T公司商用冰箱的营销策略研究

发布时间：2018-01-21 22:14

本文关键词： 商用冰箱细分市场营销策略产品差异化价值链　出处：《东华大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着经济的持续发展,人民生活水平不断提高。人们对速冻食品、生鲜、健康天然饮品的需求持续增长,与此同时消费者对食品的安全问题也更加关注。商用冰箱作为在食品冷链中不可或缺的一环,在食品存储过程中的重要性不言而喻。T公司是一家世界500强的跨国公司,公司业务涵盖建筑,机械,化工,食品,石油等行业。商用冰箱产品归属于其食品设备事业部,其全球销售额约为20亿美金并拥有很多知名的产品线。商用冰箱产品正是这些知名产品线中的一条,其在欧洲及北美均是领先的市场领导者。但在中国市场,由于进入市场比较迟,急需比较清晰的营销策略以及相应的行动计划,从而扩大销售,提高市场份额。本论文第一章主要介绍了本文研究背景、目标、内容及研究的方法和路线,并围绕市场营销方面进行相关的理论基础研究,包括营销管理,4Ps的定义,细分市场,产品差异化,产品定位,分销渠道,价值链,决策链,VOC,定价策略等。第二章主要介绍了T公司相关背景,简单介绍了T公司的商用冰箱产品、及主要竞争对手,运用SWOT模型对T公司的商用冰箱业务进行了分析。分析了T公司商用冰箱在营销中的主要问题。第三章运用STP工具对市场进行细分,从而确定值得进入的细分市场为酒店细分市场,连锁快餐细分市场和连锁面包房细分市场。同时,对T公司商用冰箱产品进行了定位。第四章对选择出的3个主要细分市场的营销策略进行具体研究。首先针对酒店细分市场详尽分析了竞争对手,设计出相应的产品策略;对分销渠道进行了分析,从价值链和决策链的角度阐述了渠道策略;同时制定了酒店细分市场的价格策略。其次对连锁快餐细分市场的现状及发展趋势进行了分析,运用质量功能展开工具(QFD)将客户需求(VOC)转换为产品的性能要求,并进行了产品的定位及定价。最后针对连锁面包房细分市场,提出具体的营销策略。主要包括连锁面包房细分市场的价值链,产品分析,价格策略以及促销策略。第五章提出T公司实施营销策略的内部保障计划。包括市场进入的策略,进入各个细分市场的先后顺序以及侧重点。其中包括产品的重新定位,定价以及新产品的开发时间节点等等。同时为了支撑上述的市场营销策略,T公司在组织结构与人员配备方面也需要做相应的调整和变化;当然还包括财务上的支持以及分析等等。总得来说,本次研究运用传统的STP和4Ps理论,结合SWOT模型分析,针对T公司商用冰箱产品在中国的营销策略提出了具体的行动计划以及相应的内部保障计划,具有比较强的现实意义,有助于T公司商用冰箱业务在中国的发展。
[Abstract]:With the sustainable development of economy, people's living standard is improving constantly. People's demand for frozen food, fresh and healthy natural drinks continues to increase. At the same time, consumers are more concerned about food safety. Commercial refrigerators are an integral part of the food cold chain. The importance of food storage is self-evident. T is a top 500 multinational company in the world, covering construction, machinery, chemicals and food. Commercial refrigerator products belong to its Food equipment Division, with global sales of about $2 billion and many well-known product lines. Commercial refrigerator products are one of these well-known product lines. It is a leading market leader in Europe and North America, but in China, due to its late entry into the market, a clearer marketing strategy and corresponding action plans are urgently needed to expand sales. The first chapter of this paper mainly introduces the research background, objectives, content and research methods and routes, and carries on the related theoretical foundation research, including the marketing management, around the marketing aspect. 4Ps definition, market segmentation, product differentiation, product positioning, distribution channels, value chain, decision chain VOCand pricing strategy. Chapter two mainly introduces the background of T Company. This paper briefly introduces T Company's commercial refrigerator products and its main competitors. The commercial refrigerator business of T company is analyzed by using SWOT model. The main problems in marketing of commercial refrigerator in T company are analyzed. Chapter three uses STP tools to segment the market. In order to determine the market segment worth entering is hotel market, chain fast food market and bakery market. At the same time. In chapter 4th, the marketing strategies of the three main segments are studied. Firstly, the competitors of hotel market are analyzed in detail. Design the corresponding product strategy; The distribution channel is analyzed, and the channel strategy is expounded from the angle of value chain and decision chain. At the same time, the pricing strategy of hotel segmentation market is established. Secondly, the current situation and development trend of fast food chain market are analyzed. QFDs are used to transform customer demand into the performance requirements of the products, and the positioning and pricing of the products are carried out. Finally, the market segment of chain bakeries is targeted. Put forward the specific marketing strategy, mainly including chain bakery subdivision market value chain, product analysis. Price strategy and promotion strategy. Chapter 5th puts forward the internal safeguard plan for T Company to implement marketing strategy, including the strategy of market entry. Enter into each segment of the market order and focus. Including product repositioning pricing and new product development time node and so on. At the same time in order to support the above marketing strategy. Company T also needs to make corresponding adjustments and changes in organizational structure and staffing. Of course, it also includes financial support and analysis. In general, this study uses the traditional STP and 4Ps theory, combined with the SWOT model analysis. Aiming at the marketing strategy of commercial refrigerator products of T Company in China, this paper puts forward the concrete action plan and the corresponding internal safeguard plan, which has relatively strong practical significance. It is helpful to the development of T Company's commercial refrigerator business in China.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.6

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