本文關(guān)鍵詞： 法國液化空氣集團(tuán) 秦皇島 PEST分析 4C分析 因子分析法　出處：《燕山大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：法國液化空氣集團(tuán)是全球工業(yè)、健康、環(huán)保領(lǐng)域的氣體供應(yīng)行業(yè)的領(lǐng)導(dǎo)者，向各行各業(yè)的用戶提供氮、氧、氫、稀有氣體和其它氣體，及相關(guān)的氣體解決方案。液化空氣在中國的氣體市場主要涉及制造業(yè)、食品、醫(yī)療、化工、鋼鐵和電子等多個行業(yè)。但是面對中國國內(nèi)低速增長的經(jīng)濟(jì)情況，尤其是對于處于運輸半徑邊緣的秦皇島地區(qū)，如何能夠?qū)⒃摰貐^(qū)氣體市場進(jìn)行有效地維護(hù)和快速開發(fā)是液化空氣營銷人員必須解決的課題。 本文創(chuàng)造性地將對影響企業(yè)市場營銷因素分析傳統(tǒng)的理論分析方法和因子分析法進(jìn)行結(jié)合，通過對秦皇島地區(qū)的40家工業(yè)企業(yè)進(jìn)行問卷調(diào)查，利用因子分析對調(diào)查的結(jié)果進(jìn)行定量分析，得出了關(guān)鍵影響因素。故此，針對液化空氣秦皇島氣體市場制定了針對性的營銷策略，期望對液化空氣集團(tuán)本地區(qū)的營銷提供參考。 本文的研究內(nèi)容主要分為四個部分： 首先，從企業(yè)情況和營銷現(xiàn)狀兩個方面簡要介紹液化空氣秦皇島氣體市場的總體情況，重點分析液化空氣秦皇島氣體市場的營銷策略現(xiàn)狀存在的問題和原因。 其次，運用PEST模型對液化空氣的外部宏觀影響因素進(jìn)行分析，運用波特五力模型對液化空氣的外部行業(yè)影響因素進(jìn)行分析；運用4C模型對液化空氣的內(nèi)部影響因素進(jìn)行分析。 再次，根據(jù)前文的分析結(jié)果建立營銷影響因素指標(biāo)體系，并進(jìn)行問卷調(diào)查。統(tǒng)計分析問卷調(diào)查結(jié)果，利用因子分析法對影響因素進(jìn)行評價，篩選出液化空氣秦皇島氣體市場的營銷關(guān)鍵影響因素。 最后，，結(jié)合營銷影響因素評價結(jié)果，為液化空氣集團(tuán)進(jìn)行營銷策略選擇，制定一套完整的營銷策略體系，并針對關(guān)鍵因素提出營銷策略強(qiáng)化和保障方案。
[Abstract]:Air Liquide is a global leader in gas supply in industrial, health and environmental fields, providing nitrogen, oxygen, hydrogen, rare gases and other gases to customers in a variety of industries. And related gas solutions. Air liquefaction in China's gas market mainly involves manufacturing, food, medical, chemical, steel and electronics industries. But in the face of China's low growth economy, Especially for Qinhuangdao area which is on the edge of transportation radius, how to effectively maintain and develop the gas market in this area is a problem that must be solved by air liquefaction marketers. This paper creatively combines the traditional theoretical analysis method with the factor analysis method to analyze the factors affecting the marketing of enterprises, and carries on the questionnaire survey to 40 industrial enterprises in Qinhuangdao area. Based on the quantitative analysis of the results of the investigation, the key influencing factors are obtained. Therefore, a targeted marketing strategy for the air liquefying air Qinhuangdao gas market is formulated, which is expected to provide a reference for the regional marketing of the air liquefaction group. The research content of this paper is divided into four parts:. First of all, this paper briefly introduces the general situation of the air liquefied air Qinhuangdao gas market from the two aspects of the enterprise situation and the marketing situation, and analyzes the problems and reasons of the present marketing strategy of the liquefied air Qinhuangdao gas market. Secondly, PEST model is used to analyze the external macroscopical factors of air liquefaction, the Porter's five-force model is used to analyze the external factors of air liquefaction industry, and the 4C model is used to analyze the internal factors of air liquefaction. Thirdly, according to the above analysis results, the index system of marketing influencing factors is established, and the questionnaire survey is carried out. The results of statistical analysis are analyzed, and the factors are evaluated by factor analysis method. The key factors influencing the marketing of air liquefying Qinhuangdao gas market are screened out. Finally, combined with the evaluation results of marketing influence factors, this paper makes a complete set of marketing strategy system for Air Liquide Group, and puts forward a plan to strengthen and guarantee marketing strategy for key factors.
【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;F416.22

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本文編號：1505598