本文選題：液力偶合器　切入點(diǎn)：營(yíng)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(yáng)亙古機(jī)電設(shè)備有限公司主營(yíng)意大利傳斯羅伊液力偶合器。公司自2005年成立以來(lái),通過(guò)良好的信譽(yù),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(chǎng)并取得很高知名度。但隨著市場(chǎng)的變化,競(jìng)爭(zhēng)的加劇,公司目前的營(yíng)銷策略對(duì)銷售的指導(dǎo)作用越來(lái)越小。公司的市場(chǎng)份額在去年開(kāi)始呈現(xiàn)下降趨勢(shì),在如今全球經(jīng)濟(jì)不景氣的情況下,營(yíng)銷環(huán)境越來(lái)越差,沈陽(yáng)亙古機(jī)電設(shè)備有限公司面臨著巨大的壓力。 沈陽(yáng)亙古機(jī)電設(shè)備有限公司要想保持市場(chǎng)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(gè)有利于本企業(yè)發(fā)展的市場(chǎng)營(yíng)銷戰(zhàn)略至關(guān)重要。 本文對(duì)沈陽(yáng)亙古機(jī)電設(shè)備有限公司的目標(biāo)客戶進(jìn)行細(xì)分和選擇,對(duì)于液力偶合器市場(chǎng)上存在的五種作用力量,運(yùn)用波特五力模型進(jìn)行了分析,同時(shí)對(duì)公司的優(yōu)勢(shì)和劣勢(shì)進(jìn)行闡述,最后綜合液力偶合器的市場(chǎng)發(fā)展?fàn)顩r和沈陽(yáng)亙古機(jī)電設(shè)備有限公司自身?xiàng)l件,制定出公司應(yīng)采取的市場(chǎng)營(yíng)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(gè)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(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F426.4

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本文編號(hào)：1573441