阿法拉伐（中国）有限公司营销策略研究.doc

042025339文ij洋 阿法拉伐（中国》有限公司营销策略研究 042025339文ij洋 阿法拉伐（中国》有限公司营销策略研究 Y 1022078 学校代码：10246 学 号：042025339 I f 硕士学位论文 (专业学位） 阿法拉代（中国）有卩良/is司普销策略耐光 院 系： 管理学院 专 业： 工尚管埋 姓 名： 刘 洋 指 导教师： 罗殿军副教授 完成日期：2006年10月24曰 摘要 阿法拉伐(中国)公司是阿法拉伐集团在中国的独资销售公司，主要销售其中 国生产基地生产的板式换热器，产品销售遍及制药，船舶及动力，食品，中央空调， 啤酒，冷冻工业等等行业. 虽然涉及的行业众多，背景和风险各异，但是阿法拉伐(中国)公司用科学严 谨的市场分析和针对每个行业的销售策略，建立了基于自己客户管理系统的大客 户管理销售策略，使得自己的销售活动卓见成效，每年以超过中国GDPii长率的 速度高速增长.但是，在繁荣之下，该公司的营销策略也存在着渠道控制过于严格， 销售策略缺乏适应中国市场的灵活性等等问题。 本文拟以市场营销的观点，对该公司目前所处的外部环境和内部条件进行 分析和研究.通过公司面临的主要竞争对手分析和目标市场的细分，分析出阿法 拉伐(中国)公司如何利用大客户管理数据库的特色管理模式,如何充分利用自己 的优势制定出符合公司战略的营销竞争策略，提高企业参与市场竞争的能力。 关键词：换热器市场营销大客户管理竞争策略竞争力(中图分类号F27) Abstract Alfa Laval (China) Co. Ltd is the subsidiary company of Alfa Laval group, which main business is the sales of Alfa Laval China JiangYing Factory produced plate heat exchanger. Their business lies m the pharmaceutical, marine power, food, commercial air conditioner，beverage, refrigeration industry, and so on. Although their business lies in quite different industry, with various background and risk，Alfa Laval (China) Co. Ltd has made their tailor-made sales strategy to every oriented market according to their sincere market investigation, and their key account management database. They have made their sales return so much on their investment, which has been booming at the ratio higher than China GDP increase ratio. On the other hand, there is also hidden problem that the control to sales channel is too rigid, and sales strategy is lack of flexibility to Chinese market, and so on. This article has investigated and analyzed the internal and external environment about Alfa Laval (China) Co丄td，especially for the main competitor and different target markets, together with the marketing channels building and price policy determination. As a result, the companys marketing strategy which is suitable with its own characteristics is established to accord with the target of the company and to improve the companys competition power. Key word: