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论文编号：	8384
作者编号：	2120132678
上传时间：	2016/6/8 21:43:27
中文题目：	新兴铸管球墨铸铁管业务营销策略及实施研究
英文题目：	The study on marketing strategy and its implementation of ductile iron pipe of Xinxing Pipes
指导老师：	李东进
中文关键字：	新兴铸管 ；球墨铸铁管 ；关系营销 ；营销策略
英文关键字：	Xinxing Pipes；Ductile iron pipe；Relationship Marketing；Marketing strategy
中文摘要：	上世纪80年代我国开始从事球墨铸铁管的生产，经过近30年的发展，球墨铸铁管被广泛用在大型水利引水项目，城市基础设施建设领域的市政供排水、燃气输送等。随着城市化进程的不断加快，未来我国对球墨铸铁管的需求空间会越来越大。作为行业内生产规模最大的企业新兴铸管如何能在当下国内外经济不景气，钢铁行业经营困难的客观环境下，变危机为机遇，提高企业核心竞争力从生产技术、工艺流程、管理流程上进行创新，进而实现营销模式、经营模式、制造模式的创新，在工业品营销中制定创新的营销组合策略，通过对客户关系的有效管理，实现公司的市场营销战略。 本文以新兴铸管为研究对象，首先回顾市场相关的营销策略理论，然后从营销的宏观环境、行业环境层面分析了球墨铸铁管行业的发展现状以及未来发展趋势。通过波特“五力模型”同时运用SWOT分析方法，详尽分析了新兴铸管的经营环境，就企业内、外部环境的优势、劣势、威胁、机遇进行了深入探讨，集中利用新兴铸管的优势资源来弥补行业竞争劣势给企业带来的威胁。对新兴铸管的市场进行了细分与定位，提出了新兴铸管在产品、价格、渠道、促销中采取的组合策略，以培育客户忠诚度的关系营销策略着手制定符合新兴铸管未来发展的营销方案，并对该策略的实施提出保障建议。
英文摘要：	In the 1980s China began in ductile iron pipe production, after nearly 30 years of development, nodular cast iron pipe is widely used in large-scale water diversion project, municipal urban infrastructure construction realm for drainage and gas transportation and other. Along with the development of city, China on ductile cast iron pipes demand space will be more and more big future. As the industry's largest production scale enterprises Xinxing Ductile Iron Pipes how can in the current domestic and international economic downturn and the objective environment of the iron and steel industry operating difficulties, change the crisis into opportunities, improve the core competitiveness of enterprises from the production technology, process, management process innovation, so as to realize the marketing mode, management mode and manufacturing mode innovation, develop innovative marketing combination strategy in the marketing of industrial products. Through the effective management of customer relationship, to achieve the company's marketing strategy. In this paper, Xinxing pipes as the research object. Firstly, we review the relevant market marketing strategy theory, and then from the marketing of the macro environment, industry environment level of ductile cast iron industry development present situation and the future development trend. The porter's "Five Forces Model", while the use of SWOT analysis method, a detailed analysis of the operating environment of Xinxing pipes, within the enterprise, the advantages of the external environment, weaknesses, opportunities, threats were in-depth discussion, focused on the use of Xinxing Pipes of the advantages of resources to compensate for the threat of industry competitive disadvantage brings to the enterprise. Xinxing Pipes in the market of the subdivision and orientation, the Xinxing Pipes combination strategy in product, price, channel and promotion to take, to cultivate customer loyalty relationship marketing strategy started to develop marketing programs in line with the future development of Xinxing Ductile Iron Pipes and the implementation of the strategy proposed safeguards recommendations.
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