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论文编号：	7201
作者编号：	2220130013
上传时间：	2015/6/1 16:07:51
中文题目：	天津圣恺陶瓷阀门公司全球发展战略与风险研究
英文题目：	Research on Ceramic Valve Global Marketing development strategy at Tianjin Shengkai
指导老师：	杨斌
中文关键字：	陶瓷阀门；业务；全球发展战略；风险研究
英文关键字：	Ceramic Valve, Global Development, Risk Research
中文摘要：	目前世界阀门行业发展处于稳步发展时期。据美国The Freedonia Group, Inc公司的《世界工业阀门》统计显示：自2012年以来世界阀门销售额年增长率持续保持在5.1%左右，至2012年，阀门销售额达到640亿美元。 中国阀门行业改革开放以后飞速发展，特别在“十二五”期间，发展更加迅速。2014年我国生产阀门1031.9吨，规模以上(年销售收入2000万元以上)企业1700多家，实现销售收入人民币2577亿元，完成出口交货值371亿元。据统计，2004年-2014年，10年间，中国阀门产业快速发展，从2004年的300多亿元年销售额增长到2577亿元，即便是去年市场稍有疲软，但整体年销售额也增长了100多亿元。 与其他行业相比，阀门行业生产分散度较大。世界前六大阀门生产厂家2012年销售额不足70亿美元，市场占有率只有总销售额的12%,阀门行业市场竞争十分激烈。 目前，世界陶瓷阀门行业仍处于刚刚起步阶段，陶瓷阀门在整个工业阀门领域所占比例还很小，以中国为例：2013年中国陶瓷阀门销售额只占阀门总销售额的1%。国外陶瓷阀门生产厂家主要集中在美国，具有一定规模的有Ceresist公司、Fuji Kin公司和爱默生公司，但这类公司均不以工业陶瓷技术开发和陶瓷阀门生产为主营业务，陶瓷部件生产主要依靠单一设备或外购。国内除公司外的其他陶瓷阀门生产企业不足10家，销售额均在500万以下，除深圳南玻公司利用进口设备制造单一球阀产品其他生产厂家陶瓷部件主要依靠外购。综上所述，我公司是世界上唯一一家拥有工程结构陶瓷技术研发能力并成功实现大规模产业化的陶瓷阀门生产企业。 在当今的中国制造业中，普遍流行一种‘做大做强’的愿景，但是多数企业采取的是一味的‘做大’的企业战略，别人有的我一定要有！别人没有的我也要有的思想引导企业经营者的思想。但笔者认为，大不等于强！一味的做大而全，不去下大力气打造企业核心竞争力，将是一个庞大而臃肿的企业，是‘虚胖’而不是强大。 本文中笔者以圣凯（天津）工业有限公司的国际营销业务为研究对象，在圣凯（天津）工业有限公司发展战略的前提下，收集分析大量的数据，针对国际、国内市场营销战略进行研究。本文通过对行业数据的分析，将圣凯（天津）工业有限公司置身于国际竞争的大环境中，首先对公司自身运用SWOT工具，以研发—生产—管理—技术—市场影响力为脉络，并在行业中选择行业优秀企业进行标杆对比，深入剖析圣凯（天津）工业有限公司的各方面竞争优劣。 研究得出，与其他行业相比，阀门行业生产分散度较大。世界前十五生产厂家2013年销售额不足70亿美元，市场占有率只有总销售额的15%；中国阀门行业前十位销售额只有46.3亿人民币，中国市场占有率不足7%。故，圣凯（天津）工业有限公司必须对阀门市场进行细分，针对性的开发产品和市场，决不能贪大求全。 通过细分市场，结合公司自身特点的研究发现，目前，世界陶瓷阀门行业仍处于刚刚起步阶段，陶瓷阀门在整个工业阀门领域所占比例还很小。国外陶瓷阀门生产厂家主要集中在美国，具有一定规模的有Ceresist公司、Fuji Kin公司和爱默生公司，但这类公司均不以工业陶瓷技术开发和陶瓷阀门生产为主营业务，陶瓷部件生产主要依靠单一设备或外购。国内除圣凯（天津）工业有限公司外的其他陶瓷阀门生产企业不足10家，销售额均在500万以下，圣凯（天津）工业有限公司是世界上唯一一家拥有工程结构陶瓷技术研发能力并成功实现大规模产业化的陶瓷阀门生产企业。 本文研究制定出圣凯（天津）工业有限公司全球营销战略为： 愿景：致力于成为工业陶瓷阀门世界首选品牌 市场定位：耐磨、耐腐蚀工况阀门解决专家 价值链：整合行业资源为定位客户提供成套阀门解决方案 目标：2017年进军中国阀门前十位
英文摘要：	At present, the world valve industry is in a stage of stable development. According to the statistical data in “Industrial Valves World Markets” by The Freedonia Group, Inc: the growth rate of the world sales volume of valves has remained at a level of 5.1% since 2012; valve sales volume reaching USD64 billion. Since reform and opening to the outside world, China’s valve industry has developed rapidly, and more rapidly especially during “the twelfth Five-Year Plan”. As of the end of 2014, large scale valve manufacturers (Annual revenue more than 20 million RMB) reach 1700. The revenue reached 257.7billion Yuan, the export amount reached 37.1 billion Yuan. According to statistics, During the 10 years from year 2004 ~ 2014, the valve industry in China developed rapidly, the sales revenue increased from 30 billion Yuan to 257.7 billion Yuan. Even if the market of last year is weak, the total annual sales revenue increased 10 billion Yuan. Compared with other industries, dispersion is more obvious in the valve industry. The top 6 of the world manufacturers have a sales volume less than USD7 billion in 2012, market share was only 12% of the total sales volume; the top 10 domestic valve industry manufacturers only had a sales volume of RMB4.63 billion with a market share less than 7%. Cutthroat competition can be easily found in the valve industry. Currently, the world ceramic valve industry is still in its infancy. Ceramic valves represent a very small proportion in the industrial valve industry. Taking China as an example: sales volume of ceramic valves in China only represented 1% of the total volume in 2013. Overseas ceramic valve manufacturers are mainly located in USA; Ceresist, Fuji Kin and Emerson are such companies with mature scale, but they don’t take industrial ceramics development and ceramic valve production as their main business. Production of ceramic pieces mainly relies on single equipment or outsourcing. Other ceramic valve manufacturers in China are less than 10, with sales volumes below RMB5 million. They mainly depend on outsourcing for ceramic pieces, except that of Shenzhen CSG manufactures single ball valves by using imported equipment. In general, our company is the only ceramic valve manufacturer in the world, with capacity of engineering structural ceramics R&D and successful industrialization on a large scale. In current production enterprises, the popular vision is "to be large and strong". But most of the enterprises take the strategy of "to be large", means we must own what the others owns! We must own what the others don't owns! In the writer's opinion, "large" is not equal to "strong". To try to become large and complete, not try to strengthen the "core competitiveness", it will become a big and bloated company, it is pufiness instead of strong. In this paper, the author took Shengkai as the object of study, collected quantities of data,use SWOT TOOL to give a detailed research on global development strategy of ceramic valves. Through the detailed market division, combine the self characteristics of the company, we can know the ceramic valve is still on the stage of step up and occupies a very small proportion in the whole industrial valve area. The world ceramic valve manufacturers mainly concentrated in the US, like Ceresist, Fujikin and Emerson. The ceramic valve is not the main products in R & D and production in these companies. They normally buy-out the ceramic parts. In China, there are less than 10 manufacturers of ceramic valve, its sales revenue less than 5 million RMB. Shengkai is the only ceramic valve manufacturer who owned the R & D ability of ceramic technology and realized the large scale production of ceramic valve. The Global Development Strategy of Shengkai in this article is as below: Our vision: to become the world No. 1 brand in industrial ceramic valves Our position: Specialist on abrasive and corrosive media applications Our value: To integrate the sources and provide the total solution for our customers Our goals: To go into the top ten valve manufacturers in China
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