联系我们

论文查询结果	返回搜索

论文编号：	1410
作者编号：	2120072341
上传时间：	2009/11/20 19:21:32
中文题目：	天津SK公司陶瓷阀门市场营销策略
英文题目：	A Thesis Study on Tianjin SK C
指导老师：	马连福
中文关键字：	阀门 陶瓷阀门 品牌营销 营销
英文关键字：	Valve Ceramic lined valve Br
中文摘要：	摘要 中国的陶瓷密封阀门经过十几年发展，已经取得了非常好的社会效应和经济效应。陶瓷密封阀门的出现极大地解决了解决金属阀门在恶劣工况环境当中所不具有的耐高温、抗腐蚀、抗冲刷、寿命长的特点。在电力行业、石化行业、冶金行业得到了良好的应用。工业经济的高速发展，从另一角度讲就需要高稳定性，高科技含量的产品相配套。陶瓷密封阀门适应了工业经济发展的要求，同时也适应了国家提倡的优先发展高附加值产品、抵制高耗能、低产出、污染环境的发展方向。中国的陶瓷密封阀门生产企业现在已经发展到几十家，是世界上生产陶瓷阀门最多的国家，从生产的规格、种类、压力来说都达到了世界之最。然而，由于陶瓷密封阀门投入市场时间短，产品市场认知度低，更是受到了金属阀门强大冲击，这给陶瓷阀门生产企业带来了不小的压力。摆在陶瓷密封阀门企业面前的首要问题是市场开发的问题，如何确定目标市场，在目标市场上进行有效的市场宣传，扩大市场份额，让陶瓷密封阀门进入更多的应用领域。天津SK公司是最早研制和生产陶瓷阀门的生产企业之一，同时也作为陶瓷密封阀门行业标准制定者。本文选择SK公司进行研究，具有一定的典型性。 本文首先对市场营销的相关理论进行阐述，这主要包括了目标市场理论、营销组合理论、品牌营销战略理论。通过对相关理论的回顾和阐述，为SK公司如何进行市场开发奠定了理论支持和基础。其次，文章对SK公司陶瓷阀门市场进行分析，这里包括开发环境分析，通过对实际资料的收集、整理、分析归纳总结出了外部环境和内部环境状况。在此基础上运用SWOT分析理论对SK公司进行分析，结合对SK公司市场开发现状，找出SK公司在开发过程中存在的问题，然后对SK公司市场开发策略进行具体阐述，主要是针对电力市场、石化市场、冶金市场进行产品、价格、渠道、促销进行营销策略制定。最后对市场开发策略具体实施提出建议。
英文摘要：	Abstract After more than 10 years development China's ceramic sealing valve, has achieved very good social and economic effect. Ceramic sealing valve greatly solved in harsh conditions which metal valve can not solved well in these conditions, because it has high temperature resistant, corrosion resistance, long life. In the electric power industry, petrochemical industry, metallurgy industry, there get a good application among them. From another perspective the rapid development of industrial economy is needed high stability, high-tech products. Ceramic sealing valve adapts to the requirements of the development of industrial economy, and also adapts to the state advocates the priority to the development of high value-added products, high input, low output, boycott the development direction of the pollution of the environment. China's ceramic sealing valve manufacturing enterprise now has developed into dozens of ceramic production, which is the world's most enterprises, from the valve manufacturing specifications, types, pressures are up to the most in the world. However, due to the ceramic sealing valve application time is short and the product market awareness is low.Also these enterprises face the big presure is from the metal valve market.In front of the ceramic valve enterprises is how to determine the target market, how to expand the market share of market, how to make ceramic sealing valve into more applications. Tianjin SK corp is the earliest development and production of ceramic production of valves, also as ceramic seal valve industry standards setters in China.This paper choose SK corp has some typical. Firstly, this paper make presentation on marketing theory, it mainly includes the target market theory, marketing mix theory, the theory of brand marketing strategy. Through the review of relevant theories, it laid a theoretical support and guide to SK corp on how to make market development. Secondly, this paper makes the valve market analysis on the conditon SK corp. This includes analysis of development environment, through actual data collecting, sorting and analyzing, it summed up the internal and external environment condition. On the basis of SWOT analysis theory combining SK corporation market development status, we can find types of problems among SK marketing development. then use market development strategy to target market segmentation, target market positioning, and marketing strategy formulation.Finally,the author propose strategy implementation suggestion on market development which is mainly on product, price,channel,brand to guarantee the market strategy effective implementation.
查看全文：	预览  下载(下载需要进行登录)