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论文编号：	9547
作者编号：	2120152732
上传时间：	2017/12/7 10:48:07
中文题目：	塔林自动化科技（天津）有限公司营销策略研究
英文题目：	Research on marketing strategy of Talin automation technology (Tianjin) Co., Ltd.
指导老师：	韩德昌
中文关键字：	智能制造，小型自动化生产线集成，市场环境分析，营销策略
英文关键字：	Intelligent manufacturing, Small automatic production line integration, Market environment analysis, Marketing strategy
中文摘要：	目前传统的制造业面临着产能升级、生产效率的提升，工厂的智能制造能力和工厂的自动化生产能力都在市场带动下，存在着不断提升的要求。很多工厂生产效率低下的原因是当前工厂的生产模式还是传统的人工操作加设备加工的模式，同时社会上的技术装配人员的稀缺现象也很明显，又对生产过程的产品质量控制及生产过程中对生产信息的需要，打造智能工厂的需要对目前的制造业工厂是必然的发展趋势。智能制造技术的规划和实现主要是从产品的机加工生产线、装配生产线、非标准单机设备以及自动化检测设备的技术实现开始的。塔林自动化科技（天津）有限公司是国内新兴的小型自动化生产线系统集成商，具备智能制造技术的规划和实现能力。 国内的汽车行业的产能在全球所占比例越来越大，塔林自动化科技（天津）有限公司一直从事汽车行业及相关零部件的自动化生产线系统集成工作，公司凭借优秀的技术集成团队与良好的客户资源，有机会在自动化集成行业做成优秀的企业。如何让具有技术优势的塔林自动化科技（天津）有限公司这一传统又有无限发展生机的设备集成企业开展营销策略，构建企业核心竞争力，成为塔林自动化科技(天津)有限公司等自动化生产线设备集成供应商面临的重要课题。塔林自动化科技（天津）有限公司作为新创的生产线及设备集成商在行业里可塑性比较强，对其进行营销策略的研究可以作为此类公司的参照。 本文首先以智能制造为背景，以国内外营销相关理论为基础，运用PEST分析法和波特五力模型分析了工业4.0时代塔林自动化科技（天津）有限公司所在的市场宏观环境、行业竞争环境；然后分析了塔林自动化科技（天津）有限公司的营销现状，剖析了公司存在的问题及问题的成因，并使用SWOT分析方法分析了塔林自动化科技（天津）有限公司的优势、劣势、机会与威胁，提出了塔林自动化科技（天津）有限公司目前的存在的营销问题，明确了营销方向。最后，作者研究智能制造的营销策略，制定了适合塔林自动化科技（天津）有限公司的营销策略，并且建立了实施营销策略的保障，为类似塔林自动化科技（天津）有限公司的小型自动化公司的营销策略研究提供重要参考依据。
英文摘要：	At present, the traditional manufacturing industry is facing the upgrading of production capacity, production efficiency, the factory's intelligent manufacturing capacity and the factory's automated production capacity are driven by the market, there is a rising demand. Because many factories and low production efficiency is the factory production mode is still the traditional manual operation and equipment processing mode, and the scarcity of social phenomenon of technology assembly is also very obvious, and the need of production information product quality control and production process of the production process, the need to build intelligent manufacturing factory the factory is the inevitable trend of development. The planning and implementation of intelligent manufacturing technology is mainly from the product processing line, assembly line, non-standard stand-alone equipment and automatic detection equipment to achieve the start of the technology. Tallinn automation technology (Tianjin) Co., Ltd. is a new integrated system of small automatic production line in China. It has the ability to plan and realize intelligent manufacturing technology. The domestic auto industry production capacity in the world more and more proportion, Tallinn automation technology (Tianjin) automatic production line system integration Co. Ltd. has been engaged in the automotive industry and related components, the company with excellent team of technology integration and good customer resources, have the opportunity to make excellent enterprises in the automation industry. How to make Tallinn automation technology has the advantage of Technology (Tianjin) Co., Ltd. of the traditional marketing strategy and carry out equipment integrated enterprises unlimited vitality, build the core competitiveness of enterprises, become Tallinn automation technology (Tianjin) Co., Ltd. is an important issue facing the automated production line equipment integrated suppliers. Tallinn automation technology (Tianjin) Co., Ltd. as a new line of production and equipment integrators in the industry, the plasticity is relatively strong, the marketing strategy research can be used as a reference for such companies. This paper begins with the background of intelligent manufacturing, based on the related theories of domestic and international marketing as the foundation, using the PEST analysis method and the Potter five forces model to analyze industry 4 times Tallinn automation technology (Tianjin) Co., Ltd. is located in the market macro environment and competitive environment; and then analyzes the marketing status of Tallinn automation, analyzes the problems and causes the company there, and use SWOT to analyze the advantages and disadvantages, opportunities and threats of Tallinn automation, put forward Tallinn automation company present existing marketing problems, and clearly the marketing direction; finally, the author studies the intelligent manufacturing marketing strategy developed for Tallinn automation technology (Tianjin) Co., Ltd. marketing strategy, and the establishment of the implementation of the marketing strategy for security, similar to the Tallinn automation technology (Tianjin) Co., Ltd. It provides an important reference for the marketing strategy research of small automation company.
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