谐波治理设备在智能建筑业的销售策略研究

发布时间：2018-05-12 15:43

本文选题：谐波治理设备 + 智能建筑　；参考：《华北电力大学》2013年硕士论文

【摘要】：随着电气电子设备在智能建筑业的广泛应用,谐波的危害越发引起人们的关注和重视。日益增长的谐波治理需求,极大地促进了谐波治理设备市场的发展。谐波治理设备制造业在我国的发展历史只有十余年,面向智能建筑业的谐波治理设备市场,更是刚刚处于起步阶段。行业标准不完善、市场规范不健全、企业资质良莠不齐,销售终端乱象频生,都成为市场发展的障碍。“采取什么样的策略,才能同时满足企业高层战略管理和实际销售层面的需求,抢在竞争对手之前,占得市场先机?”成为谐波治理设备市场供应商共同关注并努力探索的问题。本文将通过PEST分析、波特五力模型分析、SWOT分析等方法,对面向智能建筑业的谐波治理设备市场进行分析,并结合A公司的实际销售案例,以营销4Rs理论为框架,对面向智能建筑业的谐波治理设备市场的销售策略进行研究,以期得出一套以市场营销理论为基础,与实际销售经验相结合,既能够对管理层战略制定具有参考意义,又能为一线销售人员提供帮助的销售指导方案。本文首先分析了选题背景与研究意义,并对当前国内外对于面向智能建筑业的谐波治理设备市场和营销理论的研究现状进行了总结；此后,文章对面向智能建筑业的谐波治理设备市场的相关概念、特点、发展现状和未来趋势进行了总结,为接下来的营销环境分析和销售策略研究做好铺垫。文章第三部分,使用PEST分析法、波特五力模型、波特竞争对手分析模型等方法,对谐波治理设备供应商在智能建筑业所处的营销环境进行分析。然后,文章根据SWOT分析理论,结合A公司实际销售案例,对谐波治理设备供应商在智能建筑业开展营销活动的优势、劣势、机会和威胁进行分析,并在此基础之上,基于营销4Rs理论,对谐波治理设备生产企业面向智能建筑业所应采用的营销策略的提出建议。论文认为,在当前的营销环境之下,A公司应当充分发挥自身在技术、服务等方面的优势,弥补品牌知名度、管理水平方面的劣势,抓住相关行业高速发展所带来的市场机机遇,同时预防来自国际化大公司和本土私营公司的双向夹击。而这种战略在执行层面上需要销售人员的积极配合,所应采取的主要销售策略包括：与客户协同发展、时刻关注客户需求变化、实行高效的前瞻性客户关系管理、与客户共享利益。
[Abstract]:With the wide application of electrical and electronic equipment in intelligent construction, people pay more attention to the harm of harmonics. The increasing demand for harmonic control greatly promotes the development of harmonic control equipment market. The harmonic treatment equipment manufacturing industry has a history of only more than ten years in our country. The harmonic treatment equipment market for intelligent construction industry is just in its infancy. Imperfect industry standards, imperfect market norms, mixed quality of enterprises and frequent confusion of sales terminals have become obstacles to the development of the market. "what kind of strategy can be adopted to meet both the strategic management and the actual sales level of the needs of the company, in order to catch the market ahead of competitors?" Become the harmonic equipment market supplier common concern and strive to explore the problem. This paper will analyze the harmonic equipment market for intelligent construction industry by means of PEST analysis and Porter's five-force model analysis. Combining with the actual sales case of A Company, the paper will take the marketing 4Rs theory as the frame. This paper studies the marketing strategy of harmonic control equipment market for intelligent construction industry, in order to get a set of marketing theory as the basis, combined with the actual sales experience, which can be used as a reference for management strategy formulation. Also can provide the sales guidance program for the front-line sales staff. This paper first analyzes the background and significance of the topic, and summarizes the current domestic and foreign research on the market and marketing theory of harmonic control equipment for intelligent construction industry. This paper summarizes the related concepts, characteristics, development status and future trends of harmonic control equipment market for intelligent construction industry, which will pave the way for the following marketing environment analysis and sales strategy research. In the third part, the author analyzes the marketing environment of harmonic equipment suppliers in the intelligent construction industry by using PEST analysis method, Porter five force model, Porter competitor analysis model and so on. Then, according to the theory of SWOT analysis, combined with the actual sales case of A Company, this paper analyzes the advantages, disadvantages, opportunities and threats of harmonic management equipment suppliers in the intelligent construction industry, and on this basis, Based on the theory of marketing 4Rs, this paper puts forward some suggestions on the marketing strategy for intelligent construction industry in harmonic equipment production enterprises. The paper holds that under the current marketing environment, company A should give full play to its advantages in technology and service, make up for the disadvantages of brand awareness and management level, and seize the market opportunities brought by the rapid development of related industries. At the same time to prevent from international large companies and local private companies two-way attack. This strategy needs the active cooperation of sales personnel in the executive level. The main sales strategies should include: cooperating with customers, paying close attention to the changes of customer demand, and implementing efficient and forward-looking customer relationship management. Share benefits with customers.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92

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