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论文编号：	8793
作者编号：	2120142637
上传时间：	2016/12/8 16:28:36
中文题目：	基于核心竞争力的Z船舶绞车公司营销战略研究
英文题目：	Research on the Marketing Strategy of Z Ship Winch Company: Based on Core Competence
指导老师：	申光龙
中文关键字：	船用绞车公司；核心竞争力；市场定位；营销组合；客户需求
英文关键字：	Ship Winch Company; Core Competence; Market Positioning; Marketing Mix; Client Demand
中文摘要：	摘 要 受金融危机的深入影响，当前全球经济仍处在紧缩时期，船舶制造业受此影响，全球需求量在逐步下滑，市场竞争形势愈加激烈。面对严峻的竞争形势，传统的产品营销模式已不能满足制造企业的发展需要。如何针对市场形势和公司自身情况制定更加行之有效的营销战略，直接关系到企业今后的生存与发展。本文以Z船舶绞车公司为例，阐述了基于核心竞争力的营销战略，并结合公司具体情况，对其营销战略的改进进行了全面的论述。 首先，本文对船用绞车的概念和市场应用进行了介绍，详细阐述了营销组合理论。介绍了营销组合理论中4P和4C的概念、使用范围，以及两者之间的关系。以构建企业核心竞争为出发点，回顾了STP理论、以及核心竞争力理论。在STP理论中分别对市场细分，目标市场，市场定位进行了分析，同时也对核心竞争力进行了详细的论述。 船舶行业传统的营销模式过度的关注产品因素，而忽略了产品以外的其他要素。产品营销战略过于单一导致企业和客户的粘度不够，很难在残酷的竞争中获取更大市场。STP战略首先对产品的市场进行详细分类，然后综合企业自身特点选择相应的目标市场，最后根据目标市场中客户的需求进行自身的产品定位，从而确立公司的核心竞争力。接下来基于核心竞争力，运用4P和4C营销组合战略，分别从公司角度和客户角度出发，对公司现有的战略进行有效改善。本论文根据Z船舶绞车公司的实际情况，和其所面临的市场形势，基于核心竞争力，运用相关营销理论对公司的发展提出了新的营销战略建议。也通过理论运组合发现公司不足并进行调整的一次有意义改进。 接下来，本文对Z船舶企业的营销环境进行了分析，介绍了Z公司具体情况，包括：公司历史、核心产品、现有营销战略、公司现存在的问题。在船舶行业的介绍中，主要在以下四个方面进行了全面分析：政策环境方面，中国需继续深化改革，发展高技术船舶和海洋工程装备，培育拥有核心竞争力的大型船舶企业，争取在“十三五”末实现世界造船强国的目标。经济环境方面，国际宏观经济形势大量的运力闲置，全球船舶市场需求的持续恶化。国内宏观环境市场的需求量在逐步减少导致船舶的相关产品严重过剩业出现严重的损失。社会文化方面，人们逐渐开始追求更高品质的生活。而近些年生活环境的不断恶化，让人民逐渐关注环保问题，社会的环保意识逐渐增强。船舶行业急需建立“绿色船舶”发展模式。科学技术方面，中国自主设计技术达到一定水平，但在高技术领域仍有局限性。制造技术水平与国际水平有一定差距。管理技术体制缺乏先进的管理体系。 对Z船舶绞车公司存在的问题阐述中，论文从以下五个方面进行了具体分析，即公司的品牌认可度下降、服务体系欠缺、产品价格偏高、产品交货期长、组织结构涣散。通过对Z船舶绞车公司问题的分析，能具体明确公司在营销战略上的改进方向。 下一步，论文结合公司的相关情况，从公司角度对其产品、价格、渠道、促销战略进行了全面分析和改进。同时根据市场不断变化的需求，站在客户角度，从客户的需求、愿意付出的成本、便利性和沟通四个方面对Z船舶绞车公司的营销战略提出了改善。在客户需求方面：需要推进产品升级、提供技术支持和改进运营流程。基于客户认可的价格方面也需要进行改善，包括：首先建立战略联盟体系，让供应商、客户和公司站在同一利益方，形成战略联盟，加强三方面的价格优势。其次需要调整采购模式，将零件采购逐渐转移到中国来，实现最大限度的高质量的国产化。在改善营销渠道方面需要利用互联网的渠道优势，同时积极参加船舶行业的相关展会。而在改善促销方面，本文提出了“四位一体”的促销策略，即针对当今船舶市场越发多元化的特点，将Z船舶绞车公司单一化的促销战略进行改善，变为公司面向造船企业、船东、船舶设计院以及原始设备制造商的“四位一体”的促销战略。 最后，本文详细分析了Z船舶绞车公司的自身发展障碍，并在公司的服务体系、运营模式和企业文化三大方面进行论述，提出了全面的改善建议，进而基于公司的核心竞争力，建立了完善的营销保障体系。公司的服务体系改善主要包括：售前服务机制的改善、生产环节的支持、售后反馈系统的建立。运营模式的改善包括：运营流程的优化和供应链模式的改进。企业文化的推进包括了三点内容，即：激励制度的改进、员工归属感的培养以及团队建设的强化。 结尾对本论文的创新点进行了说明，总结了论文中的不足之处，结合Z船舶绞车公司的具体情况提出基于核心竞争力的新的营销体系。论文的创新之处如下：本论文的研究范围涉及到在营销组合理论和STP理论。以及核心竞争力理论在实践中分析运用。论文从企业角度和消费者角度两方面出发，运用营销战略组合理论对Z船用绞车企业真实情况分析，做出相应的营销战略，从而使企业在市场营销上占据优势。核心竞争力理论，公司环境关键的部分是与公司发生竞争的某几个产业，在增强企业核心竞争力时需要将产品、企业资源、产业价值链等因素考虑在内。同时结合严峻的市场竞争形势，提出了Z船舶绞车公司今后面临的挑战，也对公司未来的发展进行了展望。
英文摘要：	Abstract Affected by the financial crisis, the current global economy is still in a period of austerity, the shipbuilding industry is affected by the impact of global demand in the gradual decline, the market competition is increasingly fierce. Facing the severe competition situation, the traditional product marketing mode can’t meet the needs of the development of manufacturing enterprises. How to make more effective marketing strategy for the market situation and the company's own situation, directly related to the survival and development of enterprises in the future. In this paper, Z ship winch company as an example, this paper expounds the marketing strategy based on core competitiveness, and combined with the specific situation of the company, the improvement of its marketing strategy is discussed in a comprehensive. First of all, this paper introduces the concept of marine winch and market application, and describes the marketing mix theory in detail. This paper introduces the concept and application range of 4P and 4C in marketing mix theory, and the relationship between them. Taking the construction of enterprise core competition as the starting point, the STP theory and the theory of core competence were reviewed. In STP theory, market segmentation, target market and market positioning are analyzed, and the core competence is discussed in detail. The traditional marketing mode of shipping industry is concerned with the product factor, and the other factors are ignored. Product marketing strategy is too single lead to the enterprise and the customer's viscosity is not enough, it is difficult to obtain a greater market in the brutal competition. STP strategy first detailed classification of products in the market, choose the target market and their own characteristics, the final product localization in the target market according to the customer demand, in order to establish the company's core competitiveness. Next, based on the core competitiveness, the use of 4P and 4C marketing mix strategy, respectively, from the company's point of view and the customer's point of view, the company's existing strategies to effectively improve. In this paper, according to the actual situation of Z ship winch company, and its market situation, based on the core competitiveness, the use of relevant marketing theory to the development of the company put forward a new marketing strategy. Also through the theory of the combination of the company found that the lack of adjustment and a meaningful improvement. Next, this paper analyzes the marketing environment of Z shipping enterprise, introduces the specific situation of Z company, including the company history, the core product, the existing marketing strategy, the company's existing problems. In the shipbuilding industry in the introduction, mainly analyzes the following four aspects: policy environment, Chinese needs to continue to deepen reform, the development of high technology of ship and marine engineering equipment, cultivating large shipbuilding enterprises with core competitiveness, and strive to achieve the world shipbuilding power in the "13th Five-Year" at the end of the target. Economic environment, the international macroeconomic situation, a large number of idle capacity, the global shipping market demand continues to deteriorate. Domestic macro environmental market demand in the gradual reduction of the ship caused serious excess of the relevant products industry a serious loss. Social and cultural aspects, people gradually began to pursue a higher quality of life. In recent years, the continuous deterioration of the living environment, so that people gradually pay attention to environmental issues, social awareness of environmental protection gradually enhanced. The urgent need to establish a "green ship" development model in the shipbuilding industry. Science and technology, China's independent design technology to a certain level, but there are still limitations in the field of high technology. There is a certain gap between the level of manufacturing technology and the international level. The lack of advanced management system management system. This is the existence of Z ship winch company's problems, this paper carried out a detailed analysis from the following five aspects, namely the company's brand recognition system, lack of service decline, high product prices, long delivery time, product structure is loose. Through the analysis of the problem of the Z ship winch, it can clear the direction of the company to improve the marketing strategy. Next, the paper combines the company's relevant information, from the company's point of view of its products, price, channel, promotion strategy to carry out a comprehensive analysis and improvement. At the same time, according to the changing market demand, from the customer's point of view, from the customer's demand, willing to pay the cost, convenience and communication four aspects of the Z ship winch company's marketing strategy is proposed to improve the. In terms of customer needs: the need to promote product upgrades, provide technical support and improve the operational process. Including customer acceptance of the price also needs to be improved, based on: first, the establishment of strategic alliance system, suppliers, customers and companies in the same interests, forming a strategic alliance and strengthen the three aspects of the price advantage. Second, we need to adjust the procurement model, the parts procurement gradually transferred to China, to achieve the maximum of the high quality of localization. In the improvement of marketing channels, the need to use the advantages of the Internet channel, and actively participate in the relevant exhibition of the ship industry. And in the improvement of the promotion, this paper proposed "four in one" promotional strategies, namely according to the characteristics of the ship market is more and more diversified, the Z company of ship winch single promotion strategy to improve into the company for the shipbuilding enterprise, the ship owner, design institute and original equipment manufacturers of the "four in one" the promotion strategy. At last, this paper gives a detailed analysis of the obstacles to the development of Z ship winch company, and discussed in the company's service system, operation mode and enterprise culture three aspects, put forward comprehensive proposals to improve the core competitiveness of the company, and then based on the establishment of a sound marketing system. The improvement of the company's service system mainly includes: the improvement of the pre service mechanism, the support of the production process and the establishment of the after sales feedback system. The improvement of operation mode includes: the optimization of operation flow and the improvement of supply chain model. The promotion of enterprise culture includes three points, namely: the improvement of the incentive system, the cultivation of the sense of belonging of the employees and the strengthening of the team building. At the end of this paper, the innovation points are described, summed up the deficiencies in the paper, combined with the specific circumstances of the Z ship winch company based on the core competitiveness of the new marketing system. The innovations of this dissertation are as follows: the research scope of this dissertation is related to the theory of marketing mix and STP theory. And the application of core competence theory in practice. This paper from the two aspects of the business perspective and the consumer perspective, using marketing strategy combination theory to the analysis of the real situation of Z marine winch enterprise, make the corresponding marketing strategy, so that enterprises occupy the advantage in marketing. The theory of core competence, the company environment a key part of a few industry competition with the company, to enhance the core competitiveness of enterprises will need products, enterprise resources, industry value chain and other factors into account. At the same time, combined with the severe market competition situation, the challenges faced by the Z marine winch company are put forward, and the future development of the company is prospected.
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