某船舶设备制造商的差异化营销战略与策略

上海交通大学硕士学位论文某船舶设备制造商的差异化营销战略与策略姓名：曹友强申请学位级别：硕士专业：工商管理(MBA)指导教师：李乃和20050109MBA1200519MBA2200519MBA3MBA4ONEMARINEEQUIPMENTMANUFACTURER'SDIFFERENTIATIONMARKETINGSTRATEGYANDTACTICSABSTRACTHTCompanyisasmall-scaleshippingequipmentmanufacturingcompany,getholdoftheopportunitytimeofthedifficultwhenmostcompetitorsintheindustryarestillnotreformedatthebeginningofestablishment,withrelativelyhighquality,standardizedproducts,thesalesamountsoaredsuccessivelyinthepastfewyears.Butsince2002,thesellinggrowthtrendbeginstochange,becauseoftheforeigncompetitors’enteringandthedomesticcompetitor'sstrengthbeingimproved.Chapteroneofthistextintroducesthebackgroundandstudyingprocedure;Chaptertwostartswithanalyzingtheangleinstrategy,lookforenterprise'sexternalpolitics,theeconomy,technology,society,etc.inordertofindouttheopportunityandthreatunderthemacroscopicalenvironment,theeconomiccharacteristic,industrialstructure,factorofsucceedingtotheindustryareanalyzedonebyone,Chapterthreeintroducesenterprise'sbasicsituationatfirst,thenanalyzestoallrespectsofthevalueMBA5chaininsideenterprises,tofindouttheadvantagesofenterprises,inferiorposition,distinguishthecorecompetencyofenterprises;CharterfourmakesthestrategicschemethroughSWOTanalysis,utilizingmanykindsofmodelsandmarketingresearchapproaches,findoutandsubdividecustomer'srequisitionforequipmentperformanceofthemarketdifferently,thereforemakethedifferencemarketingstrategiesofenterprises;Chapterfive,chaptersix,chaptersevenputforwardthetacticsinsuchrespectsasrelationmarketing,technologicalinnovationandimprovingtheservicequalitytosupportthedifferencemarketingstrategy.Whilelookingforandsubdividingthemarketcustomerdifferentlytodifferentdemandsforequipmentperformance,adoptandcombinetheanalyticalmethod,designaquestionnaireinadvance,invitedozensofrepresentativecustomerstomarkagroupoffictitiousproducts,thenuserelevantsoftwaretocalculatetheutilityvalueofallproductsattribute.Inthesupporttacticofrelationmarketing,technologicalinnovationandimprovingtheservicequality,someworthmethodsareputforwardaccordingtothenaturalfeaturesoftheindustry.KEYWORDS:marketingstrategy,differentiation,conjointanalysis,supportingtacticMBA6MBA7MBA8MBA9MBA10MBA11MBA12MBA13MBA14(2)MBA15MBA16(1)(2)(3)(4)(5)MBA17(1)(2)(3)(4)(5)(6)(7)(8)(9)(1)(2)(3)(4)(5)MBA18(6)(1)(2)(3)(4)MBA19SWOTMBA20MBA21MBA22(1)(2)(3)(4)(5)(6)HT31999QLS40%20034000(1)(2)MBA23(3)(4)MBA24l,ll,llll,llR&Dll,llllllllllllllMBA25ll,(2)l,l,l,lll,ll,llll,l,llllllllllMBA26MBA27MBA28lllllllllHTMBA29MBA30SOHTWOSTHTWTHTMBA31P1-,O1-S1,S4,S5,S8P2-O4—S1,S4,S8P3-O6,O3-S1,S2,S4,S5,S6P1-O3——W1P2-O1O4O6——W2W4W6MBA32P1-T1T2——S4S6S8P2-T5——S1S5S7S8P3-T6——S6——MBA33————————————MBA34/QLSMBA35HT(conjointanalysis)(2)(3)ConjointAnalysisofMarketingEngineering(4)MBA3610001003HT8.2QLSO7461MBA37MBA38MBA39MBA40HTNHDSHHG7.820/6526/652448HT25KNmExist0HT8.2Exist1NH7.5Exist2DSH8.5Exist3HG7.8Exist4NH7.8Exist5HG8.215.56%MBA41MBA42MBA43(1)(2)(3)(1)(1)(2)(3)(4)(5)(1)(2)(1)(2)(3)(4)MBA44MBA45MBA46MBA47HT(1)MBA48(2)(3)XX(4)MBA4920MBA50MRPERPHTMBA51HT30MBA52MBA53MBA54HTHTMBA55HTMBA56HT(1)MBA57(2)(3)(4)HT(1)(2)(3)MBA58[1]2001120-733[2]200215-141[3]L200438-190[4]2004152-377[5]2003133-153[6]JohnStapletonMichaelThomasHowtoPrepareaMarketingPlanGowerPublishingLimited199855-63[7]CarynASpainRonWishnoff200367-83[8]200164-100[9]EdwardG.BriertyRobertW.EcklesRobertR.Reeder200019-523[10]200363-97[11]200410-13[12]2003177-232[13]2001106-138[14]200223-74[15]P2001112-153[16]200334-57[17]2004103-119MBA59[18]200446-133[19]200020-35[20][21]200231-47[22]V200026-178[23]`200519301HTMBA200519某船舶设备制造商的差异化营销战略与策略作者：曹友强学位授予单位：上海交通大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：5ae2cb60-830e-4833-9932-9e2500bf0912下载时间：2010年11月5日