工业品营销风险识别与控制研究

发布时间：2018-04-13 17:21

本文选题：工业品营销 + 风险　；参考：《重庆理工大学》2013年硕士论文

【摘要】：工业品营销又称产业市场营销或组织间营销，即针对团体用户而不是个体消费者的营销。工业品营销的市场交易量远远超过了消费品营销，而工业品营销与消费品营销又有很大的不同。企业开展工业品营销活动时，与消费品营销有着本质区别，诸如人员推销、刺激需求、购买决策过程复杂化等特性，鉴于此深入分析与探究工业品营销风险不仅具有理论价值，更具有现实意义。本文以作者挂职的联诚医药有限公司为例，采用案例分析的方法，旨在通过对该公司工业品营销风险予以识别与控制研究，以便于为医疗器械生产企业的营销风险管理提供参考。本篇论文写作思路如下：第一章结合国内外研究现状，提出研究目标及拟解决的关键问题。第二章深入分析工业品营销、风险策略的相关理论，分别说明企业风险管理一般理论，引出工业品及工业品营销的内涵，进一步分析工业品营销的风险类型及结构理论、工业品营销的风险计量理论、工业品营销的风险控制理论等，为本课题研究奠定坚实的基础。第三章在分析了重庆市联诚医药有限公司基本概况基础上，分析了该企业在医疗器械销售中的工业品特征及工业品营销的性质;第四章主要围绕工业品营销风险的影响因素、工业品营销风险的结构、工业品营销风险特征及工业品营销风险识别方法等方面展开研究，得出关于重庆市联诚医药有限公司工业品营销风险分析的情况。第五章以重庆市联诚医药有限公司为实例，，分析它是如何开展工业品营销风险管控工作的。第六章，结合联诚医药有限公司风险控制模型及应用实例给出结论，提出亟待解决的问题和改进方向。
[Abstract]:Industrial marketing is also called industrial marketing or inter-organization marketing, that is, marketing for group users rather than individual consumers.The market volume of industrial product marketing is far more than that of consumer goods marketing, and industrial product marketing and consumer goods marketing are very different.When enterprises carry out marketing activities of industrial products, they are fundamentally different from consumer goods marketing, such as personnel marketing, stimulating demand, complicated purchasing decision-making process and so on. In view of this, it is not only of theoretical value to analyze and explore the risks of industrial products marketing, but also of theoretical value.More practical significance.This paper takes Liancheng Pharmaceutical Co., Ltd. as an example, adopts the method of case analysis, aims to identify and control the marketing risk of industrial products of the company.In order to provide a reference for the marketing risk management of medical device manufacturing enterprises.The main ideas of this thesis are as follows: the first chapter puts forward the research objectives and key problems to be solved in combination with the current research situation at home and abroad.The second chapter deeply analyzes the related theories of industrial product marketing and risk strategy, explains the general theory of enterprise risk management, leads to the connotation of industrial product and industrial product marketing, and further analyzes the risk type and structure theory of industrial product marketing.The risk measurement theory of industrial product marketing and the risk control theory of industrial product marketing lay a solid foundation for the research of this subject.On the basis of analyzing the general situation of Chongqing Liancheng Pharmaceutical Co., Ltd, the third chapter analyzes the characteristics of industrial products and the nature of the marketing of industrial products in the sales of medical devices, the fourth chapter mainly focuses on the influencing factors of the risk of industrial products marketing.The structure of industrial product marketing risk, the characteristics of industrial product marketing risk and the identification method of industrial product marketing risk are studied, and the situation of industrial product marketing risk analysis of Chongqing Liancheng Pharmaceutical Co., Ltd is obtained.The fifth chapter takes Chongqing Liancheng Pharmaceutical Co., Ltd as an example to analyze how to carry out industrial product marketing risk control.In the sixth chapter, combined with the risk control model of Liancheng Pharmaceutical Co., Ltd., the conclusion is given, and the problems to be solved and the direction of improvement are put forward.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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