ZN公司营销发展战略研究

发布时间：2018-12-17 04:26

【摘要】：未来我国发展面临着国家重启电网主辅分离、电网全面建设、特高压及智能电网建设突飞猛进、新一轮农网升级改造、电气化铁路建设持续快速推进、城市轨道交通建设纷纷上马、城镇固定资产及工业投资保持惯性增长等不容错过发展机遇,为输配电设备制造业的发展提供了很大的市场空间。此外,经营输配电设备制造业的企业数量不断增加,整个市场的竞争也日益激烈和复杂。在业内有点名气的ZN公司将如何在此复杂的市场条件下,扬长避短,走出自己的一条路,在激烈的市场竞争中取胜,本文对这些问题的研究就具有很强的现实意义。本文通过以ZN公司的市场营销作为研究对象,并采用市场营销的相关理论知识对ZN公司的市场营销策略展开研究。论文首先通过环境分析理论以及迈克尔·波特的五力竞争模型等,对ZN公司市场营销存在的外部和内部环境条件展开系统分析,在对市场充分调研的基础上,分析行业发展现状,找出ZN公司目前所面临的外部机会与威胁,公司内部的优、劣势,运用SWOT分析法,从而得出ZN公司的市场营销策略。其次,结合公司目前的营销现状,采用目标市场细分理论,提出了公司的STP策略。再次,运用营销组合策略4Ps理论以及客户关系理论等,提出了ZN公司的产品组合、价格、渠道、促销、关系等市场营销策略。最后,根据ZN公司的整体经营、营销现状,提出了一系列营销策略实施措施,以确保ZN公司的营销发展策略能够适应瞬息万变的市场竞争环境。
[Abstract]:In the future, the development of our country is faced with the separation of the main and auxiliary power grids, the overall construction of the power grid, the rapid development of the UHV and smart grid, the upgrading of a new round of agricultural networks, and the continuous and rapid progress of the construction of electrified railways. The construction of urban rail transit and the inertia growth of fixed assets and industrial investment in cities and towns should not be missed, which provides a great market space for the development of transmission and distribution equipment manufacturing industry. In addition, the number of enterprises operating transmission and distribution equipment manufacturing industry is increasing, and the competition in the whole market is becoming increasingly fierce and complex. Under this complicated market condition, ZN Company, which is a little famous in the industry, will take advantage of its advantages and avoid weaknesses, walk out its own way and win in the fierce market competition. The study of these problems in this paper is of great practical significance. This paper takes the marketing of ZN Company as the research object and studies the marketing strategy of ZN Company by using the relevant theoretical knowledge of marketing. Firstly, through the theory of environmental analysis and Michael Porter's five-force competition model, this paper systematically analyzes the external and internal environmental conditions of ZN marketing, and makes a full investigation of the market. This paper analyzes the current situation of industry development, finds out the external opportunities and threats faced by ZN Company, the internal advantages and disadvantages of the company, and uses the SWOT analysis method to obtain the marketing strategy of ZN Company. Secondly, combined with the current marketing situation of the company, using the target market segmentation theory, put forward the company's STP strategy. Thirdly, using the marketing combination strategy 4Ps theory and the customer relationship theory, put forward the ZN company's product combination, price, channel, promotion, relationship and other marketing strategies. Finally, according to the overall management and marketing status of ZN Company, a series of marketing strategies are put forward to ensure that the marketing development strategy of ZN Company can adapt to the ever-changing market competition environment.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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