發(fā)布時(shí)間：2018-10-10 17:41

【摘要】：HD公司是一家專業(yè)從事工業(yè)設(shè)備防磨抗蝕新材料研發(fā)、生產(chǎn)、銷售及技術(shù)工程服務(wù)的高新技術(shù)企業(yè)。服務(wù)行業(yè)主要包括電力(火電為主)、鋼鐵、水泥、石化、造紙、礦山等行業(yè),尤其是以火電為主。由于上述行業(yè)多出現(xiàn)產(chǎn)能過(guò)剩,尤其是鋼鐵、水泥行業(yè)過(guò)剩嚴(yán)重,經(jīng)濟(jì)效益日趨下降。由于電弧噴涂技術(shù)服務(wù)在HD公司銷售占比達(dá)60%以上,故選擇電弧噴涂技術(shù)工程服務(wù)市場(chǎng)營(yíng)銷策略進(jìn)行研究,可起到扭轉(zhuǎn)銷售跌勢(shì),甚至于提升電弧噴涂技術(shù)工程服務(wù)銷量進(jìn)而可提升公司經(jīng)營(yíng)業(yè)績(jī),提升基礎(chǔ)競(jìng)爭(zhēng)力,是本文研究的目的。本文研究的內(nèi)容主要圍繞HD公司電弧噴涂技術(shù)工程服務(wù)市場(chǎng)營(yíng)銷在產(chǎn)品、價(jià)格、渠道與促銷方面存在的問(wèn)題并進(jìn)行原因分析,同時(shí)利用相關(guān)理論并結(jié)合電弧噴涂技術(shù)工程服務(wù)市場(chǎng)的內(nèi)、外部環(huán)境分析,進(jìn)而提出HD公司電弧噴涂技術(shù)工程服務(wù)市場(chǎng)營(yíng)銷的產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略等4種策略建議。本文從HD公司的實(shí)際情況出發(fā),結(jié)合相關(guān)理論,通過(guò)理論聯(lián)系實(shí)際的研究方法找出存在的問(wèn)題并制定相關(guān)策略。1、運(yùn)用PEST模型、波特五力模型結(jié)合HD公司電弧噴涂技術(shù)工程服務(wù)內(nèi)外部環(huán)境進(jìn)行詳細(xì)分析,運(yùn)用波士頓矩陣結(jié)合公司電弧噴涂技術(shù)工程服務(wù)進(jìn)行分析。2、結(jié)合4P理論模型對(duì)HD公司電弧噴涂技術(shù)工程服務(wù)的各個(gè)方面進(jìn)行系統(tǒng)分析,找出HD公司電弧噴涂技術(shù)工程服務(wù)存在的問(wèn)題并制定應(yīng)對(duì)策略。本文在寫(xiě)作的過(guò)程中以市場(chǎng)收集的資料為基礎(chǔ),以經(jīng)典營(yíng)銷理論為分析方法,以分析研究佐證為主要手段。從產(chǎn)品、價(jià)格、渠道、促銷和網(wǎng)絡(luò)技術(shù)等角度為HD公司的營(yíng)銷策略提供指導(dǎo)與參考。
[Abstract]:HD is a high-tech enterprise specialized in R & D, production, sales and technical engineering services of new materials for industrial equipment abrasion resistance and corrosion resistance. Service industries mainly include power (thermal power), steel, cement, petrochemical, paper, mining and other industries, especially thermal power. Due to the overcapacity of the above industries, especially steel, cement industry surplus serious, economic benefits are declining day by day. Because arc spraying technology service accounts for more than 60% of Prida sales in HD Company, so choosing arc spraying technology engineering service marketing strategy can reverse the trend of sales decline. The purpose of this paper is to increase the sales volume of arc spraying technology engineering services and to enhance the company's business performance and basic competitiveness. This paper mainly focuses on the problems existing in the marketing of arc spraying technology engineering service of HD Company in the aspects of product, price, channel and promotion, and analyzes the reasons. At the same time, by using the relevant theory and the analysis of the internal and external environment of the arc spraying technology engineering service market, this paper puts forward the product strategy and price strategy of the arc spraying technology engineering service marketing of HD Company. Channel strategy and promotion strategy and so on 4 kinds of strategy suggestion. Based on the actual situation of HD Company, combined with relevant theories, this paper finds out the existing problems through theoretical and practical research methods and formulates relevant strategies. 1. Using PEST model, Porter five-force model combined with HD company arc spraying technology engineering services internal and external environment for detailed analysis, Using Boston matrix combined with the company arc spraying technology engineering service analysis. 2, combined with 4p theory model to HD arc spraying technology engineering service aspects of systematic analysis, To find out the problems existing in the arc spraying technology engineering service of HD Company and to work out the countermeasures. In the process of writing, this paper bases on the data collected by the market, takes the classical marketing theory as the analytical method, and takes the analysis and research of the corroboration as the main means. Provide guidance and reference for HD marketing strategy from product, price, channel, promotion and network technology.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.7;F274

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