【作者】 刘悦；

【导师】 郑立文；

【作者基本信息】 长春理工大学 ， 企业管理， 2009， 硕士

【摘要】 随着我国社会主义市场经济不断成熟与完善,阀门企业之间的竞争日趋激烈。无锡智能自控工程有限公司虽然在激烈的竞争中,销售还在稳步增长,但其市场占有率也只有千分之一左右。因此无锡智能在处于重大机遇的同时也面临着巨大的挑战。本论文运用PEST环境分析方法,对于公司发展的内外部环境进行了深入分析,并对控制阀领先企业的竞争对手进行了分析和比较,重点运用SWOT分析模型,着力剖析了公司的优势和不足、机会和威胁,建立了SWOT分析矩阵,然后通过对市场的需求进行着重分析和细分,并以此结合公司的发展目标,从产品、价格、渠道、促销、服务营销等制订了公司的营销策略。最后提出了保障这些策略执行的实施建议,这不仅对于指导公司的发展和战略实现有很强的指导意义,而且对于控制阀行业的企业成长均具有重要的参考价值和借鉴意义。更多还原

【Abstract】 As China’s socialist market economy continues to mature and improve, which makes control valves competition among enterprises becoming increasingly fierce. The sales volume of Wuxi Smart Auto-control Engineering Limited Company is coming up year by year, but it only holds a 1% occupation rate of the Chinese market. It therefore faces not only great opportunities but also serious challenges at the same time.By employing the PEST Environmental Analyzing Method, this thesis intends to analyze deeply the internal and external environments for the development of the Company and take analysis on and comparison with the main competitors of the Company, with a focus on its advantages and disadvantages, opportunities and menaces confronting the company by way of the SWOT mode of analyzing the structure of the industry. Besides, by taking this mode as the foundation, this thesis builds up the SWOT rectangular analyzing mode.On the basis of analyzing and subdividing the demand and segments of the market, combining with development goals of Wuxi Smart Auto-control Engineering LimitedCompany, this thesis establishes the marketing strategy from products, price, channel, sales and services. Finally to make sure the implementation of marketing strategy, which is not only of great guiding value to both the development of the company by the realization of its strategies but also of great value of reference for the growth of the corporations in the industry of control valves.更多还原