本文選題：建筑深加工玻璃　切入點(diǎn)：目標(biāo)市場(chǎng)戰(zhàn)略　出處：《山東大學(xué)》2017年碩士論文

【摘要】：隨著技術(shù)創(chuàng)新和迭代更新的加速及經(jīng)濟(jì)的緩慢發(fā)展,全球一體化的進(jìn)程不斷深化。全球化帶來(lái)了全球行業(yè)內(nèi)企業(yè)的競(jìng)爭(zhēng)且競(jìng)爭(zhēng)日益激烈。隨著全球經(jīng)濟(jì)形勢(shì)的轉(zhuǎn)變、行業(yè)市場(chǎng)的變化和企業(yè)的發(fā)展,為了爭(zhēng)奪生存空間和市場(chǎng)份額,各個(gè)企業(yè)在全球市場(chǎng)上進(jìn)行著殘酷的優(yōu)勝劣汰的競(jìng)爭(zhēng)。在此背景下,企業(yè)要想得到生存空間和市場(chǎng)份額,甚至獲得超額利潤(rùn),最終必須要依靠轉(zhuǎn)型和創(chuàng)新。市場(chǎng)營(yíng)銷策略的制定和執(zhí)行對(duì)企業(yè)的發(fā)展有很重要的作用,而它的創(chuàng)新又是其發(fā)揮的作用中很重要的一個(gè)因素。通過(guò)企業(yè)的營(yíng)銷創(chuàng)新,客戶滿意于企業(yè)提供的產(chǎn)品或服務(wù),從而對(duì)企業(yè)產(chǎn)生滿足感,最后對(duì)企業(yè)形成習(xí)慣和依賴感,企業(yè)只有這樣才能獲得長(zhǎng)期的成功。浮法玻璃是在上世紀(jì)五六十年代由英國(guó)的皮爾金頓發(fā)明。它是玻璃深加工產(chǎn)品的主要原料。建筑玻璃深加工產(chǎn)品包括夾膠玻璃、鋼化玻璃、中空玻璃、鏡子、烤漆玻璃、酸蝕玻璃等,在建筑方面應(yīng)用廣泛。特別是以LOW-E、隔音玻璃等為代表的節(jié)能環(huán)保類深加工玻璃產(chǎn)品的出現(xiàn),即滿足了建筑設(shè)計(jì)的需要,也滿足了節(jié)約能源和減少環(huán)境污染的需求,即迎合了市場(chǎng)又符合相關(guān)國(guó)家的政府政策和支持,有著巨大的發(fā)展?jié)摿�。相比�?guó)內(nèi)市場(chǎng)來(lái)說(shuō),國(guó)際市場(chǎng)客戶有著較高的信譽(yù)度,付款及時(shí),溝通交流過(guò)程比國(guó)內(nèi)客戶更加簡(jiǎn)單、省心,國(guó)內(nèi)玻璃深加工企業(yè)紛紛開(kāi)始把市場(chǎng)重點(diǎn)轉(zhuǎn)移到國(guó)外。但是隨著經(jīng)濟(jì)危機(jī)的深化、國(guó)內(nèi)供給側(cè)改革的推進(jìn)以及全球玻璃行業(yè)的整合,持續(xù)擴(kuò)張的國(guó)內(nèi)玻璃的行業(yè)結(jié)構(gòu)在不斷進(jìn)行調(diào)整,建筑玻璃深加工行業(yè)的市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈。LA公司是一家外資中小型玻璃加工廠,借鑒國(guó)外同行的生產(chǎn)管理經(jīng)驗(yàn),建立初期就把國(guó)外市場(chǎng)定為自己的主市場(chǎng),產(chǎn)量的95%以上銷往澳大利亞和新西蘭市場(chǎng),成為很多中小型同行競(jìng)相學(xué)習(xí)和模仿的對(duì)象。本文以LA公司作為研究對(duì)象,對(duì)其所處的建筑玻璃行業(yè)進(jìn)行了研究,深入挖掘建筑玻璃行業(yè)的機(jī)會(huì)和威脅,突出企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì),規(guī)避劣勢(shì),設(shè)計(jì)企業(yè)多樣化的產(chǎn)品營(yíng)銷策略,以在競(jìng)爭(zhēng)激勵(lì)的現(xiàn)有和潛在市場(chǎng)中保持核心競(jìng)爭(zhēng)力,獲取更多利潤(rùn)。本文針對(duì)LA公司所處的外部環(huán)境,利用相關(guān)分析工具和模型研究了玻璃深加工行業(yè)目前的發(fā)展?fàn)顩r和我國(guó)玻璃行業(yè)的市場(chǎng)形勢(shì)和特點(diǎn)并對(duì)玻璃行業(yè)的競(jìng)爭(zhēng)狀況以及LA公司國(guó)內(nèi)外的主要競(jìng)爭(zhēng)對(duì)手進(jìn)行了分析,說(shuō)明了LA公司在外部環(huán)境中面對(duì)的機(jī)會(huì)和威脅;本文也對(duì)LA公司的營(yíng)銷策略存在的問(wèn)題進(jìn)行了研究,并分析了其產(chǎn)生的原因。之后本文確定了 LA公司的市場(chǎng)營(yíng)銷目標(biāo),運(yùn)用市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)和市場(chǎng)定位等理論依據(jù),通過(guò)營(yíng)銷管理理論與LA公司實(shí)際經(jīng)營(yíng)和管理相結(jié)合的方法,在價(jià)格、產(chǎn)品、渠道和促銷等方面提出了LA公司的市場(chǎng)營(yíng)銷策略。最后筆者根據(jù)LA公司的實(shí)際情況,對(duì)其營(yíng)銷策略的實(shí)施保障提出了部分建議。在本文中,筆者通過(guò)查閱大量文獻(xiàn)資料,運(yùn)用理論結(jié)合實(shí)際的研究方法,以市場(chǎng)營(yíng)銷理論為依據(jù),結(jié)合LA公司的營(yíng)銷實(shí)際情況,制定適合LA公司情況的營(yíng)銷策略,不僅期望最大化實(shí)現(xiàn)LA公司的股東利益,同時(shí)也期望能夠給予同行業(yè)一定的營(yíng)銷戰(zhàn)略借鑒,以期在行業(yè)內(nèi)建立一個(gè)健康、有序的競(jìng)爭(zhēng)環(huán)境,促進(jìn)行業(yè)的穩(wěn)定、健康的發(fā)展。
[Abstract]:With the slow development of technological innovation and accelerate the iterative update and economy, the process of globalization is deepening. Globalization has brought the enterprise global competition within the industry and the increasingly fierce competition. With the change of global economic situation, industry market changes and the development of enterprises, in order to compete for space and market share, all enterprises are cruel the survival of the fittest competition in the global market. Under this background, the enterprise wants to survive space and market share, and even get excess profits, ultimately must rely on transformation and innovation. To develop marketing strategies and implementation of the development of enterprises has a very important role, and it is also a factor of innovation the important role of the enterprise. Through marketing innovation, customer satisfaction in enterprises to provide products or services, resulting in satisfaction of the enterprise, the enterprise The habit and sense of dependence, the only way to achieve long-term business success. Float glass was invented in 50s and 60s by the British Pilkington. It is the main raw material of glass deep-processing products. Architectural glass deep-processing products including glass, tempered glass, hollow glass, mirror, glass paint, acid etched glass, widely the application in the construction area. Especially in the LOW-E, there class of energy-saving glass deep-processing products as the representative of the soundproof glass, that meet the needs of architectural design, but also to meet the energy saving and reducing environmental pollution, which cater to the market and comply with the relevant national government policies and support, has the development potential great. Compared to the domestic market, international market customers have a high reputation, timely payment, the process of communication is more simple than domestic customers, worry, domestic glass deep processing Companies have started to shift the focus to the foreign market. But with the deepening of the economic crisis, the domestic supply side reform and global glass industry integration, industry structure of the continued expansion of domestic glass in the constant adjustment of architectural glass deep-processing industry increasingly fierce market competition of.LA company is a foreign small and medium sized glass processing factory production management experience from foreign counterparts, the early establishment of the overseas market as the main market, yield more than 95% sold to Australia and New Zealand market, became the object of many small and medium-sized counterparts to learn and imitate. This paper takes the LA company as the research object, on the construction of the glass industry is studied deep mining, building glass industry opportunities and threats, to highlight the competitive advantage of enterprises, avoid disadvantages, design enterprises diversified product marketing strategy, in order to To keep the core competitiveness of competitive existing and potential market, obtain more profits. In this paper, aiming at the external environment of LA company, the market situation and characteristics of the development of glass deep processing industry and the current Chinese glass industry with relevant analysis tools and models and the glass industry competition situation and competition of LA company opponents at home and abroad are analyzed. The description of the LA company in the face of opportunities and threats in the external environment; there is also the marketing strategy for LA company is researched, and the causes are analyzed. Then this paper to determine the LA company's marketing objectives, the use of market segmentation, target market and market the positioning theory, method, through the combination of marketing management theory and LA company's actual operation and management phase in the price of products, and put forward the LA company marketing channels and etc. The market marketing strategy. Finally, according to the actual situation of LA company, to guarantee the implementation of its marketing strategy put forward some suggestions. In this paper, the author through literature review and the research methods of combining theory with practice, is based on the theory of marketing, combined with LA company's marketing situation, for the development of LA the company's marketing strategy, LA company not only expect to achieve the maximization of shareholder interests, but also expect to be able to give some experience for the same industry marketing strategy, in order to establish a healthy competitive environment in the industry, in order to promote the industry, stable and healthy development.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.71

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