【摘要】：2012年至今我國國民經(jīng)濟面臨著巨大的下行壓力，機械工業(yè)止步不前，機床企業(yè)新增訂單連續(xù)22個月呈現(xiàn)負增長，金切機床產(chǎn)銷量均大幅下滑，產(chǎn)品同質(zhì)化競爭愈加明顯。在此市場環(huán)境下，沈陽機床作為國內(nèi)機床行業(yè)的領(lǐng)頭羊理應(yīng)不斷創(chuàng)新加貼合用戶需求的產(chǎn)品。鑒于車削市場占據(jù)了這個金切市場超過60%的市場份額，同時隨著我國人口紅利逐漸消失，工業(yè)企業(yè)用工成本飆升，普通產(chǎn)品均產(chǎn)銷量大幅下滑，產(chǎn)品數(shù)控化率持續(xù)上升，沈陽機床選擇在經(jīng)濟型數(shù)控車床市場率先發(fā)力，新產(chǎn)品命名為BRT即Brio Turner。 Brio Turner系列產(chǎn)品針對市場需求情況進行了一系列專項開發(fā)，并搭載了知名的西門子數(shù)控系統(tǒng)，最大的競爭優(yōu)勢體現(xiàn)在三個“三”：三個小時安裝調(diào)試、三天內(nèi)到達用戶工廠、三個月連續(xù)運行無故障。并由沈陽機床股份有限公司成立上海優(yōu)尼斯工業(yè)設(shè)備銷售有限公司打造獨具特色的營銷服務(wù)平臺，以全方位的工業(yè)服務(wù)作為推廣亮點，，使這一產(chǎn)品具有獨有的競爭優(yōu)勢。 原本的Brio Turner系列產(chǎn)品僅是基于市場需求與沈陽機床自身的轉(zhuǎn)型需要而進行開發(fā)生產(chǎn)的，缺乏一個整體的產(chǎn)品構(gòu)思與科學(xué)的產(chǎn)品定位，無法應(yīng)對經(jīng)濟環(huán)境復(fù)雜的市場變化。因此，本文通過對Brio Turner系列產(chǎn)品的4P分析，從產(chǎn)品、價格、渠道、促銷四個方面確定了產(chǎn)品的定位以及推廣中所要采用的策略，采用了多種經(jīng)濟分析方法與手段對Brio Turner系列產(chǎn)品面臨的市場競爭環(huán)境進行分析，并對一系列財務(wù)指標進行了測算，預(yù)測Brio Turner新產(chǎn)品的未來市場前景樂觀。 同時，對Brio Turner系列產(chǎn)品可能會面臨的市場風險與經(jīng)濟風險進行了分析，并提出了相應(yīng)的解決方案。 最后，通過經(jīng)濟效益對比分析得出結(jié)論：進行Brio Turner系列產(chǎn)品的推廣是必要且必須的。以貼合用戶需求的產(chǎn)品作為載體，以新型的工業(yè)服務(wù)理念作為手段， BrioTurner系列產(chǎn)品必將擁有廣闊的發(fā)展前景。
[Abstract]:From 2012 to now, the national economy of our country is faced with great downward pressure, the machinery industry is stagnant, the new order of machine tool enterprise presents negative growth for 22 months in a row, the production and sales of gold cutting machine tool are all falling sharply, the competition of product homogenization is becoming more and more obvious. In this market environment, Shenyang machine tools as the leader of the domestic machine tool industry should constantly innovate to meet the needs of customers. In view of the fact that the turning market occupies more than 60% of the market share of the gold cutting market, and with the gradual disappearance of the population dividend in our country, the labor costs of industrial enterprises have soared, the average production and sales of ordinary products have dropped sharply, and the NC rate of products has continued to rise. Shenyang machine tool chose to take the lead in the market of economical NC lathe, and the new product was named BRT or Brio Turner.. Brio Turner series products have carried out a series of special development in accordance with the market demand, and equipped with the well-known Siemens numerical control system. The biggest competitive advantage lies in three ": three hours installation and commissioning, and three days to reach the user factory. Three months of continuous operation without failure. And by Shenyang Machine tool Co., Ltd. established Shanghai Younis Industrial equipment sales Co., Ltd. to create a unique marketing service platform, with all-round industrial services as the promotion highlight, so that this product has a unique competitive advantage. The original Brio Turner series products were developed and produced only on the basis of the market demand and the transformation needs of Shenyang machine tool itself, lacking a whole product conception and scientific product positioning, and unable to cope with the complex market changes in the economic environment. Therefore, through the 4P analysis of Brio Turner series products, this paper determines the positioning of the products and the strategies to be adopted in the promotion from four aspects: product, price, channel and promotion. This paper analyzes the market competition environment of Brio Turner series products by using many kinds of economic analysis methods, and calculates a series of financial indexes, and forecasts the future market prospects of new Brio Turner products. At the same time, the market risk and economic risk of Brio Turner series products are analyzed, and the corresponding solutions are put forward. Finally, it is concluded that it is necessary and necessary to popularize Brio Turner series of products through the comparative analysis of economic benefits. BrioTurner series products will have a broad development prospect with the products that meet the needs of customers as carriers and new industrial service ideas as the means.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TG51;F426.4

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