本文選題：沈陽防銹公司　切入點：防銹產(chǎn)品　出處：《吉林大學(xué)》2013年碩士論文

【摘要】：隨著中國裝備制造產(chǎn)業(yè)的持續(xù)快速發(fā)展，在今后幾年中，我國的工業(yè)市場對于防銹產(chǎn)品的需求還將繼續(xù)保持高速增長的態(tài)勢�？v觀國內(nèi)細(xì)分市場，中低端的防銹產(chǎn)品依然占據(jù)較大的市場份額；而防銹行業(yè)未來的發(fā)展趨勢是要求有差異化的高附加值產(chǎn)品。因此，系統(tǒng)的解決方案和高質(zhì)的服務(wù)作為產(chǎn)品的附加值，勢必會為防銹產(chǎn)品行業(yè)帶來新的利潤驅(qū)動力。 作為國內(nèi)第一個引入防銹防護(hù)概念并專業(yè)從事設(shè)計、研發(fā)、生產(chǎn)防銹產(chǎn)品的企業(yè)，沈陽防銹包裝材料有限責(zé)任公司在中國防銹產(chǎn)品市場既面臨機(jī)遇又需要應(yīng)對市場競爭的挑戰(zhàn)。在過往的營銷活動中，他們只把提高市場占有率作為主要目標(biāo)，而忽略了客戶的信任和滿意程度，由此也降低了客戶的忠誠度；只關(guān)注如何把自己的產(chǎn)品和技術(shù)銷售出去，而漠視了客戶關(guān)系的建立和維護(hù)；企業(yè)把主要精力都放在規(guī)�；a(chǎn)和銷售網(wǎng)絡(luò)的建立上，，只從片面看重短期的經(jīng)濟(jì)效益，沒有從深層次的角度考慮企業(yè)怎么實現(xiàn)可持續(xù)性發(fā)展。顯而易見，滯后的營銷理念使得企業(yè)為追求片面的市場占有率的提高，最終陷入到價格戰(zhàn)的惡性競爭中，而企業(yè)的發(fā)展也遇到了難以逾越的瓶頸。加之經(jīng)濟(jì)大環(huán)境的整體低迷，行業(yè)中各企業(yè)已從單個業(yè)務(wù)領(lǐng)域或部分區(qū)域的局部競爭拓展到全業(yè)務(wù)領(lǐng)域的不分地域的全面競爭，可以說競爭已經(jīng)白熱化。對于沈陽防銹公司來說，市場競爭環(huán)境的巨大變化，要求企業(yè)必須告別單一落后的傳統(tǒng)營銷模式，迅速向需要精耕細(xì)作的新營銷模式轉(zhuǎn)型；在產(chǎn)品同質(zhì)化嚴(yán)重的今天，以價格競爭作為主要手段的營銷模式終將走到盡頭，而以差異化營銷為主的市場營銷模式必然會成為企業(yè)創(chuàng)新營銷的理性選擇。因此，沈陽防銹公司迫切需要建立一個全業(yè)務(wù)運營背景下能夠適應(yīng)市場競爭要求、有別于其競爭對手的新企業(yè)市場營銷模式。而首當(dāng)其沖需要深思熟慮的課題便是其防銹產(chǎn)品的營銷策略的規(guī)劃和研究。 本論文結(jié)合市場營銷相關(guān)理論，從沈陽防銹公司自身的營銷環(huán)境著手，著重分析了防銹產(chǎn)品所處的行業(yè)環(huán)境和競爭態(tài)勢，并運用市場細(xì)分理論，對沈陽防銹公司的產(chǎn)品進(jìn)行市場細(xì)分，重新確定了目標(biāo)市場，并結(jié)合企業(yè)的現(xiàn)狀重新進(jìn)行市場定位和資源配置。同時，詳細(xì)分析了防銹產(chǎn)品的營銷現(xiàn)狀，并依次從產(chǎn)品、價格、促銷和渠道等四個方面提出有針對性的完善方案，以幫助沈陽防銹改進(jìn)營銷策略，最后，提出了保障其營銷策略實施的措施。 本論文注重對沈陽防銹公司實際問題的分析，力求通過優(yōu)化和完善的營銷策略能夠幫助沈陽防銹公司解決當(dāng)前的問題，進(jìn)而為公司的持續(xù)發(fā)展打下基礎(chǔ)。當(dāng)然，也希望能夠?qū)鴥?nèi)其他遇到類似問題的企業(yè)有所借鑒和啟示。
[Abstract]:With the continuous and rapid development of China's equipment manufacturing industry, the demand for rust-proof products in China's industrial market will continue to maintain a rapid growth trend in the next few years.Throughout the domestic market segment, the low-end rust-proof products still occupy a large market share, and the future development trend of the anti-rust industry is to require the differentiation of high value-added products.Therefore, the system solution and high quality service, as the added value of the product, will bring new profit driving force for the rust prevention product industry.As the first enterprise to introduce the concept of anti-rust protection and specialize in the design, development and production of rust-proof products, Shenyang Anti-rust Packaging material Co., Ltd. is faced with both opportunities and challenges of market competition in China's rust-proof product market.In past marketing campaigns, they have focused only on increasing their market share, ignoring customer trust and satisfaction, thereby reducing customer loyalty, and focusing only on how to sell their products and technologies.While ignoring the establishment and maintenance of customer relations, enterprises are focusing on the establishment of large-scale production and sales networks, focusing only on short-term economic benefits.Not from a deep perspective to consider how enterprises to achieve sustainable development.Obviously, the lagging marketing idea makes the enterprise to pursue the one-sided market share enhancement, finally falls into the vicious competition of the price war, and the enterprise development has also met the insurmountable bottleneck.Combined with the overall downturn of the economic environment, the enterprises in the industry have expanded from a single business field or part of the regional competition to the whole business field of non-geographical competition, it can be said that the competition has become more intense.For Shenyang rust-proof company, the tremendous changes in the market competition environment require enterprises to leave the single backward traditional marketing model and quickly transform to the new marketing model that needs intensive cultivation.The marketing model with price competition as the main means will finally come to an end, and the marketing mode with differentiation marketing as the main way will inevitably become the rational choice of enterprise innovation marketing.Therefore, Shenyang rust-proof company urgently needs to establish a new enterprise marketing model which can adapt to the market competition and be different from its competitors under the background of full-service operation.And the most important subject that needs careful consideration is the planning and research of the marketing strategy of its antirust products.Based on the marketing theory and the marketing environment of Shenyang Anti-rust Company, this paper analyzes the industry environment and competition situation of the anti-rust products, and applies the theory of market segmentation.The products of Shenyang rust prevention company are subdivided, the target market is redefined, and the market orientation and resource allocation are rearranged according to the present situation of the enterprise.At the same time, the paper analyzes the current marketing situation of antirust products in detail, and puts forward the targeted and perfect plan from four aspects: product, price, promotion and channel, in order to help Shenyang to improve the marketing strategy. Finally,The measures to ensure the implementation of its marketing strategy are put forward.This paper focuses on the analysis of the actual problems of Shenyang rust prevention company, and tries to help Shenyang antirust company solve the current problems by optimizing and perfecting the marketing strategy, thus laying the foundation for the sustainable development of the company.Of course, I also hope to be able to other domestic enterprises encountered similar problems and inspiration.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.72;TG174

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