LD公司TR分析仪营销策略研究

发布时间：2018-03-03 05:06

本文选题：仪器仪表　切入点：营销策略　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：分析仪器行业与各个行业以及国家的科技发展息息相关。国内外对于分析仪器的研发尤为重视,但是对其营销策略的研究相对较少,对于小型代理型公司的营销策略的研究就更少。本文以LD公司代理的TR产品营销为研究主体,结合行业背景与本人多年来的从业经验,详细剖析TR产品营销过程中存在的问题,并针对存在问题制定相应的解决方案以及方案的实施保障计划。本文通过对LD公司以及TR产品的营销现状进行详细分析,发现具体问题,并对目前TR产品的营销所具有的优势以及所面临的劣势进行分析。然后再结合PEST模型以及波特五力模型对营销的外部环境进行分析,通过STP工具进行目标市场的选择,结合4P工具进行营销策略的设计,最后以营销团队建设、客户关系管理以及绩效考核三方面作为策略实施的保障措施。TR产品目前市场营销过程中存在的主要问题是缺乏准确的市场定位以及与之对应的营销策略和客户关系管理不完善。产品策略主要分为三个方面。首先是产品目标化,选定TR master这种具有特殊定制服务的型号,提供给具有特殊参数需求的电池行业超高端研发市场。同时通过相关供应商松散联盟的方式为客户提供整体解决方案。通过互联网+数据库的方式提高客户的满意度。价格方面采用高价格高服务水平的价格策略。促销方面采用政策推动式、广告促销、专业研讨会以及人员促销相结合的方式。服务方面通过线上和线下服务相结合的策略。线上服务,通过现有的社交软件,建立线上服务平台,便于提高服务效率和服务水平。线下通过建立目标客户数据库、技术交流会、仪器免费试用及定期回访等服务策略来实施。
[Abstract]:The industry of analytical instruments is closely related to the development of science and technology in various industries and countries. The research and development of analytical instruments are paid more attention at home and abroad, but the research on their marketing strategies is relatively few. The research on the marketing strategy of small agency company is even less. This paper takes the tr product marketing of LD company as the main body of study, combining with the background of the industry and my working experience for many years, analyzes in detail the problems existing in the process of tr product marketing. According to the existing problems, the corresponding solution and the implementation plan of the scheme are worked out. Through the detailed analysis of the current marketing situation of LD Company and tr products, this paper finds out the specific problems. And the advantages and disadvantages of tr product marketing are analyzed, and then the external environment of marketing is analyzed by combining PEST model and Porter's five-force model, and the target market is selected through STP tools. Combined with 4P tools to design marketing strategies, and finally to build a marketing team, Customer relationship Management and performance Appraisal: the main problems in the current marketing process of tr products are the lack of accurate market positioning and the corresponding marketing strategies and customer relations. The product strategy is mainly divided into three aspects. First of all, product targeting, Select tr master, a model with special custom services, To the battery industry with special parameters of the ultra-high-end R & D market. At the same time through the relevant suppliers loose alliance to provide customers with the overall solution. Through the Internet database way to improve customer fullness. The price adopts the high price, the high service level price strategy. The promotion aspect uses the policy drive, The combination of advertising promotion, professional seminars and personnel promotion. The strategy of combining online and offline services. Online services, through existing social software, to establish online service platform, To improve service efficiency and service level. Offline through the establishment of target customer database, technical exchange, free use of equipment and regular return visits and other service strategies to implement.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.46

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