【摘要】：世界及中國焊接工業(yè)的發(fā)展,極大的促進(jìn)了焊接設(shè)備市場的繁榮；焊接是一門新興而又古老的加工工藝技術(shù),在3000多年前就已有歷史記載,但真正成為一種重要的制造技術(shù)是近200年而飛速發(fā)展起來的。焊接設(shè)備市場的巨大潛力,無疑給各大焊接設(shè)備制造廠家?guī)頍o限的機(jī)遇。然而,哪里有市場的存在,就必定會(huì)有競爭的出現(xiàn)。中國焊接設(shè)備有如此大的市場,A公司在其中的競爭壓力是非常巨大的。 本文先回顧了國內(nèi)外對(duì)市場營銷的研究現(xiàn)狀,研究思路、研究方法等營銷理論,確定過了本文的研究路線圖。接著運(yùn)用對(duì)比法,對(duì)比分析了中國焊接設(shè)備與國際品牌的不同之處。運(yùn)用波特的五力分析法分析了中國焊接設(shè)備企業(yè)營銷的競爭環(huán)境。 在A公司的營銷現(xiàn)狀分析中,綜合介紹了A公司的背景,品牌文化,產(chǎn)品,競爭對(duì)手的情況和對(duì)當(dāng)前銷售模式,最后運(yùn)用SWOT分析法總結(jié)A公司的營銷現(xiàn)狀。 為了清楚的了解A公司焊接設(shè)備營銷管理中所存在的問題,分別從4P理論角度和A公司內(nèi)部組織管理角度出發(fā),對(duì)A公司營銷中存在的問題進(jìn)行了深入細(xì)致的分析。 接著針對(duì)A公司焊接設(shè)備市場營銷中所存在的問題,運(yùn)用STP理論,對(duì)焊接設(shè)備市場進(jìn)行細(xì)分,找出目標(biāo)市場,定位自己在焊接設(shè)備市場中的位置,從而確定了A公司焊接設(shè)備的目標(biāo)市場戰(zhàn)略： 最后從產(chǎn)品,價(jià)格,渠道和促銷等幾個(gè)關(guān)鍵營銷要素出發(fā),結(jié)合A公司的市場定位,總結(jié)和優(yōu)化了A公司的市場營銷策略。 本文運(yùn)用多個(gè)相關(guān)的市場營銷理論并結(jié)合具體實(shí)踐經(jīng)驗(yàn),用定量分析法、文獻(xiàn)研究與理論探討的方法,4P理論,STP理論,SWOT分析法和波特五力分析法等,從宏觀與微觀方面著手,分析了A公司在中國焊接設(shè)備市場中所處的市場環(huán)境與自身的經(jīng)營狀況,從而制定出適合市場與本身的市場營銷策略。特別是在A公司焊接設(shè)備的市場定位策略、產(chǎn)品策略、價(jià)格策略、分銷策略、促銷策略、銷售隊(duì)伍建設(shè)等方面做全面的研究分析,最后優(yōu)化了適合于A公司的營銷策略。
[Abstract]:The development of welding industry in the world and China has greatly promoted the prosperity of welding equipment market. Welding is a new and ancient processing technology, which has been recorded in history for more than 3000 years, but it has become an important manufacturing technology in recent 200 years. The huge potential of welding equipment market undoubtedly brings unlimited opportunities to major manufacturers of welding equipment. However, where there is a market, there will be competition. China welding equipment has such a large market, A company in which the competitive pressure is very great. This paper reviews the domestic and foreign marketing research status, research ideas, research methods and other marketing theories, and determines the research roadmap of this paper. Then, the differences between Chinese welding equipment and international brands are analyzed by contrast method. The competitive environment of Chinese welding equipment enterprises is analyzed by using Porter's five-force analysis method. In the analysis of A company's marketing status, the paper introduces A company's background, brand culture, product, competitor's situation and current sales mode. Finally, it summarizes A company's marketing status by SWOT analysis method. In order to understand the problems existing in the marketing management of welding equipment in company A, the problems existed in the marketing of company A are analyzed in detail from the angle of 4P theory and internal organization management. Then aiming at the problems existing in the welding equipment marketing of company A, using the STP theory, the welding equipment market is subdivided, the target market is found out, and the position of oneself in the welding equipment market is located. The target market strategy of welding equipment in company A is determined. Finally, the marketing strategy of company A is summarized and optimized from several key marketing factors, such as product, price, channel and promotion, combined with the market orientation of A company. This paper uses several relevant marketing theories and practical experience, uses quantitative analysis method, literature research and theoretical discussion method, 4p theory, STP theory, SWOT analysis method and Porter's five-force analysis method, etc. From the macro and micro aspects, this paper analyzes the market environment and its own operating situation of company A in China's welding equipment market, so as to work out the marketing strategy suitable for the market and itself. Especially in the A company welding equipment market positioning strategy, product strategy, price strategy, distribution strategy, promotion strategy, sales team construction and other aspects of comprehensive research and analysis, and finally optimized for A company's marketing strategy.
【學(xué)位授予單位】：廣東工業(yè)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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本文編號(hào)：2317574