本文選題：營銷策略 + STP�。� 參考：《大連理工大學(xué)》2011年碩士論文

【摘要】：隨著中國經(jīng)濟(jì)的快速發(fā)展,控制閥作為工業(yè)生產(chǎn)的重要零部件也面臨著市場需求和質(zhì)量要求的雙重提升。然而,目前國內(nèi)控制閥生產(chǎn)企業(yè)大多為中小型企業(yè),市場營銷觀念落后,管理水平普遍低下,要想在市場競爭中取勝的重要條件之一,便是要制定出一套系統(tǒng)的、可行的營銷策略。 本文首先回顧了市場營銷基礎(chǔ)理論,以及與本文研究相關(guān)的BCG業(yè)務(wù)組合理論、STP目標(biāo)市場營銷理論和4P營銷組合理論；在理論的指導(dǎo)下,本文以大連HL測控儀表公司為研究對象,對其宏觀環(huán)境、行業(yè)競爭環(huán)境以及內(nèi)部營銷環(huán)境進(jìn)行全面分析；根據(jù)STP理論,對公司進(jìn)行市場細(xì)分,從目標(biāo)應(yīng)用領(lǐng)域、目標(biāo)產(chǎn)品類型和目標(biāo)區(qū)域市場三個方面對其進(jìn)行目標(biāo)市場的選擇,最終選定以石油化工、冶金和電力為主要目標(biāo)客戶領(lǐng)域,以球形閥、蝶閥和球閥等幾個系列產(chǎn)品為目標(biāo)產(chǎn)品,并確定目標(biāo)區(qū)域市場以華北、東北和西北三個地區(qū)為主；在市場定位部分,最終確定了專業(yè)可靠的中端產(chǎn)品定位和內(nèi)外并舉的國際化定位；在大連HL測控儀表公司的產(chǎn)品策略中,運(yùn)用波士頓矩陣法對產(chǎn)品進(jìn)行分類,并強(qiáng)調(diào)了產(chǎn)品和技術(shù)創(chuàng)新相結(jié)合的策略；在價格策略的制定中,主要運(yùn)用了新產(chǎn)品定價、BCG區(qū)別定價和需求導(dǎo)向定價三種方法；渠道策略是從渠道的選擇和設(shè)計(jì)、渠道的管理與控制兩方面展開；推廣策略在基于對組織購買行為的分析基礎(chǔ)上,著重介紹了廣告與公共宣傳策略。 希望本文研究成果可以對大連HL測控儀表公司的營銷管理實(shí)踐起到參考作用,為國內(nèi)控制閥生產(chǎn)企業(yè)的營銷策略制定起到一定的指導(dǎo)作用。
[Abstract]:With the rapid development of Chinese economy, the control valve, as an important part of industrial production, is faced with the double promotion of market demand and quality requirement. However, at present, most of the domestic control valve production enterprises are small and medium-sized enterprises, the marketing concept is backward, the management level is generally low, if you want to win in the market competition, one of the important conditions is to develop a set of system. Feasible marketing strategy. This paper first reviews the basic theory of marketing, the BCG business combination theory and the 4P marketing combination theory, under the guidance of the theory, this paper takes Dalian HL Measurement and Control instrument Company as the research object. According to the theory of STP, the market of the company is segmented from the target application field, and the internal marketing environment is analyzed comprehensively, including the macro environment, the industry competition environment and the internal marketing environment. The target product type and target market are selected from three aspects: petrochemical, metallurgy and electric power, and spherical valve, butterfly valve and ball valve are selected as the target products. In the part of market orientation, the professional and reliable mid-end product positioning and the internationalization orientation of both internal and external development are finally determined, and the target regional market is mainly in North China, Northeast China and Northwest China. In the product strategy of Dalian HL Measurement and Control instrument Company, the Boston matrix method is used to classify the product, and the strategy of combining product and technology innovation is emphasized. This paper mainly uses three methods of new product pricing: BCG differentiated pricing and demand-oriented pricing; channel strategy is developed from two aspects of channel selection and design, channel management and control; promotion strategy is based on the analysis of the purchasing behavior of the organization. Emphasis is placed on advertising and public propaganda strategies. It is hoped that the research results in this paper can be used as a reference for the marketing management practice of Dalian HL Measurement and Control instrument Company and play a certain guiding role in the marketing strategy formulation of domestic control valve manufacturing enterprises.
【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】：2011
【分類號】：F274;F426.4

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