JP公司营销策略研究

发布时间：2018-01-10 06:31

本文关键词：JP公司营销策略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：中小企业在促进经济繁荣,解决就业等方面的作用日益明显,在规模庞大的工业品贸易领域,中小企业同样可以发挥其独特的作用,形成经济发展的新动力。但是,中小企业的生存和发展首先要解决市场营销问题,没有订单则一切都无从谈起。中小企业只有扬长避短,创新商业模式,通过目标市场战略做好市场细分、市场选择和市场定位,结合产品策略、价格策略、渠道策略、促销策略做好市场营销工作,在大企业的夹缝中生存,满足客户的特殊价值需求,获得可持续发展。中小企业具有很强的渗透性、灵活性、创新性,能够从更细微的角度满足社会需求,中小企业如何做好工业品营销也是一个非常有价值的研究课题。本论文就是立足中小企业工业品营销,通过对JP公司营销策略的研究,梳理出适合中小企业的工业品市场营销策略。为创新型的中小企业制定市场营销策略提供理论指导和实践参考,帮助中小企业发现、解决市场营销方面的问题,促进中小企业的良性发展。本论文综合运用文献研究法、案例分析法,查阅了市场营销、中小企业、工业品营销、顾客价值、客户关系、经济数据等相关理论和论述,选取从事工业品贸易的JP公司作为研究案例。通过理论联系实际,详细分析了 JP公司所处的外部环境、内部环境,对JP公司进行了 SWOT分析,明确了 JP公司的市场营销现状和存在的问题。通过目标市场战略对JP公司进行了市场细分、市场选择和市场定位,有针对性的提出JP公司的产品策略、价格策略、渠道策略、促销策略。为保障JP公司市场营销策略的实施,从资源优势、组织结构、信息管理、融资渠道、团队建设、企业文化等方面提出保障措施。本论文通过对JP公司营销策略的研究,指出中小企业面临很大的发展机遇,中小企业市场营销应该以客户价值为中心,持续创新,做好产品与市场的有机结合。本论文的创新点在于选取JP公司作为研究案例,JP公司作为一家中小型工业品贸易公司,不同于工业品制造企业,在激烈的市场竞争中面临更大的生存压力,同时也存在着广阔的发展机遇。本文根据对JP公司目标市场细分、选择、定位研究,结合JP公司在产品、市场、价格、促销方面的营销策略,进一步明确了 JP公司的市场定位和策略选择,希望通过分析JP公司面向目标市场实行适当的营销策略,展示公司的产品能力、服务能力、价格优势、价值理念、企业文化等,创造性的改进商业模式,加深客户信任,增加客户黏度,满足客户需求,扩大市场份额,为中小型工业品贸易公司的良性发展提供借鉴和参考。本论文通过对JP公司营销策略的研究,希望能够对中小企业工业品营销带来借鉴意义,促进中小型企业,尤其是创新型中小企业工业品市场营销的健康发展。
[Abstract]:Small and medium-sized enterprises in promoting economic prosperity, employment and other aspects of the role of increasingly obvious, in the large-scale trade in industrial products, SMEs can also play its unique role. However, the survival and development of small and medium-sized enterprises must first solve the problem of marketing, without orders, everything is impossible. Small and medium-sized enterprises only take advantage of their strengths and avoid weaknesses, and innovate the business model. Through the target market strategy to do a good job of market segmentation, market selection and market positioning, combined with product strategy, price strategy, channel strategy, promotion strategy to do a good job of marketing work, in large enterprises in the gap between survival. Small and medium-sized enterprises have strong permeability, flexibility, innovation, and can meet social needs from a more subtle perspective. This paper is based on the industrial product marketing of small and medium-sized enterprises, through the research of marketing strategy of JP company. Combing out the marketing strategy of industrial products suitable for small and medium-sized enterprises to provide theoretical guidance and practical reference for innovative small and medium-sized enterprises to formulate marketing strategies to help small and medium-sized enterprises to find out and solve the problems in marketing. To promote the healthy development of small and medium-sized enterprises. This paper comprehensive use of literature research, case analysis, refer to marketing, small and medium-sized enterprises, industrial products marketing, customer value, customer relations. Economic data and other related theories and expositions, select JP company engaged in industrial products trade as a case study. Through the combination of theory and practice, the paper analyzes the external environment and internal environment of JP company in detail. Through the SWOT analysis of JP Company, this paper clarifies the current marketing situation and existing problems of JP Company. Through the target market strategy, it carries on the market segmentation, market choice and market positioning of JP Company. Put forward the product strategy, price strategy, channel strategy, promotion strategy of JP company. In order to ensure the implementation of marketing strategy of JP company, from the advantage of resources, organizational structure, information management, financing channels. Team building, corporate culture and other aspects of security measures. This paper through the JP company marketing strategy research, pointed out that small and medium-sized enterprises are faced with great opportunities for development. Small and medium-sized enterprises marketing should focus on customer value, continuous innovation, and do a good job of the organic combination of products and markets. The innovation of this paper lies in the selection of JP company as a case study. JP Company as a small and medium-sized industrial products trading company, different from the industrial products manufacturing enterprises, in the fierce market competition in the face of greater pressure to survive. At the same time, there are also broad opportunities for development. According to the target market segmentation, selection, positioning research, combined with JP company in the product, market, price, promotion marketing strategy. Further clear JP company's market position and strategy choice, hope through the analysis JP company face the target market to carry out the appropriate marketing strategy, displays the company's product ability, the service ability, the price superiority. Value concept, corporate culture and so on, creatively improve business model, deepen customer trust, increase customer viscosity, meet customer demand and expand market share. This paper through the study of JP company marketing strategy, hope to bring reference to the industrial products marketing of small and medium-sized enterprises. To promote the healthy development of industrial products marketing for small and medium enterprises, especially innovative small and medium-sized enterprises.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F752.6

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