【正文】 的資料進(jìn)行研究。東南造船廠作為福建地區(qū)的船廠領(lǐng)頭人，在面對(duì)復(fù)雜多 變的國(guó)內(nèi)造船市場(chǎng)，因如何開展船舶的營(yíng)銷活動(dòng)，具有重大的意義和研究?jī)r(jià)值。 沈陽(yáng)理工大學(xué) 畢業(yè)設(shè)計(jì)（論文） 題 目 ： 淺析東南造船廠市場(chǎng)營(yíng)銷策略 系： 經(jīng)濟(jì)管理系 專 業(yè)： 市場(chǎng)營(yíng)銷 學(xué)生姓名： 鄭 為 科 指導(dǎo)教師： 姚 海 波 2020 年 5 月 15 日 淺析東南造船廠市場(chǎng)營(yíng)銷策略 I 摘 要 隨著我國(guó)經(jīng)濟(jì)的穩(wěn)步發(fā)展，中國(guó)的港口建設(shè)和航運(yùn)業(yè)務(wù)都得要了快速發(fā)展。對(duì)各種多用途的船舶都有較大的需求。 本文以東南造船廠為研究對(duì)象，首先描述了東南造船廠的概況，接著本文對(duì)船廠所處的營(yíng)銷環(huán)境經(jīng)行了分析。同時(shí)還運(yùn)用五力競(jìng)爭(zhēng)分析模型分析了行業(yè)的競(jìng)爭(zhēng)狀況。 在論述了東南造船廠的概況和營(yíng)銷環(huán)境的基礎(chǔ)上，本人提出了東南造船廠 在市場(chǎng)營(yíng)銷策略中的一些問(wèn)題，并針對(duì)問(wèn)題。 關(guān)鍵字：造船行業(yè) ； 東南船廠 ； 營(yíng)銷策略 淺析東南造船廠市場(chǎng)營(yíng)銷策略 II Abstract Along with our country economy of steady development, China port construction and the shipping business to a rapid development. To all sorts of multipurpose ship has more demand. Southeast Fujian area as a shipyard shipyard maker, in a plicated and volatile domestic shipbuilding market, because of how to develop the ship of marketing activities, is of great significance and value for study. This paper to southeast shipyard for research object, first describes the general situation of the southeast shipyard, including the shipyard the products, the shipyard the operation state and the shape of resources situation. According to my major is in southeast shipyard practice to half a year working experience and the information collected by research. At the same time also use five petitive forces petitive analysis model to analyze the profession of the petition status. In the external environment analysis and internal resources obtained based on the analysis of the advantages and disadvantages of the southeast shipyard and opportunity threat. This article discusses the general situation of the southeast shipyard and marketing environment, and on the basis of I put forward in the shipyard southeast marketing plan. Through the market segmentation and evaluation, make sure the pany target market. Confirm to southeast Asia for target customers, take customize marketing strategy for client build all kinds of shipping. Finally, the shipyard problems in marketing strategy suggestions for improvement. Key word: shipbuilding industry； Southeast shipyard ； Marketing strategy 淺析東南造船廠市場(chǎng)營(yíng)銷策略 III 目錄 摘 要 .................................................................... I Abstract ................................................................ II 緒 論 .................................................................... 1 1 船舶行業(yè)的介紹 ......................................................... 2 船舶行業(yè)的介紹 .................................................... 2 中國(guó)的造船業(yè) ...................................................... 2 東南造船廠公司概況 ................................................ 3 2 東南造船廠市場(chǎng)環(huán)境分析 ................................................. 4 宏觀環(huán)境分析 ...................................................... 4 政治環(huán)境分析 ................................................ 4 經(jīng)濟(jì)環(huán)境分析 ............................................... 5 地理環(huán)境分析 ................................................ 5 微觀環(huán)境分析 ...................................................... 6 供應(yīng)商分析 ................................................... 6 企業(yè)內(nèi)部環(huán)境分析 ............................................. 7 顧客環(huán)境分析 ................................................. 8 競(jìng)爭(zhēng)者分析 ................................................... 9 東南造船廠 SWOT 分析 .............................................. 10 優(yōu)勢(shì) ........................................................ 10 劣勢(shì) ........................................................ 10 機(jī)會(huì) ........................................................ 10 威脅 ........................................................ 11 3 東南造船廠市場(chǎng)營(yíng)銷策略分析 ............................................ 12 東南造船市場(chǎng)營(yíng)銷的現(xiàn)狀 ........................................... 12 東南造船廠的產(chǎn)品策略 ........................................ 12 東南造船廠的價(jià)格策略 ....................................... 12 東南造船廠的渠道策略 ....................................... 13 東南造船廠的促銷策略 ....................................... 13 東南造船 廠市場(chǎng)營(yíng)銷策略存在的問(wèn)題 ................................. 14 淺析東南造船廠市場(chǎng)營(yíng)銷策略 IV 產(chǎn)品優(yōu)勢(shì)不明顯 ............................................. 14 營(yíng)銷人員素質(zhì)不高，缺乏服務(wù)意識(shí) ............................. 14 定價(jià)不合理 ................................................. 15 3． 依賴傳統(tǒng)銷售渠道，銷售渠道不暢通 ........................... 15 網(wǎng)絡(luò)營(yíng)銷不到位，無(wú)促銷策略 ................................. 15 4 東南造船廠 市場(chǎng)策略的改進(jìn)建議 .......................................... 17 實(shí)行差異化營(yíng)銷組合策略 ........................................... 17 轉(zhuǎn)變觀念，樹立服務(wù)理念 ........................................... 17 價(jià)格策略 ......................................................... 18 多渠道銷售策略 ................................................... 18 開發(fā)互聯(lián)網(wǎng)營(yíng)銷 ................................................... 18 結(jié) 論 ................................................................... 20 致 謝 ................................................................... 21 參考文獻(xiàn) ................................................................ 22 淺析東南造船廠市場(chǎng)營(yíng)銷策略 1 緒 論 自 1978 年，鄧小平同志提出改革開放以來(lái)，我國(guó)的船舶工業(yè)始終根據(jù)改革開放的指示，實(shí)行“走出去”的發(fā)展戰(zhàn)略。現(xiàn)已成為世界第三大的造船大國(guó)。在基礎(chǔ)設(shè)施、廠品種類、生產(chǎn)能力、質(zhì)量技術(shù)等方面已經(jīng)具備了和世界先進(jìn)造船國(guó)家競(jìng)爭(zhēng)的能力。 核心技術(shù)稀缺，自主創(chuàng)新能力不足，市場(chǎng)競(jìng)爭(zhēng)力較為薄弱。 在此背景下針對(duì)東南造船廠的市場(chǎng)營(yíng)銷活動(dòng)中出現(xiàn)的問(wèn)題，結(jié)合了造船行業(yè)的市場(chǎng)營(yíng)銷環(huán)境，對(duì)東南造船廠進(jìn)行市場(chǎng)營(yíng)銷策略方面的探究，以希望能對(duì)東南造船廠的市場(chǎng)營(yíng)銷實(shí)踐有一定的幫助，并希望對(duì)于造船業(yè)也能有一定的借鑒 和指導(dǎo)意義。 通過(guò)實(shí)踐性的調(diào)查研究，可以了解到，在本行業(yè)中一些知名公司在市場(chǎng)營(yíng)銷策略中采用的經(jīng)典方法，總結(jié)出在該行業(yè)中市場(chǎng)營(yíng)