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论文编号：	6452
作者编号：	2120122770
上传时间：	2014/6/10 21:13:47
中文题目：	数控机床中国市场营销策略研究-以MS公司为例
英文题目：	Research on NC Machine Tool Marketing Strategy of China - A Case Study of MS Company
指导老师：	韩德昌
中文关键字：	数控机床;环境分析;营销策略组合
英文关键字：	NC Machine Tool;Environmental Analysis;Marketing Mix
中文摘要：	数控装备是以数控技术为代表的新技术对传统制造业和新兴制造业的渗透形成的机电一体化产品。数控机床作为其主要代表之一，其保有量和使用情况，是衡量一个国家机械制造业国际竞争力的重要指标。中国作为机械制造业大国，兼具数控机床消费大国和生产大国的双重特点；数控机床市场在整个国际市场中的地位也愈加重要，现已成为世界各主要数控机床厂家的角力舞台。作者结合数控机床作为工业消费品的特点，运用PEST分析法对MS公司所处中国市场进行了宏观环境分析。随后从市场需求、竞争环境和资源环境的角度对MS所处的产业环境进行分析，同时从营销策略组合角度对其营销现状进行了梳理，再通过SWOT分析法对其优势和劣势、机会与威胁进行了总结归纳。针对性地提出MS公司要选择与中国市场相匹配的营销策略组合：产品和渠道方面，通过重组产品线、产品差异化和加强售前技术服务，优化MS提供的产品和技术服务，配合“双通道”营销渠道，高效抵达客户；价格和促销方面，通过重建价格体系和辅助价格手段的实施，降低客户的综合购买成本，随后配合促销策略，传达给市场MS的品牌与产品价值；政府和公共关系方面，通过社会活动、地区项目合作等方式实现政府关系的建立，同时基于塑造形象和协调平衡的出发点采取行动，逐步提升公共关系现状。文章最后，从MS公司内部着手，提出了从公司管理理念、人力资源、组织与运行机制、信息系统等方面的改善建议，为营销策略组合方案的实施提供了保障。数控机床作为典型的工业设备，同时具有高技术产品和装备制造业的共同属性，其产业发展对国民经济的发展也具有促进作用。希望本文的研究，同时能为中国装备制造业企业的市场营销活动起到借鉴作用。
英文摘要：	Traditional manufacturing and emerging manufacturing industry is penetrated by New Technology represented by Numerical Control (NC) technology. For instance, the Machine Tool (MT), the amount and using of MT is the representative of being a competitive country. As a powerful country in field of manufacturing, China makes and uses a large amount of MT, and the Chinese MT market plays more and more important role in international market, also China has been a vital battle for the most companies. According to the characteristics of NC MT what belonging to industrial consumer goods, author analyzed the macro environment for MS company of China by using PEST analysis method. Then industry environment of MS is analyzed at the view market demand, competitive environment and resources and environment. Meanwhile, from the Angle of the marketing mix, generalized the MS’s present marketing state, and summarized the advantages and disadvantages, opportunities and threats by using the SWOT analysis. Suggested how MS company can develop and implement to match China market with marketing mix: firstly, by product and channel, optimize the MS company in products and technical services through the reorganization of the product line, product differentiation, and strengthen the pre-sale technical service. Then with "double channel" marketing channel, reach customer sufficiently; secondly by price and sales promotion, through the reconstruction of the implementation of the price system and auxiliary price tactics, comprehensive purchase cost would be reduced. Then cooperating with sales promotion strategy, MS’s value of brand and product can be conveyed to the market; Thirdly, by government and public relationships, being part of the social activities, and project cooperation of the area, relationships with the government would be established, and based on the considering of shaping image and coordination and balance action, MS can gradually improve the present situation of public relationships. Finally, beginning from the inter of MS, improving Suggestions of aspects of the company management, human resources, organization and operation mechanism, information system, would make MS’s marketing mix plan formulation and implementation of the safeguard. NC MT is a typical industrial equipment, at the same time, having common properties of high technology products and equipment manufacturing industry. The industry has also a promoting effect on the development of national economy. Expect that this article research can also play a role for reference for marketing activities of China's equipment manufacturing companies.
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