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论文编号：	5123
作者编号：	2220080955
上传时间：	2013/5/28 16:55:51
中文题目：	铁三院集团公司营销战略及其实施研究
英文题目：	Study on the marketing strategy and implementation of TSDI
指导老师：	戚安邦
中文关键字：	营销 战略 实施
英文关键字：	Marketing Strategy Implementation
中文摘要：	勘察设计行业经历了建国以来最长的景气周期后面临巨大的成长压力，战略转型成为热门话题。如何将转型落到实处，实现管理提升和变革成为勘察设计企业能否在社会调整期蜕变的关键之一。营销战略的研究可以使企业更冷静地思索面临的机遇与挑战、制定切实的经营目标、寻找可行的发展路径。笔者从个人工作的企业出发，对铁三院集团公司的营销战略与实施进行了研究，期冀通过这些粗浅但真诚的研究，对企业持续发展有所益，并为同类勘察设计企业提供借鉴。 本文首先对营销战略管理相关理论进行了研究，探讨了企业宏观、微观和竞争环境分析方法，对多元化、国际化、企业技术领先及聚焦战略进行了概要描述，然后对铁三院集团公司的内外部环境进行了分析。从环境分析的结果来看，铁三院集团公司仍然处于战略机遇期，可以通过拓展国际国内市场业务实现稳步增长，但市场竞争日趋激烈，更应关注企业发展质量，逐步转型才能保持企业的市场地位和持续发展。 在对内外部环境分析的基础上，本文对铁三院集团公司营销战略进行了研究，重点研究了业务组合定位、市场目标与区域，提出了铁三院营销战略方案，并对方案可行性进行了分析。笔者认为铁三院应坚持“积极而又稳健”的战略态度，近期以内向型发展思维为主，通过横向相关多元化、纵向一体化进行业务拓展，中远期主要体现外向型的发展思维，更多更多关注境外市场、采取国际化战略；对于市场区域，则宜采取聚焦战略，对于勘察设计咨询等核心业务采取技术领先战略。笔者还从方案适应性、 资源需求、组织效能和管理状况、风险与阻力方面对方案可行性进行了研究。 本文还对营销战略的实施进行了探讨，主要分析了战略调整程序、需要把握的时机及战略保障措施。对于营销战略调整时机，笔者提出按照宏观经济变化、市场周期、公司治理结构变化、目标考核结果调整战略的思路。本文还对营销战略的保障措施从组织、管理和资源三个大的方面结合企业实际进行了逐一分析。
英文摘要：	The investigation and design industry has experienced the longest cycle of boom since the foundation after the great growth pressure on strategies to transform into a hot topic. The keys are how to make a transition into practice, management improvement and reform that the investigation and design enterprises in social adjustment can change. Study on marketing strategy of enterprise can be made more calmly think about the opportunities and challenges, development practical goals, and looking for viable development path. I studied from the individual companies to work for, conducted a study on the marketing strategy and implementation of 3rd survey and design Institute Group Corporation. I expect that through these studies can make enterprise sustainable development benefits, and provide reference for the same type of survey and design enterprises. First, this thesis studied the marketing related to strategic management theory, explored the macro-, micro-enterprises and the methods of analysis of the competitive environment, described diversification and internationalization, business technology leadership and focused strategy, and then analyzed internal and external environments of 3rd survey and design Institute Group Corporation. From the results of environmental analysis, TSDI is still in the period of strategic opportunities, through expanding the international business achieve steady growth in the domestic market. But with a increasingly competitive market, we should focus on developing quality, progressive transformation in order to maintain their market position and continued development. On the base of analysis of internal and external environment, this thesis is studied the marketing strategy of TSDI, focused on portfolio positioning, marketing objectives and areas, proposed the program of TSDI marketing strategy and made analysis on feasibility. I believe that TSDI should insist on the strategy of "active and prudent", recently dominated by inward-looking development idea, business developed through horizontal diversification, vertical integration, forward thinking mainly of export-oriented development, more focus on foreign markets, international strategy; market is are advised to adopt focusing strategies, core business technologies, such as reconnaissance and design consultation strategy. Author is studied from the program flexibility, resource needs, organizational effectiveness and risk management situation, and resistance to study the feasibility of marketing strategy. This thesis is also explored the implementation of marketing strategies. We focused on the strategy adjustment procedure, which is necessary to grasp the opportunity and strategy of safeguard measures. For marketing strategy adjustment time, I put forward in accordance with the changes in the macroeconomic, market cycle, changes in corporate governance, strategy for objective examination results. This thesis is analyzed from organization, management and resources on marketing strategy.
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