威海旺润来润滑伴侣产品市场营销策略研究
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摘要
本文试图运用管理学知识,从以下几个方面论述威海旺润来润滑科技有限公司的发展战略。其产品旺润来润滑油添加剂(简称“润滑伴侣”)作为刚投入市场的没有知名度的新产品,具有市场高投入、高风险的特点,同时需要继续加大科研与产业化的结合,具有较高的难度和挑战性。因此,研究制定旺润来润滑伴侣的市场发展战略,对充分发挥旺润来产品的科技优势,迅速拓展市场,增强核心竞争能力,具有一定的现实意义。本文主要内容将包括两大部分:介绍旺润来润滑伴侣的技术机理和从润滑油竞争环境分析入手,运用SWOT分析法,分析竞争环境,确定竞争关键因素,提出战略方案。文中共提出四种发展战略方案,也为威海旺润来公司未来发展的四大战略,分别为:1.依靠自身实力,独立进行新产品、新工艺的研发,不断完善和发展新产品,以科技占领市场;2.与相关科研单位合作,共同研发,共同开拓市场;3.寻求风险投资及合作伙伴,全力进行市场开拓;4、充分利用好国家政策,全力冲击重点客户。通过对上述四种方案进行适用性、可行性和可接受性评价,最后最对威海旺润来市场营销策略提出合理化建议。
The paper tries to use management knowledge to expound development strategy of Weihai Wangrunlai Lubrication Technology Co., Ltd from the following aspects. Wanrunlai lubrication additive (lubrication mate) is a new product to launch into market with the characteristics of high investment, high risk but no reputation. It is extremely difficult and challenging even combining the R&D and industrialization. Therefore, it is practically significant to study and make the marketing development strategy, which will help to bring into play the product's scientific advantage and expand the market rapidly as well as enhance core competence. The paper includes two main parts: introducing the technical principle of lubrication mate and analyzing the competition environment. Analyze the competition environment, identify competition key factors and then bring forward the strategy project through SWOT analytical method. The paper raises four strategy projects totally, namely the future four strategy projects of Weihai Wanrunlai Co., Ltd. That is to say: 1. Rely on company's own strength to research and development new products, occupy the market with technology; 2. Cooperate with related scientific research units to do research and exploit the market commonly; 3. Seek for venture investor and partner to carry the market with fully strength; 4. Make full use of national policy and seize hold of key customers. Finally put forward rational suggestions on marketing strategy based on the above strategies' evaluation of suitability, feasibility and acceptability.
The paper tries to use management knowledge to expound development strategy of Weihai Wangrunlai Lubrication Technology Co., Ltd from the following aspects. Wanrunlai lubrication additive (lubrication mate) is a new product to launch into market with the characteristics of high investment, high risk but no reputation. It is extremely difficult and challenging even combining the R&D and industrialization. Therefore, it is practically significant to study and make the marketing development strategy, which will help to bring into play the product's scientific advantage and expand the market rapidly as well as enhance core competence. The paper includes two main parts: introducing the technical principle of lubrication mate and analyzing the competition environment. Analyze the competition environment, identify competition key factors and then bring forward the strategy project through SWOT analytical method. The paper raises four strategy projects totally, namely the future four strategy projects of Weihai Wanrunlai Co., Ltd. That is to say: 1. Rely on company's own strength to research and development new products, occupy the market with technology; 2. Cooperate with related scientific research units to do research and exploit the market commonly; 3. Seek for venture investor and partner to carry the market with fully strength; 4. Make full use of national policy and seize hold of key customers. Finally put forward rational suggestions on marketing strategy based on the above strategies' evaluation of suitability, feasibility and acceptability.
引文
1、(美)菲利普.科特勒《营销管理》—亚洲版3中国人民大学出版社 2005.5
2、金永生《市场营销管理》机械工业出版社 2006.1
3、陈放《策划方法论》中国农业出版社 2006.1
4、赵有生《企业管理》电子工业出版社 2007.7
5、(美)梅瑞狄斯《项目管理》电子工业出版社 2006.11
6、牛国良《现代企业制度》北京大学出版社 2006.9
7、2008年国内润滑油市场简析《钱学森实录》
8、(英)格里.约翰逊、凯万.斯科尔斯《公司战略教程》华夏出版社 2003.8
9、(美)曼昆《经济学原理》机械工业出版社 2003.8
9、(美)斯蒂芬.P.罗宾撕《组织行为学》中国人民大学出版社 2005.1
10、欧阳卓飞《市场营销调研》清华大学出版社 2006.5
11、胡春《市场营销渠道管理》清华大学出版社 2006.8
12、陈信康《服务营销》科学出版社 2006.2
13、中国营销传播网 www.emkt.com.cn
14、中国润滑信息网 www.sinolub.com
15、中国发动机网 www.tosky.net
2、金永生《市场营销管理》机械工业出版社 2006.1
3、陈放《策划方法论》中国农业出版社 2006.1
4、赵有生《企业管理》电子工业出版社 2007.7
5、(美)梅瑞狄斯《项目管理》电子工业出版社 2006.11
6、牛国良《现代企业制度》北京大学出版社 2006.9
7、2008年国内润滑油市场简析《钱学森实录》
8、(英)格里.约翰逊、凯万.斯科尔斯《公司战略教程》华夏出版社 2003.8
9、(美)曼昆《经济学原理》机械工业出版社 2003.8
9、(美)斯蒂芬.P.罗宾撕《组织行为学》中国人民大学出版社 2005.1
10、欧阳卓飞《市场营销调研》清华大学出版社 2006.5
11、胡春《市场营销渠道管理》清华大学出版社 2006.8
12、陈信康《服务营销》科学出版社 2006.2
13、中国营销传播网 www.emkt.com.cn
14、中国润滑信息网 www.sinolub.com
15、中国发动机网 www.tosky.net