溪华公司工业开关电源产品营销策略研究

发布时间：2018-02-26 23:28

本文关键词： 开关电源营销策略差异化　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：工业开关电源由于其高效节能可带来巨大的经济效益,因而引起社会各方面的重视而得到迅速的推广,在国家政策的引导下,中国工业的各个领域都出现了长足的发展,对工业电源也涌现了旺盛的需求。但是随着电源技术的逐渐成熟,电源制造企业的产品也越来越同质化,造成了激烈的竞争。溪华科技公司作为刚刚起步的公司,代理国外电源品牌也加入了这场竞争。本文研究的对象是工业电源在国内工业市场的推广策略,通过对行业内外环境,竞争对手,市场需求,客户采购行为等各个方面的调查,总结当前国内导轨式工业开关电源市场的发展现状,并根据4P理论和工业品营销理论,从产品,价格,渠道,促销,服务几个角度,构成一套行之有效的营销组合策略和实施办法。这套研究成果不仅将作为新创立的溪华科技公司的市场开发策略,对于其他企业在工业领域推广工业电源也有一定的参考意义。本文分成三个部分,第一二章是营销理论研究,主要是4p理论和工业品营销理论,大客户关系理论等。第二部分是溪华科技公司概况,产品概况以及溪华的营销环境分析,营销环境包括宏观环境,行业分析,竞争对手。期间通过用户问卷调查方式,了解客户需求和采购行为模式,确定产品定位。第三部分是最后两章,主要是营销策略的制定和策略实施的保障。营销策略中体现了差异化策略的运用,从产品差异化,价格差异化,服务差异化几个方面展开。经过市场/行业/客户的分析,研究者最终选择了轨道交通,风力发电和高端工业自动控制市场作为发展的目标市场,针对每个市场的不同情况,确定了不同的产品定位,制定了相应的营销策略。产品策略方面,需要引入更多的产品线,加强产品线宽度,深度,长度的发展,以便改变当前产品线单一的问题,为客户提供更多的配套供应服务。价格策略方面,在现有的定价体系基础上,综合考虑战略客户定价法,根据客户接受能力,付款条件,当前的竞争对手价格等多方面因素设定价格,提供差别化的价格体系。促销策略方面,放弃垫资的职能和物流的职能,增加增值服务的供应,打造溪华自身的服务品牌。服务策略方面,应对不同客户的不同需求,提供差异化服务,提高客户满意度。最后,文中通过建立/发展/激励销售团队,规划销售预算,完善销售工作流程,细化增值服务实施方案等几个手段,为保障营销策略的实施,为实现企业发展的目标打下坚实的基础。
[Abstract]:Industrial switching power supply has been popularized rapidly because of its high efficiency and energy saving, which has brought enormous economic benefits, and has attracted the attention of all aspects of society. Under the guidance of national policies, great progress has been made in all fields of Chinese industry. There is also a strong demand for industrial power supply. But with the gradual maturity of power supply technology, the products of power supply manufacturing enterprises are becoming more and more homogeneous, resulting in fierce competition. The research object of this paper is the promotion strategy of industrial power supply in the domestic industrial market, through the investigation of the environment inside and outside the industry, the competition, the market demand, the customer purchasing behavior and so on. This paper summarizes the current situation of the domestic market of industrial switch power supply, and according to the 4P theory and the marketing theory of industrial products, from the product, price, channel, promotion, service several angles, Constitute a set of effective marketing mix strategies and implementation methods. This set of research results will not only be used as the market development strategy of the newly established Xihua Technology Company, This paper is divided into three parts: chapter 12th is marketing theory research, mainly 4p theory and industrial product marketing theory. The second part is the general situation of Xihua Science and Technology Company, the general situation of products and the analysis of the marketing environment of Xihua. The marketing environment includes macro environment, industry analysis, competitors. The third part is the last two chapters, which are mainly about the formulation of marketing strategy and the guarantee of the implementation of the strategy. The marketing strategy embodies the use of differentiation strategy, from the product differentiation, the third part is the final two chapters, the third part is the last two chapters, mainly the marketing strategy formulation and the strategy implementation safeguard. After market / industry / customer analysis, researchers finally chose rail transit, wind power generation and high-end industry automatic control market as the target market for development. According to the different situations in each market, the different product positioning is determined and the corresponding marketing strategy is formulated. In terms of product strategy, we need to introduce more product lines and strengthen the development of product line width, depth and length. In order to change the single problem of the current product line and provide more supporting supply services to customers. In terms of price strategy, on the basis of the existing pricing system, comprehensive consideration of strategic customer pricing method, according to customer acceptance ability, payment terms, The current competition price and other factors set the price, provide differential price system. In the aspect of promotion strategy, give up the function of capital and logistics, increase the supply of value-added service, In the aspect of service strategy, we should deal with the different needs of different customers, provide differentiated services and improve customer satisfaction. Finally, we plan the sales budget by establishing / developing / motivating sales teams. Perfecting the sales workflow and refining the implementation scheme of value-added service lay a solid foundation for the implementation of marketing strategy and the realization of the goal of enterprise development.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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