WPG公司节能泵营销策略研究
发布时间：2018-09-01 18:26
【摘要】：本文以WPG公司为研究对象，根据公司在建筑水泵行业十多年运营的实际经验，结合目前行业特点，分析了新产品在中国建筑市场推广过程中面临的机会和威胁等，并且重点论述了新产品推广的战略性、必要性和紧急性。对公司节能泵产品现行营销状况进行了深入剖析，发现其中存在的问题。然后从宏观环境、行业环境、内部环境和企业自身的情况进行了深入分析，并指出了公司存在的优势、劣势、机会和威胁。关于矢量泵节能在国内外属首创，所以在营销方面可供参考的理论较少，本文中通过对营销工作的梳理，并以4Ps营销理论为基础进行分析，，提出了有针对性的改进建议，使企业更好的完善新技术产品营销体系。
[Abstract]:This paper takes WPG Company as the research object, according to the company's practical experience in the construction pump industry for more than ten years, combined with the characteristics of the current industry, analyzes the opportunities and threats that the new products will face in the process of promoting the construction market in China. And discussed the new product promotion strategy, the necessity and the urgency emphatically. In this paper, the current marketing situation of energy-saving pump products in our company is deeply analyzed, and the existing problems are found. Then it analyzes the situation of macro environment, industry environment, internal environment and enterprise itself, and points out the advantages, disadvantages, opportunities and threats of the company. The energy saving of vector pump is the first at home and abroad, so there are few theories for reference in marketing. Through combing the marketing work and analyzing on the basis of 4Ps marketing theory, the paper puts forward some suggestions for improvement. So that enterprises better improve the marketing system of new technology products.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92
本文编号：2217992
[Abstract]:This paper takes WPG Company as the research object, according to the company's practical experience in the construction pump industry for more than ten years, combined with the characteristics of the current industry, analyzes the opportunities and threats that the new products will face in the process of promoting the construction market in China. And discussed the new product promotion strategy, the necessity and the urgency emphatically. In this paper, the current marketing situation of energy-saving pump products in our company is deeply analyzed, and the existing problems are found. Then it analyzes the situation of macro environment, industry environment, internal environment and enterprise itself, and points out the advantages, disadvantages, opportunities and threats of the company. The energy saving of vector pump is the first at home and abroad, so there are few theories for reference in marketing. Through combing the marketing work and analyzing on the basis of 4Ps marketing theory, the paper puts forward some suggestions for improvement. So that enterprises better improve the marketing system of new technology products.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92
【参考文献】
相关期刊论文 前2条
1 邓念国;企业营销战略的选择与组合[J];商业研究;2002年20期
2 吴健安;市场营销学若干问题探索[J];西安邮电学院学报;2000年04期
本文编号：2217992
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