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论文编号：	1425
作者编号：	2220070801
上传时间：	2010/1/19 8:59:31
中文题目：	长安铁塔公司基于产品质量的营销战略研究
英文题目：	长安铁塔公司基于产品质量的营销战略研究
指导老师：	张永强
中文关键字：	长安铁塔公司 产品质量 营销战略
英文关键字：	Chang’an Tower''s Product quality Marketing strategy
中文摘要：	随着我国国民经济的快速发展，电力需求日益强劲。而在电力供应环节中，电网规划和建设却相对滞后。为此，国家在“十一五”乃至更长时间投入巨资加强电网建设，同时巨大的市场空间和发展机遇同样也吸引了众多电网建设相关企业进入这一领域展开激烈竞争。 长安铁塔公司作为中国输电铁塔行业的知名企业，虽然曾经取得了辉煌的成绩，但一直没有对公司的营销战略进行深入研究，实际上公司的营销活动一直缺失战略指导。面对新的市场机遇和市场情况，制定有效的市场营销战略，已成为公司决策层思考和工作的重点。 本文以现代营销管理和质量管理理论为指导，以长安铁塔公司为研究对象，在研究了公司面临的外部环境和内部环境的基础上，从电力铁塔行业的实际出发，提出了以产品质量为基础的营销战略，并论述了实施这一战略的具体措施。 论文共分为六章：第一章阐述了论文的研究背景、研究意义、研究内容和研究方法。第二章回顾了产品质量管理、工业品营销等相关理论，并以此作为本论文的理论依据。第三章分析了长安铁塔公司面临的外部环境，包括宏观环境、行业环境、竞争环境等。第四章研究了长安铁塔公司的内部环境，主要分析了公司的营销现状，并对公司的SWOT进行了分析。在前面三章的基础上，第五章提出了长安铁塔公司应选择以质量为基础的营销战略，并对制定这一战略的依据、战略的内涵进行了论述，论文还论述了实施以质量为基础的营销战略应该重点关注的几项措施。第六章是论文的结论部分，对本文的研究进行概括性归纳和总结。 论文的创新点在于，从理论与实际相结合的角度，结合电力铁塔行业的特点，提出了以质量为基础的市场营销战略，并从可操作的角度，论述了实施这一战略的具体措施。论文提出，实施以质量为基础的营销战略，必须注重营销效果，做到产品差异化营销，注重质量教育和培训，同时还要做好产品设计的质量改进和成品检验的质量改进。希望该项研究对制定出企业的营销战略、提高企业经营决策的有效性、促进长安铁塔公司的长远发展有所帮助。
英文摘要：	With the rapid development of Chinese national economy, it has an strong demand for electricity. But the network planning and construction are lagging in the electricity supply chain. So the state will invest heavily to strength the power grid construction in the "Eleventh Five-Year" or even longer, while a huge market space and development opportunities also attracted a large number of power grid construction enterprises to enter the fierce competition in this field. As an well-known Chinese enterprises of transmission tower industry, Chang’an Tower company have made great achievements great achievements, but has not planned the company's marketing strategy systematically. the marketing activities of company have been lack of strategic guidance. Face to new market opportunities and market conditions, developing effective marketing strategies has become the company's thinking and decision-making focus of the work. In this paper, as the research object, Chang’an Tower Corporation is guided of the modern marketing management and quality management theory, based on the studying of the external environment and internal environment, the reality of the power tower is proposed based on the product quality marketing strategy, and discussed specific measures to implement this strategy. This paper is divided into six chapters: the first chapter of the thesis consists the research background, research significance, research content. The second chapter provides an overview of the product quality management, industrial marketing theory as a theoretical basis for this paper. The third chapter analyzes the external environment of Chang’an Tower company, including macro-environment, industry conditions, competitive environment. The fourth chapter studies the Chang’an Tower company internal environment, analyzes the status of the company's marketing, and the company's SWOT analyzed. Based on the previous three chapters, the fifth chapter of the Chang’an Tower company should choose quality marketing strategy, the basis for the formulation of this strategy, the meaning of strategy discussed in this paper, thesis also discusses the implementation of this strategy, the specific measures. The innovation of this paper is combined with the characteristics of the power tower and proposed quality-based marketing strategy from a combination of theoretical and practical point of view, and from an operational point of view, discussed specific measures to implement this strategy. This paper presents the implementation of quality-based marketing strategy, product differentiation should be marketing, focusing on quality education and training, while making product design, quality improvement and product quality improvement tests. This paper will help the Chang’an tower company to develop marketing strategies, improve operational effectiveness of decision-making to promote the company's long-term development.
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