联系我们

论文查询结果	返回搜索

论文编号：	881
作者编号：	2120062174
上传时间：	2008/12/12 10:56:33
中文题目：	新兴铸管球铁管营销策略及其实施
英文题目：	Studies on marketing strategy
指导老师：	李东进
中文关键字：	离心球墨铸铁管;关系营销;隐性营
英文关键字：	Centrifugal Ductile Iron Pipe;
中文摘要：	自中国加入WTO以后，国内制造业取得了长足的发展，开始加快了产业结构的升级和优化。国内制造业在迎来发展机遇的同时，也充满了挑战。随着国际化进程的加快，国外拥有先进技术和雄厚资金的跨国集团，开始纷纷抢滩中国，以独资或合资的形式，快速进入国内制造业。面对全球化进程的加快，国际、国内形势呈现出全新的竞争态势，国内制造业也加快了产业升级和快速整合的步伐。 我国离心球墨铸铁管行业起步较晚，是从二十世纪八十年代开始引入中国，经过几十年的快速发展，已涌现出一批具有国际竞争力的企业。离心球墨铸铁管是一种优质的给水、输气管材，是当今管网建设所选的主流管材。面对国际化的竞争环境，作为国际三巨头之一、国内处于龙头地位的新兴铸管公司，如何面对瞬息万变的国际、国内竞争环境，始终保持企业健康快速发展，是摆在企业决策层的一个紧迫课题。本文通过理论联系实际的方法，运用营销学方面的理论和知识，对新兴铸管股份有限公司的离心球墨铸铁管营销策略进行了详细的分析，希望能给公司管理层提供营销方面的决策依据，以期能提升公司整体营销能力。 本论文共包括7个部分。第一部分阐述了本文的研究背景、研究思路、研究目的和意义；第二部分对市场营销组合理论、产业间营销理论、关系营销理论、隐性营销理论和五力模型理论等做了简要的回顾；第三部分运用营销理论对我国球铁管企业的宏观环境做了有效的分析；第四部分对新兴铸管作SWOT分析，作为新兴铸管制定营销策略的前提背景；第五部分析新兴铸管的营销策略；第六部分为新兴铸管的营销策略实施；第七部分为结论。 本文的创新点：离心球墨铸铁管产品主要针对各地自来水行业，其营销模式属于典型的产业间营销，本文针对产业间营销客户特点，适时提出在制造业中引入服务营销中的隐性营销观念，希望能为提升新兴铸管的整体营销能力提供借鉴。 关键词：离心球墨铸铁管 关系营销 隐性营销 营销策略
英文摘要：	Since China's accession to the WTO, The domestic manufacturing industry has achieved great development, and the industrial structure began to speed up the upgrading and optimization. The domestic manufacturing industry has ushered in opportunities for development, but also been full of challenges.With the acceleration of the process of internationalization, foreign advanced technology and abundant capital of multinational groups, either as sole proprietors or in the form of co-operation, access to the domestic manufacturing industry rapidly. In the face of accelerated process of globalization, international and domestic situation, showing a brand-new competition, the domestic manufacturing industry has also stepped up industrial upgrading and fast pace of integration. Centrifugal ductile iron pipe industry in China started relatively late, from the beginning of the 1980s, the introduction of China, after decades of rapid development have emerged in a number of international competitive enterprises. Centrifugal ductile iron pipe is a high-quality water supply and gas pipe, the pipe network construction is the choice of the mainstream pipe. In the face of international competition environment, as an international one of the Big Three in the world and as the domestic leader in china, Xinxing Ductile Iron Pipes Co., Ltd, how to face the rapidly changing international and domestic competitive environment, and always maintain healthy and rapid development of enterprises, which are facing an urgent task in the decision-making. By way of integrating theory with practice, the use of marketing aspects of the theory and knowledge,The pape made a detailed analysis for the marketing strategy of Xinxing Ductile Iron Pipes Co., Ltd, hope that they will provide the marketing basis for decision-making, With a view to enhance the marketing ability of the company as a whole. In this paper, It includes a total of 7 parts. This paper describes the first part of the background research, research ideas and research purpose and significance; The second part is the brief revision of the Marketing Mix Theory, Industry Marketing Theory , Relationship Marketing Theory, Hidden Marketing Theory and Five Force Model Theory; the third part makes an effective analysis of the marketing application of the theory of ductile iron pipe business in China's macro-environment ;The fourth part is the SWOT analysis for Xinxing Ductile Iron Pipes Co., Ltd; The fifth part is about Xinxing Ductile Iron Pipes Co., Ltd marketing strategy, the sixth part is the implement of Xinxing’s marketing strategy,part seven is the conclusion . This article innovation: Centrifugal ductile iron pipe products are soled mainly to the water industries, it belongs to Industry Marketing. According to the characteristics of Industry Marketing, the paper timely put forward the concept of Hidden concept Marketing, hoping to upgrade the overall capacity of marketing for Xinxing Ductile Iron Pipes Co., Ltd. Key words: Centrifugal Ductile Iron Pipe;Relationship Marketing;Hidden Marketing;Marketing Strategy
查看全文：	预览  下载(下载需要进行登录)