A公司新产品（喷码机）营销策略研究
发布时间：2018-07-26 16:05
【摘要】：主营业务一直以打包机、缠绕机、扎线机、封箱机为主的德国A公司将要进入陌生的喷码机行业,且目前喷码机行业整体已经进入高速发展时期。 在A公司新产品即将导入市场的关键时刻,本文以A公司中国市场为研究对象,研究A公司应该采取什么样的营销策略和营销手段才能够顺利实现A公司新产品(喷码机)导入期向成长期的良性发展,最终实现A公司对工业产品后段包装设备的整合以及A公司可持续发展的长远目标。 本文通过对相关营销理论分析总结,运用了波特五力分析模型、SWOT分析等营销分析工具对A公司新产品行业环境、市场环境、以及A公司内部营销环境加以分析,运用目标市场定位理论(STP)进行市场细分、目标市场选择和市场定位,并针对目前A公司内部营销环境中存在的不足之处,结合A公司新产品产品生命周期的特定阶段,运用营销组合理论,研究制定A公司新产品(工业喷码机)营销组合策略。
[Abstract]:The main business has been in the packaging machine, winding machine, wire binding machine, sealing machine company A will enter the strange inkjet code machine industry, and the industry as a whole has entered a period of rapid development. At the critical moment when A company's new products will soon be introduced into the market, this paper takes the Chinese market of A Company as the research object. To study what marketing strategies and marketing measures should be adopted by Company A in order to smoothly realize the benign development of A Company's new products (inkjet printer) during the period of introduction to growth. Finally, we can realize the integration of industrial product packaging equipment and the sustainable development of company A. Through the analysis and summary of relevant marketing theory, this paper analyzes the new product industry environment, market environment and internal marketing environment of A company by using the marketing analysis tools such as Porter's five-force analysis model and SWOT analysis. Using the target market positioning theory (STP) to carry on the market segmentation, the target market choice and the market orientation, and aiming at the deficiency in the current internal marketing environment of company A, combined with the specific stage of A company's new product life cycle. Based on the theory of marketing combination, the marketing combination strategy of company A's new products (industrial inkjet printer) is studied.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
本文编号：2146539
[Abstract]:The main business has been in the packaging machine, winding machine, wire binding machine, sealing machine company A will enter the strange inkjet code machine industry, and the industry as a whole has entered a period of rapid development. At the critical moment when A company's new products will soon be introduced into the market, this paper takes the Chinese market of A Company as the research object. To study what marketing strategies and marketing measures should be adopted by Company A in order to smoothly realize the benign development of A Company's new products (inkjet printer) during the period of introduction to growth. Finally, we can realize the integration of industrial product packaging equipment and the sustainable development of company A. Through the analysis and summary of relevant marketing theory, this paper analyzes the new product industry environment, market environment and internal marketing environment of A company by using the marketing analysis tools such as Porter's five-force analysis model and SWOT analysis. Using the target market positioning theory (STP) to carry on the market segmentation, the target market choice and the market orientation, and aiming at the deficiency in the current internal marketing environment of company A, combined with the specific stage of A company's new product life cycle. Based on the theory of marketing combination, the marketing combination strategy of company A's new products (industrial inkjet printer) is studied.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
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