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论文编号：	7663
作者编号：	2220100947
上传时间：	2015/11/26 9:46:58
中文题目：	艾志工业技术集团工业设备维护营销策略研究
英文题目：	The?Research?of?Aigindustrial?Technology?Group??Industry?
指导老师：	许晖
中文关键字：	艾志工业技术集团；营销策略；设备维护
英文关键字：	Aigindustria technology?group；Marketing?strategy；Equipment?maintenance
中文摘要：	近几年，由于全球经济危机的影响，各个行业都呈现萧条局面，房地产、钢铁、汽车、煤矿等行业没有了十年前的辉煌，产值直线下降的同时，波及了上游和下游产业的兴衰。论文阐释了这些行业不景气对其供应商的直接影响，并以艾志工业技术集团公司为例，列举在这一经济形势下，怎样调整营销策略，以保证作为这些行业的优质供应商的牢固地位和自身的利润最大化。论文以钢铁行业为例，很多小规模的炼钢企业已经停产，大中型钢铁企业也都先后减产，在这种情况下，对原材料和零备件的需求大量减少，维修检修的工作量大大增加。艾志工业技术集团是为工厂提供密封产品和润滑产品及管道维护的企业，工厂对这些维护备件需求的减少，使公司必须改变营销策略，随之而动的是生产策略、产品策略、服务策略的调整。论文通过4Ps营销组合策略理论来论述艾志工业技术集团如何改变生产结构，调整产品组合，重新产品定价，如何分析自己的竞争环境，来发扬自身的优势，规避自身的劣势，以保障在逆境中生产与发展。论文着重阐述不断调整的营销策略如何得以实施的保障：即通过调整进口产品的比例，加大国产替代化的进程，来扩大市场占有率；通过大中华区完善的销售网络来做到市场细化和市场定位；通过加大对工厂设备的维修范围和频率来减少产品供应数量降低的利润损失；通过研发减少生产设备检修时间，延长设备运行检修期的高新技术产品来树立品牌形象；通过销售人员、技术人员24小时全天候的售前售后服务来稳固优秀供应商资格。工业行业现状使各类供应商面临同样的问题，我们如何在窘迫的经济环境中求生存求发展甚至求利润，是现在摆在同行业或者说很多制造商面前的重要课题。
英文摘要：	Because of the global economy crisis happened recently, several industry entry into the winter period. Right now many industries such as real estate industry, steel industry, car industry developed not so dramatically as ten years before. Production decreased dramatically affected so many related industries. In the research it describe the influence of these withered industries to their suppliers, and take Aigindustria group as an example. In this economy environment, as a good supplier in these industries, how to change the marketing strategy in order to keep its market leader position and its largest economy benefits. In this research it take steel industry as an example. Because of the global economy crisis, lots of small steel companies stop their production lines, this situation also happened in several big steel companies. They decreased their production amount. As a result, it decreased the demand of these raw materials and increased the demand of equipment maintain and repair work. Aigindustria group is a company that can provide maintenance service to production lines, which can help them to decrease their demand of repair equipment. That will cause the change of its marketing strategy, which will also affect its produce strategy, product strategy and service strategy. In the research it describe the Aigindustria group’s strategy change from 4Ps. In order to keep its leader position and further development in the market, it changed its production combination, make new price for the product, analysis its competition environment, its advantage and disadvantage. In the research it focus on the actions that can make the strategy changed successful, such as change the proportion of important and export; expanding market share by several actions; keep and further develop of market position by excellent Chinese marketing network; decrease the benefit damage by improve the after-sale services scope and frequency; establish new brand image by new research and development; keeping excellent supplier qualifications by perfect after-sale service from sales and technical person.All suppliers need to face the same problem because of the withered economy environment. How can we survival in the market and develop in the further? It is the most important question that all of us need to find out the solution.
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