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1、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20090401MarketingStrategyforIndustrialBoilerCompanyinHarbinBoilerWorkersAbstractTheindustrialboilerindustryisadevelopingbusiness,andalsooneofthemostcompetitiveindustriesinChina.Duetothelowerentryb
2、arrierofindustrialboilerthanthatofstationboiler,therearemorecompetingmanufacturers,sothecompetitionhasrisentothestrategiclevel.Relyingonthestationboilerandhowtogetintotheleadingseries，thecompanyshouldfocusonthemarketing,externalmarketandinternaloperatio
3、n,toincreaseitscorecompetitiveness.ThispaperchoosesthemarketingstrategiesofHarbinBoilerCompanyinHarbinBoilerWorkersasthesubject,andanalyzesthemarketingmixstrategyavailableforthecompanyinthenewsituation,toachievethepersistentandhealthydevelopment.Basedon
4、ananalysisofmarketingsituationandindustrialboilermarketenvironment,thispapergetstheconclusionthatthecompany'smarketingproblemoriginatesfromtheignoranceofsalesstrategy.Ontheonehand,thetargetmarketandpositioningarenotclear;ontheotherhand,thelackofaneffect
5、ivemarketingstrategyresultsthatthecompanycouldnotmakeatimelyandeffectiveresponsetothemarket.BasedonPorter'scompetitivetheory,thispaperanalyzesthecompetitiveenvironmentandputsforwardtheoverallstrategies;usingSWOTtheorytoanalyzethestrength,weakness,opport
6、unitiesandthreatsofthecompany;onthebasisofanalysisabove,thispaperalsoanalyzestheproductmarket,determinesthetargetmarketandproposestheintegratedmarketingstrategiesandestablishmentofcustomerrelationshipmanagementsystem.Thispaperalsoelaboratestheimplementa
7、tionofmarketingstrategiestoensurethesmoothimplementationinthecompany.Thispaperforgesmarketingmixstrategiesinaccordancewithdomesticdevelopmenttrendofindustrialboilerindustryaswellasthecompany'sabilityforthecompany,onthebasisoflearnedmarketingtheories.Tho
8、ughitisjusttheresearchonindustrialboilerindustry,italsohasgreatreferencevalueforothermechanicalworkoutindustries.Keywords:industrialboiler;marketingstrategy;customerrelationshipmanagement;performanceevaluation插图清单图2—1市场营销系统中的主要行为
