本文選題：市場營銷 + SWOT�。� 參考：《太原理工大學(xué)》2015年碩士論文

【摘要】：太重集團(tuán)承擔(dān)著為國民經(jīng)濟(jì)重點(diǎn)建設(shè)項(xiàng)目提供重大成套設(shè)備的任務(wù)。其是典型的單件小批生產(chǎn)性質(zhì)企業(yè),鋁帶熱連軋機(jī)是其六大主導(dǎo)產(chǎn)品之一。自建廠到上世紀(jì)末,太重公司一直牢牢掌握著國內(nèi)鋁帶熱連軋機(jī)生產(chǎn)市場,國內(nèi)各大生產(chǎn)企業(yè)除個別設(shè)備是引進(jìn)國外產(chǎn)品,其余基本上都在使用太重提供的成套設(shè)備。近期,國內(nèi)鋁帶熱連軋機(jī)生產(chǎn)產(chǎn)業(yè)快速發(fā)展,生產(chǎn)設(shè)備市場空間被看好。隨著市場經(jīng)濟(jì)體制的不斷完善和深入,積極參與鋁帶熱連軋機(jī)市場競爭的企業(yè)不斷增加、競爭手段愈加靈活。同時國外一些知名公司也看準(zhǔn)了這一時機(jī),紛紛加入該行業(yè)的市場競爭行列,太重公司在這一領(lǐng)域的龍頭老大地位受到?jīng)_擊。(1)本文主要研究內(nèi)容:論文以戰(zhàn)略管理理論、競爭優(yōu)勢理論為指導(dǎo),對太重集團(tuán)鋁帶熱連軋機(jī)的市場營銷從策略進(jìn)行了研究。本文從分析太重集團(tuán)鋁帶熱連軋機(jī)市場營銷現(xiàn)狀入手,通過SWOT分析對A集團(tuán)鋁帶熱連軋機(jī)外部宏觀環(huán)境和公司內(nèi)部環(huán)境進(jìn)行了分析,繼而制定出了太重集團(tuán)鋁帶熱連軋機(jī)的市場定位和目標(biāo)市場選擇,并制定了集團(tuán)公司市場營銷策略的實(shí)施與相關(guān)對策。通過本文的研究旨在為提升太重集團(tuán)鋁帶熱連軋機(jī)的市場營銷水平提供意見和措施,同時也為其他企業(yè)的市場營銷提供參考。(2)經(jīng)過本文的研究得出了如下基本結(jié)論:太重集團(tuán)鋁帶熱連軋機(jī)保持了較好的發(fā)展態(tài)勢。鋁帶熱連軋機(jī)市場屬于行業(yè)市場,而非消費(fèi)市場。在整個市場營銷中,國際上太重集團(tuán)的競爭對手主要為德國SMS-MEER和意大利DANIELI公司,在國內(nèi)其則具有絕對的競爭優(yōu)勢;太重集團(tuán)鋁帶熱連軋機(jī)市場營銷策略存在的問題。當(dāng)前太重集團(tuán)鋁帶熱連軋機(jī)在市場營銷過程中仍存在一定的問題,使其市場營銷不暢。主要表現(xiàn)為受到市場國際化和電子商務(wù)的沖擊、盲目延伸市場,致使“名牌陷入困境”、企業(yè)的營銷觀念較為僵化以及高層營銷管理人員空缺;太重集團(tuán)鋁帶熱連軋機(jī)SWOT分析結(jié)果。太重集團(tuán)鋁帶熱連軋機(jī)的優(yōu)勢在于:雄厚的資金支持、完善的銷售渠道和成熟的銷售模式、充足的人力資源保障、良好的企業(yè)信譽(yù)與較強(qiáng)的生產(chǎn)技術(shù);劣勢在于:地理區(qū)位的劣勢、非生產(chǎn)資金占比較大、人力資源結(jié)構(gòu)的劣勢;機(jī)遇在于:政府政策的支持、世界貿(mào)易的合作交流、市場空間進(jìn)一步擴(kuò)大;威脅在于:競爭對手的威脅、行業(yè)替代產(chǎn)品的威脅、生產(chǎn)技術(shù)壟斷的威脅。但是,比較而言太重集團(tuán)鋁帶熱連軋機(jī)市場營銷的優(yōu)勢大于劣勢,機(jī)遇多于威脅;太重集團(tuán)鋁帶熱連軋機(jī)市場營銷組合策略。在產(chǎn)品策略上要以優(yōu)質(zhì)產(chǎn)品為基礎(chǔ)、加強(qiáng)產(chǎn)品核心競爭力建設(shè);在價格策略上要采取靈活的定價方法、改進(jìn)生產(chǎn)工藝降低成本、掌握市場需求和消費(fèi)者心理;在促銷策略上要努力樹立產(chǎn)品品牌形象、提升促銷人員職業(yè)水品。通過上述措施將促進(jìn)太重集團(tuán)市場營銷水平的進(jìn)一步提升。
[Abstract]:Too heavy group is undertaking the task of providing major complete sets of equipment for the key construction projects of the national economy. It is a typical single piece small batch production enterprise, and aluminum strip hot strip mill is one of its six leading products. From the factory to the end of the last century, too heavy companies have firmly grasped the domestic aluminum strip hot strip mill production market and the domestic production enterprises. In the near future, the manufacturing industry of aluminum strip mills in China has developed rapidly, and the market space for production equipment is optimistic. With the continuous improvement and deepening of the market economic system, the enterprises actively participating in the market competition of the aluminum strip hot strip mill have been increasing. The competition means more flexible. At the same time, some well-known foreign companies also take this opportunity to join in the market competition of the industry, too heavy companies have been hit by the leading position in this field. (1) the main contents of this paper are as follows: the thesis is guided by the theory of strategic management, the theory of competitive advantage and the hot continuous rolling of aluminum belt in too heavy group In this paper, the market marketing status of aluminum strip hot strip mill in too heavy group is analyzed, and the external macro environment and internal environment of A group aluminum strip hot strip mill are analyzed by SWOT analysis, and the market positioning and target market selection of the heavy group aluminum strip hot continuous rolling mill are established. The implementation of the marketing strategy of the group company and the relevant countermeasures are made. The purpose of this study is to provide suggestions and measures to improve the marketing level of the aluminum strip hot strip mill in too heavy group. At the same time, it also provides reference for the marketing of other enterprises. (2) the following conclusions are drawn as follows: too heavy group aluminum band Hot strip mill has maintained a better development trend. Aluminum strip hot strip mill market belongs to the industry market, not the consumer market. In the whole marketing, the competitors of the international heavy group are mainly Germany SMS-MEER and Italy DANIELI company, which have absolute competitive advantage in domestic market; too heavy group aluminum strip hot strip mill market camp The problems still exist in the marketing strategy. There are still some problems in the marketing process of aluminum strip hot strip mill at present. The market marketing is not smooth. The main performance is the market internationalization and the impact of e-commerce, the blind extension of the market, the "plight of the famous brand", the rigid marketing concept of the enterprise and the high level marketing. SWOT analysis results. The advantages of too heavy group aluminum strip hot strip mill lie in strong capital support, perfect sales channel and mature sales model, sufficient human resources guarantee, good enterprise reputation and strong production technology; disadvantage lies in the disadvantage of geographical location, non production. The opportunity lies in the support of the government policy, the cooperation and exchange of world trade, the further expansion of the market space, the threat of competitors, the threat of industry substitution and the threat of the monopoly of production technology. More than disadvantage, opportunity is more than threat; too heavy group aluminum strip hot strip mill marketing combination strategy. In product strategy, we should take quality products as the basis, strengthen the construction of product core competitiveness; adopt flexible pricing method in price strategy, improve production process reduction, grasp market demand and consumer psychology; in promotion strategy. Efforts should be made to establish product brand image and enhance the sales staff's professional water quality. Through these measures, the marketing level of Tai Group will be further improved.
【學(xué)位授予單位】：太原理工大學(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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相關(guān)期刊論文 前1條

1 袁曉;;煤炭企業(yè)營銷策略[J];中外企業(yè)家;2014年15期

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本文編號：2023562