A公司在TFT-LCD面板產(chǎn)業(yè)氣體應(yīng)用市場(chǎng)的營(yíng)銷策略研究.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文A公司在TFTLCD面板產(chǎn)業(yè)氣體應(yīng)用市場(chǎng)的營(yíng)銷策略研究姓名：張振祥申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：高級(jí)管理人員工商管理指導(dǎo)教師：蔣青云20100416EMBA073025579張振祥。一壘竺望壟!!曼蘭竺里亙憋蘭些篁堡壁里查塑塑笪塑簍墮墮壅——————————————————————————————————————————————_—————————————————————一AbstractAGasCompanyhasbee

2、nmaintainingdoubledigitgrowthrateevensinceitsfoundationbackin1980’SWithover50entities，jointventureorwhollyowned，acrossthecountry，thecompanyhasinvestedmorethan100gasplantsinthedevelopedregions，likeYangtzeDelta，PearlRiveDe

3、lta，andBohaiBayIn2009，AGasCompanyachievedoverRMB60billionworthofbusinessturnoverwith23％growthrateascomparedwiththeyear2008Thecompany’Srapidgrowthowesa10ttoChina’Seconomicdevelopmentandgrowthinthelast30years，andespecially

4、toChina’Slargeinvestmentsinpetrochemical，steel，andcoaIchemicaIindustriesThenewlyemergedgasapplicationmarketoutofTFoLeDindustrylaunchedin2009，willfurtherenableAGasCompany’Sgrowth。ThecomingtenyearsaheadisthegoldeneraforChi

5、na’STFT_LeDindustryWiththeboomingmarketdemandandgovernments’incentivepolicies，quiteafewlargeprojectsofhighgeneration，G6andabove，havebeenIaunchedinEast、South、andNorthChina。Theirmassproductioninayearortwowillgenerateagasap

6、plicationmarketsizedbillionsofRMBOntopofthis，manyKorean，andChinaTaiwanTFTLCDcompanieshaveannouncedtoinvesthigh—generation丁FoLC0productionlinesinChinamainlandAllthiswillpresentabigmarket，capableofover5％annualgrowthNeverth

7、eless，unliketheotherindustries。TFTLCDmanufacturersexpectmuchmorethangasproductsthemselvesoutofgascompaniesTheirrequirementsincludenotonlyproductsupply，butalsoserviceofferings，likegasapplicationmanagement，gasdemandcontrol

8、，on—sitesafetycontrolandemergencyresponseAGasCompanyisrequiredtoexpanditsbusinessscopetocovergasproductsandservicesHence，morevaluetoTFTLCDcustomersAndthishasbeenAGasCompany’Sfocusforindeterminingitsstrategyhowtokeepcompe

9、titivenessandhowtomaintaingoodshareinthemarketThethesisanalyzestheexternalandinternalconditionsofAGasCompanyandconcludestheneedofone—shopgassolutionforTF—LCDmanufacturersWiththehelpofcustomervaluetheorythethesisdesignsAG

10、asCompany’Smarketingstrategyasofproduct，service，brand，andhumanresources。Anditstudiesthetwokeystotheimplementationofcustomervalue—basedmarketingstrategies，customerrelationshipmanagementandprojectcontrol。Withthis，customerv