天伦健身器材有限公司按摩椅产品国内市场拓展策略研究

发布时间：2018-01-03 06:34

本文关键词：天伦健身器材有限公司按摩椅产品国内市场拓展策略研究　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的发展,人们生活水平的提高,健康产业作为新世纪的朝阳产业有着巨大的发展潜力。国内的一些按摩椅企业在初期主要以生产外销产品为主。而2008年的国际金融危机使得国外市场萎靡。众多按摩椅外销企业不得不转而开拓展国内市场。如何扬长避短来进行国内市场的拓展,是企业家和学者所普遍关心的问题。文章首先梳理了国内外有关金融危机所导致的国外市场萎缩的不良环境下,国内市场开拓的理论研究,为接下来的研究做好理论铺垫。再对伦健身器材有限公司进行简介,并对一部分经销商进行问卷调查,来了解他们对于天伦健身器材有限公司在渠道方面的表现的满意度。接着通过PEST分析法、波特五力模型从市场宏观环境,竞争现状以及企业内部环境三个方面对国内按摩椅市场的拓展环境进行分析；接着通过问卷调查了解消费者在购买和使用按摩椅产品过程中的倾向和看法,最后根据分析和调查结果提出天伦健身器材有限公司在渠道、产品、定价和促销四大方面的策略规划以及相应的人才、资金、技术研发和组织管理方面的保障措施。最后的结论是：天伦健身器材有限公司具有较强的盈利能力、生产和研发能力,但偿债能力和成长能力较弱,在面对宏观环境中的机遇以及市场竞争中的威胁时,应该根据对于消费者和经销商的市场调查结果来在人才、资金、技术研发和组织管理方面的保障下开拓渠道、升级产品、调整价格、积极促销,从而更好地进行国内市场的开拓。
[Abstract]:With the development of China's economy, people's living standards improve, the health industry as a sunrise industry in the new century has great potential for development. Some domestic enterprises in the early days of the massage chair mainly in the production of export products. In 2008 the international financial crisis makes foreign markets wilt. Many export enterprises have to turn up the massage chair exhibition to expand the domestic market. How to avoid weaknesses to the domestic market, is the common concern of entrepreneurs and scholars.
This paper firstly reviews the shrinking foreign markets at home and abroad about the adverse environment caused by the financial crisis, the domestic market development theory, lays a theoretical foundation for the next research. Then the introduction of Aaron fitness equipment Co., Ltd., and conducted a questionnaire survey on the part of the dealer, to understand their satisfaction for Tianlun fitness equipment Co. Ltd. in the channel performance. Then through the PEST analysis, Potter five forces model from the macro environment of the market, analyze the development environment of the three aspects of the internal environment and competition status of enterprises on the domestic market of the massage chair; then through a questionnaire survey of consumers in the purchase and use of massage chair in the process of product orientation and view, according to the analysis the results of the survey and put forward Tianlun fitness equipment Co. Ltd. in the channel, product, pricing and promotion four aspects in strategic planning And the corresponding personnel, funds, technical research and development and organization and management of the security measures.
The final conclusion is: Tianlun fitness equipment limited company with strong profitability, production and research and development capabilities, but the solvency and growth capacity is weak, in the face of the macroeconomic environment in the competition in the market opportunities and threats, should be in personnel, funds according to the market survey for consumers and dealers, technology development and organization the management of security under the open up channels, upgrade products, adjust the price, the sales promotion, in order to better open up the domestic market.

【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4

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