【摘要】：改革開放以來,特別是2000—2011年,中國機械工業(yè)發(fā)展規(guī)模態(tài)勢迅猛。大連華銳重工集團股份有限公司(以下簡稱大連重工)是國家重機行業(yè)的大型骨干企業(yè)。作為老牌國企,大連鐵工廠(大連重工前身)于1914年成立至今,以穩(wěn)健的經營作風,經過100年的不斷努力,在中國市場獲得了較高的知名度以及廣泛的業(yè)內認可,創(chuàng)造了200多個“中國第一”,產品遍布84個國家和地區(qū)。但2012年開始,機械工業(yè)行業(yè)環(huán)境發(fā)生巨大變革,營業(yè)收入首次出現(xiàn)下降,產品利潤出現(xiàn)了多年來少有的負增長,結束了長達11年的發(fā)展“黃金期”。大連重工也將受其影響,在未來很長一段時間內,面臨前所未有的嚴峻挑戰(zhàn)。產品是企業(yè)立足市場,在競爭中獲勝的重要的“武器”,結合近年來國內項目投標情況看,大連重工產品質量過硬但價格偏高,很難與其他公司的低價產品競爭。相比之下,加快企業(yè)結構調整,完成由生產導向型向市場導向型的過度,成功實現(xiàn)產品升級,制定科學有效的營銷策略,成為企業(yè)以及營銷人員當下的首要問題。本文選取大連重工堆取料機這一重點產品為研究對象,分析其2000—2014年的營銷狀況,運用市場營銷組合理論、目標市場理論、產品生命周期理論針對上述問題,從產品、渠道、價格、促銷這四個維度出發(fā),分析產品營銷策略現(xiàn)狀及存在的問題,結合物料搬運機械市場需求環(huán)境,以建立針對國內市場的產品策略為核心,以產品生命周期設計和營銷目標市場為兩個戰(zhàn)術支持點,以市場領導者的角色,提出了完善有效的產品策略。對企業(yè)現(xiàn)行營銷工作,具有一定的實踐意義。
[Abstract]:Since the reform and opening up, especially from 2000 to 2011, the scale of China's machinery industry has been developing rapidly. Dalian Huarui heavy Industry Group Co., Ltd. (hereinafter referred to as Dalian heavy Industry) is a large-scale backbone enterprise of the national heavy machinery industry. As a well-established state-owned enterprise, Dalian Iron works (the predecessor of Dalian heavy Industry) was established in 1914, with a sound management style, after 100 years of continuous efforts, has gained a high profile in the Chinese market as well as a wide range of industry recognition, Has created more than 200 "China first", the product spreads all over 84 countries and regions. However, since 2012, the environment of the machinery industry has undergone tremendous changes, operating income has declined for the first time, and product profits have experienced a rare negative growth in many years, ending the "golden period" of 11 years of development. Dalian heavy Industry will also be affected, in the future for a long time, facing unprecedented serious challenges. Products are important "weapons" for enterprises to win in the competition based on the market. In combination with the bidding situation of domestic projects in recent years, Dalian heavy industrial products are of high quality but high price, so it is difficult to compete with the low price products of other companies. In contrast, speeding up the restructuring of enterprises, completing the transition from production-oriented to market-oriented, successfully realizing product upgrading and formulating scientific and effective marketing strategies have become the most important problems for enterprises and marketers at present. This article selects Dalian heavy industry pile reclaimer this important product as the research object, analyzes its 2000-2014 marketing situation, applies the marketing combination theory, the target market theory, the product life cycle theory to solve the above problems, from the product, the channel, Starting from the four dimensions of price and promotion, this paper analyzes the present situation and existing problems of product marketing strategy, combines the demand environment of material handling machinery market, and takes the establishment of product strategy for domestic market as the core. Taking product life cycle design and marketing target market as two tactical support points, and taking the role of market leader, this paper puts forward a perfect and effective product strategy. To the enterprise current marketing work, has certain practical significance.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.4

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