哈锅工业锅炉公司营销策略研究.docVIP

合肥工业大学 硕士学位论文 哈锅工业锅炉公司营销策略研究 姓名：赛静 申请学位级别：硕士 专业：管理科学与工程 导教师：李德明Marketing Strategy for Industrial Boiler Company in Harbin Boiler Workers Abstract The industrial boiler industry is a developing business, and also one of the most competitive industries in China. Due to the lower entry barrier of industrial boiler than that of station boiler, there are more competing manufacturers, so the competition has risen to the strategic level. Relying on the station boiler and how to get into the leading series，the company should focus on the marketing, external market and internal operation, to increase its core competitiveness. This paper chooses the marketing strategies of Harbin Boiler Company in Harbin Boiler Workers as the subject, and analyzes the marketing mix strategy available for the company in the new situation, to achieve the persistent and healthy development. Based on an analysis of marketing situation and industrial boiler market environment, this paper gets the conclusion that the companys marketing problem originates from the ignorance of sales strategy. On the one hand, the target market and positioning are not clear; on the other hand, the lack of an effective marketing strategy results that the company could not make a timely and effective response to the market. Based on Porters competitive theory, this paper analyzes the competitive environment and puts forward the overall strategies; using SWOT theory to analyze the strength, weakness, opportunities and threats of the company; on the basis of analysis above, this paper also analyzes the product market, determines the target market and proposes the integrated marketing strategies and establishment of customer relationship management system. This paper also elaborates the implementation of marketing strategies to ensure the smooth implementation in the company. This paper forges marketing mix strategies in accordance with domestic development trend of industrial boiler industry as well as the comp