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论文编号：	5629
作者编号：	2220110862
上传时间：	2013/11/26 17:42:59
中文题目：	航天一院十八所电液伺服阀营销策略研究
英文题目：	Research on Marketing Strategy of the electrohydraulic servovalve in Beijing Research Institute of Precise Mechanical and Electronic Control Equipment, CALT
指导老师：	张永强
中文关键字：	电液伺服阀 营销管理 市场定位 营销策略
英文关键字：	Electrohydraulic servovalve; Marketing management; Market orientation; Marketing strategy
中文摘要：	电液伺服阀是伺服控制系统的关键控制元件，在工业技术领域具有重要地位。在电液伺服阀产品领域，进口产品的价格、售后服务周期和成本等因素影响着国内用户的选择，并且某些系列的高端产品进口受到限制，因此专家曾多次呼吁国内厂商加紧相关产品的研制。国内伺服阀生产厂家多数属于军工单位，均有各自的主打产品，但产品种类单一且较少供给民用市场，造成民用伺服阀生产研发资源有限、发展缓慢且规模较小的现状。也因此导致伺服阀在民用市场的应用研究和推广不足，如冶金、电力、铁路、试验设备等等。使得用户对国内伺服阀产品缺乏足够了解，得不到足够技术支持。鉴于以上原因，航天电液伺服阀产品的产业化实施显得极为重要。 本文通过深入分析航天电液伺服阀技术在工业控制领域成果转化项目——电液伺服阀技术国内外的研发现状、产品市场需求和竞争环境，运用产品生命周期理论、营销组合理论、五力竞争理论、SWOT分析等营销管理理论和战略管理理论，确定电液伺服阀产品的目标市场，采取低成本市场竞争战略和差异化竞争战略；论文分析了电液伺服阀产品的生命周期曲线，得出了在产品导入期和发展期的定价方式；制定了对前期目标客户的营销策略，打下前期准备基础，并加强宣传吸引潜在客户的客户关系战略。本文还对产品后续准备成立专营公司的组织结构、营销队伍、资金筹措和客户关系等进行了研究，力求通过制定有效的市场营销战略，为电液伺服阀产品后续进入民用市场、实现产业化运营提供借鉴意义。
英文摘要：	Electrohydrauic servovalve, which has an important status in technology, is one of the key component of servocontrol system. The price, after service period and cost of the importations are main factors affecting national customers. Some series’ importation is limited. The development of electrohydrauic servovalve is in sight of many experts. Most of the national electrohydrauic servovalve producers are war industry units, and have their own product series, so the civil market can’t get plentiful productions and has little source to develop the new ones. The research, production, application and spread of electrohydrauic servovalve for civil use have slow progress and a small scale. So the industrialization of electrohydrauic servovalve of aerospace is very important. This article analyses the item of the transform of electrohydrauic servovalve technology for aerospace to industry control, and uses lifecycle theory, marketing mix theory, competition theory, SWOT analysis and strategy management theory to confirm the target market of electrohydrauic servovalve and adopt the low-cost and difference-making competition strategy. This article analyses the lifecycle curve of electrohydrauic servovalve, gets the pricing mode in introduction stage and growth stage, and develops the marketing strategy for target customers and the customer relationship strategy for potential customers. This article also researches the organization structure, marketing team, fund raising and customer relationship for the establishing franchise company to provide reference for electrohydrauic servovalve entering the civil market.
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