本文選題：SWOT分析　切入點(diǎn)：營銷策略　出處：《燕山大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：本文以唐山秉仁實(shí)業(yè)有限公司的環(huán)保設(shè)備市場營銷為例進(jìn)行分析,采用波特五力模型評價企業(yè)的外部環(huán)境,了解其所在行業(yè)、省份、經(jīng)濟(jì)政治等外部環(huán)境,進(jìn)行了市場定位,最終確定了河北省的空氣預(yù)熱器細(xì)分行業(yè)。本文在研究過程中,采用了SWOT分析和波特五力模型等分析方法,結(jié)合了唐山秉仁實(shí)業(yè)有限公司的案例,進(jìn)行了定性分析和定量分析,在分析過程中,進(jìn)行了實(shí)地調(diào)研,研究方法較為可靠。首先,采用波特五力模型評價企業(yè)的內(nèi)外部環(huán)境,了解其所在行業(yè)的環(huán)境,其所處的大氣環(huán)保行業(yè)近年來呈現(xiàn)出較高的增長,在我國經(jīng)濟(jì)結(jié)構(gòu)調(diào)整、經(jīng)濟(jì)發(fā)展方式轉(zhuǎn)型、環(huán)保標(biāo)準(zhǔn)不斷提高的背景下,空氣預(yù)熱器市場呈現(xiàn)出了爆炸式的增長,通過評價唐山秉仁實(shí)業(yè)有限公司所在省份的經(jīng)濟(jì)政治情況后,進(jìn)行了市場定位。其次,運(yùn)用SWOT分析法,得出其存在著技術(shù)先進(jìn)、效率高,地理位置較好,原料供應(yīng)充足,固定設(shè)備充足這幾方面存在優(yōu)勢。然而營銷網(wǎng)絡(luò)尚有不足之處,技術(shù)面臨著被替代的風(fēng)險,經(jīng)營管理水平有待完善等劣勢具有挑戰(zhàn)性,政策推動力較強(qiáng),所在區(qū)域市場廣闊這兩方面的機(jī)遇與市場競爭激烈的挑戰(zhàn)并存的結(jié)論。再次,從明確目標(biāo)市場選擇及企業(yè)定位、實(shí)施6P營銷策略、實(shí)施整體營銷策略以及構(gòu)建唐山秉仁實(shí)業(yè)公司環(huán)保設(shè)備營銷保障體系等四個方面提出改進(jìn)唐山秉仁實(shí)業(yè)有限公司的市場營銷策略。最后,從企業(yè)管理組織制度保障、企業(yè)市場營銷隊(duì)伍保障、企業(yè)產(chǎn)品質(zhì)量和技術(shù)保障、激勵及業(yè)績評價保障以及加強(qiáng)企業(yè)產(chǎn)品品牌建設(shè)等五個方面分析了唐山秉仁實(shí)業(yè)有限公司市場營銷實(shí)施的保障策略,有助于保證企業(yè)預(yù)期營銷目標(biāo)的順利實(shí)現(xiàn)。
[Abstract]:Taking the marketing of environmental protection equipment in Tangshan Bingren Industrial Co., Ltd as an example, this paper analyzes the external environment of the enterprise by using Porter's five-force model, and finds out the external environment, such as industry, province, economy and politics, and makes the market positioning. Finally, the air preheater subdivision industry in Hebei Province is determined. In the course of the research, this paper adopts SWOT analysis and Porter's five force model analysis methods, combined with the case of Tangshan Bingren Industrial Co., Ltd., carries on qualitative analysis and quantitative analysis. In the process of analysis, the field investigation is carried out, and the research method is relatively reliable. Firstly, the Porter's five-force model is used to evaluate the internal and external environment of the enterprise and to understand the environment of the industry in which it belongs. In recent years, its atmospheric environmental protection industry has shown relatively high growth. Under the background of the adjustment of economic structure, the transformation of economic development mode and the continuous improvement of environmental protection standards, the air preheater market has shown explosive growth. After evaluating the economic and political situation of the province in which Tangshan Bingren Industrial Co., Ltd is located, the market orientation is carried out. Secondly, by using SWOT analysis, it is found that the technology is advanced, the efficiency is high, the geographical position is good, and the raw material is supplied adequately. However, there are still some disadvantages in the marketing network, the technology is faced with the risk of being replaced, the level of operation and management needs to be improved, and the disadvantages are challenging, and the policy impetus is strong. The conclusion that the opportunities in the two aspects coexist with the fierce challenges of market competition. Thirdly, the 6P marketing strategy is implemented from the clear choice of the target market and the positioning of the enterprise. Four aspects are put forward to improve the marketing strategy of Tangshan Bingren Industrial Co., Ltd., from the following four aspects: implementing the overall marketing strategy and constructing the marketing guarantee system of environmental protection equipment in Tangshan Bingren Industrial Co., Ltd. This paper analyzes the marketing strategies of Tangshan Bingren Industrial Co., Ltd. from five aspects: the guarantee of marketing team, the guarantee of product quality and technology, the guarantee of incentive and performance evaluation, and the strengthening of brand construction of enterprise products. Help to ensure the smooth realization of the enterprise's expected marketing objectives.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.4

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