本文選題：工程機(jī)械　切入點(diǎn)：小松　出處：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：經(jīng)過50年的發(fā)展,中國(guó)工程機(jī)械行業(yè)布局已基本形成。近兩年受國(guó)際經(jīng)濟(jì)形勢(shì)和國(guó)內(nèi)宏觀調(diào)控的影響,工程機(jī)械行業(yè)的增長(zhǎng)步伐有所放慢,行業(yè)內(nèi)的競(jìng)爭(zhēng)程度大幅提高,市場(chǎng)份額和利潤(rùn)水平面臨下降的風(fēng)險(xiǎn),生存環(huán)境變得更加的不確定起來。另一方面,我們注意到,在中國(guó)“十二五”規(guī)劃對(duì)中國(guó)工程機(jī)械行業(yè)的大力扶持下,中國(guó)正逐步成為全球工程機(jī)械的制造中心和最大的需求市場(chǎng)。同時(shí),“十二五”規(guī)劃對(duì)重慶的工程機(jī)械行業(yè)發(fā)展給予了1.5萬億元的資金支持,在今年2月國(guó)務(wù)院正式批復(fù)《西部大開發(fā)“十二五”規(guī)劃》中表明,國(guó)家西部大開發(fā)戰(zhàn)略,要繼續(xù)把基礎(chǔ)設(shè)施建設(shè)放在優(yōu)先位置,突出交通和水利兩個(gè)關(guān)鍵環(huán)節(jié),使得重慶市的地位和作用得以進(jìn)一步提升,對(duì)于立足重慶的挖掘機(jī)代理商HS公司,既是一個(gè)充滿挑戰(zhàn),又是一個(gè)充滿機(jī)遇的關(guān)鍵發(fā)展時(shí)期。 由于自2011年以來,中國(guó)居民物價(jià)(CPI)指數(shù)持續(xù)高位運(yùn)行,通貨膨脹壓力很大；地方債務(wù)高企,過熱的投資使得管理層放緩了基本建設(shè)的步伐,大量基建項(xiàng)目處于停工或半停工狀態(tài)；與此同時(shí),我國(guó)多年來形成的房地產(chǎn)經(jīng)濟(jì)帶來的種種弊端開始顯現(xiàn),已經(jīng)到了影響民生和社會(huì)穩(wěn)定的程度,其不可持續(xù)性使得我國(guó)最高決策層開始下定決心抑制和調(diào)控近似瘋狂的房地產(chǎn)市場(chǎng),出臺(tái)了種種政策措施抑制需求、消化存量,房地產(chǎn)的發(fā)展遭遇了瑟瑟寒風(fēng),市場(chǎng)變得更為晦暗。隨著國(guó)家不斷收緊銀根,限制向房地產(chǎn)企業(yè)信貸投放,部分轉(zhuǎn)向高利貸的房企出現(xiàn)了資金鏈斷裂的事件。城門失火,殃及池魚,雖然重慶挖掘機(jī)市場(chǎng)一貫需求旺盛,但1.5萬億的基本建設(shè)大蛋糕竟使得國(guó)內(nèi)外30多個(gè)挖掘機(jī)品牌齊聚重慶,紛爭(zhēng)搶食。HS公司作為日本小松挖掘機(jī)的重慶區(qū)總代理,在2004年至2010年期間市場(chǎng)業(yè)績(jī)一直優(yōu)異,但自2011年開始,市場(chǎng)業(yè)績(jī)直線下滑,市場(chǎng)份額降到歷史最低點(diǎn),已不足8%。 正是基于此,筆者希望根據(jù)多年從事小松挖掘機(jī)市場(chǎng)運(yùn)作的實(shí)際管理經(jīng)驗(yàn),運(yùn)用在EMBA期間學(xué)到的相關(guān)理論和方法,分析HS公司發(fā)展的現(xiàn)狀和面臨的困境,從多個(gè)層面梳理造成困境的直接與間接原因,進(jìn)而結(jié)合目前我國(guó)挖掘機(jī)市場(chǎng)面臨的宏觀面、中觀面和微觀面因素,以及公司自身的優(yōu)劣勢(shì)與資源條件,為HS公司設(shè)計(jì)未來的總體營(yíng)銷戰(zhàn)略,并以營(yíng)銷4P理論為基礎(chǔ),為HS公司規(guī)劃具體的品牌、價(jià)格、渠道、服務(wù)、客戶、產(chǎn)品、信息化等子戰(zhàn)略,最后提出具體的實(shí)施方案,分析方案實(shí)施過程中可能面臨的營(yíng)銷風(fēng)險(xiǎn),為方案的順利實(shí)施提供更具操作性的對(duì)策建議。 營(yíng)銷理論經(jīng)過幾十年的發(fā)展,已取得了非常具有影響力的成果。無論是4P理論、4C理論、關(guān)系營(yíng)銷理論、7P理論在指導(dǎo)企業(yè)的發(fā)展過程中都起到了舉足輕重的作用。對(duì)于HS公司的營(yíng)銷戰(zhàn)略的設(shè)計(jì),本文在4P理論的基礎(chǔ)上增加了品牌、服務(wù)、客戶、信息化等營(yíng)銷戰(zhàn)略,同時(shí)分析了實(shí)施營(yíng)銷戰(zhàn)略過程中可能存在的營(yíng)銷風(fēng)險(xiǎn),為以后相關(guān)問題的研究提供了更為豐富的研究思路。另一方面,工程機(jī)械代理商作為市場(chǎng)經(jīng)濟(jì)的產(chǎn)物,只有十幾年的發(fā)展歷史,大多數(shù)企業(yè)在產(chǎn)品、渠道、促銷、價(jià)格、人員、客戶管理、品牌建設(shè)等方面還很不完善,營(yíng)銷能力普遍薄弱,尤其在國(guó)家宏觀調(diào)控政策不穩(wěn)定、市場(chǎng)需求大起大落的情況下,暴露出了各類問題,生存環(huán)境岌岌可危。因此,本文的研究對(duì)于工程機(jī)械代理企業(yè)走出市場(chǎng)困境、適應(yīng)市場(chǎng)競(jìng)爭(zhēng)、突破發(fā)展瓶頸、打造長(zhǎng)期價(jià)值具有較為重要的現(xiàn)實(shí)意義,對(duì)于其他行業(yè)中的類似企業(yè)也有一定的借鑒意義。 本文運(yùn)用文獻(xiàn)研究法,多學(xué)科綜合分析法、系統(tǒng)研究法、實(shí)地調(diào)查法等研究方法,通過對(duì)HS公司外部環(huán)境(PSET)、行業(yè)及市場(chǎng)(五力分析)、內(nèi)部現(xiàn)狀及條件(SWOT)分析,制定了HS公司的總體營(yíng)銷目標(biāo)及營(yíng)銷戰(zhàn)略,主要包括產(chǎn)品策略、渠道策略、促銷策略、價(jià)格策略、品牌策略、以客戶為中心策略、服務(wù)策略、信息化策略。同時(shí)分析了HS公司在營(yíng)銷實(shí)踐中可能存在的應(yīng)收賬款風(fēng)險(xiǎn)、品牌合作風(fēng)險(xiǎn)、成本控制風(fēng)險(xiǎn)及員工道德風(fēng)險(xiǎn)等影響因素。為了預(yù)防及控制上述風(fēng)險(xiǎn),本文給出了加強(qiáng)營(yíng)銷環(huán)境分析、加強(qiáng)銷售目標(biāo)管理和盈利控制、效率控制、做好應(yīng)收賬款風(fēng)險(xiǎn)規(guī)避、提高企業(yè)員工素質(zhì)等具體管理措施。最后,為了能夠保障營(yíng)銷戰(zhàn)略的實(shí)施,本文在組織保障、人力保障、成本保障等方面也進(jìn)行了相關(guān)分析,給出了對(duì)策建議。 本文針對(duì)HS工程機(jī)械代理商的營(yíng)銷戰(zhàn)略進(jìn)行了相應(yīng)的研究與探索,并得出了筆者的結(jié)論,取得了一定的研究成果,但本人深感由于管理工作繁忙,理論水平和時(shí)間有限,論文的研究尚處于初步階段,論文中肯定存在很多的不足和缺陷,筆者希望在今后的進(jìn)一步研究中修正和補(bǔ)充。同時(shí),由于本人掌握的市場(chǎng)數(shù)據(jù)比較有限,論文的實(shí)證分析部分還不夠。雖然挖掘機(jī)市場(chǎng)受國(guó)家影響較大,但是如果能取得扎實(shí)的調(diào)研數(shù)據(jù),其中特定的營(yíng)銷變量還是可以預(yù)測(cè)的,本文并沒有提出定量的模型來分析研究也是明顯的缺陷。營(yíng)銷戰(zhàn)略具有多種組合,本文僅僅探討了8大類營(yíng)銷戰(zhàn)略,希望在今后的研究中進(jìn)一步深入和完善。
[Abstract]:After 50 years of development, Chinese engineering machinery industry layout has been basically formed. In recent years by the international and domestic economic situation of macro-control, the construction machinery industry the pace of growth has slowed, the degree of competition in the industry is greatly improved, market share and profit level of risk reduction, the living environment becomes more uncertain. On the other hand, we note that in China "12th Five-Year" planning to vigorously support China engineering machinery industry, China has gradually become a global manufacturing center and the largest construction machinery market demand. At the same time, "12th Five-Year" planning the construction machinery industry for the development of Chongqing has given 1 trillion and 500 billion yuan of financial support, in the show in February this year, the State Council officially approved the "western development" in 12th Five-Year "planning", the Western China development strategy, to continue to build the infrastructure in the first place, Highlighting the two key links of traffic and water conservancy, the status and function of Chongqing can be further improved. For Chongqing's Excavator agent HS, it is both a challenge and a key development period full of opportunities.
Because since 2011, the consumer price index (CPI) Chinese continued to run high, inflation pressures; high local debt, overheated investment slowdown makes the management of basic construction, a large number of infrastructure projects in the suspension or semi shutdown state; at the same time, all kinds of malpractice in our country for the formation of the real estate economy began show, has come to influence people's livelihood and social stability, it is not sustainable to make China's highest decision-making layer determined to control and adjust the crazy real estate market, has introduced various policy measures to curb demand, to digest the stock, real estate development suffered a howling winds, as markets become more gloomy with. Countries continue to tighten monetary policy, restricting credit to real estate enterprises, some housing prices appeared to usury capital chain rupture event. Gates of fire, adverse impacts, Although Chongqing has excavator market demand, but the big cake was 1 trillion and 500 billion basic construction makes the domestic more than 30 excavator brand in Chongqing.HS company as the Japanese Komatsu dispute snatch excavator Chongqing area distributor, in 2004 to 2010 during a direct market performance is excellent, but since the beginning of 2011, the market performance plummeted, falling market share to the lowest point in history, has been less than 8%.
Based on this, the author hopes that according to many years engaged in the Komatsu excavator market operation experience, the use of relevant theories and methods learned in the EMBA period, analysis of the current situation of the development of HS company and difficulties, from many aspects combing the difficulties caused by the direct and indirect reasons, and then combined with the macro currently facing China's excavator the market, meso level and micro level factors, advantages and disadvantages and resource conditions and the company's own design, the overall marketing strategy for the future of HS company, and 4P marketing theory, planning for HS company specific brand, price, channels, services, customers, products, and other information technology strategy, and finally put forward the implementation plan specifically, marketing risks in the process of the implementation of the program, provide more suggestions for the smooth implementation of the operational plan.
Marketing theory after decades of development, has been very influential achievements. Both the 4P theory, 4C theory, relationship marketing theory, 7P theory in guiding the development process in enterprise has played a pivotal role. For the design of HS company's marketing strategy, this paper adds the brand, based on 4P on the theory of customer service, information, marketing strategy, and analyzes the marketing risk may exist in the implementation process of marketing strategy, to study the related issues in the future provide more abundant research ideas. On the other hand, engineering machinery agent as a product of the market economy, only ten years of development history, the majority of enterprises in the product, price, channel, promotion, personnel, customer management, brand building is not perfect, marketing ability is generally weak, especially in the national macro-control policy is not stable, the market demand change radically The case has exposed various problems, living environment in jeopardy. Therefore, this paper studies the plight of out of market for construction machinery agent enterprises, adapt to market competition, break the bottleneck of development, to create long-term value has more important realistic meaning, and also have certain reference significance for other similar companies in the industry.
This paper uses the methods of literature study, multidisciplinary analysis and system research method, the research methods of field investigation, the external environment of HS (PSET), the industry and the market (SWOT analysis), the status and conditions of internal (SWOT) analysis, established the HS company's overall marketing objectives and marketing strategy, mainly including product strategy, channel strategy, promotion strategy, price strategy, brand strategy, information strategy of customer centered strategy, service strategy, and analyzed HS company may exist in the marketing practice of accounts receivable risk, brand cooperation risk, cost control and risk factors affecting employee moral hazard. In order to prevent and control this paper gives the risk, strengthen the analysis of marketing environment, strengthen the sales target management and profit control, efficiency control, completes the accounts receivable risk aversion, improve enterprise staff quality and specific management measures. Finally, for It can guarantee the implementation of the marketing strategy. This paper has also carried on the related analysis in the aspects of organization guarantee, human security, cost guarantee and so on, and gives the countermeasures and suggestions.
The research and exploration of the corresponding HS engineering machinery agent marketing strategy, and draw the conclusion, and has made some achievements, but because I am busy management, the theoretical level and the time is limited, the research is still in the initial stage, many problems and defects must exist in the. I hope to revise and supplement the further research in the future. At the same time, due to the relatively limited market data I grasp, empirical analysis part of the paper is not enough. Although the excavator market by national influence, but if you can get a solid research data, including specific marketing variables or can be predicted, this paper did not put forward the quantitative the model analysis is obvious defects. The marketing strategy has a variety of combination, this paper only discusses 8 kinds of marketing strategy, hope in future research in Further deepening and improving.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.4

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3 記者 孫樂明;上海龍橡成海膠大營(yíng)銷戰(zhàn)略龍頭[N];海南日?qǐng)?bào);2010年

4 韓正亞 孫輝;推行營(yíng)銷戰(zhàn)略 破解發(fā)展難題[N];糧油市場(chǎng)報(bào);2005年

5 本報(bào)記者 于海艦;中國(guó)零售業(yè)大打營(yíng)銷戰(zhàn)略[N];中國(guó)食品質(zhì)量報(bào);2004年

6 錢建綱;從創(chuàng)新看營(yíng)銷戰(zhàn)略的制定[N];組織人事報(bào);2002年

7 張巖;推行服務(wù)營(yíng)銷戰(zhàn)略 創(chuàng)新支行工作思路[N];山西經(jīng)濟(jì)日?qǐng)?bào);2004年

8 于化民;“北奇神”營(yíng)銷戰(zhàn)略拓出新天地[N];黑龍江日?qǐng)?bào);2012年

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10 陳嗣茂;圍繞產(chǎn)品周期實(shí)施營(yíng)銷戰(zhàn)略[N];農(nóng)民日?qǐng)?bào);2004年

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2 郭媛媛;基于利益相關(guān)者理論的關(guān)系營(yíng)銷戰(zhàn)略研究[D];遼寧大學(xué);2007年

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2 岳建中;陜西紅星乳業(yè)有限公司營(yíng)銷戰(zhàn)略研究[D];西安理工大學(xué);2000年

3 胡軍;武漢理工光科股份有限公司營(yíng)銷戰(zhàn)略研究[D];武漢理工大學(xué);2005年

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6 曾智勇;萍鋼股份營(yíng)銷戰(zhàn)略研究[D];南昌大學(xué);2011年

7 王婷婷;中小琴行營(yíng)銷戰(zhàn)略研究[D];大連理工大學(xué);2012年

8 吳瑾e，

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