KT空压机产品营销渠道建设研究

发布时间：2018-05-26 14:59

本文选题：空压机 + 市场营销　；参考：《苏州大学》2015年硕士论文

【摘要】：空气压缩机(简称“空压机”)发展历史悠久,至今仍然是工业领域中的关键设备之一,主要用于钢铁、电力、冶金、化工、轻工、电子、机械制造、交通设施、活动码头、军工科技、汽车工业、航空航天及基础设施等各个领域。空气压缩机是制造型企业的基础动力设备,一般制造型企业需要的“水”、“电”、“气”三大动力来源,其中“气”既是指压缩空气,就是由空压机提供的。2012年以来的中国经济持续下行,对空压机企业造成一定的影响。同时由于人工成本上涨及部分原材料价格的波动,企业转型升级、科技投入、节能减排等投入加大,导致行业利润也有所下降。同行业厂家为了生存,竞争更加剧烈,价格竞争成主要手段。作为国内最大的民营空压机制造商-KT压缩机公司在这种恶劣环境下,如何提升企业竞争力,扩大市场份额,提升利润空间,提高客户满意度,就显的尤为重要。本文对KT公司的现状进行了分析,并在相关资料和数据的基础上,进行归纳和总结,利用经典的营销学理论和相关模型,提出了KT公司营销渠道建设优化的目标和原则。并从多方面阐述了KT公司营销渠道优化的具体内容。也对营销渠道优化的实施和保障方面就行了探讨,对KT经销商的选择和评价,经销商的培训及评价等内容具体细致地提出了见解。对于营销渠道的冲突控制,列举了KT公司可能面临的各种冲突情况,以及各种冲突的调整方法,力争把冲突损失降到最小程度。同时对物流的管控提出了具体建议。当然要想把市场渠道建设好,使KT成为中国首屈一指的国产空压机品牌,还需要付出更多的时间和智慧,也需要全体KT公司员工的共同努力。希望通过本文,能为KT公司营销渠道优化提供建设性意见。
[Abstract]:Air compressor (abbreviated as "air compressor") has a long history of development and is still one of the key equipment in the industrial field. It is mainly used in steel, electricity, metallurgy, chemical industry, light industry, electronics, mechanical manufacturing, transportation facilities, mobile wharf. Military science and technology, automotive industry, aerospace and infrastructure and other fields. Air compressor is the basic power equipment of manufacturing enterprises. Generally manufacturing enterprises need "water", "electricity" and "gas" as three major power sources, in which "gas" refers to compressed air, China's economy has continued to decline since 2012, which has had an impact on air compressor enterprises. At the same time, due to the increase of labor cost and the fluctuation of some raw material prices, the enterprise transformation and upgrade, science and technology investment, energy saving and emission reduction investment increased, resulting in a decline in industry profits. Industry manufacturers in order to survive, the competition is more intense, the main means of price competition. As the largest private air compressor manufacturer in China-KT Compressor Company in this harsh environment how to enhance the competitiveness of enterprises expand market share enhance profit space improve customer satisfaction is particularly important. This paper analyzes the present situation of KT Company, and on the basis of relevant information and data, summarizes and summarizes it. By using the classical marketing theory and relevant models, the paper puts forward the objectives and principles of KT Company's marketing channel construction optimization. And elaborated from many aspects the KT company marketing channel optimization concrete content. It also discusses the implementation and guarantee of the optimization of marketing channels, and puts forward some concrete and detailed opinions on the selection and evaluation of KT dealers, the training and evaluation of dealers, and so on. For the conflict control of marketing channel, this paper lists all kinds of conflict situations that KT may face, and the adjustment methods of various conflicts, in order to minimize the conflict loss. At the same time, the management of logistics proposed specific recommendations. Of course, it takes more time and wisdom to build a good market channel and make KT become China's leading domestic air compressor brand. It also requires the joint efforts of all KT employees. Hope through this article, can provide constructive advice for KT company marketing channel optimization.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

【参考文献】