X公司燃?xì)饩呙}沖控制器產(chǎn)品營銷策略研究
發(fā)布時間：2018-04-06 03:07
本文選題：燃?xì)饩?/strong> 切入點：脈沖控制器 出處：《長春理工大學(xué)》2013年碩士論文
【摘要】：自改革開放以來,歷經(jīng)30多年的發(fā)展,我國經(jīng)濟(jì)進(jìn)入了一個快速發(fā)展的階段,人民的生活水平日益提高,中國不再僅僅是世界的制造中心,也成為了世界關(guān)注的焦點。伴隨而來的是居民所要求的生活質(zhì)量的提高,消費在收入中的比重也在不斷加大。隨著科技實力的不斷增強(qiáng),日漸成熟的發(fā)展條件促進(jìn)了燃?xì)饩咝袠I(yè)的飛速發(fā)展,從國外技術(shù)引進(jìn)的中國仿造、中國制造到自主創(chuàng)新實現(xiàn)突破性進(jìn)展,我國燃?xì)饩咪N量以每年約25%的速度飚升。國內(nèi)燃?xì)饩呤袌龈偁幐吋ち?競爭手段也呈現(xiàn)出多樣化形態(tài)。外國品牌也紛紛將目光瞄準(zhǔn)中國市場,使得中國整個市場發(fā)展迅猛。 對X公司來講,根據(jù)市場營銷理論與公司實際情況相結(jié)合,制定出具體的、具有針對性的營銷策略,不僅對X公司的競爭優(yōu)勢地位的形成有重大意義,對X公司未來的發(fā)展方向也將產(chǎn)生重大影響。 本文首先回顧了我國燃?xì)饩咝袠I(yè)發(fā)展的歷史并分析其現(xiàn)狀,闡述行業(yè)特點,并對我國燃?xì)饩咝袠I(yè)未來的發(fā)展趨勢進(jìn)行分析。其次,結(jié)合X公司新型脈沖控制器產(chǎn)品(中國)有限公司的現(xiàn)狀,分別從項目產(chǎn)品的用途、技術(shù)可行性和需求及風(fēng)險三方面分析了燃?xì)饩甙l(fā)展因素。再次,利用SWOT分析法分別從優(yōu)勢、劣勢、機(jī)會和威脅四方面對X公司燃?xì)饩咝袠I(yè)進(jìn)行市場分析和定位,在此基礎(chǔ)上,提出燃?xì)饩呙}沖控制器的營銷戰(zhàn)略。
[Abstract]:Since the reform and opening up, after 30 years of development, China's economy has entered a stage of rapid development, people's living standards are improving, China is not only the world's manufacturing center, has become the focus of the world. Accompanied by the residents of the required quality of life, consumption in the proportion of income is also increasing. With the development of science and technology continue to enhance the strength of the growing conditions are ripe to promote the rapid development of gas industry, imitation from the introduction of foreign technology Chinese, Chinese manufacturing to independent innovation to achieve a breakthrough, China's gas appliance sales rate of about 25% per year. The soaring domestic gas appliance the more intense competition in the market, competition means diversified forms. Foreign brands are eyeing China market, making the whole China market is developing rapidly.
In terms of X company, according to the actual situation of the marketing theory and the combination of the company, to develop specific, targeted marketing strategy, not only the formation of X company's competitive advantage are of great significance to the future development direction of X company will also have a significant impact.
This paper first reviews the development of China's gas industry history and the analysis of its status quo, expounds the characteristics of the industry, and the development trend of China's gas industry in the future is analyzed. Secondly, combined with X's new pulse controller (Chinese) status product Limited company, respectively from the use of project product, technical feasibility and demand and the risk analysis of three aspects of gas development factors. Thirdly, using SWOT analysis method from the strengths, weaknesses, opportunities and threats facing the Quartet X gas industry market analysis and positioning, on this basis, put forward the marketing strategy of gas pulse controller.
【學(xué)位授予單位】：長春理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4
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