本文選題：輸配設備 + SWOT分析��； 參考：《西南交通大學》2015年碩士論文

【摘要】：一直以來,科技在人們心目中是崇高的。提起科技密集型企業(yè),人們不禁會想到其帶來的自動化和智能化。隨著全球經濟的發(fā)展,人們生活水平的提高,農業(yè)、工業(yè)、商業(yè)對科學技術的需求越來越強烈,技術密集型企業(yè)有很大的發(fā)展空間。然而,其類企業(yè)在快速發(fā)展和成熟的同時,其競爭程度也愈來愈激烈。所以,在競爭加劇的同時,技術密集型企業(yè)如何保持在行業(yè)內的既有地位?如何開發(fā)新的市場?哪些市場是有開發(fā)潛力的?如何爭取更多的顧客呢?本研究擬回答這些問題。世界500強的艾默生(紐約證券交易所股票代碼：EMR)是一家集多種業(yè)務于一體的全球性技術領先公司。該公司的技術與工程相結合,在網絡資源、過程管理、工業(yè)自動化、環(huán)境優(yōu)化技術及家電和工具等領域為全球客戶提供創(chuàng)新性的解決方案。費希爾久安輸配設備(成都)有限公司(以下簡稱A輸配設備公司)是艾默生在中國西部投資成立的一家專業(yè)從事設計、開發(fā)、生產于一體的獨資企業(yè),在輸配設備行業(yè)一直處于領先地位。筆者根據其親身經歷,以A輸配設備公司為載體,就中國市場營銷策略做相應研究。本研究的第1、2章,筆者通過對國內外學者的文獻綜述,對A輸配設備公司中國市場開發(fā)策略的必然性進行了分析；接著,第3章對A輸配設備公司做了簡介。然后,在第4章中對A輸配設備公司進行內外部環(huán)境分析；本研究的第5、6章是重點,在第5章中,筆者用企業(yè)策略中著名的‘'SWOT理論”對A輸配設備公司內外部環(huán)境作了深度分析,通過內部優(yōu)勢、劣勢和外部機會、威脅的交叉,得出了一系列可采用的策略選擇；接著第6章,對A輸配設備公司的產品組合策略做了相關研究,包括渠道、品牌、促銷、新產品開發(fā)等。本研究認為,A輸配設備公司應發(fā)展應用于管道天然氣和應用于LNG二級減壓站的調壓閥；在深度了解中國市場顧客需求的同時,精益生產及質量管理,進一步優(yōu)化服務質量,與顧客一起制定營銷方案是最有力的競爭策略；營銷機構的優(yōu)化與健全是保障,營銷隊伍的組建、培訓和考核是手段；建立覆蓋全國的本地化售后服務體系,制定考核和評價渠道商的制度。
[Abstract]:All along, science and technology is lofty in people's minds. When it comes to technology-intensive enterprises, people can't help thinking about the automation and intelligence they bring. With the development of global economy and the improvement of people's living standard, the demand for science and technology in agriculture, industry and commerce is more and more intense. However, with the rapid development and maturity of the enterprises, their competition is becoming more and more fierce. So, while competition intensifies, how can technology-intensive enterprises maintain their existing position in the industry? How to develop new markets? Which markets have potential for development? How to win more customers? This study intends to answer these questions. Emerson of the Fortune 500 is a global technology leader that integrates multiple businesses. The company combines technology with engineering to provide innovative solutions to global customers in areas such as network resources, process management, industrial automation, environmental optimization technologies, and appliances and tools. Fisher Jiu'an Transmission and Distribution equipment (Chengdu) Co., Ltd. (hereinafter referred to as A Transmission and Distribution equipment Company) is a sole proprietorship invested by Emerson in the design, development and production of western China. In the transmission and distribution equipment industry has been in the leading position. According to his own experience, this paper studies the marketing strategy of China with A transmission equipment company as its carrier. In the first and second chapter of this research, the author analyzes the inevitability of the development strategy of A transmission equipment company in China through the literature review of domestic and foreign scholars, and then, the third chapter gives a brief introduction to A transmission and distribution equipment company. Then, in chapter 4, the internal and external environment of A transmission and distribution equipment company is analyzed. Chapter 5 and 6 of this study are the key points, in chapter 5, Using the famous SWOT theory of enterprise strategy, the author makes a deep analysis of the internal and external environment of A transmission and distribution equipment company. Through the intersection of internal advantages, disadvantages, external opportunities and threats, a series of strategy choices are obtained. Chapter 6 studies the product combination strategy of A transmission equipment company, including channel, brand, promotion, new product development and so on. In this study, it is concluded that the company should develop the pressure regulating valves for pipeline natural gas and LNG secondary decompression station, and further optimize the service quality by lean production and quality management while deeply understanding the customer needs of the Chinese market. It is the most effective competitive strategy to make marketing plan with customers, the optimization and perfection of marketing organization is the guarantee, the formation of marketing team, the training and examination are the means, and the localization after-sales service system covering the whole country is established. Establish a system for assessing and evaluating channel vendors.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F416.4;F274

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