本文選題：揚(yáng)州J公司　切入點(diǎn)：數(shù)控機(jī)床　出處：《揚(yáng)州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近些年來(lái),隨著世界經(jīng)濟(jì)危機(jī)影響的逐步擴(kuò)大,中國(guó)經(jīng)濟(jì)也出現(xiàn)增長(zhǎng)放緩,甚至衰退的現(xiàn)象。中國(guó)制造業(yè)作為中國(guó)經(jīng)濟(jì)命脈的最重要的一環(huán),也不可避免的受到了很大程度的沖擊。在這種情況下,企業(yè)要想生存發(fā)展,不被市場(chǎng)淘汰,必須制定和采取更科學(xué)合理的管理方法。而對(duì)于大多數(shù)企業(yè)來(lái)說(shuō),營(yíng)銷管理是企業(yè)提升競(jìng)爭(zhēng)力的最直接方法和手段。如何通過(guò)合理有效的營(yíng)銷策略打造企業(yè)的競(jìng)爭(zhēng)力是眾多企業(yè)重要的研究課題。揚(yáng)州J公司是一家以數(shù)控機(jī)床為主打產(chǎn)品的企業(yè),在過(guò)去幾十年間,揚(yáng)州J公司趕上了中國(guó)經(jīng)濟(jì)發(fā)展的浪潮,一步一步發(fā)展成為中國(guó)數(shù)控機(jī)床行業(yè)領(lǐng)軍人物。但是2012年以后,受到全球經(jīng)濟(jì)危機(jī)的影響,制造業(yè)整體狀況都尤為艱難,揚(yáng)州J公司在此期間深受其害,外界環(huán)境的嚴(yán)峻,市場(chǎng)的蕭條,再加上競(jìng)爭(zhēng)對(duì)手的沖擊,整體業(yè)績(jī)?cè)诮鼛啄瓿霈F(xiàn)了大幅度的下滑。惡劣的環(huán)境,復(fù)雜多變的市場(chǎng),競(jìng)爭(zhēng)對(duì)手的步步逼近。在這種情況下,如何通過(guò)改進(jìn)營(yíng)銷手段來(lái)恢復(fù)往昔的霸主地位,是揚(yáng)州J公司必要的研究課題。在此背景之下,本文從企業(yè)營(yíng)銷的角度出發(fā),結(jié)合揚(yáng)州J公司的具體情況做出有效的營(yíng)銷策略建議。本文共分七章,具體內(nèi)容包括:第1章緒論本章簡(jiǎn)要介紹研究背景和研究意義,概述論文研究框架與研究思路,確定本文研究方法,以及相應(yīng)創(chuàng)新之處。第2章相關(guān)概念界定和理論基礎(chǔ)。主要內(nèi)容包括文章中重要概念的界定以及對(duì)4P理論,PEST、SWOT等分析法進(jìn)行介紹和闡釋,為本案例研究制定相關(guān)策略奠定理論基礎(chǔ)。第3章?lián)P州J公司簡(jiǎn)介與營(yíng)銷現(xiàn)狀,對(duì)揚(yáng)州J公司基本情況進(jìn)行介紹,重點(diǎn)介紹揚(yáng)州J公司的營(yíng)銷現(xiàn)狀以及營(yíng)銷策略存在的問(wèn)題和原因。第4章?lián)P州J公司營(yíng)銷環(huán)境分析。利用PEST,波特五力,和SWOT方法和工具對(duì)揚(yáng)州J公司營(yíng)銷環(huán)境進(jìn)行分析。第5章?lián)P州J公司營(yíng)銷策略改進(jìn)。結(jié)合揚(yáng)州J公司市場(chǎng)目標(biāo)和目前營(yíng)銷現(xiàn)狀中存在的問(wèn)題改進(jìn)出合適的營(yíng)銷策略。第6章?lián)P州J公司營(yíng)銷策略實(shí)施保障措施。為順利實(shí)施揚(yáng)州J公司營(yíng)銷策略制定相關(guān)的可靠的保障措施。第7章總結(jié)與展望�？偨Y(jié)本研究存在的不足,對(duì)未來(lái)研究做出展望。希望通過(guò)我的論文能為揚(yáng)州J公司提供營(yíng)銷策略方面的指導(dǎo),同時(shí)也可以為其他機(jī)床行業(yè)的公司起到一個(gè)借鑒的作用。
[Abstract]:In recent years, with the gradual expansion of the impact of the world economic crisis, China's economy has also experienced a slowdown or even a decline. China's manufacturing industry is the most important link in the lifeblood of the Chinese economy. In this case, if enterprises want to survive and develop and not be eliminated by the market, they must formulate and adopt more scientific and reasonable management methods. Marketing management is the most direct method and means for enterprises to enhance their competitiveness. How to build the competitiveness of enterprises through reasonable and effective marketing strategies is an important research topic for many enterprises. Yangzhou J Company is a CNC machine tool company. Enterprises that specialize in products, In the past few decades, Yangzhou J Company has caught up with the wave of China's economic development, becoming a leader in China's CNC machine tool industry step by step. But after 2012, it was affected by the global economic crisis. The overall situation of the manufacturing industry is particularly difficult. During this period, Yangzhou J Company suffered greatly. Due to the severe external environment, the depression of the market, and the impact of its competitors, the overall performance of the company has dropped dramatically in recent years. In this case, how to restore the former dominant position by improving marketing means is a necessary research topic for Yangzhou J Company. From the point of view of enterprise marketing, this paper makes effective marketing strategy suggestions combined with the specific situation of Yangzhou J Company. This paper is divided into seven chapters, including: chapter 1, introduction, this chapter briefly introduces the research background and significance. This paper summarizes the research framework and research ideas, determines the research methods of this paper, The main contents include the definition of important concepts in the article and the analysis method of 4P theory, such as PESTT SWOT, etc. In chapter 3, the introduction and marketing status of Yangzhou J Company, the basic situation of Yangzhou J Company are introduced. The marketing situation of Yangzhou J Company and the problems and reasons of marketing strategy are introduced in detail. Chapter 4 analyzes the marketing environment of Yangzhou J Company. Chapter 5, the marketing strategy improvement of Yangzhou J company, combining with the marketing goal of Yangzhou J company and the problems existing in the current marketing situation, the appropriate marketing strategy is put forward. Chapter 6, Yangzhou J company marketing strategy implementation safeguard measures. For the smooth implementation of Yangzhou J company marketing strategy to formulate the relevant reliable safeguard measures. Chapter 7 summary and prospect. Hope to provide marketing strategy guidance for Yangzhou J company through my thesis, but also for other machine tool industry companies to play a reference role.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.4
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本文編號(hào)：1623731