give full play to their own brand and product quality advantages. It combines the differentiated market competition strategy with the intensive market development strategy, actively expands the target market share of the superior products, accelerates the research and development of high-end transformers, and strengthens the market image of the company. By expanding the market scale of superior business and providing high quality service to customers, XD Transformer Co., Ltd. can quickly realize its development goal in the market. Can comprehensively understand the basic situation of the transformer industry, and be able to understand the particularity of the entire transformer market, objectively assess and understand the competitiveness of the transformer market. It enriches the theoretical research on the marketing strategy of XD transformer company in the transformer market, and provides effective help for the goal of XD transformer company in the transformer market at an early date. So that XD transformer in its industry to improve its overall competitiveness and company strength.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61

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