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论文编号：	9837
作者编号：	2120152572
上传时间：	2017/12/13 21:55:06
中文题目：	T公司营销战略研究
英文题目：	Study on Marketing Strategy of T Company
指导老师：	刘建华
中文关键字：	航天航空制造业，市场细分，营销战略，品牌战略
英文关键字：	aerospace manufacturing, market segmentation, marketing strategy, brand building
中文摘要：	摘要 T公司成立于2013年，属于航空航天制造产业，以充液成形技术为企业的核心竞争力，通过与专业院校开展产学研合作，实现研究成果的工业化生产。经过5年的努力，基本确立了自己在特种装备领域的优势地位，获得了良好的口碑与信誉。“十三五”期间，国家大力推进航空航天制造业发展，T公司拥有技术和人才方面的优势，如何通过公司的再定位，确立新的营销战略，为企业寻找新的发展方向和动力是本文研究的主题。 本文先对航空航天制造业的发展现状和发展趋势进行了简要的说明，其次从宏观环境、竞争环境以及企业自身的优势和劣势，面对的机会和威胁，进行了营销环境分析，并通过定位理论分析了企业的细分市场、目标市场以及最终对企业的产品、市场及客户进行了定位，并通过上述定位确定了实施差异化战略，通过产品差异化、服务差异化以及品牌差异化，获得竞争优势，进一步延伸企业的产品链条，扩大市场占有率，寻求国际化发展。通过制定完整而有效的产品策略、价格策略、渠道策略和服务策略实施差异化战略目标，并通过技术、信息化和企业文化实施保障。 目前企业拥有技术研发和创新的核心竞争力，并借助股东的品牌优势打开了特种装备市场，但是公司依然面临着市场对国内自主研发的技术以及产品的认可度低，市场需求不旺盛，营销方式不健全，营销策略单一，品牌建设意识不足的问题，所以导致企业面临产品单一、“首台首套”产品无人问津等问题。 为了解决这一问题，本文提出了企业重新进行市场定位，选用差异化发展战略，延伸品牌影响力。本文的创新点在于对于一个初创的企业，在经历了五年的发展以后，初步获得了客户的信任，为了企业更好的发展，扩大市场占有率，公司将营销战略从以技术为中心调整为以客户为中心，从市场的需求出发、制定切实可行的营销战略，注重企业文化的建设和推广，加强企业的品牌建设，针对性更强。 关键词：航天航空制造业，市场细分，营销战略，品牌战略
英文摘要：	Abstract T Company, established in 2013, is specialized in aerospace manufacturing industry. With the forming technology as its core competiveness, the company achieved its production through cooperation with national academic institutions, establishing its own advantage against others by 5 years development. According to the 13th Five-Year Plan, the aerospace manufacturing industry plays very important role in our high-end equipment manufacturing, which is the new opportunity for T Company. How to strive for a further development by market re-positioning and a new marketing strategy is the main purpose of the paper. First, the paper briefly introduced the current situation of aerospace manufacturing industry and the opportunity in the future. Secondly, it analyzed the market through macro environment, competitive environment, the pros and cons of the company, opportunity and threat. Furthermore, it chose the final target market by analyzing its segment market, target market and repositioning its production, the market it striving for and its final customer. At last, the company decide to apply differentiation strategy, achieving its goal by production differentiation, service differentiation and brand differentiation. Thus, the company can extend its production chain, expand its market share and seek the opportunity for international development. To achieve the above strategy, T Company should apply four statics, its production types, the price, the sales channels of its production and its service for the clients, which is of the most importance, through the innovation of technology, general management system, information management system and culture of the company. Although T Company performs well in the field of special process equipment currently by its technic innovation and the brand advantage from its shareholder, it should recognize that there are many problems have to solve, such as little recognition for the domestic technology and companies, fewer needs from the market, bad marketing and lack of brand building. The article proved that only differentiation can help the company to solve the above problems and to seek further improvement. Through five-year development, T Company has earned the confidents of the market, for further development and for a larger market share. T Company has to switch its strategy from technology-oriented to client-oriented, following the market demand, developing the effective strategy, focusing on the promotion of company culture and brand building. Keywords: aerospace manufacturing, market segmentation, marketing strategy, brand building
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