| The plug valve is a valve type with a long history, it was been wide-scale used in industrial producing and held a large market share. But under the trend which there are various new style valves were invented and technological innovation in nowadays, plug valve has many shortages such as more human process, high cost and difficult to automatic manufacture on a large scale, this shortages shocked the plug valve industry, and make it to be a minority valve.This thesis make overall analysis for plug valve of K company, combine with whole valve industry development pattern, competitor analysis, and development trend of target industry, list the production marketing situation and existing problem, then re-design the production’s development strategy, advice differentiation competitive strategy, try to provide a decision reference which is suit to product characteristics highly.Firstly, this thesis expound research background, point out significance, propose research thought and method, then review the relevant theories.Secondly, this thesis introduce plug valve of K company, the demand and development trend of target industry, valve industry market pattern, competitor analysis, and analyze marketing situation of K company’s plug valve, find out existing problems and causes.Thirdly, this thesis use SWOT model to analyze, and get the advantage, shortage, chance and threaten which K company’s plug valve is faced with, find out the breakthrough point, segment the market, positioning products, and provide the competitive strategy which is suit to it’s development.Finally, this thesis depends on K company’s plug valve’s characteristics, provide four strategy measures:product design differentiation, pricing differentiation, sales model differentiation and service differentiation, and drawn up detail steps. I hope the research of this thesis not only can help K company’s plug valve to sustainable developing, and also can offer reference to other company in valve industry. |
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