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本论文应用差异化营销策略的相关理论，以及针对B企业当前的销售现状的分析，
多次实地进行了调研，并与各级销售人员进行了多次交流，取得了第一手调研资料，对
B企业销售情况进行了系统的研究。针对B企业生产销售过程中存在的问题，即：一是
重点管线项目需求旺盛，挤占产能，社会市场订单收益较低，社会订单承揽较少；二是
B企业当前主要还是依靠重大市场管线赢得更好的生存，未适应当前的市场经济；三是
在社会市场方面，B企业竞争能力相对较弱，经验不足。对于对此类问题，本论文将差
异化营销模式引入产品销售中，通过对当前B企业螺旋埋弧焊钢管营销环境进行SWOT
分析，为B企业进行差异化营销策略的设计，并就差异化营销策略的实施，制定了强有
力的保障措施，依托国家政策，促进螺旋埋弧焊钢管营销适应市场经济发展的需要，从
而实现产品销售
本论文还对企业管理方面，在通过业务重组、资源整合，以专业化、系统化的事业
部矩阵形式打造全新的销售体系，积极适应市场形势的变化，以市场占有率为核心，全
力开拓和巩固专有市场进行了阐述。使差异化营销策略具有指导性、实用性和可操作性
关键词：螺旋埋弧焊钢管差异化营销策略研究
论文类型：应用研究
III
Subject ：B enterpriseSSAW Pipedifferentiation marketing strategy research
profession： Business Administration
Name ： Song jiacai (signature)
Instructor：Pei xudong (signature )
ABSTRACT
With the rapidly development of spiral submerged arc welding steel pipe industry in
recent years, steel tube company has made great achievements by relying on the major market
projet implementation, but with the serious situation of domestic general supply exceeds
demand, social demand is more than big market, coupled with the influence of other factors
such as social market flexibility, sales of spiral submerged arc welding steel pipe company
also appeared some problems, so make a proper marketing strategy is vitally important.For
spiral submerged arc welding steel tube enterprises, the current marketing model has not
completely meet the needs of the market economy competition, and the differentiation
marketing strategy research, can effectively realize the sales and service combination, promote
spiral submerged arc welding steel pipe promotion and sales on the solution of the problem.
This paper applies relevant theories of differentiation marketing strategy, as well as for
analysis of the current sales situation in enterprises B , repeatedly has carried on the research
field, and communicate with the sales staff at different levels many times , has obtained the
first-hand survey data, and made a system research by the B company sales situation . In view
of the problems existing in the production and sales process of B enterprises, the first is that
the demand of the key pipeline projects is strong, the production capacity is squeezed, the
social market order returns are low, and the social orders are less; Second, enterprises of B are
mainly relying on major market pipelines to win better survival and not adapt to the current
market economy; Third, in the social market, B enterprises is inexperienced and weak in
competitive ability . For such problems, this paper introduces differential marketing model in
product sale, design a the differential marketing strategy by making SWOT analysis for
current spiral submerged arc welding steel pipe marketing environment of B, and make a
strong security measure sent by implementing differentiation marketing strategy,and
promote the spiral submerged arc welding steel pipe marketing to adapt to the needs of the
development of market economy by relying on the national policy,so as to realize product
sales.
