S公司N产品市场营销策略研究

发布时间：2018-01-06 00:17

本文关键词：S公司N产品市场营销策略研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：船舶行业为全球贸易和海洋资源开采提供运输工具,对国民经济和国防建设有着重要影响。本世纪以来,中国的船舶行业发展迅速,举世瞩目。随着船舶市场需求的持续上升,作为船舶主要配套的N产品也存在很大的市场。故本文以S公司为研究对象,针对其N产品的销售现状,探讨了该公司的营销策略,以期发现问题并不断进行改正,提高公司产品的市场占有率。第一、对营销理论进行了概述,了解了营销理论的发展历程、经典的STP理论、营销组合理论以及营销环境分析理论,并通过对国内外营销理论研究的总结提出了本文的研究问题:S公司N产品的营销策略研究。第二、对S公司内部条件进行了概述,利用营销环境分析理论和波特五力模型对S公司目前的内外部环境进行分析。利用SWOT分析,明确了该公司的内部优势,以及主要劣势;同时外部政策支持等为公司发展提供了绝佳机会,潜在竞争者的出现也对公司构成了相对威胁,为S公司营销策略的制定奠定了基础。第三、介绍了公司N产品的营销现状,并通过具体的营销案例分析发现了当前该公司N产品在营销方面存在的主要问题。主要从产品、价格、渠道、促销四个方面进行阐述。第四、针对港作拖轮市场的主要44家客户进行了深度的客户访谈。从客户的角度了解了S公司和N产品以及其主要竞争对手的市场营销状况。第五、根据S公司N产品营销过程中存在的问题和公司当前所处的环境状况,以及访谈分析结果对S公司的营销策略进行改进,量身制定了适合该公司的全新的营销策略,包括:目标市场定位、价格策略、渠道策略、促销策略以及品牌建设。明确了公司主要目标市场为广州港、沧州渤海港、钦州港、盐田港、珠海港、中交二航三公司、镇江港、福州福源、阳江港、连云港、江阴顺安、南京港、天津港等。并在价格方面推出了产品加服务配套销售策略、备件优惠策略、大客户批量价格策略以弥补N产品销售价格过高的劣势;在渠道方面增加二级代理商、结成战略联盟来拓宽销售渠道,提高N产品的市场占有率;在促销方面通过积极参加各类海事交流会、举办产品介绍会、年会以及广告投入,提高产品的业内认知度;在品牌建设方面建立产品和服务双品牌效应。在此基础上,预期了该营销策略实施效果。最后为了保障以上营销策略得以良好实现,从建立专业的营销团队、建立科学的营销管理机制以及打造独特的企业文化三个方面提出了相应的保障措施。本文的研究为S公司N产品的营销决策提供理论支持和实践指导,促进公司N产品营销水平的提升,提高公司的销售业绩和市场竞争力;同时本研究也为同类型中小船舶企业制定产品营销策略提供一定的借鉴和参考。
[Abstract]:The shipping industry provides transportation tools for global trade and exploitation of marine resources, which has an important impact on the national economy and national defense construction. Since this century, China's shipbuilding industry has developed rapidly. As the ship market demand continues to rise, there is also a large market for N products, which are the main supporting parts of the ship. Therefore, this paper takes S Company as the research object, aiming at the current sales situation of its N products. This paper probes into the marketing strategy of the company in order to find out the problems and constantly correct them to improve the market share of the company's products. Firstly, the marketing theory is summarized and the development course of the marketing theory is understood. Classic STP theory, marketing combination theory and marketing environment analysis theory, and through the summary of domestic and foreign marketing theory research, this paper puts forward the research question of this paper. This paper summarizes the internal conditions of S Company, analyzes the internal and external environment of S Company by using the theory of marketing environment analysis and Porter's five-force model, and clarifies the internal advantages of S Company by SWOT analysis. And the main disadvantages; At the same time, external policy support provides a good opportunity for the development of the company, and the emergence of potential competitors also poses a relative threat to the company, which lays the foundation for the formulation of marketing strategy of S company. This paper introduces the marketing situation of company N products, and finds out the main problems in the marketing of N products through the analysis of specific marketing cases, mainly from the products, prices, channels. Four aspects of sales promotion. 4th. Deep customer interviews were conducted for 44 major customers in the Hong Kong tugboat market. The marketing situation of S and N products and their main competitors was understood from the customer's point of view. 5th. According to the existing problems in the process of S company N product marketing and the current situation of the company, as well as the results of interview analysis, the marketing strategy of S company is improved. Tailored to the company's new marketing strategy, including: target market positioning, price strategy, channel strategy, promotion strategy and brand building, identified the company's main target market for Guangzhou Port. Cangzhou Bohai Port, Qinzhou Port, Yantian Port, Pearl Harbor, JIANGJINGYUANG three companies, Zhenjiang Port, Fuzhou Fuyuan, Yangjiang Port, Lianyungang, Jiangyin Shun'an, Nanjing Port. Tianjin Port and so on. And in the price of product plus service supporting sales strategy, spare parts preferential strategy, large customer volume price strategy to make up for the high price of N products; In the channel aspect increases the secondary agent, forms the strategic alliance to widen the sale channel, enhances the market share of the N product; In terms of promotion, we can actively participate in various kinds of maritime communication meetings, organize product introduction sessions, annual meetings and advertising investment to improve the awareness of the products in the industry; On the basis of this, the implementation effect of the marketing strategy is expected. Finally, in order to ensure that the above marketing strategy can be realized well, the professional marketing team is established. To establish a scientific marketing management mechanism and to create a unique corporate culture three aspects of the corresponding protection measures. This study for S company N product marketing decisions to provide theoretical support and practical guidance. Promote the promotion of company N product marketing level, improve the company's sales performance and market competitiveness; At the same time, this study also provides some reference and reference for the same type of small and medium-sized shipping enterprises to formulate product marketing strategy.
【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;F416.474

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