W公司售后市場營銷策略研究
發(fā)布時(shí)間：2018-11-23 17:15
【摘要】：中國的石化產(chǎn)業(yè)從無到有再到發(fā)展壯大已經(jīng)走過了四十年的歷程,作為人民生產(chǎn)生活息息相關(guān)的石化產(chǎn)業(yè)的穩(wěn)定和成長,關(guān)系著我國的國計(jì)民生和戰(zhàn)略安全。石化生產(chǎn)的環(huán)節(jié)非常復(fù)雜,技術(shù)含量很高,其中作為關(guān)鍵設(shè)備的大型化工壓縮機(jī),在我國石化產(chǎn)業(yè)及壓縮機(jī)制造行業(yè)無數(shù)工程師技術(shù)人員的努力下,也經(jīng)歷了從完全依賴國外進(jìn)口品牌和技術(shù)逐漸學(xué)習(xí)吸收模仿到自主研發(fā)國產(chǎn)化的過程。中國的石化生產(chǎn)企業(yè)目前已經(jīng)保有的大型壓縮機(jī)及現(xiàn)在及未來將要采購的大型壓縮機(jī)都需要進(jìn)行完善的專業(yè)的售后服務(wù)。這是一塊長期的非常具有潛力的也充滿了競爭的市場,包括壓縮機(jī)的零部件供應(yīng)、壓縮機(jī)核心部件的維修、現(xiàn)場服務(wù)等環(huán)節(jié)。W公司為一家美資全球知名大型化工壓縮機(jī)的中國獨(dú)資企業(yè),主要負(fù)責(zé)該品牌在中國市場已售的和未來將售機(jī)組的售后服務(wù)工作,包括機(jī)組的配件銷售、大修、現(xiàn)場服務(wù)、升級改造等。該公司已在中國市場運(yùn)營十五年,近幾年來,隨著中國市場本土壓縮機(jī)制造能力的不斷提高,該公司新機(jī)組銷售的日漸萎靡,配件及服務(wù)市場的國產(chǎn)化競爭,導(dǎo)致該公司的銷售業(yè)績增長乏力,未來預(yù)期很不樂觀。論文著眼于介紹W公司及其產(chǎn)品服務(wù),對W公司面對的外部環(huán)境,包括石化行業(yè)大型壓縮機(jī)行業(yè)現(xiàn)狀、行業(yè)環(huán)境、大型壓縮機(jī)售后市場競爭五力模型等進(jìn)行分析;再通過分析W公司內(nèi)部環(huán)境,包括公司歷程、組織結(jié)構(gòu)、產(chǎn)品線、營銷現(xiàn)狀,結(jié)合SWOT分析和STP策略分析,制定W公司售后市場營銷策略及實(shí)施方案。本文以市場營銷理論為基礎(chǔ),致力于分析解決W公司市場萎縮發(fā)展受阻的現(xiàn)實(shí)問題,依據(jù)相應(yīng)的理論依據(jù)和現(xiàn)實(shí)市場環(huán)境進(jìn)行分析研究,對W公司營銷策略及類似的受到中國國產(chǎn)化競爭的外資機(jī)械制造企業(yè)的售后服務(wù)市場營銷發(fā)展具有現(xiàn)實(shí)的借鑒和幫助。
[Abstract]:The petrochemical industry of China has gone through forty years from scratch to development. The stability and growth of petrochemical industry, which is closely related to the production and life of the people, is related to the national economy and people's livelihood and the strategic security of our country. The process of petrochemical production is very complex and the technical content is very high. Among them, the large-scale chemical compressor, which is the key equipment, has made great efforts by numerous engineers and technicians in the petrochemical industry and compressor manufacturing industry of our country. It has also experienced the process from completely relying on imported brands and technologies to gradually learning to absorb and imitate to the localization of independent R & D. China's petrochemical production enterprises have maintained large compressors and now and will be purchased in the future large compressors need to be improved professional after-sales service. This is a very potential and competitive market for a long time, including the supply of compressor components, the maintenance of the core components of the compressor, W Company is a Chinese sole proprietorship enterprise of large scale chemical compressors, which is famous in the United States. It is mainly responsible for the after-sales service work of the units sold and to be sold in the Chinese market by the brand, including the sales of the units' spare parts. Overhaul, site service, upgrade, etc. The company has been operating in the Chinese market for 15 years. In recent years, with the continuous improvement of the manufacturing capacity of local compressors in the Chinese market, the sales of new units of the company have been declining day by day, and the market for accessories and services has become a domestic competition. As a result of the company's weak sales growth, future expectations are not optimistic. This paper focuses on the introduction of W Company and its products and services, analyzes the external environment faced by W Company, including the status quo of large compressor industry in petrochemical industry, the industry environment, the five forces model of market competition of large compressor after sale, etc. Through analyzing the internal environment of W Company, including company history, organization structure, product line, marketing status, combining with SWOT analysis and STP strategy analysis, the author formulates the after-sale marketing strategy and implementation plan of W Company. Based on the marketing theory, this paper is devoted to analyzing and solving the current problems of W company's shrinking development, analyzing and researching according to the corresponding theoretical basis and the real market environment. It has practical reference and help to the marketing strategy of W Company and the development of after-sales service marketing of foreign-funded machinery manufacturing enterprises which are subjected to domestic competition in China.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.4
本文編號：2352199
[Abstract]:The petrochemical industry of China has gone through forty years from scratch to development. The stability and growth of petrochemical industry, which is closely related to the production and life of the people, is related to the national economy and people's livelihood and the strategic security of our country. The process of petrochemical production is very complex and the technical content is very high. Among them, the large-scale chemical compressor, which is the key equipment, has made great efforts by numerous engineers and technicians in the petrochemical industry and compressor manufacturing industry of our country. It has also experienced the process from completely relying on imported brands and technologies to gradually learning to absorb and imitate to the localization of independent R & D. China's petrochemical production enterprises have maintained large compressors and now and will be purchased in the future large compressors need to be improved professional after-sales service. This is a very potential and competitive market for a long time, including the supply of compressor components, the maintenance of the core components of the compressor, W Company is a Chinese sole proprietorship enterprise of large scale chemical compressors, which is famous in the United States. It is mainly responsible for the after-sales service work of the units sold and to be sold in the Chinese market by the brand, including the sales of the units' spare parts. Overhaul, site service, upgrade, etc. The company has been operating in the Chinese market for 15 years. In recent years, with the continuous improvement of the manufacturing capacity of local compressors in the Chinese market, the sales of new units of the company have been declining day by day, and the market for accessories and services has become a domestic competition. As a result of the company's weak sales growth, future expectations are not optimistic. This paper focuses on the introduction of W Company and its products and services, analyzes the external environment faced by W Company, including the status quo of large compressor industry in petrochemical industry, the industry environment, the five forces model of market competition of large compressor after sale, etc. Through analyzing the internal environment of W Company, including company history, organization structure, product line, marketing status, combining with SWOT analysis and STP strategy analysis, the author formulates the after-sale marketing strategy and implementation plan of W Company. Based on the marketing theory, this paper is devoted to analyzing and solving the current problems of W company's shrinking development, analyzing and researching according to the corresponding theoretical basis and the real market environment. It has practical reference and help to the marketing strategy of W Company and the development of after-sales service marketing of foreign-funded machinery manufacturing enterprises which are subjected to domestic competition in China.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.4
【參考文獻(xiàn)】
相關(guān)重要報(bào)紙文章 前1條
1 見習(xí)記者 王呈;[N];中華工商時(shí)報(bào);2014年
相關(guān)碩士學(xué)位論文 前1條
1 彭奇云;M公司中國市場大客戶營銷策略研究[D];蘭州大學(xué);2013年
，本文編號：2352199
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