浙江力聚公司营销策略研究

发布时间：2018-09-06 18:05

【摘要】：浙江力聚真空热水机组产品的市场趋于成熟，竞争越来越激烈。新的产品蒸汽发生器刚刚投入市场。这些使公司遇到了发展的瓶颈。因此，本论文以浙江力聚热水机有限公司营销策略研究为课题，研究公司在新的态势下应采取怎样的营销组合策略，，以持续健康发展。本文阐述了浙江力聚真空热水锅炉和蒸汽发生器产品的营销现状，在销售中存在的问题，并在此基础上对影响企业生存发展的宏观环境和锅炉行业微观环境进行了深入的分析，明确了环境因素对浙江力聚发展的有利影响和不利影响，为进一步深入研究、制定合适的营销策略奠定了的基础。同时对浙江力聚真空热水机组产品的市场进行了具体的SWOT分析。通过分析自身的优势和劣势以及环境提供的机会和企业面临的威胁，运用SWOT分析矩阵寻求企业的最佳发展策略，并进行了产品的市场细分，在此基础上确定了产品的市场定位和目标市场。在此基础上，依据4Ps理论，对浙江力聚公司的营销策略进行了设计。在产品方面，文中提出力聚公司应当选择产品线专业型和特殊产品专业型的产品组合策略，建议力聚第六代产品应采用挖掘产品功能策略，应国家环保政策的要求，低氮氧化物排放、低噪声污染的锅炉.在价格策略方面，真空热水机组应采用渗透价格策略；而蒸汽发生器应采用成本加成法定价策略。在销售渠道方面，建议逐渐取消代理商，实现直销短渠道，让公司和顾客双赢。在促销策略方面，注意力聚的品牌推广，利用人员推销扩展销售机会、通过开展公共关系活动提升企业形象。充分发挥网络营销的优势，做好网络营销计划及推广。本文确保浙江力聚产品营销策略得以实施，提出了提高企业生产管理水平、企业文化建设、营销人员培训工作以及充分发挥市场部的作用等保障措施。
[Abstract]:Zhejiang Li-Ju vacuum hot water unit product market tends to mature, the competition is more and more intense. The new product steam generator has just been put on the market. These make the company meet the bottleneck of development. Therefore, this paper studies the marketing strategy of Zhejiang Li-Ju Hot Water Machine Co., Ltd., and studies what marketing combination strategy should be adopted in the new situation in order to develop healthily. This paper expounds the marketing situation of Zhejiang Liju-vacuum hot water boiler and steam generator, and the problems existing in the sales. On the basis of this, the macro environment and the micro environment of boiler industry which affect the survival and development of the enterprise are deeply analyzed. The beneficial and negative effects of environmental factors on the development of Zhejiang Li-Ju were clarified, which laid the foundation for further research and the formulation of appropriate marketing strategies. At the same time, the market of Zhejiang Li-Li vacuum hot water unit is analyzed by SWOT. By analyzing its own strengths and weaknesses as well as the opportunities provided by the environment and the threats faced by the enterprises, the best development strategy of the enterprises is sought by using the SWOT analysis matrix, and the market segments of the products are carried out. On this basis, the market positioning and target market of the products are determined. On this basis, according to the theory of 4Ps, Zhejiang LiJu Company's marketing strategy is designed. In terms of products, the paper puts forward that Lijucompany should choose product combination strategy of specialized type of product line and specialized type of special product, and suggests that the sixth generation product of Li-Ju should adopt the strategy of excavating the function of product and meet the requirements of national environmental protection policy. Low nitrogen oxide emissions, low noise pollution boiler. In price strategy, the vacuum hot water unit should adopt osmotic price strategy, while the steam generator should adopt cost addition pricing strategy. In the sales channel, it is suggested that the agent should be abolished gradually to realize the short channel of direct selling and make the company and customer win-win. In the aspect of promotion strategy, the attention of the brand promotion, the use of personnel to promote sales opportunities, through public relations activities to enhance the corporate image. Give full play to the advantages of network marketing, do a good job network marketing plan and promotion. This paper ensures the implementation of Zhejiang Li-Ju product marketing strategy, and puts forward some safeguard measures such as improving the production management level of enterprises, building enterprise culture, training marketing personnel and giving full play to the role of marketing department.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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