文本描述
目前中国是全球制造业大国,制造业发展在带动经济增长同时对环境造成严重 的污染。2012年,中国政府陆续制定很多相关环境保护政策,同时市场客户金属难 加工材料的应用越来越普遍,对绿色制造技术类CMQL低温微量润滑产品的需求越 来越强烈,国外高校及科技公司投入研发低温微量润滑产品,代替切削液应用到制 造业,有效地解决市场客户难加工材料痛点和响应国家环保政策解决环境污染问题, 改善中国制造生态环境。 2016年,H公司和工业高校联合研发低温微量润滑产品,经过两年多的产品研 发及市场客户应用,H公司凭借着深耕制造行业十多年的行业客户集群优势和整体 解决方案综合技术能力优势,低温微量润滑产品线在市场竞争中渐渐突显市场竞争 优势,但是市场销售业绩并没有达到H公司预期目标,所以对H公司低温微量润滑 产品市场营销现状进行问题及原因分析。 本文运用PEST理论,波特竞争理论和SWOT分析法等研究工具对H公司低温 微量润滑产品宏观市场营销环境和行业环境进行分析,通过运用营销理论包括STP, 4 P,4 C和4 R等对H公司低温微量润滑产品营销战略不够清晰和营销组合策略僵 化等问题及原因分析,针对以上营销战略和营销组合策略等存在问题给出改善建议, 营销战略方面包括重新拟定H公司低温微量润滑产品市场营销战略和加强技术研发 和产品创新等改善建议;营销组合策略方面包括完善价格策略灵活性,完善市场营 销渠道体系和完善促销策略多样化等改善建议。 本文通过理论结合实际和理论指导实际相结合,希望提升H公司低温微量润滑 产品市场竞争优势,获取更多行业市场机会,实现销售预期目标达成,同时给从事 相关绿色制造技术类低温微量润滑产品的相关企业提供市场营销参考价值,倡导中 国制造企业更多参与到这个全球绿色制造保护环境事业,共同肩负中国乃至全球工 业制造过程绿色化。 关键词:绿色制造技术;低温微量润滑;市场营销策略; II Abstract At present China is the world's manufacturing power, manufacturing development in driving economic growth cause serious pollution to the environment at the same time, in 2012, the Chinese government have a lot of relevant environmental protection policy, the application of metal difficult-to-machine materials is becoming more common, the green manufacturing technology CMQL cryogenic minimal quantities of lubricant product demand more and more intense, and technology companies in research and development of colleges and universities abroad minimal quantities of lubricant products in low temperature, instead of cutting fluid application to industry, and effectively solve the pain points and respond to market customer difficult-to-machine materials environmental pollution state environmental protection policy to solve the problem, improves the ecological environment of made in China. In 2016, H company and industrial university joint in the research and development the minimal quantities of lubricant products in low temperature and after more than two years of product development and market customer application, H company with deep manufacturing industry for more than ten years of industry customer cluster comprehensive technical ability and the overall solution advantages, in market competition gradually highlight the market competitive advantage, but the market camp sales have not reached H company goals, so low temperature of H company minimal quantities of lubricant product marketing status and the reason analysis. In this paper, on the basis of the theory of PEST, porter competition theory and SWOT research tools such as low-temperature minimal quantities of lubricant products of H company macro marketing environment and industry environment analysis, by using marketing theory including the STP, 4 P and 4 C and 4 R and minimal quantities of lubricant in low temperature of H company product marketing strategy is not clear and rigid marketing mix strategy and the reason analysis, for the above marketing strategy and marketing mix strategy recommendations to improve the problems, such as marketing strategy including re-draft H low-temperature minimal quantities of lubricant products of the company marketing strategy and strengthen the innovation of technology research and development and product improvement suggestion; The marketing mix strategy includes improving the flexibility of price strategy, improving the marketing channel system and improving the diversification of promotion strategy. III Based on the theory in combination with the practical combination of practical and theoretical guidance, to enhance the H company low temperature minimal quantities of lubricant product market competitive advantage, get more market opportunities in the industry, to achieve sales target, at the same time to engage in green manufacturing technology related to low temperature of minimal quantities of lubricant products related businesses provide reference value for marketing, promoting China's manufacturing enterprises more involved in the global green manufacturing environmental protection enterprise, greening piggybacked on China and global industrial manufacturing process. Key words: Green Manufacturing Technology; Cryogenic Minimum Quantity Lubrication;Marketing Strategy; IV 目 录 摘要 ............... I Abstract ......... II 第一章 绪论 .. 1 1.1 研究背景及意义 ................ 1 1.1.1 研究背景 ...................... 1 1.1.2 研究意义 ...................... 2 1.2 文献综述 ............................ 3 1.3 研究内容与方法 ................ 6 1.3.1 研究内容 ...................... 6 1.3.2 研究方法 ...................... 6 第二章 H公司概况及低温微量润滑产品市场营销现状 ....................... 7 2.1 H公司概况 ......................... 7 2.1.1 公司介绍 ...................... 7 2.1.2 公司组织结构 .............. 8 2.1.3 低温微量润滑产品简介 ............................. 8 2.2 H公司低温微量润滑产品营销规划 .............. 11 2.3 H公司低温微量润滑产品市场营销现状 ...... 12 2.3.1 产品开发现状 ............ 12 2.3.2 客户类型现状 ............ 13 2.3.3 区域覆盖现状 ............ 14 2.3.4 销售目标完成现状 .... 16 2.4 本章小结 .......................... 16 第三章 H公司低温微量润滑产品市场营销环境分析 ......................... 17 3.1 宏观环境分析 .................. 17 3.1.1 政策环境 .................... 17 3.1.2 经济环境 .................... 19 3.1.3 社会文化环境 ............ 22 3.1.4 科学技术环境 ............ 23 V 3.2 行业环境分析 .................. 25 3.2.1 潜在进入者 ................ 25 3.2.2 供应商 ........................ 25 3.2.3 替代者 ........................ 27 3.2.4 购买者 ........................ 27 3.2.5 行业内竞争者 ............ 27 3.3 客户需求分析 .................. 31 3.3.1 消费电子行业客户需求 ........................... 31 3.3.2 汽车行业客户需求 .... 31 3.3.3 医疗行业客户需求 .... 32 3.3.4 家电及模具客户需求 32 3.3.5 军工及航空航天行业客户需求 ............... 32 3.3.6 精密通用制造行业客户需求 ................... 33 3.3.7 紧固件行业客户需求 33 3.4 SWOT分析与公司战略选择 .......................... 34 3.4.1 优势分析(S) .......... 34 3.4.2 劣势分析(W) ........ 36 3.4.3 机会分析(O) ......... 37 3.4.4 威胁分析(W) ........ 38 3.4.5 公司战略选择 ............ 38 3.5 本章小结 .......................... 39 第四章 H公司低温微量润滑产品营销战略问题及原因分析 ............. 40 4.1 市场细分流于表浅 .......... 40 4.1.1 材料细分深度不够 .... 40 4.1.2 行业细分边界不清 .... 42 4.1.3 区域细分宽度不够 .... 43 4.2 目标市场选择过宽化 ...... 45 4.3 市场定位缺乏精准化 ...... 47 4.4 本章小结 .......................... 48 第五章 H公司低温微量润滑产品营销策略问题及原因分析 ............. 50 VI 5.1 产品策略 .......................... 50 5.1.1 产品同质化趋严重 .... 50 5.1.2 新产品开发周期长 .... 50 5.2 价格策略 .......................... 51 5.2.1 市场价格定价混乱 .... 51 5.2.2 销售利润相对偏低 .... 52 5.3 渠道策略 .......................... 53 5.3.1 销售渠道过于单一 .... 53 5.3.2 经销商销售占比少 .... 54 5.4 促销策略 .......................... 55 5.4.1 行业促销成效不大 .... 55 5.4.2 价格促销效果欠佳 .... 55 5.5 本章小结 .......................... 56 第六章 H公司低温微量润滑产品市场营销改善建议 ......................... 57 6.1 重新拟定市场营销战略 .............................. 57 6.2 加强技术研发和产品创新 .......................... 58 6.3 完善价格策略灵活性 ... 60 6.4 完善市场营销渠道体系 .............................. 61 6.5 完善促销策略多样化 ... 63 6.6 本