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论文编号：	12152
作者编号：	2320180314
上传时间：	2020/12/14 11:19:11
中文题目：	H液压元件制造公司基于服务创新的营销策略研究
英文题目：	The Research on Marketing Strategies of H Hydraulic Components Manufacturing Company Based on Service Innovation
指导老师：	许晖
中文关键字：	液压行业，制造业服务创新，营销组合策略
英文关键字：	Hydraulic Industry, Service Innovation of Manufacturing Industry, Marketing Mix Strategies
中文摘要：	制造业供应链分工精细化和技术同质化是工业全球化发展到一定程度的必然结果。制造业面临着产品同质化竞争愈加激烈且利润不断降低的挑战和窘境，加之制造业的客户的需求有复杂化、精细化、动态化的发展趋势，这使得越来越多的制造企业在实践领域尝试通过服务创新来构建自身的差异化竞争优势进而提升价值链地位。 虽然中国已成为全球液压市场第二大消费国,但是外资品牌依然占据着中国液压元件市场上的主导地位。作为世界最大的插装阀制造企业，H公司凭借产品质量及技术优势在中国市场发展迅速且占据了市场优势地位。近年来，国内行业龙头企业不断挤占外资液压元件厂商的市场份额。受中美两国贸易争端开始以来关系的持续恶化以及全球新冠肺炎疫情爆发对外资品牌产生的负面影响，中国液压元件进口额正在逐渐降低。在上述背景下，中国市场对H公司的营销能力以及服务能力都有了新的要求。H公司作为一家美资企业面临着上述外部环境以及行业内竞争环境的巨大挑战，亟需依托自身资源与经验，通过服务创新和融合服务创新的市场营销组合策略来为客户提供更优质的服务并创造更多的价值，以此来强化自身的竞争优势并巩固市场位置。 本文选取H液压元件制造公司作为研究对象，梳理了服务创新概念的演化过程，阐述了制造业企业服务创新的内涵并介绍了制造业服务创新的模式，应用战略分析工具对中国液压元件市场的宏观环境以及竞争格局进行了详细分析，通过用服务创新理论以及市场营销、营销战略相关理论结合H公司的现状，对其以产品为导向和以绩效为导向的制造业服务创新模式进行了研究，对H公司全流程服务过程控制进行了介绍，通过服务蓝图对其售前、售中和售后的全流程服务过程进行了梳理并对服务过程管理要点进行了分析，制定了营销战略和融合了服务创新的市场营销组合策略并对其创新型销售团队和管理进行了研究。最后，本文还对H公司在中国市场服务创新和营销策略的实施保障进行了阐述。
英文摘要：	The refinement of supply chain division and technology homogeneity in manufacturing industry is the inevitable result of industrial globalization to a certain extent. Manufacturing enterprises are facing the challenges and dilemmas of increasingly fierce product homogeneity competition and continuous thinning of profits. The demand of manufacturing customers tends to be complex, refined and dynamic, which makes more and more manufacturing enterprises try to build their own differentiated competitive advantage through service innovation in the practical field, so as to enhance the position of value chain. China has become the second largest consumer of the global hydraulic market. In today's Chinese hydraulic components market, foreign brands still occupy a dominant position. As the world's largest cartridge valve manufacturer, H company develops rapidly and occupies a dominant position in the Chinese market by virtue of its product quality and technical advantages. In recent years, domestic leading enterprises have gradually occupied the market share of foreign hydraulic component manufacturers. Because of the negative impact on foreign brands from the worsening relationship between China and the United States since the trade war and the global covid-19 pandemic, China’s import volume of hydraulic components has gradually decreased in recent years. In the above context, the Chinese market has new requirements for H company's marketing ability and customer service ability. As an American funded enterprise, H company is facing the great challenges from the external environment and the competitive environment in the industry. It needs to rely on its own resources and experience to provide customers with better service and create more value through service innovation and marketing mixed strategies integrating service awareness, so as to strengthen its competitive advantage and consolidate its market position. In this paper, H hydraulic components manufacturing company is selected as the research object. this paper introduces the evolution of the concept of service innovation, expounds the connotation of service innovation of manufacturing enterprises, and clarifies the modes of service innovation of manufacturing industry. The macro environment and competitive pattern of H Company in The Chinese market are analyzed in detail with the strategic analysis tools. By using the theories of service innovation, marketing and strategic management, combined with the current situation of H company, the product-oriented and performance-oriented manufacturing service innovation models of H Company are studied, the whole process of service process control of H company is introduced and the key points of the whole process of service process management before, during and after sale are analyzed through the service blueprints, and the STP strategy and marketing mixed strategies are formulated, and the innovative sales team and simple project management are also discussed In this paper. Finally, this paper also expounds the H company's service innovation and the implementation of mixed strategies in China.
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