【作者】 刘文；

【导师】 张喜民；

【作者基本信息】 山东大学 ， 工商管理， 2007， 硕士

【摘要】 中国加入WTO以后，我国电机制造业得到前所未有的快速发展。山东齐鲁电机制造有限公司作为国内专业生产各类大中型汽轮发电机和电动机的厂家之一，近几年随着国内经济的增长，经济效益也大幅提高。在其各类产品中，以空冷汽轮发电机为主要产品，具有生产单机最大容量33万千瓦空冷汽轮发电机的能力，每年发电机产量超过300万KW。二十年间经过多次技术改造和扩大规模，已具有了较强的市场竞争力，汽轮发电机生产能力和市场占有率在国内同行业中名列第四位。然而，随着国内发电机市场供求关系的变化，国外竞争者的大批进入，市场竞争日益加剧，公司的生存和发展面临巨大挑战。同时，公司虽然已经拥有了较为成熟的营销队伍和营销策略，开辟了较为广泛的营销渠道，但从营销体系的建设方面，内部机制还有许多方面有待于进一步完善，与内质优化型营销模式的标准还有相当的距离。在新的经济形势下，充分发掘企业自身竞争优势，进一步完善符合现代企业管理要求的营销模式，建立目标清晰、规划合理、协调统一、优质高效的营销管理体系，增强企业核心竞争能力，对齐鲁电机制造有限公司具有重要的现实意义。本文运用相关营销管理学理论，结合发电机制造行业具体工作实际，从齐鲁电机制造有限公司所处的内外部社会经济发展环境入手，采用PEST分析，竞争对手分析，SWOT分析等研究方法，结合国内、外汽轮发电机制造业的发展历史、竞争概况以及营销管理的发展趋势，从宏观到微观环境进行对比分析，详细阐述了齐鲁电机制造有限公司所面临的机会和威胁以及自身存在的优势和劣势，并紧密结合齐鲁电机制造有限公司营销管理现状，从公司体制、成本管理、品牌建设、人力资源、技术创新、内外合作等方面论述了进一步建立和完善营销管理体系的必要性以及具体措施和手段。本文的结论对发电机制造业公司如何在激烈竞争中建立健全现代化的营销管理体系，以利于生存并保持竞争优势，具有一定的理论意义，同时也希望为其它相类似态势企业提供实际参考与借鉴。更多还原

【Abstract】 Since China joined in WTO, generator manufacturing industries in china have already got fast development. Qilu generator manufacture limited company ,as one of the factories which specially produce big and the medium-sized vapor round generators and electric motors, along with the increase of national economic, the benefit of it improved vastly. In the variety of its products, vapor round generators are its main products. It has the ability of 330,000 kilowatts on the vapor round generators , every year .The yield of the generators is more than 3,000,000 KWs. Through many technic rebuildings and scale expandings, the company has got the strong ability of marketing competition, and become the 4th generator manufacturer in china,,However, along with the transformation of supply and demand connection in the generator market, and the entrance of international competitors, the market competition increasingly pricks up, consequently its exist and development is confronted with tremendous challenge .At the same time, although it has many achievements in marketing distribution, there are still many aspects of interior mechanism need to be improved. In the new economic situation, it has important significance for Qilu company to consummate, the distribution management pattern, and to establish the distribution management system which has clear target, layout in reason, harmonize oneness, and high efficiency, for reinforcing the core capability of competition. According with the theory of distribution management , combining with the practice of generator manufacturing industry, this article analyzed the interior and exterior circumstance of Qilu generator manufacture limited company, and particularly discussed the opportunity - threaten, strength and weakness of it , by the disquisition means of PEST analysis , competitive opponent analysis and SWOT analysis .Tightly combining with the status quo of the company ,this article dissertated the necessaries and measures involving management system . cost management, manpower resource management, technic innovation, inside and outside cooperation, etc. The conclusions of this article has academic significance on establishing and improving the modern system of marketing distribution for the enterprise to keep superiority of competition, at the same time, it is hoped to offer references for the enterprise which being in the similar situations.更多还原