本文選題：礦山機(jī)械 + 市場(chǎng)營(yíng)銷(xiāo)��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：礦山機(jī)械行業(yè)是我國(guó)大型裝備制造業(yè)的關(guān)鍵子行業(yè)之一,作為重型機(jī)械行業(yè)的一個(gè)分支,在國(guó)民經(jīng)濟(jì)中占有十分重要的地位,影響著其它行業(yè)的發(fā)展,是一個(gè)國(guó)家綜合國(guó)力的重要體現(xiàn)。我國(guó)礦山機(jī)械行業(yè)發(fā)展起步較晚,但發(fā)展速度較快,在不到五十年的時(shí)間里,整個(gè)行業(yè)就完成了從無(wú)到有、由弱變強(qiáng)的發(fā)展過(guò)程。特別是改革開(kāi)放以來(lái),我國(guó)經(jīng)濟(jì)社會(huì)的快速發(fā)展對(duì)礦產(chǎn)資源需求巨大,進(jìn)一步刺激了國(guó)內(nèi)礦山機(jī)械行業(yè)的快速發(fā)展。我國(guó)加入WTO進(jìn)一步敞開(kāi)了市場(chǎng)門(mén)戶,面對(duì)國(guó)外品牌的競(jìng)爭(zhēng)和巨大的國(guó)際市場(chǎng),我國(guó)礦山機(jī)械行業(yè)比以往任何時(shí)期都面臨著更多的機(jī)會(huì)和挑戰(zhàn)。近年來(lái),在國(guó)內(nèi)經(jīng)濟(jì)環(huán)境變化、政策調(diào)整和國(guó)際經(jīng)濟(jì)形勢(shì)變化的雙重影響下,我國(guó)礦山機(jī)械行業(yè)市場(chǎng)發(fā)生了巨大的變化,市場(chǎng)競(jìng)爭(zhēng)日趨激烈,各大礦山機(jī)械企業(yè)均面臨著嚴(yán)峻的考驗(yàn)。swm公司主要從事礦山機(jī)械的開(kāi)發(fā)、生產(chǎn)和銷(xiāo)售,早期的發(fā)展取得了較好的成績(jī),積累了一定的技術(shù)資源和市場(chǎng)資源,占據(jù)了一定市場(chǎng)份額。隨著公司的發(fā)展和市場(chǎng)環(huán)境的變化,swm公司在營(yíng)銷(xiāo)和管理等方面的問(wèn)題逐漸凸顯,公司發(fā)展面臨著多重困境。swm公司屬于中等規(guī)模,從事研發(fā)、生產(chǎn)、銷(xiāo)售全流程經(jīng)營(yíng)活動(dòng),在礦山機(jī)械行業(yè)內(nèi)具有較強(qiáng)的代表性,以swm公司為研究對(duì)象能反應(yīng)出礦山機(jī)械企業(yè)存在的普遍性問(wèn)題。本文以swm公司為研究對(duì)象,旨在通過(guò)分析swm公司當(dāng)前面臨的外部環(huán)境和內(nèi)部環(huán)境,發(fā)現(xiàn)并分析該公司營(yíng)銷(xiāo)工作中存在的問(wèn)題,并提出相應(yīng)的解決方案,為swm公司在困境中尋求突破和下一步發(fā)展提供理論依據(jù)。本文首先介紹swm公司以及國(guó)內(nèi)礦山機(jī)械行業(yè)的發(fā)展概況,然后運(yùn)用“pest模型”分析swm公司所處的宏觀環(huán)境,接著運(yùn)用“波特五力模型”分析公司的競(jìng)爭(zhēng)情況,然后具體分析swm公司的內(nèi)部環(huán)境和營(yíng)銷(xiāo)現(xiàn)狀。在分析完swm公司的內(nèi)外部環(huán)境之后,梳理出swm公司所面臨的機(jī)會(huì)與威脅、優(yōu)勢(shì)與劣勢(shì),運(yùn)用“swot矩陣”總結(jié)出適合swm公司發(fā)展的營(yíng)銷(xiāo)戰(zhàn)略。接著對(duì)swm公司進(jìn)行了STP分析。最后,結(jié)合SWM公司的實(shí)際情況,在營(yíng)銷(xiāo)戰(zhàn)略的指導(dǎo)下,提出基于“4P’s營(yíng)銷(xiāo)組合”的營(yíng)銷(xiāo)策略改進(jìn)方案。SWM公司面臨的困境代表了廣大礦山機(jī)械企業(yè)面臨的普遍性問(wèn)題,希望通過(guò)本文的研究能為SWM公司營(yíng)銷(xiāo)發(fā)展提供指導(dǎo),同時(shí)為我國(guó)礦山機(jī)械企業(yè)克服當(dāng)前面臨的困境提供有價(jià)值的參考。
[Abstract]:Mining machinery industry is one of the key sub-industries in China's large-scale equipment manufacturing industry. As a branch of heavy machinery industry, it occupies a very important position in the national economy and affects the development of other industries. It is an important embodiment of a country's comprehensive national strength. The development of mining machinery industry in China started late, but the speed of development is relatively fast. In less than 50 years, the whole industry has completed the development process from nothing to existence, from weak to strong. Especially since the reform and opening up, the rapid development of our country's economy and society has great demand for mineral resources, which further stimulates the rapid development of domestic mining machinery industry. China's entry into WTO has further opened the door of the market. In the face of the competition of foreign brands and the huge international market, China's mining machinery industry is facing more opportunities and challenges than ever before. In recent years, under the influence of the change of domestic economic environment, policy adjustment and the change of international economic situation, the market of mine machinery industry in our country has undergone tremendous changes, and the market competition is becoming increasingly fierce. All major mining machinery enterprises are facing a severe test. SWM Company is mainly engaged in the development, production and sale of mining machinery. The early development has achieved good results and accumulated certain technical and market resources. Occupied a certain market share. With the development of the company and the change of the market environment, the problems in marketing and management of the company are gradually highlighted. The company faces many difficulties. SWM is a medium scale company engaged in research, development, production, and sales of the whole process of business activities. It has a strong representation in the mining machinery industry. Taking swm Company as the research object can reflect the common problems existing in the mining machinery enterprises. This paper takes swm Company as the research object, aims to find and analyze the problems existing in the marketing work of swm Company by analyzing the external and internal environment that the company is facing at present, and puts forward the corresponding solutions. It provides the theoretical basis for swm to seek the breakthrough and the next development in the difficult situation. This paper first introduces the development of swm Company and domestic mining machinery industry, then uses "pest Model" to analyze the macro environment of swm Company, and then uses "Porter's five Force Model" to analyze the competition of the company. Then the swm company's internal environment and marketing situation are analyzed in detail. After analyzing the internal and external environment of swm Company, this paper combs out the opportunities and threats, advantages and disadvantages faced by swm Company, and summarizes the marketing strategy suitable for the development of swm Company by using "swot Matrix". Then the STP analysis of swm Company is carried out. Finally, according to the actual situation of SWM Company, under the guidance of marketing strategy, this paper puts forward the improvement scheme of marketing strategy based on "4Pfs Marketing combination". The predicament faced by SWM Company represents the general problems faced by the majority of mining machinery enterprises. It is hoped that the research in this paper can provide guidance for the marketing development of SWM Company and provide a valuable reference for China's mining machinery enterprises to overcome the difficulties they are facing at present.
【學(xué)位授予單位】：東華大學(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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