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论文编号：	9032
作者编号：	2220150487
上传时间：	2017/5/26 20:02:47
中文题目：	派克汉尼汾液压（天津）公司的营销组合策略研究
英文题目：	Research on the Marketing Strategy of Parker Hannifin Tianjin Company
指导老师：	韩德昌
中文关键字：	液压制造；细分市场；市场目标；市场定位；营销组合策略；
英文关键字：	Hydraulics maker; Market Segmentation; Market targeting;
中文摘要：	企业的业务核心是市场，企业的很多方面取决于成功的市场行销。营销战略是企业实现战略目标的基本要素。它包括企业的细分市场，目标市场，市场定位,营销策略等。它的根本目标是增加销售和维持企业的竞争优势。在目前的全球经济下滑的大环境下，经济危机遍及每个角落。市场竞争变得前所未有的严峻。2015年GDP突破7%后，习近平主席提出了中国经济进入了新常态。中国作为全球最大的工程机械制造国家，面临着新的挑战和巨大的压力，严重过剩的产能，生存已经成为工程机械制造业及其供应商首要的课题和任务。行业重组和快速解决目前的生存问题是现实的需要。液压零部件作为工程机械的核心零件，面临同样严峻的竞争环境。液压件的供应商普遍处于产能过剩，订单不足，难以维系正常运营的状态。如何生存并获得更多的市场份额成了液压件制造厂的首要任务。因此，一个有效的市场营销计划变得前所未有的重要。因此，本篇论文具有现实方面的重要意义。 将派克汉尼汾液压（天津）公司（下文均称为“派克天津”）作为一个研究的研究对象，首先我们引入了市场营销相关理论，包括：营销战略与营销组合战略，现代营销理论。这些理论为本论文奠定了理论的基础。其次本文分析了派克天津的竞争环境，提出了目前的营销战略在现有竞争环境中的问题。然后利用SOWT 分析工具具体分析了工程机械环境和派克天津公司所处的液压件工业竞争环境，再次结合4Ps和4Rs 的营销理论提出了派克天津公司营销组合策略和改善方案。最后为保证派克天津的营销组合策略略的有效实施，在组织结构改造；信息管理；企业资源分配；企业文化改善等四个方面给出一些建议和方案。希望通过本文研究，派克天津能够更好地理解市场营销的重要意义。并能够提升派克天津公司的销售及盈利能力。也能给予跨国企业在中国的运营和发展提供经验和借鉴。
英文摘要：	The heart of our business success lies in its marketing. Most aspects of our business depend on successful marketing. Marketing strategy is the essential of achieving company strategic goals. It includes market segmentation, market targeting, market positioning and market strategy etc. It has the fundamental goal of increasing sales and achieving a sustainable competitive advantage. At current market status, Economy in the world is getting worse; the economy crisis is in everywhere in worldwide. The competition is getting tougher than it ever was. Chinese economy is in new norm with GDP down to under 6.9% by end of 2015 as the President of China Mr. Xi Jinping said. China as the biggest construction machinery maker in the world will face great changeling and huge pressure with handling over capacity of OEMs and their suppliers. Construction machinery OEMs and suppliers survive or die that becomes the first priority. The restructure of construction machinery OEMs and their supply base is real and quick solution. The hydraulics components are critical components of construction machinery. The competition between hydraulics components suppliers is getting serious as it never has been. All competitors are over capacity and no enough orders to support their regular operation. How to survive in current situation and gain more business share becomes the top task in hydraulics components companies. Under current crisis, an effective and efficient new marketing strategy is the most important thing of hydraulics components makers. Therefore, this thesis for the study of marketing strategy is very important practical significance. Based on Parker Hydraulics Tianjin company as practical research object, First introduced the basic theory of marketing strategy which including the marketing strategy, marketing mix strategy, and the basic theory of modern marketing, this laid a solid theoretical foundation for the research of the full text. Then, the thesis to Parker Hydraulics Tianjin company analysis of competition environment, following analyzed the Parker Hydraulics Tianjin Company’s marketing situation and existing problems, issues under current economy situation. Then, the thesis USES the SWOT analysis tool, the analysis of construction machinery and hydraulics components industries, on the basis of the 4 Ps and 4Rs marketing strategy combinations. Then we came out the new marketing strategy for Parker Hydraulics Tianjin Company. We also recommended some proposals of using modern marketing strategy. Finally, this thesis gave all suggestions and actions to ensure the new Parker Tianjin marketing strategy successfully. That is from the organization restructuring and resources reallocation, information management and company culture changing four aspects. Hope this thesis research, to make Parker Hydraulics Tianjin better understanding the importance of our marketing strategy, and increasing market share and profitability to achieve Parker Hydraulics Tianjin strategic goal. Also this thesis can provide reference and guidance of running business in China for those international companies who have established china local business.
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