联系我们

论文查询结果	返回搜索

论文编号：	8491
作者编号：	2120142499
上传时间：	2016/6/13 20:36:52
中文题目：	道依茨一汽（大连）柴油机有限公司
英文题目：	Marketing Strategy Research of DEUTZ（Dalian）Engine co.，Ltd
指导老师：	张永强
中文关键字：	道依茨一汽大柴公司;发动机产品;营销战略;营销组合策略
英文关键字：	DDE; engine product; marketing tactic; marketing mix strategy
中文摘要：	近几年以来，随着汽车、非道路机械设备产业的发展壮大，柴油机行业也得到了迅猛发展，尤其众多国外知名品牌柴油机陆续进入中国，带来了国际化的先进技术和管理手段，中国柴油机行业持续呈现出蓬勃发展的良好气象。2013年中国经济步入新常态，增速放缓，国家加强绿色能源、节能减排的政策实施，中国汽车、非道路产业对传统柴油机的要求越来越高，柴油机企业围绕产品、价格、渠道、促销、服务等方面的市场竞争愈加激烈，各发动机厂家通过外延增长和内在管理等方法纷纷扩大市场份额。在这种竞争环境下，拥有一个好的营销战略和具有可操作性的营销策略，在一定条件下可以使企业拥有较强的生存能力和竞争能力，延长企业生命周期。在此背景下本文选择营销战略这样一个课题进行深入研究具有重要的现实意义和实际应用价值。本研究以作者所在的道依茨一汽（大连）柴油机有限公司（以下简称道依茨一汽大柴公司）为研究对象，结合企业实际情况，综合运用多种研究方法，借助PEST分析、波特五力分析、SWOT分析等工具，挖掘企业优势、劣势、机会，以及威胁，对应采取的营销战略和策略进行深入分析，本文共分为六大部分，第一部分为导论，介绍论文的研究背景、意义、思路、方法、内容以及框架等。第二部分为相关的理论回顾，通过回顾营销战略分析的工具、营销组合策略理论，作为本文研究的理论依据。第三部分分析道依茨一汽大柴公司的发展现状和存在问题，以及公司的市场环境，从宏观方面以及市场竞争层面阐述了公司的营销环境，并借助SWOT分析工具对公司现有营销现状进行分析。第四部分，基于公司STP分析，重点阐述了公司营销战略的选择。第五部分对公司营销战略的实施进行了概括。本文的创新点在于从理论与实际相结合的角度，提出公司营销战略及策略的实施，并从企业文化、品牌建设与管理、产品研发等方面提出营销策略的实施保障建议。第六部分为本文结论，对道依茨一汽大柴公司市场营销战略的制定与实施进行概括。
英文摘要：	The diesel engine industry has developed rapidly in recent years with the growing of automobile and construction machinery industry. Especially, many foreign and famous diesel engine brands are gradually rooted in China, which brings international advanced technology and management method to push the booming of China engine industry. In 2013, china economy has entered “New Normal” stage and the economy growing has slowed. In addition, Chinese government strengthens the implementation of the green sources and energy-saving policy, so the automobile and construction machinery industry have more strict requirements on diesel engine manufacturers. Hence，The competition on product, price, channel, promotion and service within engine manufacturers becomes more intense and all diesel engine manufacturers try their best to strive for more market share through epitaxial growth and internal management. Under such circumstances, a good and operable marketing strategy means better survival ability and competition ability for enterprise under certain conditions and helps enterprise to prolong lifespan period. Therefore, choosing marketing strategy as research subject of this thesis has deep practical significance and practical applications. This study focuses on Deutz Dalian Engine Company (hereinafter refers to DDE) , where the author works and digs out DDE’s advantages, disadvantages, chances and risks by using PEST analysis, Porter’s Five Forces Model and SWOT analyzing tool based on the actual instance of corporation and deeply analyzes relevant marketing tactic and strategy. This study includes six parts. The first part introduces the research background, purpose, idea, method, contents and framework. The second part retrospect relevant theories, such as marketing strategy analyzing tool and marketing mix strategy theory, which lay theoretical basis for the following contents. The third part analyzes the development and existing problems of DDE, interprets DDE marketing environment from macroscopic aspect and market competition aspect and analyzes DDE marketing status by using SWOT tool. The fourth part mainly focuses on the choice of marketing strategy by DDE based on STP analysis. The fifth part summarizes the marketing strategy implementation of DDE. The innovation point of this paper embodies the combination of theory and practice, implementation of marketing tactic and strategy and suggestions on the guarantee of marketing strategy implementation in the aspect of enterprise culture, brand construction and management and product R&D. The sixth part is the conclusion to summarize the making and implementation of DDE marketing strategy.
查看全文：	预览  下载(下载需要进行登录)