本文選題：液力偶合器　切入點：營銷策略　出處：《大連理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：沈陽亙古機電設(shè)備有限公司主營意大利傳斯羅伊液力偶合器。公司自2005年成立以來,通過良好的信譽,優(yōu)質(zhì)的產(chǎn)品和服務(wù)迅速在行業(yè)內(nèi)占領(lǐng)市場并取得很高知名度。但隨著市場的變化,競爭的加劇,公司目前的營銷策略對銷售的指導(dǎo)作用越來越小。公司的市場份額在去年開始呈現(xiàn)下降趨勢,在如今全球經(jīng)濟不景氣的情況下,營銷環(huán)境越來越差,沈陽亙古機電設(shè)備有限公司面臨著巨大的壓力。 沈陽亙古機電設(shè)備有限公司要想保持市場領(lǐng)先地位,必須了解自己的客戶,不斷地協(xié)調(diào)企業(yè)內(nèi)部與外部環(huán)境之間的關(guān)系,不斷地壯大、發(fā)展自己。因此,制訂一個有利于本企業(yè)發(fā)展的市場營銷戰(zhàn)略至關(guān)重要。 本文對沈陽亙古機電設(shè)備有限公司的目標客戶進行細分和選擇,對于液力偶合器市場上存在的五種作用力量,運用波特五力模型進行了分析,同時對公司的優(yōu)勢和劣勢進行闡述,最后綜合液力偶合器的市場發(fā)展狀況和沈陽亙古機電設(shè)備有限公司自身條件,制定出公司應(yīng)采取的市場營銷策略。并從管理體制,信息化建設(shè),企業(yè)文化建設(shè)和數(shù)據(jù)采集分析能力四個方面提出了保障措施。
[Abstract]:Shenyang everlasting mechatronic equipment co., Ltd. Is mainly engaged in Italian Chuasroy hydraulic coupler. Since its establishment in 2005, the company has enjoyed a good reputation. High quality products and services quickly occupy the market and gain a high profile in the industry. But as the market changes, competition intensifies. The company's current marketing strategy is becoming less and less instructive to sales. The company's market share began to decline last year, and in the current global economic downturn, the marketing environment is getting worse and worse. Shenyang everlasting electromechanical equipment co., Ltd is facing great pressure. In order to maintain the leading position in the market, Shenyang everlasting electromechanical equipment co., Ltd must understand its customers, coordinate the relationship between the internal and external environment, grow and develop itself. It is of great importance to formulate a marketing strategy conducive to the development of the enterprise. In this paper, the target customers of Shenyang Everlasting Electromechanical equipment Co., Ltd. are subdivided and selected, and the five forces in the market of hydraulic couplings are analyzed by using Porter's five-force model. At the same time, the advantages and disadvantages of the company are expounded. Finally, the market development of hydraulic couplings and the conditions of Shenyang Everlasting Electromechanical equipment Co., Ltd. are synthesised, and the marketing strategy should be adopted by the company. Four aspects of information construction, enterprise culture construction and data collection and analysis ability are put forward.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F426.4

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本文編號：1573441