KSEC物流产品营销策略研究

发布时间：2018-03-01 20:06

本文关键词： 市场营销营销策略物流产品 SWOT分析　出处：《云南财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：当前,仓储物流装备行业作为装备制造业的典型代表,获得了巨大的自由增长空间。面对激烈的市场竞争环境,大多数企业依靠提高科研水平及新产品研发能力获取市场竞争优势,却忽略了市场营销和管理工作对企业发展的重要性,在一定程度上限制了企业的发展。因此,在重视技术优势的基础上,加强企业市场营销管理工作的研究和运用变得越来越重要。首先,本文根据笔者所从事企业的实际经营状况,以相关营销理论为基础,对KSEC所处的内外营销环境及仓储物流行业市场的发展和需求现状进行分析。其次,应用SWOT模型、波特五力模型等分析工具探索公司当前的竞争优势和潜在机会,并从公司的产品定位、价格策略、分销策略、促销策略及新产品开发策略现状等方面指出公司当前营销策略方面存在的问题和不足。最后,通过市场细分,确定公司的目标市场,并从产品策略、价格策略、分销策略、促销策略和服务策略等方面对公司营销组合策略进行优化设计,提出更为贴切的KSEC物流产品营销策略建议,为公司实现既定的战略目标和经营目标做参考。
[Abstract]:At present, as a typical representative of equipment manufacturing industry, warehousing logistics equipment industry has obtained huge free growth space. In the face of fierce market competition, Most enterprises rely on improving scientific research level and new product R & D ability to gain market competitive advantage, but ignore the importance of marketing and management to the development of enterprises, and to some extent limit the development of enterprises. On the basis of attaching importance to technological advantages, it is becoming more and more important to strengthen the research and application of marketing management in enterprises. Firstly, according to the actual operating conditions of the enterprises engaged in by the author, this paper bases on the relevant marketing theories. This paper analyzes the internal and external marketing environment of KSEC and the development and demand of warehouse logistics market. Secondly, using SWOT model and Porter's five Force Model to explore the current competitive advantages and potential opportunities of the company. And from the product positioning, price strategy, distribution strategy, promotion strategy and new product development strategy status quo and other aspects of the company's current marketing strategy problems and shortcomings. Finally, through market segmentation, To determine the target market of the company, and from the product strategy, price strategy, distribution strategy, promotion strategy and service strategy to optimize the design of the company's marketing mix strategy, and put forward more appropriate KSEC logistics product marketing strategy recommendations. For the company to achieve the established strategic objectives and business objectives for reference.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

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