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论文编号：	8014
作者编号：	2120132770
上传时间：	2015/12/10 11:39:16
中文题目：	HSCD公司核心业务选择及营销策略研究
英文题目：	Research on the Core Business Options and Marketing Strategies of?HSCD
指导老师：	薛红志
中文关键字：	贸易型企业；核心业务；市场定位；营销战略
英文关键字：	Trade-oriented enterprise, Core business, Market positioning, Marketing strategy
中文摘要：	中小企业，尤其贸易型企业，其业务模式虽然相对简单，但在经营过程中，也同样面临着战略选择问题。处理好这个问题，企业就会进入一个健康的上升通道。反之，企业很可能会走向倒闭。 本文的研究对象HSCD公司是一家典型的贸易型企业，于2012年在青岛成立，是A油漆公司在青岛区域的船用油漆分销商，以经销船用油漆为主要业务。HSCD公司在创建之后的经营过程中，因为目标顾客对润滑油业务也有很高的需求，又逐步增加了船用润滑油代理业务。在随后的公司发展过程中，船用润滑油业务增长迅速，占据了公司相当大部分的销售份额。面对这种状况，公司有必要在战略层面系统思考，目前状况下，该如何有效的配置资源才能够更健康、持续的发展下去？ 论文运用GE矩阵分析法对HSCD公司目前的船用油漆业务和船用润滑油业务进行了分析，发现船用润滑油业务属于选择性业务，未来发展具有较高不确定性，而船用油漆业务则属于全力发展的业务。鉴于HSCD公司的资源条件约束，应当重点发展船用油漆业务。但考虑到润滑油业务和油漆业务有很大的关联性，因此润滑油业务不能抛弃，可以作为一个适当的补充。为扩大船用油漆业务的规模经济效应，在进行市场细分的基础上，论文对公司战略进行重新定位，并制定相应的市场营销策略。最后，从人、财、物三个方面来制定相应的保障措施。 论文试图通过对HSCD公司的业务分析，探索一条新创公司或者小微企业在成长初期面对业务多元化诱惑时，如何做出正确的判断和选择。在此基础上，运用一系列的营销理论分析核心业务，并制定出相应的营销策略和保障措施。本文的研究结论主要来自于HSCD公司，对贸易型企业具有一定的借鉴意义。
英文摘要：	SMEs, especially trade-oriented enterprises, usually practice a relatively simple business model, but could be faced with a strategic choice in the course of business。 Dealing well with such a problem, they will enter a healthy increasing phase, and in controversy could be likely to collapse。 The research object HSCD is a typical trade-oriented enterprise. Established in 2012 in Qingdao, it works as the area distributor in Qingdao for the paint company A, and takes the sales of marine paints as the main business. HSCD realized the high demand of target customers for lubricants, and gradually started to work as the lubricant agent in parallel. In the subsequent course of the company's development, marine lubricant business grew rapidly, and accounted for a substantial portion of the company's sales. Faced with such situation, HSCD needs a systematic thinking at the strategic level for an effective allocation of resources under the current situation, in order to maintain a more healthy and sustainable development. Using the method of GE matrix analysis for HSCD’s current marine paint business and marine lubricant business, this Thesis found that marine lubricant business is a selective one with high uncertainty in the future development, and marine paint business should be the business to be fully devoted to. Given the condition of the company's resources, HSCD should constrain its business to be fully focused on the development of marine paint. Meanwhile, considering the great relevance of lubricant business and paint business, HSCD can not abandon lubricant, but can regard it as a suitable supplement. In order to expand the scale economies effect of marine paint business, on the basis of market segmentation, this Thesis tried to make a strategic reposition and appropriate marketing strategies for HSCD, and finally take appropriate measures in human, financial and material resources. Attempting to analyze the business of HSCD, this Thesis tries to explore a new approach for the startup or small and micro enterprises on how to make the right judgments and choices in face of temptation to diversified development. On such basis, using a series of marketing theory to analyze the core business, this Thesis also tries to make appropriate marketing strategies and safeguards. The main conclusions of this study mainly comes from the company HSCD, and may have certain significance for trade-oriented enterprises.
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