辽化机械厂干气密封产品市场营销策略的研究

【作者】 赵同彪；

【导师】 肖洪钧；

【作者基本信息】 大连理工大学 ， 工商管理， 2003， 硕士

【摘要】 论文对辽阳石油化纤公司机械厂新产品—干气密封设备的市场营销策略进行研究。首先在文献综述中，对国内外同类研究的现状进行分析，找出本论文论述的理论依据；接着采用SWOT分析法，对影响企业的外部环境和内部环境作了分析和阐述；论文进一步采用迈克尔．波特的影响行业竞争的五种力量分析法，对行业竞争环境进行分析，在此基础上提出机械厂干气密封产品市场—技术定位，选择市场营销战略，即集中战略，树立“让用户满意”的营销理念，建立“快速反应”的营销机制。 论文在所提出的干气密封产品市场营销战略的基础上，制定出干气密封产品市场营销策略，即价格、渠道、简化经营程序、质量保证、服务创新和“面对面”的技术先导型营销策略。最后得出结论，即重视新产品市场营销，培育企业核心竞争能力；明确企业新产品开发的市场—技术定位，选择合适的市场营销战略；为保证所确立的战略的实施，必须制定切实可行的市场营销策略作为保障。研究的结果对辽化机械厂新产品的市场营销有直接的指导作用，对我国类似中、小企业的新产品市场营销具有一定的参考价值。更多还原

【Abstract】 This paper researches on the marketing ploy of new product dry gas seal equipment of China National Petroleum Corporation Liaoyang Petrochemical Fiber Company Machinery Factory (LPM). At first, in the literature summarization of this paper, actuality of domestic and overseas researches about marketing is analyzed, so that the theories basis for this paper is founded. At second, this paper analyzes and expatiates the macro environment, inner environment and industrial competition environment affecting on the enterprise with the method of SWOT. This paper makes use of Five Competition Power Analyzing Method of Michael Pot to analyze enterprise competition environment. On this basis, the market and technique orientation of new product exploitation for LPM is put forward, marketing strategy is chose, that is focus strategy, the marketing thought "satisfying customer " is built up, and "quick-reaction marketing mechanism" is erected.After putting forward the marketing strategy of new product dry gas seal, marketing ploy of the new product is established up, that is price, place, simplifying administration processing, quality assurance, service innovation and face-to-face technique guiding. At the last, this paper comes to the conclusions, attach importance to new product exploitation and breed enterprise kernel competition power, make clear the marketing and technology orientation for new product exploitation, choose applicable marketing strategies. In order to fulfill the established marketing strategy, practical marketing ploy must be constituted. The research conclusions can provide steering effect for LPM new product exploitation, and give reference to new product exploitation and marketing for domestic medium-sized and small-sized enterprises.更多还原