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论文编号：	12123
作者编号：	2320180525
上传时间：	2020/12/12 14:02:51
中文题目：	TDL管业股份有限公司营销策略研究
英文题目：	Research on Marketing Strategy of TDL Company
指导老师：	刘建华
中文关键字：	保温管；服务营销；营销策略
英文关键字：	insulation pipe ；service marketing ；marketing strategy
中文摘要：	保温管道，广泛应用于集中供热、供冷、工业用蒸汽、输油管道等市政管网工程，关乎百姓生活冷暖，工业生产，影响能源损耗及环境变化，保温管作为传统工业产品，营销模式为BTB模式，市场营销具有鲜明的工业产品特征，如采购标的金额大、采购程序复杂、周期长、专业性强等。“后工业化”时代，生产制造业多数面临“产能过剩”问题，工业产品的市场营销竞争更加激烈，企业经营困难。过去企业经营模式，资源整合能力强企业就能稳步发展，如今资源整合能力再好，如果没有客户需求，企业生存都会面临挑战。保温管市场更是如此，面对客户的特定需求，一个客户一年，甚至几年内仅有一次工程需求，唯有做到客户心目中的第一，才能成功获得客户，占领市场。保温管企业如何在激烈的市场竞争中稳稳生存并脱颖而出？转变市场营销思维，开拓创新是唯一出路，保温管企业营销策略的选择与实施至关重要。目前保温管行业进入壁垒低，产品同质化严重，销售模式也大体相同，产品缺乏卖点，生产技术水平各个企业也都趋于同步化，服务意识淡薄，客户忠诚度低，缺乏核心竞争力，营销策略也相对简单，很容易被模仿，一家创新，多家跟风，很快就会被复制到整个行业，竞争优势全无。多数保温管企业投入大量精力去拼资金，拼规模，拼业务能力，拼关系，而对创新、服务、品牌树立、核心竞争力培养等关注较少，缺乏系统的营销战略和切实有效的营销策略支持。 本文以案例单位TDL管业股份有限公司为例，论文中简称TDL公司，运用环境分析工具及定位理论，对TDL公司内外部环境、竞争环境及营销过程中存在的问题进行深入研究分析，对其进行市场定位，结合服务营销、制造业服务化及营销组合策略、服务营销组合策略理论，为TDL公司量身定制相应营销策略及策略实施保障措施。文章参考国内外重要文献，理论结合实践，针对企业存在的问题给出切实可行的营销策略及解决办法，以提高TDL公司竞争优势，扩大市场占有率。
英文摘要：	Insulation pipes are widely used in municipal pipe network projects such as central heating, cooling, industrial steam, oil pipelines, etc. They are related to the people’s life cooling and heating, industrial production, energy loss and environmental changes. As a traditional industrial product, the marketing model is The BTB model is different from ordinary fast-moving consumer goods. The sales of insulation pipes have distinct industrial product characteristics such as: large purchase price, complex procurement procedures, strong procurement expertise, and strong customer relationship maintenance system. In the "post-industrialization" era, most manufacturing industries are facing the problem of "overcapacity". Marketing competition for industrial products has become more intense, business operations have become increasingly difficult, and the production capacity of enterprises has exceeded market demand. , The financial pressure is great. In the past, companies with strong resource integration capabilities were able to develop steadily in the past business model, but nowadays, no matter how good the resource integration capabilities, if there is no customer demand, the survival of the company will face challenges. This is especially true in the insulation pipe market. Facing the specific needs of customers, a customer has only one engineering demand within a year or even a few years. Long-term marketing investment makes it difficult to control the marketing results. Only the only ability in the eyes of customers Successfully acquire customers and occupy the market. In particular, this year the new crown virus is coming so fiercely that global politics, economy, and life have been severely affected and impacted, breaking the original balance and order, and blocking normal exchanges and connections. How do insulation pipe companies respond to the global economic pressure, and how to survive and stand out in difficult economic times? Marketing changes thinking, pioneering and innovating is the only way out, which puts forward a more severe test for the selection and implementation of the marketing strategy of insulation pipe companies. At present, the insulation pipe industry has low entry barriers, serious product homogeneity, and the same sales model. The general process is: obtaining information-visiting customers-preliminary public relations-bidding-signing contracts-production and processing-delivery-customer service, such marketing Under the model, the product lacks selling points, the production technology level of each manufacturer is also tending to synchronize, the service consciousness is weak, the customer loyalty is low, and the marketing strategy is a blind. One company innovation, many following the trend, will soon be copied to the entire industry , No competitive advantage. Various insulation pipe companies have invested too much experience to fight for capital, scale, business capabilities, and relationships, but ignore the concepts of "innovation", "service", "brand", and "core competitiveness" and lack a systematic marketing strategy. And practical and effective marketing strategy support. This article takes the case unit TDL company as an example, uses environmental analysis tools and positioning theories to conduct in-depth research and analysis on the internal and external environment, competitive environment and problems existing in the marketing process of TDL company, conduct market positioning, and combine service marketing and marketing mix strategies , Service portfolio strategy theory, tailored corresponding marketing strategies and strategy implementation safeguard measures for TDL company. The article refers to important domestic and foreign documents, combines theory with practice, and provides practical marketing strategies for the problems of enterprises, improves the competitive advantage of TDL company, and expands market share.
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