沃尔沃挖掘机后市场客户管家模式研究
发布时间：2018-08-09 13:37
【摘要】：在当今的中国,随着经济的高速发展,工程机械行业也得到了迅猛发展,尤其是其中的挖掘机子行业,从2011年起已成长为全球最大的市场。原先挖掘机行业整机销售利润占行业主要利润95%以上的格局已经开始发生了变化,后市场能够提供的利润比例越来越高并呈每年超过30%增幅的趋势上升,而整机销售市场的增长有不确定因素。 随着挖掘机后市场销售潜力的增大,竞争越来越激烈,竞争对手越来越多,竞争格局也发生了变化。原先经销商设置的,以满足客户投诉和主动报修的,以服务工程师为主导的后市场运营组织框架已不能满足现在市场的需要,必需重新设计后市场的营运组织框架以面对新的竞争格局。 全文首先介绍了本研究的背景、意义、方法和内容,然后对国内外有关服务营销、战略管理等文献理论进行了归纳和小结。在第三部分对全球和中国的工程机械行业、挖掘机行业,中国的挖掘机行业后市场数据进行了分析,确定了营销环境的改变；第四部分在波特五力模型分析、SWOT分析的基础上,按STP方法、KSF方法提出了沃尔沃建筑设备经销商后市场的市场定位和营销战略。第五部分指出要实现营销战略就必须重新设计适合现在挖掘机后市场竞争格局的后市场组织框架。最后是对全文的总结。 本文将理论分析与营销实践结合起来,对沃尔沃建筑设备经销商后市场的组织框架进行了研究和分析,提出了改革的建议,希望本文能对工程机械的同行们起到一些参考作用。
[Abstract]:In today's China, with the rapid development of economy, the construction machinery industry has also developed rapidly, especially the excavator sub-industry, which has grown into the largest market in the world since 2011. The pattern in which the overall sales profit of the excavator industry accounted for more than 95% of the main profits of the industry has begun to change. After that, the proportion of profits that the market can provide is getting higher and higher, with an annual increase of more than 30%. And the growth of the whole sales market is uncertain. With the increase of market sales potential after excavator, the competition is more and more intense, the competition is more and more, the competition pattern has also changed. The post-market operating organizational framework set up by the original dealer to meet customer complaints and offer for repairs, and led by service engineers, can no longer meet the needs of the present market. The operating organization framework of the market must be redesigned to face the new competition pattern. This paper first introduces the background, significance, methods and contents of this study, and then summarizes the domestic and foreign literature about service marketing, strategic management and so on. In the third part, the market data of construction machinery industry, excavator industry and excavator industry in China are analyzed, and the change of marketing environment is determined. The fourth part is based on the SWOT analysis of Porter's five-force model. According to STP method, this paper puts forward the market orientation and marketing strategy of Volvo construction equipment dealers. The fifth part points out that in order to realize the marketing strategy, we must redesign the post-market organization framework suitable for the market competition pattern after the excavator. Finally, the summary of the full text. This paper combines the theory analysis with marketing practice, studies and analyzes the organization frame of Volvo construction equipment dealer's post market, puts forward the suggestion of reform, and hopes that this paper can play some reference role to the construction machinery colleagues.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.4;F274
本文编号：2174240
[Abstract]:In today's China, with the rapid development of economy, the construction machinery industry has also developed rapidly, especially the excavator sub-industry, which has grown into the largest market in the world since 2011. The pattern in which the overall sales profit of the excavator industry accounted for more than 95% of the main profits of the industry has begun to change. After that, the proportion of profits that the market can provide is getting higher and higher, with an annual increase of more than 30%. And the growth of the whole sales market is uncertain. With the increase of market sales potential after excavator, the competition is more and more intense, the competition is more and more, the competition pattern has also changed. The post-market operating organizational framework set up by the original dealer to meet customer complaints and offer for repairs, and led by service engineers, can no longer meet the needs of the present market. The operating organization framework of the market must be redesigned to face the new competition pattern. This paper first introduces the background, significance, methods and contents of this study, and then summarizes the domestic and foreign literature about service marketing, strategic management and so on. In the third part, the market data of construction machinery industry, excavator industry and excavator industry in China are analyzed, and the change of marketing environment is determined. The fourth part is based on the SWOT analysis of Porter's five-force model. According to STP method, this paper puts forward the market orientation and marketing strategy of Volvo construction equipment dealers. The fifth part points out that in order to realize the marketing strategy, we must redesign the post-market organization framework suitable for the market competition pattern after the excavator. Finally, the summary of the full text. This paper combines the theory analysis with marketing practice, studies and analyzes the organization frame of Volvo construction equipment dealer's post market, puts forward the suggestion of reform, and hopes that this paper can play some reference role to the construction machinery colleagues.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.4;F274
【参考文献】
相关期刊论文 前1条
1 闫晗;;沃尔沃:迎接更有希望的未来[J];今日工程机械;2010年06期
，本文编号：2174240
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