派尔诺公司散热器事业部营销战略研究

发布时间：2018-05-11 05:23

本文选题：散热器事业部 + 环境分析　；参考：《西北大学》2011年硕士论文

【摘要】：本世纪以来,我国房地产业大幅增长,带动了散热器行业的快速发展。截止2010年底,我国已有散热器生产企业1500余家,年生产能力达5.7亿组以上,年产值复合增长率达到了13%(2001—2010年)。金融危机加剧了已有的市场供需矛盾：散热器企业“广告大战”和“低价竞争”愈演愈烈,企业优胜劣汰和行业洗牌的速度大大加快。对营销战略的研究已成为散热器企业的当务之急。本文首先用PEST分析、“五力模型”分析、价值链分析等战略理论分析工具,对派尔诺散热器事业部的外部环境、产业竞争格局、内部资源和能力状况进行了全面分析评估,确认其可以利用的市场机会和应当回避的威胁。接着,进一步分析了散热器市场的需求状况和消费者购买行为特征。以上述战略分析为根据,运用SWOT战略分析工具、STP营销战略理论和现代营销战略组合理论,对派尔诺散热事业部的营销战略进行选择,给出了一套完整的营销战略路线和战略规划。对派尔诺散热器事业部进行营销战略规划的主要内容包括：在新型铸铁散热器产品研发领域寻求新的突破,集中力量发展压铸铝—钢复合散热器和全铜—铝复合散热器；把资源能力聚焦于散热器高端产品细分市场和中端工程产品细分市场；确立“安全、舒适、温馨、高雅”的产品市场竞争定位；为各业务单元制订不同的营销组合战略。最后,从营销业务流程设计、组织机构优化、营销管理信息系统建设、品牌和市场推广等方面,提出具体的营销战略实施措施。近年来,在国内外一流企业战略营销实践的推动下,学界和商界在营销战略领域的研究成果层出不穷。本文对派尔诺散热器事业部营销战略的研究,基于作者多年的企业管理实践,所引用的数据来自所在公司内部财务统计和中国统计年鉴(2010),在理论方面力求借鉴吸收业界最新研究成果,相信对我国散热器企业的营销战略研究会有一定参考价值。
[Abstract]:Since this century, the real estate industry of our country has greatly increased, driving the rapid development of radiator industry. By the end of 2010, there were more than 1500 radiator production enterprises in China, with annual production capacity of more than 570 million groups, and the compound growth rate of annual output value reached 13010. The financial crisis has intensified the contradiction between supply and demand in the existing market: "advertisement war" and "low price competition" of radiator enterprises have intensified, and the speed of enterprise survival of the fittest and trade reshuffle has been greatly accelerated. The research of marketing strategy has become the urgent matter of radiator enterprise. In this paper, the external environment, industrial competition pattern, internal resources and capability of Perno radiator department are analyzed and evaluated by using PEST analysis, "five forces model" analysis, value chain analysis and other strategic theoretical analysis tools, at first, the paper makes a comprehensive analysis and evaluation of the external environment, industrial competition pattern, internal resources and capability status of Perno radiator department. Identify market opportunities and threats that should be avoided. Then, the demand of radiator market and the characteristics of consumer purchase behavior are further analyzed. On the basis of the above strategic analysis, using the SWOT strategic analysis tool SWOT marketing strategy theory and modern marketing strategy combination theory, the author chooses the marketing strategy of Perno's heat dissipation division. Give a set of complete marketing strategy route and strategic plan. The main contents of the marketing strategy plan of Perno radiator division include: seeking new breakthrough in the research and development field of new cast iron radiator, concentrating on developing die-cast aluminum-steel composite radiator and copper-aluminum composite radiator; Focusing on the radiator high-end product subdivision market and middle end engineering product subdivision market, establishing the "safe, comfortable, warm, elegant" product market competition positioning, and making different marketing combination strategy for each business unit. Finally, from the aspects of marketing business process design, organization optimization, marketing management information system construction, brand and market promotion, the specific marketing strategy implementation measures are put forward. In recent years, driven by the strategic marketing practice of first-class enterprises at home and abroad, the academic and business circles in the field of marketing strategy research results emerge one after another. This paper studies the marketing strategy of Perno Radiator Division, based on the author's many years of business management practice, The cited data come from the internal financial statistics of the company and the China Statistical Yearbook 2010. In theory, we try to absorb the latest research results of the industry, and believe that the research on the marketing strategy of the radiator enterprises in China will have certain reference value.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.4

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