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论文编号：	2974
作者编号：	2220081015
上传时间：	2011/3/29 10:01:04
中文题目：	军民融合型制造企业管理创新与市场营销策略研究——以长治清华机械厂为例
英文题目：	On Management Innovation and Civilian Industry Product Marketing of Military and Civilian Integration Manufacture Enterprise
指导老师：	韩德昌
中文关键字：	关键词：军民融合型企业，管理创新，市场营销
英文关键字：	Key words：Military and Civilian Integration Enterprise，Marketing，Management innovation
中文摘要：	摘 要 国有企业是我国国民经济的支柱,国企改革是整个经济体制改革的中心环节,军民融合型企业是军工企业向民用产品生产的过度,是一类特殊的国企,军民融合型企业也面临改革和发展的问题。军工企业在向民用产品生产转轨的过程中出现了产品结构、资金投入、管理体制等问题,主要表现在产品结构不尽合理、难以适应市场需求结构的变化,资金投入不足、产品缺乏规模经济性,市场营销相对落后、企业营销策略不够科学三个方面。 市场营销创新是困扰军民融合型企业的首要问题。目前国内市场开放已具有国际化和多极化特征，经济呈现出规模化特征，产品日益趋向高端。国内企业的营销环境发生了翻天覆地的变化，经济环境的发展变化要求我国企业借鉴和吸收国外的先进营销理念与手段创新市场营销，运用新的市场营销观念和营销策略，营销方式现代化。 本文在传统4P营销理论的基础上，系统地阐述了随之丰富的4C、4R营销策略。文章的主体即在军民融合型制造企业长治清华机械厂民用产品的市场发展这一企业案例的基础上，研究我国军民融合型企业的市场营销问题和管理创新问题，从企业经营哲学、决策体系、经营战略、产品开发战略、组织体系、营销体系等方面提出我国军民融合型企业市场营销管理的改革建议。本文研究有以下创新点和成果： 1、以长治清华机械厂作为军民融合型企业典型案例，主要从以下几方面进行制度和管理创新：⑴构建军民品彻底分线的管理模式；⑵构建适合企业情况的集团化公司管控体系；⑶构建以项目制为核心的新产品开发体系；⑷加强军民两用技术的融合与开发；⑸构建覆盖全国的营销服务网络；⑹开辟多种融资渠道和方式，推进投资主体多元化，建设全面风险管理体系。 2、以长治清华机械厂作为军民融合型企业典型案例，阐述军民融合型企业民品发展必须走专业化、规模化之路，才能实现民用产业规模化和企业资源优化配置，并从以下几个方面进行市场营销策略创新：1、通过SWOT分析、波士顿咨询集团产品分析矩阵等手段，从战略上明晰清华机械厂的五大板块产品的优先次序。2、要针对各块板的民品，针对不同产品的竞争特性采取不同的竞争战略。3、利用传统4P营销组合对不同类型产品进行分析，确定营销组合策略。
英文摘要：	ABSTRACT As support of our national economy，state-owned enterprises and its reformation is the central part of economic system reform. Military and civilian integration enterprise which is a special group of our state-owned enterprise also faces reform and development. The major problem military industries encounter lie on product structure，insufficient investment and management system when they turn to the production of civilian industry product. Military and civilian integration enterprise have lacked behind in adapting market demands and marketing. Marketing innovation is the most urgent problem that our military and civilian integration enterprise suffers in recent years. Domestic market by now is open and diversified，there is distinct economic scale and high-level products. In contrary to the new economic environment，our enterprises have to learn from the more developed marketing theory and instruments abroad in order to modernize our old marketing practices and carry marketing innovation out. On the basis of the traditional 4P marketing theory，this paper elaborated systematically and explicitly the 4C and 4R marketing theories that follow it. The main part of this paper is the research of marketing and management innovation problem of our military and civilian integration enterprise. And the case study of the identical firm Changzhi Qinghua Machine Factory runs through the whole paper. The paper offers marketing management advices to our military and civilian integration enterprise on the subjects of business philosophy，decision system，business strategy and product development strategy，organization system and in particular marketing system. This paper has the following innovation and conclusions: 1. By taking Changzhi Qinghua Machinery Factory as a typical example, this paper put forward the institutional and management innovations for military and civilian integration enterprises from the following points: (1) Construct the management model of separating civilian production from military production completely. (2) Construct the collectivize management and control system suitable for the enterprise. (3) Construct the new product development system focusing on the project management. (4) Strengthen the combination and development of the military and civilian technology. (5) Construct the sales and service network all over the country. (6) Explore more financing channels and modes, and multiple investors. Construct the comprehensive risk management system. 2. Based on the typical cases of Changzhi Qinghua Machinery Factory, this paper emphasizes that only specialization and large-scale production can help military-civilian integrating enterprises to realize the scaled development of civilian industry and the optimized the resources allocation, and brings forward suggestion on marketing strategy innovations. Firstly, the priority of all the 5 civilian product series manufactured by Qinghua should be defined by means of SWOT Analysis Method and Boston Matrix Analysis. Secondly, the different competition strategies should be adopted aimed at different products. Thirdly, the different products should be analyzed strictly by using the traditional 4P marketing theory to define the combined marketing strategies.
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