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论文编号：	7707
作者编号：	2220132421
上传时间：	2015/11/30 23:06:44
中文题目：	金德管业集团天津市场营销策略研究
英文题目：	The Study of Marketing Strategy for Ginde Plastic Pipe Industry Group in Tianjin
指导老师：	袁庆宏
中文关键字：	金德管业；天津市场；营销策略；服务营销；关系营销
英文关键字：	Ginde LTD; Tianjin Market ; Marketing Strategy; Service Marketing; Relationship Marketing
中文摘要：	随着新型化学管道在中国市场上的广泛应用与普及，近年来化学管道行业得到了前所未有的蓬勃发展。目前我国化学管道产品生产企业已达 5000 家以上，所生产的产品已经广泛应用于给排水工程，燃气及水暖供应、输油和冷却液用导管、通讯光缆套、消防水输送、高速公路排水、电线屏蔽套管，各种市政、工业、矿山、养殖、农业排水、排污、通风等领域。金德管业集团作为我国化学管道产品生产的主导企业，亚洲最大的化学管道产品生产基地，在行业内有着广泛的影响和举足轻重的地位。深入剖析和挖掘金德管业集团在营销方面的经验和作法，不仅有助于帮助企业增强竞争优势，明确发展方向，巩固市场地位，同时也将为引导行业内其他企业的健康发展提供重要借鉴。本文一方面以金德管业集团为研究对象，以战略管理、PEST和SWOT等理论工具为研究框架，对金德管业集团的营销现状、行业发展状况以及竞争态势进行了详细剖析；另一方面研究也从服务营销、关系营销等理论视角，对金德管业集团天津市场营销策略展开了深入讨论，进一步明确了金德管业在天津市场的营销策略选择及实施方法。本研究预期会为公司增加市场销量、提高市场份额、维护和拓宽市场领域提供有力支持，同时也为行业内同类企业的健康发展提供可资借鉴的经验和启示。本文全文共分六个章节，第一章绪论部分主要介绍本文的研究背景、意义、思路和方法；第二章是对战略管理、服务营销与关系营销等相关理论进行回顾和梳理；第三章从建筑管材行业现状与发展趋势、宏微观环境等方面对金德管业集团营销环境展开了整体分析；第四章提出了金德管业集团在天津市场可供选择的营销策略；第五章是对金德管业集团天津市场营销策略如何实施做出分析；第六章是本文的结论部分。
英文摘要：	With the widely application of the new chemical pipeline in the Chinese market and popularization, the chemical pipeline industry has obtained the unprecedented boom.At present our country chemical pipelines products has reached more than 5000 production enterprises, their production of the products have been widely used in water supply and drainage engineering, gas and water supply, oil and coolant with catheter, communications cable casing, fire water, highway drainage, wire shielding casing, all kinds of municipal, industrial, mining, farming, agricultural drainage, drainage, ventilation, and many other fields. Tube kinder industry group as the leading enterprises of the chemical pipeline product production in China, as well as Asia's largest production base of chemical pipeline products, has a broad influence and important position in the industry. And digging deep insight into the experience and method of tube kinder industry group in marketing, not only help enterprises to enhance competitive advantages, a clear development direction, consolidate the market position, at the same time, it will be for the healthy development of other enterprises in the industry to provide important experiences. Based on tube kinder industry group as the research object, according to the theory of strategic management, PEST and SWOT theory tool for the analysis framework, marketing status of tube kinder industry group development, industry and competition situation has carried on the detailed analysis; From the perspective of service marketing and relationship marketing theories, held in-depth discussions on the company's marketing strategy, thus further defined the kinder LTD in Tianjin market marketing strategy and implementation method. This study is expected to increase sales, improve market share for the company, maintain, and broaden the market to provide strong support, for the development of similar enterprises in the industry to provide experience for reference and enlightenment. In this paper, the full text is divided into six chapters, the first chapter the introduction part mainly introduces the research background, significance, ideas and methods of this article; The second chapter is research for this article has launched the related theoretical basis for the system of review and summary, including strategic management, service marketing and relationship marketing and so on three parts; . The third chapter of kinder pipe group on the overall analysis of marketing environment, content involves building pipe industry current situation and trend of development of micro and macro environmental analysis and so on three parts; The fourth chapter puts forward the selection of tube kinder industry group in Tianjin market marketing strategy; In the fifth chapter is about Ginde pipe group Tianjin market marketing strategy analysis of how to implement to make; The sixth chapter is the conclusion part of this article.
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