發(fā)布時(shí)間：2018-04-23 08:32

  本文選題：非道路用柴油機(jī)市場(chǎng) + 市場(chǎng)策略　； 參考：《復(fù)旦大學(xué)》2013年碩士論文

【摘要】：A公司作為一家國(guó)有企業(yè)經(jīng)過(guò)六十多年的發(fā)展,2010年完美實(shí)現(xiàn)了快速發(fā)展的“313”戰(zhàn)略(即通過(guò)三年達(dá)到銷(xiāo)售柴油機(jī)30萬(wàn)臺(tái),實(shí)現(xiàn)銷(xiāo)售收入100億元,利潤(rùn)3億元)后,確定了公司“十二五”規(guī)劃目標(biāo),開(kāi)始第四次創(chuàng)業(yè)歷程。面對(duì)外部激烈的市場(chǎng)競(jìng)爭(zhēng)和內(nèi)部企業(yè)自身發(fā)展需要,A公司需要通過(guò)擴(kuò)大市場(chǎng)規(guī)模來(lái)達(dá)到增加銷(xiāo)售收入和利潤(rùn),增強(qiáng)行業(yè)地位,從而全面實(shí)現(xiàn)“十二五”規(guī)劃目標(biāo)。 受?chē)?guó)家宏觀形勢(shì)的影響,2011年的市場(chǎng)銷(xiāo)售目標(biāo)未達(dá)到規(guī)劃目標(biāo)。2011年A公司銷(xiāo)量同比下滑22.5%,而玉柴同比下滑7.3%,濰柴同比下滑16.7%,東康同比下滑4.3%。A公司之所以下滑最快,主要是銷(xiāo)售結(jié)構(gòu)不均衡所致,A公司卡車(chē)用柴油機(jī)銷(xiāo)售量占比最大,下滑嚴(yán)重,而非道路用柴油機(jī)市場(chǎng)上升對(duì)整體銷(xiāo)量貢獻(xiàn)度不大。因此,加大非道路用柴油機(jī)市場(chǎng)的開(kāi)拓,提升其市場(chǎng)占有率,有利于提升企業(yè)銷(xiāo)售額,促進(jìn)企業(yè)的整體效益,提升企業(yè)的行業(yè)地位。 本文通過(guò)參考相關(guān)文獻(xiàn),實(shí)地調(diào)研和數(shù)據(jù)對(duì)比,對(duì)非道路用柴油機(jī)市場(chǎng)進(jìn)行詳盡概述,分析了非道路用柴油機(jī)市場(chǎng)現(xiàn)今行業(yè)發(fā)展態(tài)勢(shì)、行業(yè)分布格局。運(yùn)用復(fù)旦EMBA課程所學(xué)相關(guān)管理知識(shí)對(duì)A公司開(kāi)拓非道路用柴油機(jī)市場(chǎng)的優(yōu)劣勢(shì)及機(jī)遇挑戰(zhàn)進(jìn)行了分析。通過(guò)對(duì)比競(jìng)爭(zhēng)對(duì)手的發(fā)展現(xiàn)狀,針對(duì)性的提出了A公司開(kāi)拓非道路用柴油機(jī)市場(chǎng)的市場(chǎng)策略。通過(guò)對(duì)非道路用柴油機(jī)市場(chǎng)的產(chǎn)品策略、價(jià)格策略、渠道策略、促銷(xiāo)策略和服務(wù)策略5個(gè)方面進(jìn)行闡述,具體闡述了A公司開(kāi)拓非道路用柴油機(jī)市場(chǎng)的市場(chǎng)策略。
[Abstract]:After more than 60 years of development as a state-owned enterprise, in 2010, Company A perfectly realized the "313" strategy of rapid development (that is, 300000 diesel engines were sold in three years, the sales income was 10 billion yuan, and the profit was 300 million yuan). Determined the company's "12-year" planning objectives, starting the fourth entrepreneurial process. Facing the external fierce market competition and the development of internal enterprises, A company needs to increase the sales income and profit, enhance the position of the industry by expanding the market scale, so as to fully realize the "12th Five-Year Plan" goal. Under the influence of the national macro situation, the market sales target for 2011 did not reach the planned target. In 2011, company A's sales volume dropped 22.5% from a year earlier, while Yuchai's sales volume dropped 7.3% year-on-year, Weichai fell 16.7m year on year, and Dongkang's year-over-year decline of 4.3.A company was the fastest. It is mainly due to the imbalance of sales structure that the sales volume of truck diesel engine in A Company is the largest and the decline is serious, but the increase of non-road diesel engine market does not contribute much to the overall sales volume. Therefore, increasing the development of non-road diesel engine market and increasing its market share will help to promote the sales volume of enterprises, promote the overall efficiency of enterprises, and enhance the position of enterprises in the industry. By referring to relevant literature, field investigation and data comparison, this paper summarizes the market of non-road diesel engine in detail, and analyzes the development situation and distribution pattern of non-road diesel engine market. This paper analyzes the advantages and disadvantages, opportunities and challenges of A Company in developing non-road diesel engine market by using the relevant management knowledge of Fudan EMBA course. By comparing the current situation of competitors, the paper puts forward the market strategy of A Company to develop non-road diesel engine market. In this paper, the product strategy, price strategy, channel strategy, promotion strategy and service strategy of non-road diesel engine market are expounded, and the market strategy of A company to develop non-road diesel engine market is expounded in detail.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.4;F274

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