大连三洋公司超级陈列柜产品营销策略研究

发布时间：2018-05-18 03:10

本文选题：大连三洋公司 + 超级陈列柜产品　；参考：《湖南大学》2015年硕士论文

【摘要】：超级陈列柜产品同质化严重,行业竞争激烈、价格透明、利润极低,品牌难以提升,厂家的销售模式与业绩难以突破,与此同时,以外资零售巨头和大型连锁超市、连锁便利店为主的用户对超级陈列柜产品的制冷稳定性、外观设计、产品节能性、供货周期等提出了越来越高的要求,个性化需求越来越多。在此背景下,如何顺应市场需求、发挥自身优势,系统地运用市场营销理论制订科学的营销策略并落实执行,从而让本品牌产品更好地得到客户的认可和青睐,已经成为摆在有远见的超级陈列柜生产厂家面前不可回避的一个重要问题。本文以大连三洋公司超级陈列柜产品为研究对象,对其营销策略进行了深入研究。首先,通过PEST分析、竞争环境分析,明确了企业的机会和威胁;通过对大连三洋公司超级陈列柜产品营销现状与内部资源能力进行分析,明确了企业的优势和劣势;通过SWOT整体分析确定了决策方向。其次,根据分析结果,将目标市场确定为以连锁百强大客户为中心的中高端市场,并以此为基础,对大连三洋公司超级陈列柜产品进行了产品策略、促销策略、定价策略、渠道策略的设计。最后,提出了大连三洋公司超级陈列柜产品营销策略实施的保障措施。开展超级陈列柜产品营销策略分析和研究,不仅能够促进我国超级陈列柜行业营销理论水平的进一步提高,为该行业深入发展提供理论贡献,还能够为形成和完善适合我国国情的专门工业品营销理论提供借鉴。
[Abstract]:The products of super display cabinets are homogenized, competition in the industry is fierce, prices are transparent, profits are extremely low, brands are difficult to upgrade, manufacturers' sales patterns and achievements are difficult to break through. At the same time, foreign retail giants and large supermarket chains, Chain convenience store users put forward higher and higher requirements for the refrigeration stability, appearance design, energy saving and supply cycle of super display cabinets. In this context, how to adapt to the market demand, play its own advantages, systematically use the marketing theory to formulate scientific marketing strategies and implement the implementation, so that the brand products will be better recognized and favored by customers. Has become a visionary super-display cabinet manufacturers in front of an unavoidable important issue. This article takes Dalian Sanyo company super display cabinet product as the research object, has carried on the thorough research to its marketing strategy. First of all, through the analysis of PEST and competitive environment, the opportunities and threats of enterprises are defined, and the advantages and disadvantages of enterprises are clarified by analyzing the marketing status and internal resource capability of super display cabinets of Dalian Sanyo Company. The decision direction is determined by SWOT analysis. Secondly, according to the results of the analysis, the target market is determined to be the middle and high-end market with chain top 100 customers as the center, and on this basis, the product strategy, promotion strategy and pricing strategy of the super display cabinet products of Dalian Sanyo Company are carried out. Design of channel strategy. Finally, the paper puts forward the safeguard measures for the implementation of the marketing strategy of super display cabinets in Dalian Sanyo Company. The analysis and research on the marketing strategy of super display cabinets can not only promote the further improvement of the marketing theory level of the super display cabinet industry in China, but also provide theoretical contributions to the further development of the industry. It can also provide reference for the formation and improvement of the marketing theory of specialized industrial products suitable for our national conditions.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

【相似文献】