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论文编号：	6156
作者编号：	2220091772
上传时间：	2014/6/4 10:09:55
中文题目：	天津钢管集团油井管产品在新疆油田市场营销策略研究
英文题目：	Study on the Channel Model and Innovation of Appliances
指导老师：	许晖
中文关键字：	天津钢管集团；油井管产品；营销策略
英文关键字：	tianjin pipe group; oil well pipe products ; Marketing strategy
中文摘要：	随着石油消费量的不断上升和我国装备制造业整体水平的提升，我国油井管行业发展迅速。不过与此同时，产量增速放缓，表观消费量甚至出现下滑，落后产能和低端产品仍然大量存在，油井管生产企业的开工率和净利润增长与产能的增长形成极大反差，国内部分企业出现亏损负债，企业间市场竞争不断加大，在严峻的市场形势下，如何加强营销管理、有针对性地实施市场营销策略，从产品、定价、渠道及促销等方面实现企业的营销目标，是提升企业核心竞争力的关键。本文从理论、实践等方面对油井管产品的市场营销策略进行陈述和剖析，作者以其在油田十余年的销售经历作为案例进行总结分析，颇具实战性与实时性；全文共分六章，第一章绪论，通过揭示油井管市场的严峻形势，从研究背景、研究意义研究框架等方面进行阐述；第二章油井管在新疆油田市场竞争格局分析，对油井管产品在新疆油田市场的整体经营情况及竞争格局进行了分析；第三章天津钢管集团油井管在新疆油田市场的营销定位，对油井管产品在新疆油田的营销现状进行研究，分析其当前营销策略方面存在的各类问题，并制订了目标市场的营销战略定位；第四章天津钢管集团油井管在新疆油田市场营销策略，制订了油井管的产品、定价、渠道及促销等市场营销策略方案；第五章天津钢管集团油井管在新疆油田市场营销策略的实施保障，提出了在营销理念、技术服务、信息沟通与交流、物流与供应链等方面的相关保障措施；第六章总结全文，得出提升企业核心竞争力，市场营销是关键，油井管生产企业必须在产品、定价、渠道及促销等营销策略实现竞争优势才能抢占市场先机，实现可持续发展。
英文摘要：	With the rising of oil consumption and upgrading the overall level of the equipment manufacturing industry, The oil well pipe industry in our country is developing rapidly. But at the same time, Output growth is slowing, Apparent consumption even fell, Backward production capacity and low-end products still abound, Oil well pipe production enterprises starts and net profit growth and productivity growth to great contrast, Some companies even serious loss. Between each enterprise market competition is becoming more and more fierce, Under the severe situation, How to strengthen the management of marketing, Targeted to the implementation of the marketing strategy, From aspects of the product, pricing, channel and promotion to achieve enterprise marketing goals, Is the key to improve enterprise core competitiveness. In this paper, from the aspects of theory, practice and so on for oil well tube product statement and analyze the marketing strategies, The author in the oil field more than ten years of sales experience was summarized as a case analysis, Very practical and real-time performance; The full text is divided into six chapters, The first chapter introduction, By revealing the serious situation of oil well pipe market, from the research background, research significance, research framework, etc; The second chapter pipe in xinjiang oilfield market competition analysis, For oil well pipe products in xinjiang oilfield the overall operation of the market and competition is analyzed; Chapter iii the TPCO oil well pipe in xinjiang oil field marketing positioning of the market, Marketing status of oil well pipe products in xinjiang oilfield were studied, Analysis of the various problems existing in the current marketing strategies, And make the target market marketing strategy; The fourth chapter of tianjin pipe group oil well pipe in xinjiang oilfield market marketing strategy, For oil well tube products, pricing, channel and promotion marketing strategy plan; Chapter 5 tianjin pipe group market marketing strategy of the implementation of the security in xinjiang oilfield, Put forward the marketing concept, technical services, information communication and the exchange, logistics and supply chain related guarantee measures; The sixth chapter summarizes the full text, Come to improve enterprise core competitiveness, marketing is the key, oil well pipe production enterprises must be in the product, pricing, channel and promotion and other marketing strategies to achieve competitive advantage to seize market opportunities, realize sustainable development.
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