牛津仪器公司XRF光谱仪营销策略研究

发布时间：2018-01-27 02:25

本文关键词： XRF光谱仪光谱仪市场营销策略　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：改革开放30多年来,我国经济持续高速发展,分析仪器行业也有质的飞跃：从零到有,从有到多,从多到全。分析仪器是质量控制,食品安全,水质监测的重要工具,越来越多的国内外生产厂家关注着这个市场,尤其是XRF光谱仪市场,因为它的应用涉及到各个行业,竞争异常激烈。一方面是新技术应用到新产品的研发竞争,另一方面是光谱仪产品趋向同质化。因此,XRF光谱仪的营销策略研究是非常有现实意义的。本文从英国牛津仪器公司XRF光谱仪营销分析为切入点,同时对比几个XRF光谱仪厂商的营销策略,分析各厂家优劣势。文中回顾了市场营销的相关理论,特别是高科技营销理论,同时探讨市场定位,目标市场选择和市场细分之间的营销关系,结合牛津仪器公司XRF光谱仪的特点。从价格策略,激励机制,渠道策略和服务策略等方面进行全面诊断分析,也融合本人对XRF光谱仪的认识和体会,通过调研、比较、统计等方法分析牛津仪器所面临的问题,探讨行业发展的趋势,了解所面临的内外部环境,并运用相关分析数据和SWOT分析等方法,还结合营销管理的基本理论提出针对牛津仪器公司XRF光谱仪的营销完善策略和基本实施方案。
[Abstract]:Since the reform and opening up for more than 30 years, the economy of our country has continued to develop at a high speed, and there has been a qualitative leap in the industry of analytical instruments: from zero to more, from more to more, from more to all. Analytical instruments are quality control and food safety. As an important tool of water quality monitoring, more and more manufacturers at home and abroad are paying attention to this market, especially the market of XRF spectrometer, because its application involves various industries. The competition is extremely fierce. On the one hand, the new technology is applied to the new product research and development competition, on the other hand, the spectrometer product tends to homogenize. The research on the marketing strategy of XRF spectrometer is of great practical significance. This paper starts from the marketing analysis of XRF spectrometer of Oxford instrument Company in England and compares the marketing strategies of several XRF spectrometer manufacturers. This paper reviews the relevant theories of marketing, especially high-tech marketing theory, and discusses the marketing relationship among market positioning, target market selection and market segmentation. Combined with the characteristics of XRF spectrometer of Oxford Instruments Company, this paper makes a comprehensive diagnosis and analysis from the aspects of price strategy, incentive mechanism, channel strategy and service strategy, and also integrates my own understanding and experience of XRF spectrometer. Through research, comparison, statistics and other methods to analyze the problems faced by Oxford instruments, explore the trend of industry development, understand the internal and external environment, and use the relevant analysis data and SWOT analysis methods. Combined with the basic theory of marketing management, this paper puts forward the marketing perfection strategy and basic implementation scheme for XRF spectrometer of Oxford Instruments Company.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

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