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论文编号：	1714
作者编号：	2120082501
上传时间：	2010/5/20 21:45:03
中文题目：	汉钟公司螺杆空压机营销策略及其实施研究
英文题目：	The research on marketing strategy and its implementation of screw air compressor business of Hanbell Company
指导老师：	李东进
中文关键字：	螺杆空压机,组织间营销,关系营销,客户关系管理,营销策略
英文关键字：	Screw air compressor,B2B Marketing,Relationship Marketing,Customer Relationship Management,Marketing Strategy
中文摘要：	摘 要 螺杆空压机作为通用机械设备在中国各行业应用广泛，螺杆空压机技术被引入中国30多年来，已有了长足的发展。从最早的几家国外品牌市场垄断，到现在的高中低端市场几百个国内外品牌的竞争，螺杆空压机行业已从暴利时期转到价格理性化时期，整个行业竞争也日趋激烈。近几年，国际金融危机对全球的机械制造业的冲击较大，加上国外市场对中国产品的限制政策，国内的螺杆空压机发展受到了一定的影响。为优化国家产业结构，同时提高企业竞争力，国家出台一系列法规和政策，为企业的发展指明了方向，并在很多方面为企业提供支持。 本文充分分析汉钟公司所处的内外部环境以及自身的优势和劣势，结合当前一些先进的营销理论与方法，制定了针对汉钟公司现状的营销策略。本文共分七部分，第一部分阐明了研究背景、研究目的和意义；第二部分回顾了与螺杆空压机相关的营销理论和方法，如组织间营销、关系营销、绿色营销、客户关系管理理论等，为后面研究打下基础；第三、四部分是进行企业发展的内外部环境分析以及企业的经营现状分析,主要对汉钟公司进行SWOT分析，为营销策略制定提供背景资料；第五部分是制定企业营销策略，如营销组合策略，关系营销策略等；第六部分为营销策略的实施与保障；第七部分是论文的结论与建议。 国内螺杆空压机市场竞争日趋激烈，各企业营销策略的同质化也比较严重，特别是作为新进入螺杆空压机行业发展的汉钟公司，其目前的产品优势还没充分体现出来，而且拥有的行业经验较少，其营销模式以及营销管理制度也有待改善。本论文采用一些行业内较新的资料，以保证论据的说服力。论文的各章节呈现递进式逻辑关系。作者以组织间营销理论为论文研究基础，在论文中引入关系营销、绿色营销、SPIN顾问式销售模式等较新的理念，并充分考虑汉钟公司具有的优势与劣势，面对的机会与威胁，为汉钟公司制定了具有差异化的、可执行性较强的营销策略，希望它能对行业内其他企业营销策略的制定具有指导意义。 关键字：螺杆空压机 组织间营销 关系营销 客户关系管理 营销策略
英文摘要：	Abstract As general machinery equipment, screw air compressor has been widely used in various industries in China. The technology of screw air compressor has been introduced into China for more than 30 years, which has achieved tremendous development. From the earliest market monopoly by several foreign brands to fierce competition in hundreds of domestic and international brands, the profit of screw air compressor industry was transformed from the period of windfall profits to that of rational price, the competition becomes increasingly fierce. In recent years, the international financial crisis has seriously affected the global machinery manufacturing industry. In order to optimize the country's industrial structure, meanwhile enhance the competitiveness of enterprises, the state developed and implemented a series of policies, which indicate right direction for the enterprise's development, and provide support to enterprises in many ways. This thesis gives full analysis of internal and external environment of Hanbell Company and shows advantages and disadvantages in Hanbell Company, In connection with some advanced marketing theory and methods, the author has developed the Hanbell Company’s marketing strategy based on the status of Hanbell Company. This thesis comprises seven parts. The first part clarifies the background of research, purpose and meaning of research. The second part reviews some advanced marketing theory and methods, such as B2B marketing, relationship marketing, green marketing, the theory of customer relationship management. The third part describes internal and external environmental analysis of enterprise development, and the fourth part describes the analysis of enterprise's business situation and SWOT analysis of Hanbell Company, these provide background information to develop marketing strategy. The fifth part describes the process of developing corporate marketing strategy, such as the marketing mix strategy, relationship marketing strategy. The sixth part describes the implementation and security of marketing strategy. The seventh part is about the thesis conclusion and recommendation. The competition of domestic market of screw air compressor is increasingly intense, the homogenization of marketing strategies in various enterprises is also quite serious. Especially, as a new entrant of the industry of screw air compressor, Hanbell company has not manifested its product advantages fully at present, moreover it has less industry experience, and its marketing model as well as the marketing system need improvement. The thesis uses a number of comparatively new information in the industry of screw air compressor in order to ensure the argument persuasive. There are progressive-style logical relationships in these sections of the thesis. The thesis is based on the theory of B2B marketing, into which author introduced Relationship Marketing, Green Marketing, SPIN Consultative sales model and other newer ideas, then author took full account of the strengths and weaknesses of Hanbell company, opportunities and threats around Hanbell, formulated a differentiated and executable marketing strategy for Hanbell Company. Author hopes it would be of guiding significance for the formulation of marketing strategy of other companies in the industry of screw air compressor. Key words: Screw air compressor ， B2B Marketing ， Relationship Marketing Customer Relationship Management ， Marketing Strategy
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