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  本文選題：閥門行業(yè)　切入點：銷售管理　出處：《上海外國語大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：Pentair ValvesControl（簡稱PVC,即前泰科流體控制Tyco Flow Control）自進(jìn)入中國消費市場以來，業(yè)務(wù)取得了很大的進(jìn)展，在中國進(jìn)出口閥門行業(yè)領(lǐng)域中占有很大的比例。但與此同時，許多國外的閥門產(chǎn)品制造廠商,如Flowserve，Metso,KOSO，Samson,Fisher, Crane, Bray等進(jìn)入了中國市場，使得閥門制造行業(yè)迅速擴張，各外資企業(yè)主打品牌在各自特殊的行業(yè)和領(lǐng)域都有一席之地，而中國國內(nèi)的閥門制造廠商以其低價和較短的貨物交易期限的優(yōu)勢也占領(lǐng)了絕大多數(shù)的市場份額。雖然閥門產(chǎn)品的市場競爭越來越激烈，，但是PVC企業(yè)仍穩(wěn)步發(fā)展，銷售額逐年遞增，特別是在2007年，PVC集團幾乎絕對占據(jù)中國閥門高端產(chǎn)品市場。然而，2008年以后，PVC的業(yè)績卻停滯不前，2012年的業(yè)績甚至還無法企及2007年的水平。使PVC集團獲得更多的市場占有份額、鞏固領(lǐng)先的市場地位及擴大其與后來者之間的差距，是當(dāng)前企業(yè)發(fā)展的重中之重。也就是說，讓PVC公司能夠盡可能高效地?fù)碛邢鄬τ诟偁帉κ值某掷m(xù)而穩(wěn)定的市場優(yōu)勢，這也正是市場營銷策略的核心話題。因此，對PVC公司在中國的營銷策略分析研究重要意義在于：一是對PVC公司在中國業(yè)務(wù)開展具有參考價值；二是對于我國閥門行業(yè)的企業(yè)具有啟示和借鑒意義。 論文以本人所就職的PVC公司作為研究對象。本文首先從市場營銷與戰(zhàn)略營銷管理的一般研究方法入手,對公司所處的經(jīng)濟環(huán)境、行業(yè)政策環(huán)境、社會現(xiàn)實需求環(huán)境和閥門產(chǎn)品技術(shù)環(huán)境進(jìn)行了系統(tǒng)地分析；以4P經(jīng)典營銷理論為基礎(chǔ)對PVC公司的產(chǎn)品定位等營銷策略進(jìn)行了論述；運用市場營銷策略的相關(guān)理論知識背景，以閥門市場營銷環(huán)境為導(dǎo)向，系統(tǒng)研究了公司發(fā)展所面臨的外部環(huán)境、內(nèi)部環(huán)境及市場前景等。其次,結(jié)合國內(nèi)的閥門行業(yè)的市場實際需求狀況,利用SWOT分析綜合方法,討論了公司發(fā)展的優(yōu)劣勢、機遇與威脅,論證了同PVC公司相匹配的市場營銷策略建議，及具體的策略實施措施。同時，運用BCG矩陣分析方法，結(jié)合PVC公司的產(chǎn)品結(jié)構(gòu)和市場需求狀況，為公司制定合理的產(chǎn)品營銷策略提出建議和指導(dǎo)。最后針對企業(yè)目前運營中所適用的營銷策略及構(gòu)建結(jié)構(gòu)、市場營銷策略的構(gòu)建程序和特點進(jìn)行了逐一剖析,,并針對公司銷售過程中反映出的不足提出了具體的需要改進(jìn)的營銷策略方案和舉措。 本文的研究對PVC公司正確認(rèn)識企業(yè)當(dāng)前管理困境的問題實質(zhì)具有重要意義，并為之采取正確的營銷管理策略提供價值導(dǎo)向。同時本文研究所得出的結(jié)論對工業(yè)閥門行業(yè)和其他制造行業(yè)也有一定的參考意義。
[Abstract]:Since its entry into the Chinese consumer market, Pentair Valves Control (formerly known as Tyco Flow Control) has made great progress in its business and accounts for a large proportion of the import and export valve industry in China, but at the same time, Many foreign manufacturers of valve products, such as FlowserveKoso Samsonian Fisher, Crane, Bray and so on, have entered the Chinese market, which has made the valve manufacturing industry expand rapidly, and the main brands of each foreign-funded enterprise have a place in their respective special industries and fields. Meanwhile, domestic valve manufacturers in China also account for the vast majority of the market share because of their advantages of low prices and shorter trading periods. Although the market competition for valve products is becoming more and more fierce, PVC enterprises are still developing steadily. Sales are increasing year by year. Especially in 2007, the PVC Group almost absolutely occupied the high-end market of valves in China. However, after 2008, the performance of PVC has stagnated, and the performance of 2012 is not even up to the level of 2012. This has enabled PVC Group to gain more market share. Consolidating the leading market position and widening the gap between them and their latecomers is a top priority for current enterprise development. That is, to enable PVC to have a sustained and stable market advantage over its competitors as efficiently as possible. This is also the core topic of marketing strategy. Therefore, the analysis and research of PVC company's marketing strategy in China is of great significance: first, it has reference value for PVC company to carry out business in China; The second is to our country valve industry enterprise has the enlightenment and the reference significance. The thesis takes PVC Company, which I work for, as the research object. Firstly, this paper starts with the general research methods of marketing and strategic marketing management, and analyzes the economic environment and industry policy environment of the company. The social realistic demand environment and the valve product technical environment are systematically analyzed. Based on the 4p classic marketing theory, the marketing strategies of PVC Company are discussed, and the relevant theoretical knowledge background of the marketing strategy is used. Based on the valve marketing environment, this paper systematically studies the external environment, internal environment and market prospect of the development of the company. Secondly, combined with the actual market demand of the domestic valve industry, the comprehensive method of SWOT analysis is used. This paper discusses the advantages and disadvantages, opportunities and threats of the development of the company, demonstrates the suggestions of marketing strategy matching with PVC company, and the concrete measures of implementing the strategy. At the same time, the method of BCG matrix analysis is used. Combined with the product structure and market demand of PVC Company, this paper puts forward some suggestions and guidance for the company to formulate reasonable product marketing strategy. Finally, aiming at the suitable marketing strategy and construction structure in the current operation of the enterprise, The construction procedure and characteristics of the marketing strategy are analyzed one by one, and the concrete schemes and measures of the marketing strategy which need to be improved are put forward in view of the shortcomings reflected in the sales process of the company. The research in this paper is of great significance for PVC Company to correctly understand the essence of the current management dilemma of enterprises. At the same time, the conclusion of this paper has some reference significance for industrial valve industry and other manufacturing industries.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F416.4

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本文編號：1593624