本文選題：SWOT分析 + 目標(biāo)客戶�。� 參考：《燕山大學(xué)》2013年碩士論文

【摘要】：2008年金融危機(jī)后，船舶工業(yè)受到嚴(yán)重沖擊，修船行業(yè)市場需求呈下降趨勢，競爭日趨激烈，修船行業(yè)市場營銷問題越來越受到關(guān)注并成為影響企業(yè)發(fā)展的重要因素。本文以山海關(guān)船舶重工有限責(zé)任公司（簡稱：“山船”）為研究對象，旨在通過定性和定量分析方法，歸納并制定出適合其自身特點(diǎn)的營銷策略，從而達(dá)到幫助企業(yè)提高市場份額，提升利潤空間，在修船行業(yè)中獲得全面競爭優(yōu)勢的目的。本文的研究成果可以為其他修船企業(yè)參考，有效提高我國修船企業(yè)的整體營銷水平，推動我國修船行業(yè)的健康穩(wěn)定發(fā)展。 本文首先闡述了研究背景和意義，系統(tǒng)梳理了國內(nèi)外修船業(yè)發(fā)展現(xiàn)狀，從修船業(yè)相關(guān)概念、服務(wù)營銷等對修船業(yè)營銷相關(guān)理論進(jìn)行系統(tǒng)的歸納分析，奠定了論文的研究基礎(chǔ)；其次，應(yīng)用宏觀環(huán)境分析理論及波特的五力模型對企業(yè)內(nèi)外部營銷環(huán)境進(jìn)行全面分析，，利用SWOT分析法模型確定了山船修船服務(wù)營銷策略，提出山船應(yīng)選擇倡導(dǎo)以客戶為導(dǎo)向的服務(wù)理念、著重調(diào)整市場開發(fā)策略和調(diào)整服務(wù)策略，強(qiáng)化客戶關(guān)系管理。再次，對山船營銷戰(zhàn)略進(jìn)行了詳細(xì)的規(guī)劃和設(shè)計，制訂出具體的市場營銷調(diào)整策略，即通過市場細(xì)分和客戶細(xì)分，確定了聚焦目標(biāo)客戶的市場開發(fā)、拓寬銷售渠道、拓展FPSO改裝工程市場開發(fā)以及為客戶提供差異化服務(wù)等營銷策略，以此確保公司能獲得高速增長，最終成長為國內(nèi)一流的修船企業(yè)。最后，提出了營銷戰(zhàn)略實施的保障措施，包括再造公司服務(wù)結(jié)構(gòu)和客戶服務(wù)標(biāo)準(zhǔn)、完善服務(wù)體系、為客戶提供全方位滿意服務(wù)，同時，通過打造價值鏈和發(fā)揮集團(tuán)公司優(yōu)勢等具體保障措施，確保了本文所提出的修船營銷策略得以順利實施。
[Abstract]:After the 2008 financial crisis, the shipbuilding industry has been badly hit, ship repairing industry market demand declined, the increasingly fierce competition, repairing marketing industry market has attracted more and more attention and become an important factor affecting the development of enterprises. This paper takes Shanhaiguan shipbuilding industry limited liability company (referred to as: "mountain boat") as the research object, aims to the qualitative and quantitative analysis method, induction and develop its own characteristics of the marketing strategy, so as to help enterprises to improve the market share, increase the profit space, obtain the comprehensive competitive advantage in shiprepair purpose. The results of this study can be reference for other ship repair enterprises, effectively improve the ship repair enterprise's overall marketing level of our country and promote healthy and stable development of China's ship repair industry.
This paper first describes the research background and significance, systematically reviewed the domestic and international development status from ship repair, ship repairing industry related concepts, marketing services and other related theories of ship repairing industry marketing are analyzed systematically, laid the foundation for the study of the thesis; secondly, the application of macro environment analysis five forces model theory and Potter's comprehensive analysis of the internal and external the marketing environment of enterprise, analysis model to determine the ship repairing mountain service marketing strategy by SWOT, forward should choose the initiative to ship customer oriented service concept, focus on adjusting the strategy of market development and adjust the service strategy, strengthen customer relationship management. Thirdly, the mountain ship marketing strategy for the detailed planning and design. Formulate marketing strategy adjustment specific, through market segmentation and customer segmentation, to determine the market development focus on target customers, expand sales channels, expand FPSO The refitting engineering market development and to provide customers with differentiated service marketing strategy, in order to ensure that the company can get high growth, and ultimately grow into the domestic first-class ship repair enterprises. Finally, put forward some measures to ensure the implementation of marketing strategy, including the recycling company service structure and customer service standards, improve the service system, to provide satisfactory service. For customers at the same time, the specific safeguard measures play group advantage by creating value chain and ensure the marketing strategy for the smooth implementation.

【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.474

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