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探究某船舶改装企业邮轮改装业务营销模式优化

2020-08-03 10:22:36分类:MBA论文 阅读:

 

毕业论文是完成学业最后获得学位的重要一关。以下是学霸论文网小编为你整理的一篇MBA论文范本,本文是关于某船舶改装企业邮轮改装业务营销模式优化。本文围绕H企业的邮轮改装业务,以市场营销理论为基础,结合企业内外部环境,针对其现有的市场营销策略进行分析和调整。同时深度解析企业面临的挑战,从战略的高度出发,结合客户至上的营销理念与竞争导向的营销策略,得出最优的解决方案,并制定相应的实行计划与保障措施。希翼对你的论文写作及论文修改有所帮助。
 摘要 近年来,我国经济增速放缓,五大产能过剩行业实行去产能硬着陆政策,船舶行业首当其冲。大型船企面对严峻的行业形势,纷纷采取业务模式转型的策略奋力扭亏为盈,摆脱不利局面。开发高附加值、高利润率的技术密集型邮轮市场,迅速成为众多船企转型的焦点。

 

  
  H企业是从事船舶建造、改装及维护保养的船舶基地。自2014年至今,企业结合自身技术及生产方面的优势,在国内邮轮改装领域独占鳌头,稳居市场占有率第一的宝座。然而由于邮轮改装市场国模有限,竞争对手发展迅速,短短两年时间里市场以趋近饱和。为使企业顺利完成邮轮保养-改装-建造的系列业务模式转型,保持当下行业领先优势是非常必要的基点,在技术与生产方面积攒的优势并非不可替代,此时H企业需要一套适用于其自身特点的营销组合,即以顾客体验与关系营销相结合的市场营销策略。
  
  市场营销组合概念的出现,是市场经营由旧观念到新观念转变重要标。市场营销理念的核心是关注目标客户的需求,实施市场营销组合,专注于整体市场,从而实现企业的利润和营销目标。市场营销组合的研究,体现出鲜明的管理导向,这是现代营销学的重要特点之一。在诸多研究方法中,显示出其概括性强、适应面广等优点,并已成为研究市场营销问题时普遍采用的方法。
  
  本文围绕H企业的邮轮改装业务,以市场营销理论为基础,结合企业内外部环境,针对其现有的市场营销策略进行分析和调整。同时深度解析企业面临的挑战,从战略的高度出发,结合客户至上的营销理念与竞争导向的营销策略,得出最优的解决方案,并制定相应的实行计划与保障措施。

探究某船舶改装企业邮轮改装业务营销模式优化

  
  关键词:   豪华邮轮;市场营销;顾客体验;关系营销。
  

  Abstract
  

  In recent years, China's economy has slowed down, and the top five industries with overcapacity have implemented a hard landing policy. In the face of severeindustry situation, large ship enterprises have been turning their business model, The development of cruise markets has quickly become the focus of them.
  
  H company is a shipyard of vessel construction, modification and maintenance.Since 2014, the company has taken advantage of its own technology and production,and has won the first place in the domestic cruise industry. To make the company successfully model transformation, maintain the industry leading edge is very necessary. H company needs a set of suitable for its characteristics of marketing combination, namely combined marketing strategy with customer experience and relationship marketing.
  
  It is well known that the emergence of marketing mix means that the market operation concept has completed the transformation of the old and new regulations.
  
  The core of marketing concept is to focus on the needs of target customers, implement marketing mix, focus on the overall market, and thus achieve profit and achieve the marketing goal of enterprises. Marketing mix research reflects the modern marketing is an important characteristic, it is a distinctive management guidance,so that the poor decision-making research method in many research methods shows its strong generality, adaptation of the advantages of wide, and become the important method is generally used to study marketing problem.
  
  This paper focuses on cruise modification business of H company, based on the marketing theory, analyzes and adjusts its existing marketing strategy. Depthresolution at the same time the challenge for the enterprise, starting from the strategic height, combine with the idea of customer first marketing with the competition oriented marketing strategy, concluded the optimal solution, and specify the corresponding implementation plan and guarantee measures.
  
  Keywords:    Cruise; Marketing; Customer experience; Relationship Marketing。
  

  第1章 绪论

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