大连HL测控仪表公司营销策略研究

发布时间：2018-05-11 23:03

本文选题：营销策略 + STP　；参考：《大连理工大学》2011年硕士论文

【摘要】：随着中国经济的快速发展,控制阀作为工业生产的重要零部件也面临着市场需求和质量要求的双重提升。然而,目前国内控制阀生产企业大多为中小型企业,市场营销观念落后,管理水平普遍低下,要想在市场竞争中取胜的重要条件之一,便是要制定出一套系统的、可行的营销策略。本文首先回顾了市场营销基础理论,以及与本文研究相关的BCG业务组合理论、STP目标市场营销理论和4P营销组合理论；在理论的指导下,本文以大连HL测控仪表公司为研究对象,对其宏观环境、行业竞争环境以及内部营销环境进行全面分析；根据STP理论,对公司进行市场细分,从目标应用领域、目标产品类型和目标区域市场三个方面对其进行目标市场的选择,最终选定以石油化工、冶金和电力为主要目标客户领域,以球形阀、蝶阀和球阀等几个系列产品为目标产品,并确定目标区域市场以华北、东北和西北三个地区为主；在市场定位部分,最终确定了专业可靠的中端产品定位和内外并举的国际化定位；在大连HL测控仪表公司的产品策略中,运用波士顿矩阵法对产品进行分类,并强调了产品和技术创新相结合的策略；在价格策略的制定中,主要运用了新产品定价、BCG区别定价和需求导向定价三种方法；渠道策略是从渠道的选择和设计、渠道的管理与控制两方面展开；推广策略在基于对组织购买行为的分析基础上,着重介绍了广告与公共宣传策略。希望本文研究成果可以对大连HL测控仪表公司的营销管理实践起到参考作用,为国内控制阀生产企业的营销策略制定起到一定的指导作用。
[Abstract]:With the rapid development of Chinese economy, the control valve, as an important part of industrial production, is faced with the double promotion of market demand and quality requirement. However, at present, most of the domestic control valve production enterprises are small and medium-sized enterprises, the marketing concept is backward, the management level is generally low, if you want to win in the market competition, one of the important conditions is to develop a set of system. Feasible marketing strategy. This paper first reviews the basic theory of marketing, the BCG business combination theory and the 4P marketing combination theory, under the guidance of the theory, this paper takes Dalian HL Measurement and Control instrument Company as the research object. According to the theory of STP, the market of the company is segmented from the target application field, and the internal marketing environment is analyzed comprehensively, including the macro environment, the industry competition environment and the internal marketing environment. The target product type and target market are selected from three aspects: petrochemical, metallurgy and electric power, and spherical valve, butterfly valve and ball valve are selected as the target products. In the part of market orientation, the professional and reliable mid-end product positioning and the internationalization orientation of both internal and external development are finally determined, and the target regional market is mainly in North China, Northeast China and Northwest China. In the product strategy of Dalian HL Measurement and Control instrument Company, the Boston matrix method is used to classify the product, and the strategy of combining product and technology innovation is emphasized. This paper mainly uses three methods of new product pricing: BCG differentiated pricing and demand-oriented pricing; channel strategy is developed from two aspects of channel selection and design, channel management and control; promotion strategy is based on the analysis of the purchasing behavior of the organization. Emphasis is placed on advertising and public propaganda strategies. It is hoped that the research results in this paper can be used as a reference for the marketing management practice of Dalian HL Measurement and Control instrument Company and play a certain guiding role in the marketing strategy formulation of domestic control valve manufacturing enterprises.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.4

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