昊炅公司新型建材产品营销战略研究

发布时间：2018-03-20 05:16

本文选题：营销战略　切入点：昊炅公司　出处：《天津大学》2015年硕士论文　论文类型：学位论文

【摘要】：进入21世纪,工业全球化,市场全球化,贸易全球化的步伐越来越快,“一带一路”的战略构想和亚洲基础设施投资银行的成立,都大大加快中国企业走出去、引进来的发展趋势,产品战略、营销战略已经成为中国企业持续发展一个重要工作,未来企业竞争中的重要一环就是产品战略营销,谁看得远、走得快,谁将获得更多的市场份额。建材企业需要通过制定产品战略和营销战略来实现产品的高速流通,利用中国新型建材的物美价廉,获得更大的市场份额,通过增强其企业竞争力和产业规模,进一步拓展国内国际两大市场。另一方面,国内建材行业目前的竞争达到白热化,甚至可以用惨烈来形容。与此同时企业为赢得市场,在创新和质量控制上都存在种种缺陷,这既不利于企业的生存也不利于行业的发展,恶性竞争不是长久之计,健康的市场需要更好的产品、更好的服务。这是未来中国新型建材行业发展的必由之路。那么如何去制定一种既能利用自身优势又能克服自身劣势,在抓住市场机会的同时,又能规避竞争风险的营销战略,已经成为新型建材企业成败的关键。本文旨在通过对营销战略相关理论的系统分析,针对当前我国新型建材企业面临的宏微观环境及自身优劣势,探索适应中国建材企业的营销战略。论文通过对北京东方昊炅科技发展有限公司(以下简称昊炅公司)的具体实践经历,运用PEST分析法、波特五力模型方法、价值链分析法对昊炅公司内部情况系统的有针对性的排查和分析,结合参考我国建材行业的发展状况以及昊炅公司营销现状及存在的问题,经过分析认为,昊炅公司尽管处于比较激烈的行业竞争之中,但是在国内市场环境中还是具有很大的市场机会;尽管公司内部需要改进的地方还有很多,但整体处于优势地位,优势大于劣势。本文最后制定昊炅公司营销差异化战略方案,并提出了相关建议。
[Abstract]:Since 21th century, the pace of industrial globalization, market globalization and trade globalization has been getting faster and faster. The strategic concept of "Belt and Road" and the establishment of the Asian Infrastructure Investment Bank have greatly accelerated the Chinese enterprises going out. The development trend, product strategy, and marketing strategy introduced into this field have become an important work for the sustained development of Chinese enterprises. In the future, an important part of the competition among enterprises is the strategic marketing of products. Who sees far and goes fast, Who will gain more market share? building materials enterprises need to make a product strategy and marketing strategy to realize the high-speed circulation of products, take advantage of the quality and low price of China's new building materials, and gain a greater market share. By enhancing the competitiveness and industrial scale of its enterprises, it can further expand the domestic and international markets. On the other hand, the current competition in the domestic building materials industry has become so intense that it can even be described as bitter. At the same time, in order to win the market, There are various defects in innovation and quality control, which are not conducive to the survival of enterprises nor to the development of the industry. Vicious competition is not a long-term solution. A healthy market needs better products. Better service. This is the only way for the development of China's new building materials industry in the future. So, how to formulate a marketing strategy that can not only make use of its own advantages but also overcome its own disadvantages, seize the market opportunities and at the same time avoid the competitive risks, Through the systematic analysis of the relevant theories of marketing strategy, this paper aims at aiming at the macro and micro environment and its own advantages and disadvantages faced by the new building materials enterprises in our country. Through the practical experience of Beijing Orient Hao Jiong Technology Development Co., Ltd (hereafter referred to as Hao Jiong Co., Ltd), using PEST analysis method, Porter five Force Model method, Value chain analysis of the internal situation of Hao Jiong company targeted investigation and analysis, combined with reference to the development of the building materials industry in China, as well as the current marketing situation and existing problems of the company, after analysis, Although the company is in fierce competition in the industry, it still has great market opportunities in the domestic market environment. Although there are still many areas for improvement within the company, the company as a whole is in an advantageous position. Finally, this paper formulates the strategy of marketing differentiation of Hao Jiong Company, and puts forward some relevant suggestions.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92

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