HB公司营销模式转型研究

发布时间：2018-06-08 19:05

本文选题：营销模式 + 制造业　；参考：《电子科技大学》2013年硕士论文

【摘要】：随着国际能源环境变化,生产资料价格大幅上涨,以及我国经济快速发展带动的人力成本的快速提高,导致了传统制造业遇到发展障碍,产品的同质化以及缺乏核心技术进一步让中小型传统制造业陷入困境。HB公司是研发、生产和销售用于通信电源保障类产品的公司,像其它中小型制造业公司一样,随着外部环境的变化,同样遇到了销售额增速锐减、销售利润大幅下降、顾客满意度降低的危机。那么原因在哪里?原有以市场为导向的营销模式是否出现了问题?应该如何进行调整或转型?已成为公司亟待思考和解决的问题。本文通过查阅文献、收集资料、调查研究等方法,借鉴营销管理的相关理论,首先对HB公司从2003年到2013年上半年的营销现状及走势进行分析表明公司销售额从2003年到2008年快速上涨,但从2009年到2011年销售额停滞不前,利润率大幅下降;同时根据HB公司人力资源情况、市场资源情况,提出HB公司在营销模式上存在的问题;然后通过对公司所处的自然经济环境、国家政策、通信电源行业现状、客户的需求转移等外部环境,以及HB公司自身的优势及劣势进行分析研究,得出HB公司营销模式已经不能适应新的发展,必须从传统的制造业向现代服务业转型,从传统的以市场为导向的营销模式向以服务为核心的服务营销模式转化,进一步提出了服务产品策略和基于服务价值的定价策略。最后,提出了公司转型后的营销模式的实施保障策略,即对原有销售区域进行调整,大力发展重点销售区域,摈弃市场无优势的区域;对公司组织机构和人力资源进行调整;在制度进行了重新制定和调整以便适应新的销售模式。制造业价值链中服务环节的作用越来越大,向以服务为核心的服务营销模式转型已经是包括HB内的中国中小型企业新的发展机会。本文对HB公司的新一轮发展具有重大意义,并且将对中小型制造型企业转型为以服务为核心的服务型企业的研究具有一定的理论和实际参考价值。
[Abstract]:With the changes in the international energy environment, the sharp rise in the price of the means of production, and the rapid increase in human costs driven by the rapid economic development of our country, the traditional manufacturing industry has encountered obstacles to development. The homogenization of products and the lack of core technology further put the traditional small and medium-sized manufacturing industry in a difficult position. HB is the company that develops, produces and sells products for the protection of communications power supplies, like other small and medium-sized manufacturing companies. With the change of external environment, we also encounter the crisis of sharp decrease in sales growth, sharp decline in sales profit and lower customer satisfaction. So what's the reason? Is there a problem with the original market-oriented marketing model? How should the adjustment or transformation be carried out? It has become an urgent problem for the company to think about and solve. By consulting literature, collecting data, investigating and researching, this paper draws lessons from the relevant theories of marketing management. Firstly, the marketing situation and trend of HB Company from 2003 to the first half of 2013 are analyzed. The results show that the sales volume of HB Company increases rapidly from 2003 to 2008, but from 2009 to 2011, the sales volume stagnates and the profit margin drops sharply. At the same time, according to the situation of human resources and market resources of HB Company, the problems existing in the marketing mode of HB Company are put forward. Then, through the analysis of the natural economic environment, national policy and the current situation of communication power industry, The external environment such as customer demand transfer, as well as the advantages and disadvantages of HB company itself, are analyzed and studied. It is concluded that the marketing mode of HB company can no longer adapt to the new development and must be transformed from the traditional manufacturing industry to the modern service industry. From the traditional market-oriented marketing model to the service-oriented service marketing model, service product strategy and service value-based pricing strategy are put forward. Finally, the paper puts forward the implementation guarantee strategy of the marketing mode after the transformation of the company, that is, adjusting the original sales area, vigorously developing the key sales area, abandoning the region with no market advantages, adjusting the organization and human resources of the company; The system was redesigned and adapted to the new sales model. The role of service in manufacturing value chain is becoming more and more important. The transformation to service marketing mode with service as the core is a new development opportunity for Chinese small and medium-sized enterprises including HB. This paper is of great significance to the new development of HB Company, and it has certain theoretical and practical reference value to the research of transforming small and medium-sized manufacturing enterprises into service-oriented enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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