| Shengdong Enterprise Group was reformed to a enterprise run by the local people of the shareholding system on July 25 , 2004 ,from the original Shengli Oil Field power machine factory ,which under the jurisdiction of Shengli Oil Field Administration Bureau as a second unit. The enterprise's business have two main parts: First, gas generator, diesel engine production, which has already formed a production capacity of 350,000 kilowatts annual now; Second, gas generates electricity business , that now has already been up to a scale of 600 million degrees every yearand 100,000 kilowatts in installed capacity.With the country paying attention to flammable gas day by day, the trade is becoming riper and riper, profit of this trade is relatively heavy at present, so there must be more and more competitors enter this trade, the competition will be aggravated day by day, the challenge that the enterprise faces will be greater and greater. So how to make a effective and practical marketing strategy, keep the market leader status,has become the central topic of their marketing strategy already.The thesis is work on the background of Shengdong Enterprise Group where author hold a post. At first, the thesis make a detailed instruction about the enterprise and products, and through the introduction, make an analyse in detail on the advantage and disadvantage of the enterprise's inside condition, have analysed the characteristic and state of Chinese present flammable gas market emphatically. Carry on the analysis of the outside macroscopical environment of in PLETSC model; Analyse to the competitive environment of view trade in the outside with five kinds of competitiveness models of Michael Potter and trade life cycle theories, and has analysed the market competitive position that the company is in at present emphatically;Analyse on external environment condition and inside terms analyse with SWOT model, carry on SBU choice; Through the above analysis , use 4Ps marketing... |
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