本文選題：造紙產(chǎn)業(yè) + 產(chǎn)業(yè)生命周期��； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：自2008年國(guó)際金融危機(jī)以來(lái),國(guó)際經(jīng)濟(jì)環(huán)境復(fù)雜多變,經(jīng)濟(jì)增長(zhǎng)動(dòng)力不足,經(jīng)濟(jì)復(fù)蘇緩慢。目前中國(guó)經(jīng)濟(jì)增長(zhǎng)的不確定性有增無(wú)減,市場(chǎng)需求萎縮,貿(mào)易保護(hù)與摩擦增多,經(jīng)濟(jì)增長(zhǎng)也面臨著較大的下行壓力和極大的挑戰(zhàn)。鋼鐵、水泥、玻璃等工業(yè)出現(xiàn)嚴(yán)重的產(chǎn)能過(guò)剩,當(dāng)前國(guó)內(nèi)消費(fèi)需求持續(xù)低迷,企業(yè)轉(zhuǎn)型升級(jí)缺乏新的增長(zhǎng)引擎,同時(shí)承受著節(jié)能減排的壓力,我國(guó)制造業(yè)正處于陣痛期,面臨著新的壓力和挑戰(zhàn)。中國(guó)經(jīng)濟(jì)面臨著新的困難和挑戰(zhàn),與鋼鐵、水泥、玻璃等行業(yè)一樣,我國(guó)造紙工業(yè)在經(jīng)歷了十年高速發(fā)展期之后,進(jìn)入了產(chǎn)業(yè)發(fā)展的成熟期,也同樣面臨著結(jié)構(gòu)性產(chǎn)能過(guò)剩和階段性飽和的新形勢(shì)。整個(gè)行業(yè)投資增速大幅回落,紙張產(chǎn)量和消費(fèi)量年均增速急劇下降,甚至出現(xiàn)負(fù)增長(zhǎng)。特別是由于受到互聯(lián)網(wǎng)、電子產(chǎn)品和新興電子媒體的沖擊,目前高端文化紙市場(chǎng)已經(jīng)飽和。本文以造紙機(jī)械制造型企業(yè)V公司為研究對(duì)象,分析在市場(chǎng)飽和環(huán)境下傳統(tǒng)制造業(yè)企業(yè)所面臨的困境和挑戰(zhàn),并運(yùn)用先進(jìn)的市場(chǎng)營(yíng)銷和管理思想對(duì)銷售策略進(jìn)行研究,討論制造業(yè)企業(yè)在市場(chǎng)飽和環(huán)境下如何改變銷售策略,拓展新的市場(chǎng)空間,增強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:Since the 2008 international financial crisis, the international economic environment is complex and changeable, the economic growth power is insufficient, and the economic recovery is slow.At present, the uncertainty of China's economic growth is increasing, the market demand is shrinking, the trade protection and friction are increasing, and the economic growth is facing great downward pressure and great challenge.Steel, cement, glass and other industries have serious overcapacity, the current domestic consumer demand continues to be depressed, the transformation and upgrading of enterprises lack a new growth engine, and the pressure of energy conservation and emission reduction is being borne. The Chinese manufacturing industry is in a painful period.Facing new pressures and challenges.China's economy is facing new difficulties and challenges. Like steel, cement, glass and other industries, China's paper industry has entered a mature period of industrial development after a decade of rapid development.Also faced with structural overcapacity and phase saturation of the new situation.The entire industry investment growth rate fell sharply, paper production and consumption growth rate fell sharply, or even negative growth.Especially due to the impact of the Internet, electronic products and emerging electronic media, the high-end cultural paper market has become saturated.This paper takes V Company, a papermaking machinery manufacturing enterprise, as the research object, analyzes the difficulties and challenges faced by the traditional manufacturing enterprises in the saturated market environment, and applies advanced marketing and management ideas to study the sales strategy.This paper discusses how to change the sales strategy, expand the new market space and enhance the market competitiveness of manufacturing enterprises in the saturated market environment.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.83;F274

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