天华公司是中国化工集团的一个子公司,一直以来都从事化工机械设备的研

究,设计,生产工作。近几年来,天华公司迷宫压缩机产品销售量下滑,产品市

场份额下降,本文以差异化市场竞争为思路,对天华公司迷宫压缩机营销策略进

行研究。

论文通过对天华公司及迷宫压缩机产品的介绍,分析了天华公司迷宫压缩机

产品市场的外部环境,分析了迷宫压缩机市场的宏观环境,行业需求、竞争对手

等;公司内部环境,分析了技术研发实力、生产管理能力及人力资源等,并通过

SWOT分析和目标市场选择及定位,制定了天华公司迷宫压缩机产品营销策略并

提出了相应的实施方案。

本文以市场营销理论为基础,试图解决天华公司迷宫压缩机产品市场萎缩的

问题,在文中也提出了相应的理论依据和分析结果,对天华公司迷宫压缩机产品

营销有一定的借鉴意义。

关键词:市场营销战略;迷宫压缩机;细分市场;SWOT分析

I

MBA学位论文 作者:刘宝龙
天华公司迷宫压缩机产品的市场营销策略研究

Abstract

TIANHUA company is a subsidiary of China National Chemical Corporation,

has long been engaged in researchjdesigiijproduct of chemical machinery equipment.

In recent years,The sales of TIANHUA company Labyrinth compressor product have

declined, product market shares have dropped.This article based on the differential

competition in the market to study the marketing strategy of labyrinth compressor of

TIANHUA company.

This article through the introduction of our company and labyrinth compressor

products, analyzes the labyrinth compressor products external environment of Hie

market, analyzed the labyrinth compressor market macro environment, industry

demand, competitors, etc; The company's internal environment, This article analyzes

the technology research and development capabilities, production management

capabilities and human resources, etc. then through the SWOT analysis and target

market selection and positioning, formulated the TIANHUA company's labyrinth

compressor products marketing strategy and proposed the corresponding

implementation plan .

This article based on marketing theory, tries to solve the problem of our company

labyrinth compressor products market atrophy, in the article also puts forward tiie

corresponding theoretical basis and analysis results,for the TIANHUA company's

labyrinth compressor product marketing has certain reference significance.

Key words: Marketing Strategy; The Labyrinth Compressor; Market

Segmentation; SWOT