本文選題：制造企業(yè) + 營(yíng)銷(xiāo)策略　； 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：改革開(kāi)放以來(lái),中國(guó)經(jīng)濟(jì)持續(xù)快速發(fā)展,其中制造業(yè)的擴(kuò)張對(duì)中國(guó)經(jīng)濟(jì)發(fā)展的巨大貢獻(xiàn)是不言而喻的。這帶動(dòng)了包括非標(biāo)設(shè)備在內(nèi)的相關(guān)產(chǎn)業(yè)的高速增長(zhǎng),市場(chǎng)對(duì)非標(biāo)設(shè)備需求量巨大。面對(duì)巨大的發(fā)展機(jī)遇和龐大的市場(chǎng)空間,如何進(jìn)行準(zhǔn)確的市場(chǎng)定位,提升產(chǎn)品競(jìng)爭(zhēng)力和企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì),制定符合企業(yè)發(fā)展方向的市場(chǎng)營(yíng)銷(xiāo)策略,成為當(dāng)前所有中小制造企業(yè)亟待解決的問(wèn)題。本論文以中鐵建工集團(tuán)旗下ZTBJ公司作為研究對(duì)象,對(duì)其市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行分析并提供了相應(yīng)的優(yōu)化策略。本文首先對(duì)中國(guó)機(jī)械制造行業(yè)環(huán)境、ZTBJ公司的外部環(huán)境和內(nèi)部環(huán)境進(jìn)行了分析,結(jié)合企業(yè)的營(yíng)業(yè)成本與利潤(rùn)等數(shù)據(jù),運(yùn)用SWOT分析法,得出了企業(yè)在機(jī)械制造市場(chǎng)競(jìng)爭(zhēng)中所具有的優(yōu)勢(shì)和劣勢(shì)、面臨的機(jī)會(huì)和威脅,并根據(jù)組合策略分析提出企業(yè)應(yīng)采取扭轉(zhuǎn)型戰(zhàn)略。使用STP戰(zhàn)略分析法,本文對(duì)進(jìn)行了市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位的分析,進(jìn)一步明確了 ZTBJ公司"優(yōu)質(zhì)低價(jià)、性?xún)r(jià)比高的可靠供應(yīng)商"的市場(chǎng)角色定位。最后,根據(jù)4R理論,針對(duì)企業(yè)營(yíng)銷(xiāo)的現(xiàn)狀與問(wèn)題,本文提出了重視發(fā)展與供應(yīng)鏈及客戶(hù)關(guān)系、強(qiáng)化服務(wù)意識(shí)、加強(qiáng)品牌管理等方面的具體營(yíng)銷(xiāo)策略建議,并就該公司最主要的鋼結(jié)構(gòu)產(chǎn)品、建筑配套產(chǎn)品、鐵路配套產(chǎn)品等三類(lèi)產(chǎn)品提供了戰(zhàn)略建議。企業(yè)的良好發(fā)展必須依賴(lài)好的營(yíng)銷(xiāo)過(guò)程。對(duì)企業(yè)的經(jīng)營(yíng)狀況與營(yíng)銷(xiāo)策略進(jìn)行分析,適時(shí)改變相應(yīng)策略,使企業(yè)發(fā)展方向與不斷變化的市場(chǎng)環(huán)境相適應(yīng),這是企業(yè)營(yíng)銷(xiāo)策略研究的核心。本文針對(duì)中鐵建工集團(tuán)ZTBJ公司的個(gè)案研究不僅對(duì)該企業(yè)的營(yíng)銷(xiāo)策略具有一定理論指導(dǎo)和實(shí)踐意義,還能為其他中小制造生產(chǎn)企業(yè)提供一些借鑒和啟發(fā)。
[Abstract]:Since the reform and opening up, China's economy continues to develop rapidly, and the great contribution of manufacturing expansion to China's economic development is self-evident.This led to the rapid growth of related industries, including non-standard equipment, and the market demand for non-standard equipment.Facing the huge development opportunity and the huge market space, how to carry on the accurate market orientation, enhance the product competitive power and the competitive advantage of the enterprise, formulate the marketing strategy that accords with the development direction of the enterprise,At present, all small and medium-sized manufacturing enterprises need to be solved urgently.In this paper, the ZTBJ Company of China Railway Construction Group is taken as the research object, the marketing strategy is analyzed and the corresponding optimization strategy is provided.In this paper, the external environment and internal environment of ZTBJ Company are analyzed, and the SWOT analysis method is used to analyze the operating cost and profit of the enterprise.The advantages and disadvantages, opportunities and threats faced by enterprises in the market competition of machinery manufacturing are obtained, and according to the analysis of combination strategy, it is put forward that the enterprises should adopt the twisting strategy.By using the STP strategic analysis method, this paper analyzes the market segmentation, target market selection and market positioning, and further clarifies ZTBJ's market role of "reliable supplier with high quality and low price and high performance and price ratio".Finally, according to the 4R theory, aiming at the current situation and problems of enterprise marketing, this paper puts forward some specific marketing strategy suggestions, such as attaching importance to development and supply chain and customer relationship, strengthening service consciousness, strengthening brand management, etc.It also provides strategic suggestions for three kinds of products, such as steel structure products, construction accessory products and railway supporting products.The good development of the enterprise must depend on the good marketing process.It is the core of the enterprise marketing strategy research to analyze the management situation and marketing strategy of the enterprise and change the corresponding strategy in time so that the development direction of the enterprise can adapt to the changing market environment.The case study of ZTBJ Corporation of China Railway Construction Engineering Group not only has certain theoretical and practical significance for the marketing strategy of this enterprise, but also provides some reference and inspiration for other small and medium-sized manufacturing enterprises.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.4

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