本文關(guān)鍵詞： 旋塞閥 球閥 差異化競(jìng)爭(zhēng) 營(yíng)銷(xiāo)策略　出處：《北京化工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：旋塞閥是歷史悠久的一種閥門(mén)類(lèi)型,在工業(yè)生產(chǎn)中曾大規(guī)模應(yīng)用,占據(jù)很大市場(chǎng)份額,但在當(dāng)今各種新類(lèi)型閥門(mén)被發(fā)明和科技革新的趨勢(shì)下,旋塞閥有著人工工序多,成本高,難以大規(guī)模自動(dòng)化生產(chǎn)的缺點(diǎn),導(dǎo)致市場(chǎng)受到很大沖擊,逐年萎縮,淪為小眾產(chǎn)品。本文對(duì)K公司旋塞閥進(jìn)行全方位分析,結(jié)合閥門(mén)行業(yè)發(fā)展格局、競(jìng)爭(zhēng)對(duì)手對(duì)比分析以及目標(biāo)行業(yè)的發(fā)展趨勢(shì),列出產(chǎn)品營(yíng)銷(xiāo)現(xiàn)狀和存在問(wèn)題,并對(duì)產(chǎn)品的發(fā)展策略進(jìn)行重新設(shè)計(jì),提出差異化競(jìng)爭(zhēng)策略,嘗試提供更符合產(chǎn)品自身特點(diǎn)的決策參考。本文首先闡述了研究背景、指出研究意義、提出研究思路和方法,并對(duì)相關(guān)理論進(jìn)行綜述。其次,本文介紹K公司旋塞閥,目標(biāo)行業(yè)需求及趨勢(shì),閥門(mén)市場(chǎng)格局以及競(jìng)爭(zhēng)對(duì)手分析,并對(duì)K公司旋塞閥的營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析,找出問(wèn)題和原因所在。再次,運(yùn)用SWOT模型分析,得出K公司旋塞閥面臨的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,找到切入點(diǎn),對(duì)市場(chǎng)進(jìn)行細(xì)分,對(duì)產(chǎn)品進(jìn)行定位,得出適合其發(fā)展的競(jìng)爭(zhēng)策略。最后,本文根據(jù)K公司旋塞閥的特點(diǎn),提出產(chǎn)品設(shè)計(jì)差異化、定價(jià)差異化、銷(xiāo)售模式差異化及服務(wù)差異化四種策略方向,并制定了實(shí)施措施。希望本文的研究不但能為K公司旋塞閥的可持續(xù)性發(fā)展提供有效幫助,也能夠?yàn)殚y門(mén)行業(yè)其它有意差異化策略的公司提供借鑒作用。
[Abstract]:Plug valve is a kind of valve type with a long history. It has been widely used in industrial production and occupied a large market share. However, under the trend of various new types of valves being invented and scientific and technological innovation. Plug valves have the disadvantages of more manual processes, high cost and difficult to automate production on a large scale, resulting in a great impact on the market, shrinking year by year, and reduced to a small number of products. This paper makes a comprehensive analysis of the plug valves in K Company. Combined with the development pattern of valve industry, the comparative analysis of competitors and the development trend of target industry, this paper lists the current situation and existing problems of product marketing, and redesigns the development strategy of the product. Put forward the differentiated competition strategy, try to provide more consistent with the characteristics of the product decision-making reference. Firstly, this paper describes the research background, points out the significance of the research, and puts forward the research ideas and methods. Secondly, this paper introduces K company plug valve, target industry demand and trend, valve market pattern and competitors analysis, and K company plug valve marketing status. Third, the use of SWOT model analysis, obtains K company cock valve facing the strengths, weaknesses, opportunities and threats, to find a breakthrough point, market segmentation, product positioning. Finally, according to the characteristics of K company plug valve, this paper puts forward four strategic directions: product design differentiation, pricing differentiation, sales model differentiation and service differentiation. It is hoped that the research in this paper will not only provide effective help for the sustainable development of plug valves in K Company, but also provide reference for other companies with different strategies in the valve industry.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F271;F426.4
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本文編號(hào)：1453523