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论文编号：	11199
作者编号：	2320170396
上传时间：	2019/12/9 10:19:06
中文题目：	京津冀一体化背景下天津管道工程集团公司营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin Pipeline Engineering Group Co., Ltd. under the Background of Beijing-Tianjin-Hebei Integration
指导老师：	张永强
中文关键字：	京津冀一体化；天津管道工程集团；营销组合策略
英文关键字：	Beijing-Tianjin-Hebei integration；Tianjin Pipeline Engineering Group; Marketing mix strategy
中文摘要：	新中国成立70年来，随着国家经济的不断发展，建筑业持续快速发展，整个行业由粗放式发展的模式转变为精细化发展的模式，行业规模不断扩大，产业结构不断优化，行业产值规模屡创新高，成为国民经济的重要行业，对国家经济做出了较大的贡献。建筑业的发展保障和改善了人民生活，对于城市建设、社会稳定起到了重要的作用。本文以现代营销理论为指导，以京津冀一体化为研究背景，以天津管道工程集团有限公司为研究案例，综合运用战略环境相关分析工具，深入研究了天津管道工程集团有限公司的营销策略。首先，本文运用PEST、波特五力分析模型，结合SWOT分析法，研究了天津管道工程集团有限公司外部市场的机会与风险，以及内部的优势与劣势。然后，运用STP营销战略分析工具，按照服务形式、地域、承揽工程领域等标准对建筑业市场进行了细分，结合天津管道工程集团有限公司实际情况明确了目标市场及市场定位；根据分析结果和目标市场特征，最后，结合4P营销理论，从营销策略层面阐述了天津管道工程集团有限公司的产品策略、价格策略、促销策略以及渠道策略，并结合服务营销理论，分析了天津管道工程集团有限公司的人员策略、流程策略以及成果展示策略，明确天津管道工程集团有限公司有效的营销组合策略。本文的创新点在于，从理论与实际相结合的层面，对我国中型国有建筑施工企业在京津冀一体化背景下开展营销工作进行系统的分析，提出了天津管道工程集团有限公司的营销策略，构建了天津管道工程集团有限公司的营销体系，旨在为国有企业在经济发展中保持活力，在市场竞争的洪流中，提升竞争力。
英文摘要：	In the 70 years since the founding of the People's Republic of China, with the continuous development of the national economy, the construction industry has continued to develop rapidly. The entire industry has changed from a mode of rough development to a model of refined development. The scale of the industry has continued to expand, the industrial structure has been continuously optimized, and the scale of the industry's output value. It has become a major industry in the national economy and has made great contributions to the national economy. The development of the construction industry has guaranteed and improved people's lives and played an important role in urban construction and social stability. Based on the modern marketing theory and the research background of Beijing-Tianjin-Hebei integration, this paper takes Tianjin Pipeline Engineering Group Co., Ltd. as a research case and comprehensively uses the strategic environment-related analysis tools to deeply study the marketing strategy of Tianjin Pipeline Engineering Group Co., Ltd. First of all, this paper uses PEST, Porter's five-force analysis model, and SWOT analysis method to study the opportunities and risks of Tianjin Pipeline Engineering Group Co., Ltd. external market, as well as internal advantages and disadvantages. Then, using the STP marketing strategy analysis tool, the construction industry market is subdivided according to the service form, geography, contract engineering field and other standards, and the target market and market positioning are defined in combination with the actual situation of Tianjin Pipeline Engineering Group Co., Ltd.; Target market characteristics, finally, combined with 4P marketing theory, from the marketing strategy level, Tianjin Pipeline Engineering Group Co., Ltd.'s product strategy, price strategy, promotion strategy and channel strategy, combined with service marketing theory, analyzed Tianjin Pipeline Engineering Group Co., Ltd. The personnel strategy, process strategy and results presentation strategy clarify the effective marketing mix strategy of Tianjin Pipeline Engineering Group Co., Ltd. The innovation of this paper lies in the systematic analysis of the marketing work of China's medium-sized state-owned construction enterprises in the context of Beijing-Tianjin-Hebei integration from the combination of theory and practice, and puts forward the marketing strategy of Tianjin Pipeline Engineering Group Co., Ltd. The marketing system of Tianjin Pipeline Engineering Group Co., Ltd. is constructed to maintain the vitality of state-owned enterprises in economic development and enhance competitiveness in the flood of market competition.
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