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论文编号：	12880
作者编号：	2320190561
上传时间：	2021/12/13 13:06:01
中文题目：	LSH公司挖掘机业务营销策略优化研究
英文题目：	Research on Optimization of Marketing Strategy for Excavator Business of LSH Company
指导老师：	吕峰
中文关键字：	市场营销；营销战略；营销策略优化
英文关键字：	Marketing；Marketing strategy；Marketing strategy optimization
中文摘要：	随着中国经济的高速发展，中国城镇化建设也在不断推进，工程机械行业得到了巨大的发展，挖掘机作为一种通用性非常强的土石方机械，更是各种工程项目施工不可或缺的重要工具。巨大的行业机会也导致大量品牌的涌入，全球挖掘机厂家几乎都在制定中国战略，期待在全球最重要的市场占领一席之地。行业竞争愈演愈烈，各品牌厂家和代理商将如何顺应这种竞争并在竞争中立于不败之地？为了能够获得更高的市场份额，如何制定和优化营销策略都很值得研究。 本文选取LSH公司为研究对象，通过文献研究、客户访谈和比较研究等研究方法，对其挖掘机业务的发展思路和发展情况进行了总结。借助PEST宏观环境分析、中国挖掘机市场现状及发展趋势分析、LSH区域行业竞争格局分析，对LSH公司挖掘机业务整体营销环境进行了分析。结合STP营销战略理论和4P营销组合理论，对LSH公司的细分市场和营销策略现状进行分析，并找出当前存在的问题，结合STP营销战略优化和4C营销组合理论对当前存在的问题进行优化并制定保障措施。 LSH公司作为行业内较具规模的工程机械代理公司，在行业内有较强的影响力和知名度，希望通过本文对其挖掘机业务营销策略的研究，能够为LSH公司挖掘机业务及其它业务发展提供帮助，并为行业内其它企业提供参考和借鉴意义。
英文摘要：	With the rapid development of economy, China's urbanization construction is also constantly advancing, and the construction machinery industry has achieved great development. As a kind of earthwork machinery with strong versatility, excavator is an indispensable and important tool for the construction of various engineering projects. The huge industry opportunity also leads to the influx of many brands. They are making China strategy, expecting to occupy a place in the world's most important market. Industry competition is becoming more and more fierce, how will the brand manufacturers and agents adapt to this competition and remain invincible in the competition? In order to gain a higher market share, it is worth studying how to formulate and optimize marketing strategies. In this thesis, LSH Company is selected as the research object, through literature research, customer interview and comparative research and other research methods, the development ideas and development of its excavator business are summarized. With the help of PEST macro environment analysis, China excavator market status and development trend analysis, LSH regional industry competition pattern analysis, the LSH company excavator business overall marketing environment is analyzed. Combined with STP and 4P marketing strategy mix theory, this paper analyzes the current situation of LSH Company's marketing strategy and finds out the existing problems. Combined with STP optimization and 4C marketing strategy mix theory, this paper optimizes the existing problems and formulates and implements safeguard measures. LSH Company as an agent of industry engineering machinery company, has a strong influence and popularity in the industry, it is hoped that this research result can offer help to LSH excavator business and other business development, and provide reference for other enterprises in the industry.
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