本文關鍵詞： 旋塞閥 球閥 差異化競爭 營銷策略　出處：《北京化工大學》2015年碩士論文　論文類型：學位論文

【摘要】：旋塞閥是歷史悠久的一種閥門類型,在工業(yè)生產中曾大規(guī)模應用,占據很大市場份額,但在當今各種新類型閥門被發(fā)明和科技革新的趨勢下,旋塞閥有著人工工序多,成本高,難以大規(guī)模自動化生產的缺點,導致市場受到很大沖擊,逐年萎縮,淪為小眾產品。本文對K公司旋塞閥進行全方位分析,結合閥門行業(yè)發(fā)展格局、競爭對手對比分析以及目標行業(yè)的發(fā)展趨勢,列出產品營銷現狀和存在問題,并對產品的發(fā)展策略進行重新設計,提出差異化競爭策略,嘗試提供更符合產品自身特點的決策參考。本文首先闡述了研究背景、指出研究意義、提出研究思路和方法,并對相關理論進行綜述。其次,本文介紹K公司旋塞閥,目標行業(yè)需求及趨勢,閥門市場格局以及競爭對手分析,并對K公司旋塞閥的營銷現狀進行分析,找出問題和原因所在。再次,運用SWOT模型分析,得出K公司旋塞閥面臨的優(yōu)勢、劣勢、機會和威脅,找到切入點,對市場進行細分,對產品進行定位,得出適合其發(fā)展的競爭策略。最后,本文根據K公司旋塞閥的特點,提出產品設計差異化、定價差異化、銷售模式差異化及服務差異化四種策略方向,并制定了實施措施。希望本文的研究不但能為K公司旋塞閥的可持續(xù)性發(fā)展提供有效幫助,也能夠為閥門行業(yè)其它有意差異化策略的公司提供借鑒作用。
[Abstract]:Plug valve is a kind of valve type with a long history. It has been widely used in industrial production and occupied a large market share. However, under the trend of various new types of valves being invented and scientific and technological innovation. Plug valves have the disadvantages of more manual processes, high cost and difficult to automate production on a large scale, resulting in a great impact on the market, shrinking year by year, and reduced to a small number of products. This paper makes a comprehensive analysis of the plug valves in K Company. Combined with the development pattern of valve industry, the comparative analysis of competitors and the development trend of target industry, this paper lists the current situation and existing problems of product marketing, and redesigns the development strategy of the product. Put forward the differentiated competition strategy, try to provide more consistent with the characteristics of the product decision-making reference. Firstly, this paper describes the research background, points out the significance of the research, and puts forward the research ideas and methods. Secondly, this paper introduces K company plug valve, target industry demand and trend, valve market pattern and competitors analysis, and K company plug valve marketing status. Third, the use of SWOT model analysis, obtains K company cock valve facing the strengths, weaknesses, opportunities and threats, to find a breakthrough point, market segmentation, product positioning. Finally, according to the characteristics of K company plug valve, this paper puts forward four strategic directions: product design differentiation, pricing differentiation, sales model differentiation and service differentiation. It is hoped that the research in this paper will not only provide effective help for the sustainable development of plug valves in K Company, but also provide reference for other companies with different strategies in the valve industry.
【學位授予單位】：北京化工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F271;F426.4
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本文編號：1453523