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MBA毕业论文_711所减振降噪业务市场营销战略研究DOC

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改革开放初期,国家处于一穷二白的境地,经济没有抓手,不知如何破局。 为了实现国家经济的高速增长,快速实现农业大国的工业化进程,借鉴了西方的 经济发展经验,先发展,后治理。以高能耗、高污染、大量消耗自然资源的方式, 换来了改革开放 40 年的中国经济发展奇迹。由于没有考虑环境的承载能力,一 味地索取资源,所以带来了不可逆转的环境问题,为实现绿水青山的战略目标提 出了巨大的挑战。虽然目前的环保产业还主要聚焦在污水处理、废气治理、固废 处理、环境监测和环境修复,但随着经济的发展,噪声污染越来越受到社会的关 注。 十九大之后,各项决策部署有条不紊的被逐一落实。在经济发展到一定阶段 之后,为了实现可持续发展,生态文明建设和生态环境保护就显得尤为重要。《中 华人民共和国环境保护法》和《中华人民共和国环境噪声污染防治法》为我国环 境噪声治理提供了法律的依据和指引,国家环境保护部门和各级地方政府纷纷出 台了多项有关噪声治理的法规和相关规章的指导意见。仅 2017 年这些司法解释 和指导意见的出台就多达 185 份,可见国家对环境噪声治理的重视。 711 所作为大型特大型国有企业、军工企业、科研院所,积极开拓陆用减振 降噪业务,既是响应国家生态文明建设的发展要求,履行自己的社会责任;也是 顺应市场规律,实现企业经济效益的最大化的必然结果。在已经是船舶减振降噪 市场领导者的时候,711 所抓住环保产业大发展的机遇,积极开展陆用减振降噪 业务的市场拓展工作。通过新的细分市场的开发,实现公司快速增长的战略目标。 本文主要针对 711 所这次新的市场营销战略的制定,通过宏观环境的分析, 以及 SWOT 模型的研究,充分抓住这次市场机遇,运用 711 所的优势资源,为 下一步的市场营销工作,做出科学的分析和定位。并通过对 711 所现有的市场营 销战略的深入剖析,找到制约自身发展的关键问题,并通过经济学经典模型的运 用找到对应的解决方案,从而制定了针对性的营销组合策略,最终为 711 所减振 降噪业务市场营销工作的开展做出理论上的指导。 关键词:减振降噪,定位,行业代理,顾问式营销,工业品营销II Research on Marketing Strategy of 711 Institute's Vibration and Noise Reduction Business Abstract At the early stage of reform and opening up, the country was in a situation of poverty and poverty. The economy did not grasp the hand and did not know how to break the situation. In order to realize the high-speed growth of national economy and realize the industrialization process of large agricultural countries, we learn from the experience of western economic development, first develop, then govern. In the form of high energy consumption, high pollution and large consumption of natural resources, China's economic development miracle in the past 40 years of reform and opening up has been achieved. Because the carrying capacity of the environment is not taken into account and resources are demanded blindly, it brings about irreversible environmental problems and poses great challenges for the realization of the strategic objectives of green mountains and rivers. Although the current environmental protection industry mainly focuses on sewage treatment, waste gas treatment, solid waste treatment, environmental monitoring and environmental restoration, with the development of economy, noise pollution has attracted more and more attention of society. After the Nineteenth National Congress, various decision-making arrangements were implemented in an orderly manner. After a certain stage of economic development, in order to achieve sustainable development, the construction of ecological civilization and the protection of ecological environment are particularly important. The Environmental Protection Law of the People's Republic of China and the Law of the People's Republic of China on the Prevention and Control of Environmental Noise Pollution provide the legal basis and guidance for the control of environmental noise in China. The State Environmental Protection Department and local governments at all levels have issued a number of laws and regulations on noise control and Guidance Opinions on relevant regulations. In 2017 alone, 185 judicial interpretations and guidance were issued, which shows that the state attaches great importance to environmental noise control.III As a large central enterprise, military industry enterprise and scientific research institute, 711 institutes actively develop land-based vibration and noise reduction business, which is not only responding to the development requirements of national ecological civilization construction and fulfilling their social responsibility, but also the inevitable result of conforming to market rules and maximizing the economic benefits of enterprises. As the market leader of ship vibration and noise reduction, 711 seizes the opportunity of great development of environmental protection industry and actively develops the market expansion of land vibration and noise reduction business. Through the development of new market segments, the company can achieve the strategic goal of rapid growth. This paper mainly aims at the formulation of 711 new marketing strategies, through the analysis of macro-environment and the study of SWOT model, fully seize the market opportunity, and make scientific analysis and positioning for the next marketing work by using the advantage resources of 711. Through in-depth analysis of the existing marketing strategies of 711 institutes, the key problems restricting their own development are found, and the corresponding solutions are found through the application of classical economic models, thus formulating targeted marketing mix strategies, and finally providing theoretical guidance for the marketing work of 711 institutes in vibration and noise reduction. Key words: vibration reduction and noise reduction, positioning, industry agency, consultant marketing, industrial product marketingIV 目 录 中文摘要.................................................I Abstract ................................................. II 第一章 绪论 ..............................................1 1.1 研究背景与研究意义..........................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................4 1.2 研究内容与研究方法..........................................5 1.3 研究框架与技术路线..........................................6 第二章 相关理论综述 ......................................7 2.1 4Ps 理论 ....................................................7 2.2 顾问式营销..................................................7 2.3 STP 理论 ....................................................8 第三章 711 所减振降噪业务营销现状和问题分析...............9 3.1 711 所基本情况 ..............................................9 3.2 711 所减振降噪业务的营销现状 ...............................10 3.3 711 所减振降噪业务的营销策略分析 ...........................12 3.3.1 市场部缺乏强有力的内部资源整合能力.....................12 3.3.2 集团公司的资源得不到有效的利用.........................13 3.3.3 项目施工过度依赖外委 ...................................13 3.3.4 对目标客户没有深度了解.................................14 3.3.5 缺少部分施工资质.......................................14 3.3.6 生产能力弱.............................................15 3.3.7 渠道建设还不完善.......................................15 第四章 711 所减振降噪业务市场营销环境分析................17V 4.1 宏观环境分析(PEST).......................................17 4.1.1 政治环境分析...........................................17 4.1.2 经济环境分析...........................................17 4.1.3 社会文化环境...........................................18 4.1.4 技术环境...............................................18 4.2 行业环境分析(五力模型)...................................19 4.2.1 潜在进入者.............................................20 4.2.2 现有企业...............................................20 4.2.3 供应商.................................................21 4.2.4 用户...................................................21 4.2.5 替代品.................................................22 4.3 内部环境分析...............................................22 4.3.1 企业资源分析...........................................22 4.3.2 企业能力分析...........................................23 4.3.3 创新...................................................24 4.4 SWOT 模型分析 ..............................................24 第五章 711 所减振降噪业务市场营销战略制定................27 5.1 市场细分...................................................28 5.1.1 按噪声类别划分.........................................28 5.1.2 行业类别划分...........................................30 5.1.3 购买目的分类...........................................32 5.2 目标市场的评价与选择.......................................35 5.2.1 细分市场的评估.........................................35 5.2.2 目标市场的选择.........................................36 5.3 目标市场定位...............................................37 第六章 711 所减振降噪业务营销战略实施的策略保障..........42VI 6.1 产品策略 ...................................................42 6.1.1 差异化产品组合策略.....................................42 6.1.2 品牌策略...............................................43 6.1.3 技术领先和专业服务策略.................................43 6.2 价格策略...................................................44 6.3 渠道策略...................................................45 6.4 促销策略...................................................46 6.4.1 上门推销...............................................46 6.4.2 会议推销...............................................46 6.4.3 公共关系...............................................47 6.4.4 病毒营销...............................................47 第七章 结论和展望 .......................................49 7.1 结论.......................................................49 7.2 展望.......................................................49