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论文编号：	2555
作者编号：	2220080872
上传时间：	2010/6/11 14:54:01
中文题目：	天津凯德实业有限公司压缩机市场营销战略研究
英文题目：	Compressors Marketing Strategy Paper Of Tianjin HI-TECH Enterprise
指导老师：	韩德昌
中文关键字：	关键词：天然气压缩机 营销战略 目标集中化战略
英文关键字：	Key Words: Natural Gas Compressor; Marketing Strategy; Target aggregation strategy
中文摘要：	随着环境和石油价格不断波动提升、天然气产量不断提高、天然气管线输送不断完善。在最近的五年中，推动了我国的天然气压缩机市场迅速扩张，每年以不低于30%的速度发展，2009年的市场规模已超过5亿余元人民币。促进了该行业进入了黄金发展期。由此也带动了诸多相关产业的发展，许多原有企业在这个期间，也不断扩大生产规模，采取多种经营销售方式和手段，增加自身的竞争能力夺取市场份额。世界上许多著名跨国公司在90年代初就已经以各种方式陆续进入了中国市场，它们凭借产品领先的技术水平、优秀的品牌优势、可靠的产品质量、灵活的营销方式占据了该产品高端用户市场。随着日趋激烈的市场竞争，如何在竞争中得以生存和发展是国内企业面临的重要挑战同时也是企业发展的机遇。如何从竞争中得到生存和发展，是本文研究的主要课题。 天津凯德实业有限公司在这一历史进程中充分领略了市场经济的酸甜苦辣。在企业建立初期，凭借公司创始人对技术产品的敏锐和产品准确的市场定位以及机会把握能力与灵活的的市场营销技巧，在过去的15年中，公司取得了巨大的成功和发展。随着我国国力不断强化，国际地位不断提升。市场化、全球化也不断加剧；产品升级换代周期越来越缩短，市场营销战略和方法日趋规模化和战略化。靠运气及个人的聪慧和人脉艺术，而不是依靠科学的市场营销管理就很难带领企业不断提升和发展。在这样新的形势下，企业要维持生存，进而获得持续、稳定发展扩张，战略性的竞争优势是促进企业进一步发展的必由之路。为此，天津凯德实业有限公司在不断提升产品质量、充实扩大新产品研发能力、不断创造专有技术产品。强化自身核心竞争能力的同时，还需要运用科学的策划方法，从而制定出适合本企业的发展战略和市场营销战略。 本文对天津凯德实业有限公司所处的宏观经济环境、行业市场环境以及公司的内部管理环境详细进行了系统全面的分析论述。以此为依据，论文分别从市场归类和市场竞争与营销组合以及战略的服务市场规划等多方位进行了论述解析。最后，论文又从客户价值、学习与成长、内部流程等三个方面综合的阐述了天津凯德实业有限公司市场营销战略实施和控制的具体方法。
英文摘要：	With the fluctuation raise of oil prices, rising output of natural gas, natural gas pipeline to transport improved, in the recent five years Chinese Natural Gas Compressor market is in the rapidly expanding an annual rate of not less than 30% of the development and size of the market has more than 500 million Yuan in 2009. To promote the industry entered a golden period of development. So it also led the development of many related industries. In this period many of the original existing enterprises expanded the production scale and adopted diversified sales methods to increase their competitive ability to win market share. In the early 90s many of the world famous multinational corporations had entered the Chinese market one after another in various ways. With their advanced technology, virtue of the brand, reliable quality and flexible sales ways rapidly occupied high-end user market. In the increasingly competitive market, how to survive and development in the competition is the major challenge as well as a good opportunity for the domestic corporation. How to get from the competition for survival and development is the main subject of this paper. Tianjin HI-TECH enterprise has got the full taste of the historical process of ups and downs of the market economy. In the early period of business, with founders sensitive to the technological product, accurate market positioning, the ability to grasp the opportunities and superb marketing skills in the past 15 years, the company achieved great success. As China has been strengthened, rising international status, the intensification of globalization; the product replacement cycle-s shorter; the market strategies and methods are gradually strategies of scale. Only relying on luck and personal management of art, rather than relying on scientific management, is difficult to lead enterprises to constantly improve and develop. In this new situation, companies wish to survive, and the continuing steady growth and expansion, strategic competitive advantage is the only way to promote the further development of enterprises. To this end, Tianjin HI-TECH enterprise continuously improved product quality, enriched the ability of developing new product and created the proprietary technology products. When it strengthened core competence, it is also necessary to use the scientific planning method in order to develop for the company’s development and marketing strategy. In this paper, the author detailed analysis the macro environment that Tianjin HI-TECH enterprise located industry environment and the company's internal environment of the system. On this basis, the author detailed analysis the points from the market segmentation, market competition, marketing mix and service marketing strategy and other aspects of discourse. Finally, the paper integrated described the marketing strategy implementation and control of specific methods of Tianjin HI-TECH enterprise in three aspects from customer value, learning and growth, internal process
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