辽化机械厂压力容器产品市场营销策略的研究-工商管理专业论文.docxVIP

摘 摘 要 辽化机械厂是中国石油辽阳石油化纤公司的下属二级厂，其主导产品为石油 化工装置用压力容器，多年来一直服务于辽化公司的各生产装置。近几年，由于 辽化公司内部市场的逐濒萎缩，企业制定了立足辽化、开拓外部市场的经营发展 战略。本论文就是在这样的经营战略思想下，对压力容器的市场营销策略进行探 讨。 论文首先对市场营销理论的发展过程和市场营销理论豹核心内容进行了阐 述和回顾，以此做为理论基础。接着对压力容器市场的宏观环境进行分析，总结 出在未来几十年阕，压力容器市场购买力水平将显稳中有升的趋势。在企业豹微 观环境分析中，主要分析了企业内部的结构和资源水平及主要供应商，为开发外 部市场提供了有力的保障。在竞争环境分析中，讨论了企业的竞争地位、竞争者 和竞争战略，制定了差别化的市场营销战略指导思想。最后，总结分析了辽化机 械厂压力容器产品的市场营销策略，为4PS营销组合策略和关系营销策略：产品 策略，以质量为重点，扬长避短，走差另l化战略之路；价格策略，对不同类型的 产品分别采用差别定价、撇脂定价等方法：促销策略，以人员推销为主，广告推 销为辅的营销策略；渠道策略，以直接营销渠道为主，配合必要的间接营销渠道； 关系营销策略，以顾客满意为指导思想，与顾客建立长期稳定的密切关系。 关键词；压力容器；石油化工；竞争战豫；营销策l每缱合 AbstractLiaoyang Abstract Liaoyang Petrochemical Fiber Co．Mechanical Factory,subsidiary company of Petro-China Liaoyang Petrochemical Fiber Company,with pressure vessels which serve in petrochemical plants as its leading products．has been servicing for every plant of Liaoyang Petrochemical Fiber Company in past decades．In recently years， the inside market of Liaoyang Petrochemical Fiber Company shrunk gradually,the factory established a development strategy,that is‘base itself upon Liaoyang Petrochemical Fiber Co．，and strive for opening outside market’．Instructed by the strategy,this thesis dealt with some marketing tactics within pressure vessels field． At first，the thesis expatiated and reviewed the development process and essential content of markedng theory．Then based on this．the author made analysis to macro—environment of pressure vessels industry,and concluded that the lever of purchasing power in this market will rise smoothly in next decades．On the analysis to the factory’S micro-environment,the paper anatomized the inside structure and resource level of the factory and its main supply manufacturers，these analysises provide firmly ensure for opening outside market．After that,on the competitive circumstance analysis，the author discussed the competitive status，competitor and competitive tactics of the factory,then framed the guideline of discriminated market sales strategy．At last,the thesis