B公司多品牌多产品营销研究
发布时间：2018-10-09 08:06
【摘要】：随着经济的发展，中国这个“世界工厂”正在发生悄然的变化。特别是2008年金融危机以后，在制造业成本压力明显增加的驱动下，企业更加迫切地希望产品升级与成本降低。对客户而言，需求的不仅仅是产品和服务，而是能带来企业竞争力且能降低整体运营成本的解决方案。 本文以工业产品经销商B公司为研究对象，根据公司的实际情况，讨论如何进行多品牌多产品的市场营销。文章第一章介绍了研究背景和目的，研究路线和结构框架；第二章介绍相关理论；第三、四章分别进行了工业品的分析和行业分析；第五章介绍B公司多品牌多产品营销战略的构建与实施，包含公司现状分析和SWOT分析，国内主要竞争对手分析，公司多品牌营销分析及战略构建，多品牌市场营销战略与实施。该战略从渠道建设、团队建设、产品方案、行业方案、供应商方案和客户方案角度进行了研究并提出相应的见解；第六章进行了结论与研究展望。 文章结合国内外宏观经济，根据本行业的真实情况进行营销研究。B公司是现实存在的公司，即必迪艾（天津）轴承有限公司（简称BDI或必迪艾），营销中的方案是理论与实际的结合，其中一些方案在实际工作中已经取得一定的业绩。 本文认为，工业品的多品牌集中供应存在着广泛的市场，，也是未来发展的方向。希望本文能够给其他企业的管理者带来指导性的建议，扩展企业营销思路，实现企业可持续健康发展。
[Abstract]:With the development of economy, China, the world factory, is changing quietly. Especially after the financial crisis in 2008, driven by the obvious increase of manufacturing cost pressure, enterprises are eager to upgrade their products and reduce their costs. For customers, what they need is not just products and services, but solutions that can bring competitiveness and reduce overall operating costs. This paper takes B Company as the research object and discusses how to carry out the marketing of multi-brand and multi-product according to the actual situation of the company. The first chapter introduces the research background and purpose, the research route and the structure framework; the second chapter introduces the related theories; the third, the fourth chapter respectively carries on the industrial product analysis and the industry analysis; The fifth chapter introduces the construction and implementation of the multi-brand and multi-product marketing strategy of Company B, including the analysis of the company's current situation and SWOT, the analysis of the main domestic competitors, the analysis and construction of the multi-brand marketing strategy, and the implementation of the multi-brand marketing strategy. The strategy is studied from the perspectives of channel building, team building, product scheme, industry scheme, supplier scheme and customer plan. The article combines the domestic and foreign macroeconomics, carries on the marketing research according to the real situation of the industry. B company is the actual existence company, That is, Bideai (Tianjin) bearing Co., Ltd. (referred to as BDI or Bidiai), the marketing scheme is the combination of theory and practice, some of which have already made some achievements in the actual work. This paper holds that there is a wide market for multi-brand centralized supply of industrial products, and it is also the direction of development in the future. It is hoped that this paper can bring guiding suggestions to the managers of other enterprises, expand the marketing ideas of enterprises, and realize the sustainable and healthy development of enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
本文编号：2258596
[Abstract]:With the development of economy, China, the world factory, is changing quietly. Especially after the financial crisis in 2008, driven by the obvious increase of manufacturing cost pressure, enterprises are eager to upgrade their products and reduce their costs. For customers, what they need is not just products and services, but solutions that can bring competitiveness and reduce overall operating costs. This paper takes B Company as the research object and discusses how to carry out the marketing of multi-brand and multi-product according to the actual situation of the company. The first chapter introduces the research background and purpose, the research route and the structure framework; the second chapter introduces the related theories; the third, the fourth chapter respectively carries on the industrial product analysis and the industry analysis; The fifth chapter introduces the construction and implementation of the multi-brand and multi-product marketing strategy of Company B, including the analysis of the company's current situation and SWOT, the analysis of the main domestic competitors, the analysis and construction of the multi-brand marketing strategy, and the implementation of the multi-brand marketing strategy. The strategy is studied from the perspectives of channel building, team building, product scheme, industry scheme, supplier scheme and customer plan. The article combines the domestic and foreign macroeconomics, carries on the marketing research according to the real situation of the industry. B company is the actual existence company, That is, Bideai (Tianjin) bearing Co., Ltd. (referred to as BDI or Bidiai), the marketing scheme is the combination of theory and practice, some of which have already made some achievements in the actual work. This paper holds that there is a wide market for multi-brand centralized supply of industrial products, and it is also the direction of development in the future. It is hoped that this paper can bring guiding suggestions to the managers of other enterprises, expand the marketing ideas of enterprises, and realize the sustainable and healthy development of enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
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