【摘要】：液壓技術(shù)作為傳統(tǒng)船舶舾裝行業(yè)的解決方案，隨著中國機(jī)械行業(yè)和船舶海事行業(yè)發(fā)展，得到了廣泛的應(yīng)用和長足的發(fā)展。各類生產(chǎn)經(jīng)營液壓元件與系統(tǒng)的公司也隨之發(fā)展壯大，尤其是一些跨國企業(yè)進(jìn)入到中國市場，參與到整個行業(yè)的競爭中。QA公司作為世界500強(qiáng)企業(yè)，其液壓產(chǎn)品久負(fù)盛名，長期以來保持市場占有率全球第一，為液壓市場的領(lǐng)航者。從1978年在中國設(shè)立第一家辦事處起，QA公司在中國已經(jīng)走過了30年的發(fā)展歷程，其液壓產(chǎn)品已經(jīng)應(yīng)用于中國工業(yè)的各個領(lǐng)域，特別是在優(yōu)勢的船舶舾裝行業(yè)更是得到廣泛的應(yīng)用，為中國的現(xiàn)代化建設(shè)做出了應(yīng)有的貢獻(xiàn)并取得了輝煌的業(yè)績。但是隨著市場競爭的日益激烈，QA公司液壓產(chǎn)品出現(xiàn)了一些市場營銷方面的新問題。 本文通過詳細(xì)的調(diào)查資料并對照行業(yè)研究數(shù)據(jù)，找出了QA公司液壓產(chǎn)品在船舶舾裝行業(yè)營銷中所面臨的問題，通過分析中國船舶舾裝行業(yè)液壓產(chǎn)品市場的營銷環(huán)境和競爭狀態(tài)，闡明QA公司液壓產(chǎn)品的市場機(jī)會和外部威脅及相對于競爭者的優(yōu)勢和劣勢。最后根據(jù)QA公司現(xiàn)有資源和能力，，針對特定市場發(fā)展制定了最終取得競爭優(yōu)勢的市場營銷策略組合。本論文由以下五個主要部分組成： 第一章主要闡述論文的選題背景、研究方法和論文框架。 第二章主要分析船舶舾裝行業(yè)液壓產(chǎn)品的市場營銷環(huán)境，進(jìn)而明確液壓產(chǎn)品的市場機(jī)會和外部威脅。 第三章主要分析船舶舾裝行業(yè)液壓產(chǎn)品的市場競爭狀況，通過對比競爭者，明確QA公司的優(yōu)勢和劣勢。 第四章主要分析顧客的需求和購買行為。 第五章對QA公司液壓品市場進(jìn)行細(xì)分，選擇和定位。 第六章在前面分析的基礎(chǔ)上，制定相應(yīng)的營銷策略組合，以取得相對競爭優(yōu)勢。
[Abstract]:As a solution of traditional ship outfitting industry, hydraulic technology has been widely used and greatly developed with the development of Chinese machinery industry and marine industry. All kinds of companies that produce and operate hydraulic components and systems also develop and grow, especially some multinational enterprises enter the Chinese market and participate in the competition of the whole industry. QA, as the top 500 enterprises in the world, has a long reputation for its hydraulic products, and has maintained the first market share in the world for a long time, and has been the leader of the hydraulic market for a long time. Since the establishment of the first office in China in 1978, QA has gone through 30 years of development in China. Its hydraulic products have been applied in all fields of Chinese industry, especially in the dominant ship outfitting industry, which has made due contributions to China's modernization and made brilliant achievements. However, with the increasingly fierce market competition, QA hydraulic products appear some new marketing problems. Based on the detailed investigation data and industry research data, this paper finds out the problems faced by QA hydraulic products in the marketing of ship outfitting industry. By analyzing the marketing environment and competitive state of hydraulic products in Chinese ship outfitting industry, this paper expounds the market opportunities and external threats of QA hydraulic products and their advantages and disadvantages compared with competitors. Finally, according to the existing resources and capabilities of QA Company, the marketing strategy combination which finally obtains the competitive advantage is worked out according to the development of the specific market. This paper consists of the following five main parts: the first chapter mainly describes the background of the topic, research methods and paper framework. The second chapter mainly analyzes the marketing environment of hydraulic products in ship outfitting industry, and then clarifies the market opportunities and external threats of hydraulic products. The third chapter mainly analyzes the market competition of hydraulic products in ship outfitting industry, and clarifies the advantages and disadvantages of QA company by comparing competitors. The fourth chapter mainly analyzes the customer's demand and purchase behavior. The fifth chapter subdivides, selects and positions the hydraulic products market of QA Company. The sixth chapter, on the basis of the previous analysis, formulates the corresponding marketing strategy combination, in order to obtain the comparative competitive advantage.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F552;U667

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