天水風(fēng)動機械有限公司營銷戰(zhàn)略研究
發(fā)布時間：2018-11-25 19:11
【摘要】：近年來,由于受世界范圍金融危機的影響,加之我國“十二·五”規(guī)劃進行的產(chǎn)業(yè)結(jié)構(gòu)調(diào)整和優(yōu)化,天水風(fēng)動機械有限公司曾經(jīng)擁有的客戶群體正在發(fā)生著很深刻的變化,企業(yè)所擁有的競爭優(yōu)勢正在停滯或下行。在企業(yè)原有的競爭優(yōu)勢方面,追求了產(chǎn)品的多而全,少了產(chǎn)品的精而細,多了使用性能的效率性,而少了使用時的舒適性。更多仿真、造假的產(chǎn)品充斥市場,加之國內(nèi)、國際大宗商品價格一路走高,能源、原材料及不斷上漲的人工成本,給該公司進一步提高營銷競爭水平及拓寬產(chǎn)品的利潤空間形成了很大的危機。 為此,對公司營銷戰(zhàn)略如何適應(yīng)新的營銷環(huán)境,如何整合公司營銷資源,如何進行業(yè)務(wù)流程再造,如何對營銷戰(zhàn)略和模式進行創(chuàng)新等問題的深入研究和分析是本論文的核心主題。 論文針對公司銷售額滯漲、客戶流失、公司成本上升、利潤空間有限等問題,在通過對國家產(chǎn)業(yè)政策、行業(yè)發(fā)展方向及公司經(jīng)營環(huán)境分析的基礎(chǔ)上,以市場細分(STP)、客戶管理(CRM)及企業(yè)流程再造理論(BPR)的指導(dǎo)下,就公司的服務(wù)營銷手段、業(yè)務(wù)流程、營銷管理等進行研究,找出具體弱項和相對的優(yōu)勢,結(jié)合我國“十二·五”經(jīng)濟政策調(diào)整走向的分析,來細分鑿巖機械市場,進而確定該公司今后的目標市場,通過對企業(yè)本身資源、產(chǎn)品特點、行業(yè)特性、產(chǎn)品生命周期及市場差異性的分析,為該公司制定具有可持續(xù)性營銷戰(zhàn)略創(chuàng)新提供可行的建議。即主動放棄市場前景一般、難以形成規(guī)模效應(yīng)的產(chǎn)品結(jié)構(gòu),集中公司優(yōu)勢資源,走精細化之路,生產(chǎn)銷售滿足客戶個性化需求的產(chǎn)品,提供優(yōu)質(zhì)高效的個性化服務(wù),降低成本,集中精力在少而精的品種中,實現(xiàn)規(guī)�；�(jīng)營,力爭達到年營銷額10—11億元的市場目標。
[Abstract]:In recent years, due to the influence of the worldwide financial crisis and the adjustment and optimization of the industrial structure in China's 12th Five-Year Plan, the customer groups once owned by Tianshui Wind moving Machinery Co., Ltd. are undergoing very profound changes. The competitive advantage that enterprises have is stagnating or descending. In the original competitive advantage of enterprises, the pursuit of more and more products, less fine and fine products, more efficiency of performance, and less comfort when using. More simulations, fake products flooded the market, and domestic and international commodity prices went up all the way, energy, raw materials and rising labor costs, To the company to further improve the level of marketing competition and broaden the profit space of the products formed a great crisis. Therefore, how to adapt the company marketing strategy to the new marketing environment, how to integrate the marketing resources of the company, how to carry on the business process reengineering, How to innovate the marketing strategy and mode is the core theme of this paper. Aiming at the problems such as stagflation of sales volume, loss of customers, rising cost of the company and limited profit space, this paper analyzes the national industrial policy, the direction of industry development and the operating environment of the company, and divides the market into (STP), by means of the analysis of the national industrial policy, the direction of industry development and the company's operating environment. Under the guidance of the customer management (CRM) and the theory of business process reengineering (BPR), this paper studies the service marketing methods, business processes and marketing management of the company, and finds out the specific weaknesses and comparative advantages. Combining with the analysis of the trend of economic policy adjustment in the 12th Five-Year Plan of our country, to subdivide the rock drilling machinery market, and then determine the target market for the company in the future, through the analysis of the enterprise's own resources, product characteristics, and industry characteristics, The analysis of product life cycle and market difference provides feasible suggestions for the company to make sustainable marketing strategy innovation. That is, it is difficult to form a scale effect product structure by voluntarily abandoning the market prospect, concentrating the company's superior resources, taking the road of refinement, producing and selling products that meet the individual needs of customers, providing high-quality and efficient personalized services, and reducing costs. Focus on the small and fine variety, achieve large-scale management, strive to achieve the annual marketing volume of 1-11 billion yuan market target.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F426.4
本文編號：2357125
[Abstract]:In recent years, due to the influence of the worldwide financial crisis and the adjustment and optimization of the industrial structure in China's 12th Five-Year Plan, the customer groups once owned by Tianshui Wind moving Machinery Co., Ltd. are undergoing very profound changes. The competitive advantage that enterprises have is stagnating or descending. In the original competitive advantage of enterprises, the pursuit of more and more products, less fine and fine products, more efficiency of performance, and less comfort when using. More simulations, fake products flooded the market, and domestic and international commodity prices went up all the way, energy, raw materials and rising labor costs, To the company to further improve the level of marketing competition and broaden the profit space of the products formed a great crisis. Therefore, how to adapt the company marketing strategy to the new marketing environment, how to integrate the marketing resources of the company, how to carry on the business process reengineering, How to innovate the marketing strategy and mode is the core theme of this paper. Aiming at the problems such as stagflation of sales volume, loss of customers, rising cost of the company and limited profit space, this paper analyzes the national industrial policy, the direction of industry development and the operating environment of the company, and divides the market into (STP), by means of the analysis of the national industrial policy, the direction of industry development and the company's operating environment. Under the guidance of the customer management (CRM) and the theory of business process reengineering (BPR), this paper studies the service marketing methods, business processes and marketing management of the company, and finds out the specific weaknesses and comparative advantages. Combining with the analysis of the trend of economic policy adjustment in the 12th Five-Year Plan of our country, to subdivide the rock drilling machinery market, and then determine the target market for the company in the future, through the analysis of the enterprise's own resources, product characteristics, and industry characteristics, The analysis of product life cycle and market difference provides feasible suggestions for the company to make sustainable marketing strategy innovation. That is, it is difficult to form a scale effect product structure by voluntarily abandoning the market prospect, concentrating the company's superior resources, taking the road of refinement, producing and selling products that meet the individual needs of customers, providing high-quality and efficient personalized services, and reducing costs. Focus on the small and fine variety, achieve large-scale management, strive to achieve the annual marketing volume of 1-11 billion yuan market target.
【學(xué)位授予單位】：蘭州大學(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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