浅析东南造船厂市场营销策略毕业论文.docVIP

沈阳理工大学 毕业设计（论文） 题 目： 浅析东南造船厂市场营销策略 系： 经济管理系 专 业： 市场营销 学生姓名： 郑 为 科 指导教师： 姚 海 波 2012年5月15日  摘 要 随着我国经济的稳步发展，中国的港口建设和航运业务都得要了快速发展。对各种多用途的船舶都有较大的需求。东南造船厂作为福建地区的船厂领头人，在面对复杂多变的国内造船市场，因如何开展船舶的营销活动，具有重大的意义和研究价值。 本文以东南造船厂为研究对象，首先描述了东南造船厂的概况，接着本文对船厂所处的营销环境经行了分析。主要是根据本人在东南造船厂实习半年来的工作经验和所收集的资料进行研究。同时还运用五力竞争分析模型分析了行业的竞争状况。在外部环境分析和内部资源分析的基础上得到了东南造船厂的优劣势和机会威胁。 在论述了东南造船厂的概况和营销环境的基础上，本人提出了东南造船厂在市场营销策略中的一些问题，并针对问题。过对市场进行细分和评价，确定公司目标市场，对造船厂营销策略中存在的问题提出改进建议。 关键字：造船行业；东南船厂；营销策略 Abstract Along with our country economy of steady development, China port construction and the shipping business to a rapid development. To all sorts of multi-purpose ship has more demand. Southeast Fujian area as a shipyard shipyard maker, in a complicated and volatile domestic shipbuilding market, because of how to develop the ship of marketing activities, is of great significance and value for study. This paper to southeast shipyard for research object, first describes the general situation of the southeast shipyard, including the shipyard the products, the shipyard the operation state and the shape of resources situation. According to my major is in southeast shipyard practice to half a year working experience and the information collected by research. At the same time also use five competitive forces competitive analysis model to analyze the profession of the competition status. In the external environment analysis and internal resources obtained based on the analysis of the advantages and disadvantages of the southeast shipyard and opportunity threat. This article discusses the general situation of the southeast shipyard and marketing environment, and on the basis of I put forward in the shipyard southeast marketing plan. Through the market segmentation and evaluation, make sure the company target market. Confirm to southeast Asia for target customers, take customize marketing strategy for client build all kinds of shipping. Finally, the