ZL公司减速机市场营销策略研究
发布时间：2018-10-24 18:49
【摘要】：随着国内经济的持续发展,国家在能源、化工、港口、电力等行业的投入开始持续增加,市场对与这部分行业相配套的机械产品需求量迅速增加。而减速机是这些机械产品的核心部件,市场需求量对其的需求量亦持续增加。巨大的市场需求量将国内外众多的减速机生产制造企业吸引到其中。ZL公司以制造大中型工业减速机为主要业务,在国内已经建设了一个大型的加工中心,3个装配厂,其在国内减速机生产企业中销量名列前茅。同时其他的国外减速机制造企业也陆续加入到国内市场,加入到了中国减速机市场的争夺。在与国外的减速机制造企业竞争的过程中,各家减速机生产企业通过提高自身的设计水平、制造工艺以及生产能力,增加自身产品的进展能力。同时,做好国内减速机制造企业产品的营销工作也尤为重要。本文将减速机市场作为文章的研究工作切入点,分析探讨国内减速机行业发展的现状,分析了当前国内减速机行业的发展状况。在对行业市场竞争状况、需求情况以及用户类型进行分析的基础上,指明了ZL公司在国内所面临的主要威胁、问题。在对ZL公司的营销工作状况进行系统分析后,分析了当前该公司在市场营销工作中存在的主要问题及弊端,找到了该公司营销工作的主要劣势、优势。在上述研究的基础上,对减速机产品的市场进行细分,形成了合理的产品定位,同时从产品策略、价格策略、客户关系管理等方面提出了ZL公司减速机产品的市场营销策略。
[Abstract]:With the sustainable development of domestic economy, the investment in energy, chemical, port, power and other industries began to increase continuously, and the market demand for machinery products matched with this part of the industry increased rapidly. The speed reducer is the core component of these mechanical products, and the market demand for it continues to increase. The huge market demand attracts many reducer manufacturing enterprises at home and abroad. ZL Company has built a large processing center and three assembly plants in China, taking manufacturing large and medium-sized industrial reducers as the main business. Its domestic reducer production enterprises among the top sales volume. At the same time, other foreign reducer manufacturing enterprises have joined the domestic market, joined the competition in the Chinese reducer market. In the process of competition with foreign reducer manufacturing enterprises, each reducer manufacturing enterprise improves its own design level, manufacturing technology and production capacity, and increases its own product development ability. At the same time, the domestic reducer manufacturing enterprise product marketing work is particularly important. In this paper, the reducer market is taken as the starting point of the research work, the present situation of the development of the domestic reducer industry is analyzed, and the development situation of the domestic reducer industry is analyzed. Based on the analysis of market competition, demand and user types, the main threats and problems faced by ZL in China are pointed out. After a systematic analysis of the marketing work of ZL Company, this paper analyzes the main problems and disadvantages existing in the marketing work of the company, and finds out the main disadvantages and advantages of the company's marketing work. On the basis of the above research, the market of the reducer product is subdivided and the reasonable product orientation is formed. At the same time, the marketing strategy of the reducer product of ZL Company is put forward from the aspects of product strategy, price strategy, customer relationship management, etc.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274
本文编号：2292247
[Abstract]:With the sustainable development of domestic economy, the investment in energy, chemical, port, power and other industries began to increase continuously, and the market demand for machinery products matched with this part of the industry increased rapidly. The speed reducer is the core component of these mechanical products, and the market demand for it continues to increase. The huge market demand attracts many reducer manufacturing enterprises at home and abroad. ZL Company has built a large processing center and three assembly plants in China, taking manufacturing large and medium-sized industrial reducers as the main business. Its domestic reducer production enterprises among the top sales volume. At the same time, other foreign reducer manufacturing enterprises have joined the domestic market, joined the competition in the Chinese reducer market. In the process of competition with foreign reducer manufacturing enterprises, each reducer manufacturing enterprise improves its own design level, manufacturing technology and production capacity, and increases its own product development ability. At the same time, the domestic reducer manufacturing enterprise product marketing work is particularly important. In this paper, the reducer market is taken as the starting point of the research work, the present situation of the development of the domestic reducer industry is analyzed, and the development situation of the domestic reducer industry is analyzed. Based on the analysis of market competition, demand and user types, the main threats and problems faced by ZL in China are pointed out. After a systematic analysis of the marketing work of ZL Company, this paper analyzes the main problems and disadvantages existing in the marketing work of the company, and finds out the main disadvantages and advantages of the company's marketing work. On the basis of the above research, the market of the reducer product is subdivided and the reasonable product orientation is formed. At the same time, the marketing strategy of the reducer product of ZL Company is put forward from the aspects of product strategy, price strategy, customer relationship management, etc.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274
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，本文编号：2292247
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