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论文编号：	3739
作者编号：	2120092658
上传时间：	2011/11/24 15:46:37
中文题目：	和利时公司分布式控制系统市场营销策略研究
英文题目：	Distributed Control System Marketing Strategy Of Hollysys Company
指导老师：	于斌
中文关键字：	和利时，分布式控制系统，营销策略，工业品
英文关键字：	Hollysys，Distributed Control System，Marketing Strategy，Industrial Products
中文摘要：	分布式控制系统是1975由美国著名自动化公司霍尼韦尔推出的，八十年代引入中国后在化工、石化、电力、冶金、造纸等各个行业得到了广泛应用。我国分布式控制系统起步较晚。上世纪八十年代末，一批科研院所开始研发分布式控制系统，和利时公司就是其中最具代表性的一家公司。经过近二十年的发展，和利时公司已经成为中国本土最大的自动化企业，其核心业务分布式控制系统因良好的可靠性和高性价比得到了用户广泛认可，市场占有率逐步提高。然而，由于国内分布式控制系统制造企业起步较晚，在技术研发实力和项目管理能力上与国外知名自动化企业还有一定差距，加上很多国内工业企业对本土品牌的不信任心理，国产分布式控制系统还无法大规模进入高端应用市场与国外品牌展开竞争。国产分布式控制系统要想进一步扩大市场占有率和提高盈利能力，一方面要继续加强在技术研发方面的投入，提高产品先进性和可靠性，另一方面要结合工业品营销的特点制定营销策略，把握关系营销的内涵，加强企业品牌建设。分布式控制系统属于典型的工业品，本文基于市场营销策略组合理论，结合工业品营销的特点，以和利时公司分布式控制系统业务为研究对象，分析了中国分布式控制系统的市场环境和竞争态势，研究了和利时公司当前的营销策略并提出了改进意见，并结合关系营销理论和品牌营销理论提出和利时公司在关系营销和品牌建设方面的实施方案。本文共分六个部分。第一章为绪论部分，介绍了本文的研究背景和意义，并界定了研究内容和范围，提出了论文的写作框架。第二章为理论回顾部分，回顾了市场营销策略组合理论、关系营销理论、品牌营销理论和工业品营销理论。第三章为市场环境分析，分析了中国自动化市场宏观环境，用五力模型分析了和利时分布式控制系统所处的竞争环境，并分析了主要竞争对手。第四章描述了和利时公司当前采取的市场营销组合策略，并提出了优化意见。第五章分析了分布式控制系统细分市场，并在关系营销和品牌建设方面提出了具体措施。第六章为结论部分，对全文进行了总结。
英文摘要：	The Distributed Control System was firstly proposed by the famous automatic company, Honeywell, in USA in 1975. Introduced to China in 1980s, it has been put into various uses in many fields, such as chemistry, petrochemical industry, electricity, metallurgy and papermaking. The Distributed Control System has short history in China, a batch of scientific research institutions begin to design DCS in 1980s, among which Hollysys Company is one of the most representatives. With nearly 20 years development, Hollysys Company has grown into the biggest homegrown automatic enterprise in China, the core business DCS has widely gained the acceptance and reputation by the industries and enterprises due to its sound reliability and high cost performance, whose market share also improved by the degrees. However, the DCS manufacturing enterprises at home are the latecomers to the well-known automatic ones abroad, there is still some way to go in technical research strength and in project management competence. The DCS in China, influenced by the distrust from industries and enterprises to the homegrown brands, has gained no access to the high-end using market in large-scale not to speak of competing with foreign brands. To enlarge the market share and improve the profitability of the products to homegrown DCS, on the one hand, the enterprises should enhance the input persistently in technical research and increase the advancement and reliability of the products, on the other hand, the enterprises should create the marketing strategies related to the features of the industrial products sales, grasping the connotation of relationship marketing as well as reinforcing the brand building. The DCS is the typical industrial goods. Based on the combinational theory of marketing strategies and integrated the features of industrial goods sales, this paper focuses on the DCS business of Hollysys Company and analyses the marketing environment and competing situation of DCS in China, in addition, the paper not only researches the present marketing strategies of Hollysys Company but raises optimizing ideas, where the relationship-marketing and brand-building policy of the company has been put forward with the combination of the relationship marketing theory and brand building theory. This thesis consists of six chapters. Chapter one, as the introduction, the writer presents not only the backgrounds and significances of this research but also the framework of the writing, with the demarcation of the contents and extents of the research. In chapter two, the writer gives a overview to readers about marketing strategy combinational theory, relationship marketing theory, brand marketing theory and industrial marketing theory. Marketing environmental analysis is mainly discussed in Chapter three, where the writer presents the micro-environment of the automatic marketing in China and analyses the competing environment which Hollysys Company’s DCS is in as well as its rivals in five-force model. In Chapter four, the writer presents the marketing combinational strategies Hollysys Company has taken at present and comes up with some optimizing suggestions. In Chapter five, the writer analyses the DCS market segments and then lists the specific measures about the relationship marketing and brand building. Chapter six is the part of the conclusion.
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