本文選題：工業(yè)氣體 + 產(chǎn)品同質(zhì)化�。� 參考：《廣東工業(yè)大學(xué)》2014年碩士論文

【摘要】：工業(yè)氣體產(chǎn)業(yè)作為工業(yè)的基礎(chǔ)產(chǎn)業(yè),一直被視為現(xiàn)代工業(yè)的“血液”,因此中國經(jīng)濟(jì)的快速發(fā)展,必將伴隨著中國的工業(yè)氣體行業(yè)的高速增長。中國氣體市場的快速發(fā)展吸引了眾多跨國氣體公司、國有企業(yè)及民營企業(yè)進(jìn)入,氣體企業(yè)面臨著巨大的機(jī)遇與挑戰(zhàn)。如何利用目前的機(jī)遇,實施有效的市場營銷策略,培育企業(yè)的核心競爭力,來抓住企業(yè)的發(fā)展機(jī)會發(fā)展壯大,成為擺在氣體企業(yè)面前的重大課題。本論文基于營銷組合策略,目標(biāo)市場戰(zhàn)略及信息化建設(shè)三個層面制定了廣鋼林德的差異化營銷策略和低成本營銷策略,也可為同類企業(yè)營銷策略的制定提供參考。 本論文是一篇案例研究類論文,以廣鋼林德的市場營銷實踐作為研究對象,運用文獻(xiàn)資料法、觀察法、理論分析法進(jìn)行研究。首先對與工業(yè)氣體行業(yè)相關(guān)的政治、經(jīng)濟(jì)、社會和技術(shù)因素進(jìn)行總結(jié),然后對廣東省內(nèi)氣體市場的現(xiàn)狀和發(fā)展趨勢進(jìn)行了研究,并運用波特的五力模型進(jìn)行了產(chǎn)業(yè)整體分析,最后回歸企業(yè)內(nèi)部,剖析企業(yè)優(yōu)劣勢。根據(jù)企業(yè)內(nèi)外部環(huán)境分析,運用了STP戰(zhàn)略,針對目前氣體行業(yè)產(chǎn)品同質(zhì)化程度很高的情況,確立了廣鋼林德的目標(biāo)市場——在核心銷售區(qū)域銷售低附加值產(chǎn)品和全面提供高附加值產(chǎn)品。接著根據(jù)市場定位,確定了總成本領(lǐng)先戰(zhàn)略和差異化戰(zhàn)略,隨后圍繞基本的競爭戰(zhàn)略制定4P策略。
[Abstract]:As the basic industry of industry, industrial gas industry has always been regarded as the "blood" of modern industry. Therefore, the rapid development of Chinese economy will inevitably accompany the rapid growth of industrial gas industry in China. The rapid development of China's gas market has attracted many multinational gas companies, state-owned enterprises and private enterprises to enter, gas enterprises are facing enormous opportunities and challenges. How to take advantage of the present opportunities, implement effective marketing strategies, cultivate the core competitiveness of enterprises, to seize the development opportunities of enterprises to develop and grow, has become a major topic in front of gas enterprises. Based on the marketing combination strategy, target market strategy and information construction, this paper formulates the differentiated marketing strategy and low cost marketing strategy of Guanggang Linde, which can also provide a reference for the formulation of similar enterprise marketing strategy. This paper is a case study paper, taking the marketing practice of Guanggang Linde as the research object, using the literature method, observation method and theoretical analysis method to carry on the research. Firstly, the political, economic, social and technological factors related to the industrial gas industry are summarized, then the present situation and development trend of the gas market in Guangdong Province are studied, and the industry as a whole is analyzed by using Porter's five-force model. Finally return to the internal enterprise, analyze the advantages and disadvantages of the enterprise. According to the analysis of the internal and external environment of the enterprise, using the STP strategy, aiming at the high degree of homogenization of products in the gas industry at present, Established the target market of Guang Steel Linde-selling low-value products and providing high-value-added products in the core sales area. Then, according to the market positioning, the total cost leading strategy and the differentiation strategy are determined, and then the 4p strategy is formulated around the basic competitive strategy.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.63;F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 裴小波;ZY氣體公司市場營銷策略研究[D];重慶理工大學(xué);2016年

2 徐錦州;工業(yè)氣體行業(yè)四川Y公司市場競爭戰(zhàn)略的選擇研究[D];重慶大學(xué);2015年

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本文編號：1781283