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论文编号：	6691
作者编号：	2120122797
上传时间：	2014/12/4 14:34:12
中文题目：	军转民背景下航天精工公司紧固件产品的营销策略研究
英文题目：	Study on marketing strategy of APP’s fastener products in a defense industry conversion background
指导老师：	许晖
中文关键字：	紧固件，军转民，营销策略，竞争优势
英文关键字：	Fasteners，Defense Industry Conversion，Marketing Strategy，Competitive Advantage
中文摘要：	航天精工股份有限公司（下文简称“航天精工”）是国内航空航天紧固件的龙头企业，主要面对航空、航天、兵器、电子、船舶等军工市场，牢牢的占据着国内军品紧固件配套市场第一的宝座，市场占有率近六成，但是由于国内军品市场的规模毕竟有限，远远不能满足公司打造“国内第一、国际一流高端紧固件研发制造企业”的战略目标。2012年以来，公司的业绩停滞不前，在巩固领先市场的基础上，如何积极拓展新的市场，为公司业绩的提升注入新的动力成为当前企业发展的重中之重。也就是说，结合航天精工自身的实际情况，让航天精工尽可能高效的利用自己的竞争优势在民用市场中逐渐获得相对于竞争对手的持续而稳定的竞争优势，这也正是市场营销策略的核心话题。因此，对航天精工民用市场开发的营销策略研究的重要意义在于：一是对航天精工开展民用市场开发工作具有一定的参考价值；二是对我国军工制造型企业参与民用市场的开展工作具有启示和借鉴意义。 本文综合运用了文献研究、案例分析，结合营销策略、竞争优势等理论对本人就职的航天精工进行了研究，对航天精工及产品进行了分析，对公司所处的经济环境、行业政策环境、社会现实需求环境和紧固件产品技术环境进行了系统的分析，提出了公司在民用市场开发中，应该采取的发展战略和竞争战略。通过对细分市场的研究，确定了在民用市场中的市场营销战略，为了提高航天精工营销管理有效性，针对性的提出了一系列必须的保障措施。最后就航天精工在高铁市场的军转民尝试做了案例分析，总结了在该市场应用中的经验和成绩。 本文的研究对航天精工正确认识在民用市场开发中面临的营销管理问题的实质具有重要的意义，并在产能建设、销售模式、资本运作、组织结构、人员管理等方面提出了相关的建议。同时本文研究的结论对军转民的紧固件企业及其他需要军转民的加工制造型企业也有一定的参考意义。
英文摘要：	Aerospace Precision Products Corporation(hereafter called APP) is the leading fastener manufacturing company in aviation and aerospace industry, which is mainly serve for aviation, aerospace, weapons, electronics, ships industry has occupied the first place in military-used market with a 60% market share. But because of the demand limitation of Chinese military products, it’s far to achieve the company’s strategic target which is be known as “No.1 in China, first class in the world”. APP’s performance has remained stagnant since 2012, it brings us a new topic that “how to develop new market in order to instill new vitality in the company?” In other words, we should have a deep understanding of APP’s actual situation, let the company use its competitive advantages in a high efficiency as possible so as to gradually acquire a continuous and stable competitive advantage in civil-used market, this is a key topic of marketing strategy. So, there are two significant meanings of study on APP’s market developing strategy in civil-used market, one is it has a reference value for APP’s market developing in civil-used market, the other one is it has certain enlightenment and reference to those Chinese military industrial enterprises who want to enter into civil-used market. In this paper, integrated use of literature analysis, case study, combined with marketing strategy, competitive advantage theory has conducted the research to APP I worked. I analyzed the company and its products, furthermore I scientifically analyzed the company's economic environment, industry policy environment, social environment and the practical demand and fastener products technology environment, put forward the development strategy and competitive strategy which APP should take in civil-used market development. Through the research on market segmentation, I identified the marketing strategy in civil-used market, put forward a series of necessary security measures in order to improve the effectiveness of APP’s marketing management .Finally I analyzed the APP’s defense industry conversion (the conversion of military resources to civilian fields) in High-speed Rail market, summarizes the experience and achievements in the application in this market. This paper has important significance to the correct understanding of the essence of marketing management problems in developing the civil-used market, and put forward relevant proposals in the capacity building, sales model, capital operation, organizational structure, personnel management etc. At the same time, the conclusions of this study have some reference significance to those fastener manufacturing companies and other manufacturing companies who are in a background of defense industry conversion.
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