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ID:32341632
大小:4.64 MB
页数:49页
时间:2019-02-03
《w公司售后市场营销策略-研究》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、万方数据首都经济贸易大学硕士学位论文w公司售后市场营销策略研究AbstractThepetrochemicalindustryinChinafromscratchtodevelopmenthasgonethroughfourdecades.thepetrochemicalindustrycloselinkswithChina’Snationaleconomyandpeople’Slivelihood.andstrategicsecurity.Petrochemicalproductionisverycomplicated,llightechnical,withtheeffor
2、tofthenumerousengineersandtechnicalpersonnel,Chinesecompressorenterprisesgraduallyabsorbthetechnologyandrealizeindependentdesignandmanufacturingandpartslocalization.China’Spetrochemicalenterpriseshadlargedemandfortheircompressoraftermarketservice.Thisisalongtermpotentialmarketwhichalsofullo
3、fcompetition,includingthecompressorpartssupply,compressormaintenance,on—siteservice,etc.WcompanyastheaftermarketservicebranchesofaworldfamousAmericanownedenterpriseofpetrochemicalcompressor,isfocusingontheaftermarketsalesoftheircompressorsoldintheChinesemarket,includingparts,unitoverhaul,fi
4、eldservice,upgrade,etc.Wcompanyhas15yearsofoperationhistoryintheChinesemarket,inrecentyears.wit
5、1theimprovementofthedomesticcompressormanufacturingcapability,thenewunitsalesdecline,localizationcompetitionofthemarket,ledtothecompany’Ssalesfalling,long—termfutureexpectedisnotoptimistic.Paperb
6、yintroductionofWcompany,analyzestheexternalenvironment,includinglarge·scalepetrochemicalcompressorindustrypresentsituationandthemarketenvironment,industrycompetitionetc.;Wcompany’Sinternalstatusintroduction,includingthecompanyhistory,organizationstructure,productlines,marketingsituation,and
7、throughtheSWOTanalysisandSTPstrategyanalysis,formulatedtheWcompanyafter-salesmarketingstrategies,putsforwardthecorrespondingsalesandmarketingplan.Inthispaper’thewriterusingmarketingtheorytosolvetheproblemofWcompanymarketshrinkingsituation,thisarticlealsoanalysisthetheoreticalknowledgeandthe
8、nreachtheresultsoftheanalysis,theWcompanymarketingstrategyandsimilarlybytheChineselocalizationcompetitionofforeignmachinerymanufacturingenterpriseservicemarketingdevelopmenthascertainreferencesignificance.Keywords:marketingstrmegy;chemicalcompressor;afte
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