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论文编号：	11901
作者编号：	2320180760
上传时间：	2020/8/4 14:42:37
中文题目：	HZ照明公司军品市场营销战略研究
英文题目：	Research on military marketing strategy of HZ lighting company
指导老师：	胡望斌
中文关键字：	经济新常态；军民融合；营销战略
英文关键字：	New normal of ecnomy；Civil-military integration；Marketing strategy
中文摘要：	我国经济发展步入新常态，进入产业调整和转型阶段，工业企业面临着更为复杂的宏观环境。同时，军民融合政策的实施和部队机构改革，对工业产品在军品市场的销售提出了新的要求和挑战。军品市场由封闭走向开放，越来越多的有创新精神，科研和生产能力强的企业进入到军品市场，竞争格局逐渐被打破。同时，我国的国防建设进行着跨越式发展，每年国防经费以近8%速度增加，主要目的弥补过去的不足，更新武器装备，提升整体国防能力，向世界先进水平迈进。军品市场蕴含着巨大的潜力。面临着复杂的宏观环境和巨大的市场机遇，HZ照明公司当前发展遇到了一定的阻碍，需要对自身的营销战略进行相应的调整。本文以营销战略理论为指导，以HZ照明公司为研究对象，对民营工业企业在当前经济环境、军民融合政策下如何制定营销战略，进行了深入的研究和分析。 HZ照明公司进入军品市场有十余年的时间，近几年的发展受宏观环境和国家政策影响较大。如何调整营销战略，对HZ照明公司的发展极为重要。本文通过运用PEST分析法、五力模型、SWOT分析法，对HZ照明公司营销现状进行了分析。再运用STP分析工具，对公司进行市场细分、确定目标市场及市场定位。以6P营销理论为基础，结合营销现状和市场定位的分析，从而提出HZ照明公司营销战略相关改进方法和具体实施路径。 HZ照明公司拥有着雄厚的整体实力，在企业规模、研发生产、资金等方面具有较强的优势。但在近些年的发展中，军品市场业绩停滞，市场占有率降低。主要原因在于公司的整体资源没有充分的发挥，缺乏相应的有效的营销战略。本文对HZ照明公司所出现的问题进行了分析，提出了在经济新常态和军民融合大环境下，企业发展的营销战略，希望对HZ照明公司和相关工业企业在如何适应当前大环境，制定合理的营销战略提供有价值的参考。 关键词：经济新常态；军民融合；营销战略
英文摘要：	China's economic development has stepped into a new normal and stage of industrial adjustment and transformation. Industrial enterprises are facing a more complex macro environment. At the same time, the implementation of the civil-military integration policy and the reform of the military institutions put forward new requirements and challenges for the sale of industrial products in the military market. More and more enterprises with innovative spirit, strong scientific research and production capacity ，which enter the military market, and the competition pattern is gradually broken. At the same time, China's national defense construction is developing by leaps and bounds. The annual national defense expenditure increases by 8%. The main purpose is to make up for the past deficiencies, update weapons and equipment, improve the overall national defense capacity, and move forward to the world's advanced level. The military market contains great potential. Facing the complex macro environment and huge market opportunities, HZ lighting company has encountered some obstacles in its current development, so it needs to adjust its marketing strategy accordingly. Under the guidance of marketing strategy theory, this thesis takes HZ lighting company as the research object, and makes an in-depth study and Analysis on how to make marketing strategy for private industrial enterprises under the current economic environment and the policy of military civilian integration. HZ lighting company has entered the military market for more than ten years, and its development in recent years is greatly influenced by the macro environment and national policies. How to adjust the marketing strategy is very important for the development of HZ lighting company. This thesis analyzes the marketing situation of HZ lighting company by using PEST analysis, five forces model and SWOT analysis. Then use STP analysis tools to segment the market, determine the target market and market positioning. Based on the 6p marketing theory, combined with the analysis of marketing status and market positioning, this thesis puts forward the relevant improvement methods and specific implementation path of HZ lighting company's marketing strategy. HZ lighting company has strong overall strength, and has strong advantages in enterprise scale, R & D and production, capital and other aspects. However, in recent years, the market performance of military products has stagnated and the market share has decreased. The main reason is that the company's overall resources are not fully developed, and the lack of effective marketing strategies. This thesis analyzes the problems of HZ lighting company, puts forward the marketing strategy of enterprise development under the new normal of economy and the environment of civil-military integration, hoping to provide valuable reference for HZ lighting company and related industrial enterprises in how to adapt to the current environment and formulate reasonable marketing strategy.
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