洛阳龙跃机械制造有限公司营销策略研究

发布时间：2018-03-30 04:22

本文选题：PEST　切入点：五力模型　出处：《河南科技大学》2015年硕士论文

【摘要】：铸造业是制造业的基础,是国民经济的基础产业。“十二五”规划是我国经济转型和持续发展的重要时期,是铸造业快速发展的关键时期。目前,我国铸造业多以中小企业为主,存在平均产量低,铸件附加值低,从业队伍庞大,能耗和原材料消耗高等特点。伴随着市场竞争的不断加剧和互联网引发的营销变革,洛阳龙跃公司的营销策略落后,与快速多变的市场需求相脱节,已成其发展瓶颈。本研究的主要内容如下:首先,文章简单阐述了本研究的选题背景及意义、国内外研究现状,研究内容、思路及方法。其次,重点分析了洛阳龙跃公司的营销现状和存在的问题。从基本概况、组织机构、主要产品、财务情况和企业文化等方面介绍洛阳龙跃公司的经营运转情况;从销售收入、销售成本、销售费用、新客户开发、营销管理水平等方面分析了洛阳龙跃公司的营销现状,指出其存在规章制度落实不到位、营销队伍素质能力层次不齐、品牌影响力不足、促销策略单一,售后服务管理系统滞后、销售回款期较长,结算的方式较落后等问题。再次,对洛阳龙跃公司所处的营销环境进行了分析,通过PEST模型对宏观环境进行了分析,运用波特五力模型对微观环境进行了探讨,最后结合洛阳龙跃的自身环境进行了SWOT分析。并以4P理论为指导从产品策略、价格策略、渠道策略、促销策略等视角出发制定出洛阳龙跃公司未来的营销策略。最后,在洛阳龙跃营销策略的基础上制定出相应的实施保障措施,重点提出了加强人才管理、建立科学的绩效评估和奖励机制,加强文化建设、调整并强化公司的职能部门、形成共享的信息管理系统和整合营销传播体系等建议。
[Abstract]:Foundry industry is the foundation of manufacturing industry and the basic industry of national economy.The 12th Five-Year Plan is an important period for China's economic transformation and sustainable development, and a key period for the rapid development of foundry industry.At present, the foundry industry in our country is dominated by small and medium-sized enterprises, which has the characteristics of low average output, low added value of castings, huge working force, high energy consumption and high consumption of raw materials.With the aggravation of the market competition and the marketing reform caused by the Internet, the marketing strategy of Luoyang Long Yue Company is backward and disjointed with the rapid and changeable market demand, which has become the bottleneck of its development.The main contents of this study are as follows: firstly, this paper briefly describes the background and significance of this study, the current research situation at home and abroad, the research content, ideas and methods.Secondly, focus on the analysis of Luoyang Long Yue marketing status and existing problems.From the basic situation, organization, main products, financial situation and enterprise culture, introduce the operating situation of Luoyang Long Yue Company, from sales income, sales cost, sales expense, new account development, etc.This paper analyzes the marketing situation of Luoyang Long Yue Company from the aspects of marketing management level, points out that its existing rules and regulations are not in place, the level of quality and ability of marketing team is not uniform, the influence of brand is insufficient, and the promotion strategy is single.The after-sales service management system lags behind, the sales payback period is long, the settlement way lags behind, and so on.Thirdly, the marketing environment of Luoyang Long Yue Company is analyzed, the macro environment is analyzed by PEST model, and the micro environment is discussed by Porter's five Force Model.Finally, combined with Luoyang Long Yue's own environment for SWOT analysis.Under the guidance of 4P theory, the future marketing strategy of Luoyang Long Yue Company is worked out from the perspectives of product strategy, price strategy, channel strategy, promotion strategy and so on.Finally, on the basis of the marketing strategy of Luoyang Long Yue, the author formulates the corresponding implementation safeguard measures, and puts forward the following points: strengthening talent management, establishing scientific performance evaluation and reward mechanism, strengthening cultural construction, adjusting and strengthening the functional departments of the company.Form a shared information management system and integrated marketing communication system and other recommendations.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

【参考文献】