毕业设计(论文)
三一重工有限公司挖掘机营销创新
Excavator Marketing Innovation of Sany HeavyIndustry LTD
摘 要
随着持续稳定增长，挖掘机行业得到了快速发展，中国已经成为世界上最大的挖掘机市场。几乎所有世界著名的挖掘机制造公司，国有企业和民营企业都看好中国挖掘机市场，纷纷进入挖掘机行业的发展，生产和销售。全球竞争的冲击下，国内企业在这个市场上，为了获得一定的优势，必须推销自己的品牌，创造出独特的商业环境中，营销策略为企业发展创造市场需求。
2013年可谓是“挖掘机之年”，在国内固定资产投资和房地产开发较快增长的背景下，工程机械行业呈现高速增长态势，尤其是挖掘机表现尤为突出，因此各工程机械制造厂家也越来越重点关注起这块大“蛋糕”，市场竞争日趋激烈。为此，三一重工挖掘机今年在持续提升产品研发创新能力的同时，不断创新营销服务手段，提升其终端竞争力。本文对三一重工挖掘机有限公司挖掘机进行了市场、经济等方面的可行性分析。从市场营销相关理论入手，对三一重工挖掘机有限公司挖掘机营销环境进行分析，分析了三一挖掘机宏观环境、行业环境、内部环境、SWOT分析等；并对三一重工挖掘机有限公司的目标市场选择和市场定位进行研究，最后对三一重工挖掘机有限公司挖掘机面临的营销问题进行解决和完善，主要从管理、服务和技术方面对三一现存的缺陷进行补充。
关键词：三一重工挖掘机公司；挖掘机；市场营销
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Abstract
With steady growth, the excavator industry got rapid development, China has become the world's largest excavator market. Almost all world famous excavator manufacturing company, state-owned enterprises and private enterprises are bullish about China's excavator market, into the excavator industry development, production and sales. Under the impact of global competition, domestic enterprises in the market, in order to obtain a certain advantage, must promote their brand, creating a unique business environment, marketing strategy for enterprise development to create the market demand.
2013 is \development under the background of rapid growth, construction machinery industry high-speed growth, especially the excavator performance is particularly outstanding, therefore the construction machinery manufacturers also more and more focus on the bigger \in the continued ascent this year product research and development innovation ability at the same time, innovative marketing services means, improve the competitiveness of terminal. Overview of sany excavator co., LTD., excavator market, economic feasibility analysis. Starting with marketing related theory, sany excavator co., LTD., excavator marketing environment analysis, analyzed the trinity excavator macro environment, industry environment, internal environment, SWOT analysis, etc.; And sany excavator co., LTD., target market selection and market positioning is studied, finally to sany excavator co., LTD., excavator marketing problems to solve and improve, mainly from the aspects of management, service and technology for sany to supplement the existing defects.
Key Words：SANY Heavy Machine Ltd；Grab；Marketing
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目录
第1章 绪论 ............................................................................................................ 1
1.1选题背景 .................................................................................................... 1 1.2研究意义 .................................................................................................... 2 第2章 市场营销相关理论 .................................................................................... 3
2.1营销管理理论的发展 ................................................................................ 3 2.2 STP理论 ..................................................................................................... 5
2.2.1市场细分 ......................................................................................... 5 2.2.2目标市场选择 ................................................................................. 6 2.2.3市场定位 ......................................................................................... 7
第3章 三一重工有限公司挖掘机营销环境分析 ................................................ 8
3.1宏观环境分析 ............................................................................................ 8
3.1.1政治环境分析 ................................................................................. 8 3.1.2 经济环境分析 ................................................................................ 8 3.1.3社会环境分析 ................................................................................. 9 3.1.4技术环境分析 ................................................................................. 9 3.2行业环境分析 ............................................................................................ 9
3.2.1购买者讨价还价能力分析 ............................................................. 9 3.2.2供应商讨价还价能力分析 ............................................................. 9 3.2.3现有竞争者分析 ........................................................................... 10 3.2.4潜在进入者分析 ........................................................................... 11 3.2.5替代品的威胁分析 ....................................................................... 12 3.3三一重工挖掘机有限公司内部环境分析 .............................................. 13
3.3.1公司概况 ....................................................................................... 13 3.3.2营销现状分析 ............................................................................... 15 3.4 SWOT综合分析 ...................................................................................... 16
3.4.1公司外部机会分析 ....................................................................... 16 3.4.2公司外部威胁分析 ....................................................................... 17 3.4.3公司内部优势分析 ....................................................................... 17 3.4.4公司内部劣势分析 ....................................................................... 17
第4章 三一重工挖掘机的目标市场选择及市场定位 ...................................... 19
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4.1三一重工挖掘机挖掘机的市场细分 ...................................................... 19 4.2三一重工挖掘机的目标市场选择 .......................................................... 19 4.3三一重工挖掘机的市场定位 .................................................................. 21 第5章 三一重工挖掘机营销创新 ...................................................................... 23
5.1技术创新 .................................................................................................. 23 5.2管理创新 .................................................................................................. 24 5.3服务创新 .................................................................................................. 25
5.3.1三一挖掘机服务内容 ................................................................... 25 5.3.2三一挖掘机售后维修、服务模式 ............................................... 27
第6章 结束语 ...................................................................................................... 31 参考文献 ................................................................................................................ 32 致谢 ........................................................................................................................ 33 附录 ........................................................................................................................ 34
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