WYS公司市场营销策略设计

发布时间：2018-03-06 19:33

本文选题：加气混凝土　切入点：营销环境　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济发展进入新常态,加气混凝土行业也从高速成长期转入平稳成熟期,市场营销环境发生了深刻变化,只要投资就能盈利的时代已成为过去,市场上产品同质化严重,厂家间的价格战、广告战、公关战、品牌战一浪高过一浪,但是企业业绩却停滞不前,效益越来越差,企业管理者需要一套系统、全面的营销策略帮助企业在激烈的市场竞争中胜出,并继续发展。国内外学者对加气混凝土行业营销策略的研究很少,尤其是在当前这样一个新的时期的研究更少。本文通过对该行业的深入研究,以WYS公司为例做出加气混凝土企业的营销策略设计,对国内加气混凝土行业1000多家企业的营销策略设计会有一点的帮助,对其他行业企业的营销工作也会有一定参考价值。本文首先梳理了市场营销的相关理论,总结了工业品营销的特点,回顾了国内外对营销研究的状况后,用PEST模型对加气混凝土行业的宏观营销环境研究发现,政策法规鼓励加气混凝土行业发展,经济形势影响了加气混凝土行业进入平稳期,社会理念已认同了加气混凝土作为主流建材的地位,技术进步既开辟了行业新的增长点又加速了现有产品的淘汰。用五力模型对加气混凝土行业的微观营销环境进行了研究发现,供方的讨价还价能力依然较弱,客户的讨价还价能力正在提升,潜在进入者和替代品的威胁不大,行业现有竞争者间的竞争更加激烈。经过市场细分和目标市场选择后,对WYS公司产品做了市场定位,加气混凝土设备:帮助客户取得加气混凝土生产线项目投资成功;加气混凝土制品:质量紧跟国内一流品牌,价格有明显优势,成为区域内名牌墙体材料。基于市场定位,制定了 WYS公司产品的4P营销组合策略,在加气混凝土设备领域,产品策略为优化延伸产品和提供潜在产品,推出高、中、低端产品组合,将高端设备推向成熟期,并开发第四代设备;定价策略为根据不同客户实施差异化定价;渠道策略为直销为主,代理为辅;促销策略为传统推广和互联网推广并用,并建立标杆客户和工程业绩信息库。在加气混凝土制品领域,产品策略为进一步提高高端产品质量,推出形象产品、利润产品和规模产品的组合,将利润产品推向成熟期,吸收国外技术,开发新产品;定价策略为普通加气混凝土制品采用随行就市法,高精度和低密度加气混凝土制品制定低价,加气混凝土板材采用成本加成法;渠道策略为经销商和大客户直销结合;促销策略主要是互联网推广和打造标杆客户。为了保证营销策略能够有效实施,设计了营销组织架构,并按营销规划确定了部门的职责;对产品方面提出了质量、交期、成本三个方面的保障措施;从客户信息管理、客户分类管理、客户忠诚度培育和客户提升4个方面阐述了客户关系管理如何去做;最后,针对售后服务提出4个层面的改善思路。本文对WYS公司营销策略的设计,综合运用了营销管理的相关理论和分析工具,对企业的营销工作开展有现实意义,对营销理论的验证和发展也有一定的价值。
[Abstract]:With China's economic development has entered a new norm, aerated concrete industry from a period of rapid growth to stable and mature period, has undergone profound changes in the marketing environment, as long as the investment profitable era has become the past, the market product homogeneity, the manufacturers price war, advertising war, public relations war, brand warfare wave after another, but the enterprise performance has stagnated, efficiency is getting worse, managers need a set of system, comprehensive marketing strategy to help enterprises win in the fierce competition in the market, and continue to develop. Little research on the marketing strategy of aerated concrete industry at home and abroad, especially in such a new era less research at present. Through in-depth study of the industry, taking WYS company as an example to make a design of marketing strategy of domestic enterprises of aerated concrete, aerated concrete industry enterprises of more than 1000 Battalion Marketing strategy design will have a little help, will also have certain reference value for other industries and enterprises in the marketing work. This paper first introduces the related marketing theories, summarizes the characteristics of industrial marketing, reviewed the domestic and foreign research on marketing situation, using PEST model to study the macro marketing environment of aerated concrete industry the discovery, policies and regulations to encourage the development of aerated concrete industry, the economic situation has affected the aerated concrete industry entered a stable period, social philosophy is a recognition of the aerated concrete building materials as the mainstream status, technological progress not only opens up a new growth point of the industry and accelerate the elimination of existing products. Using five forces model of micro marketing environment of aerated concrete industry the study found that the bargaining power of suppliers is still weak, the bargaining power of customers is increasing, and the potential entrants threat of substitutes Little industry between existing competitors more competitive. Through the market segmentation and target market selection, the WYS company product market positioning, aerated concrete equipment: to help customers achieve investment success of aerated concrete production line project; aerated concrete products: quality with the domestic first-class brand, the price has obvious advantages, become famous wall materials area. Based on market positioning, develop 4P marketing combination strategy of WYS company's products, in the field of aerated concrete equipment, product strategy optimization extension products and potential products, launched high, low-end product portfolio, high-end equipment to the mature stage, and the development of the fourth generation of equipment; according to the different pricing strategies for customers to implement differential pricing; direct marketing channel strategy, promotion strategy for the agent as a supplement; the traditional marketing and internet promotion and use, and the construction and engineering industry customers rod beacon The performance information database. In the field of aerated concrete products, product strategy to further improve the quality of high-end products, the image of the product launch, product combination profit and scale of products, the profit of product to maturity, the absorption of foreign technology, the development of new products; pricing strategies for ordinary concrete products by gas and stationary method, high precision and low density gas concrete products to develop low-cost, aerated concrete plate the cost plus method; channel strategy for distributors and direct customers combined; the main promotion is the Internet promotion and create benchmark customers. In order to ensure the effective implementation of marketing strategy, design the marketing organization, and according to the marketing plan to determine the responsibilities of the departments of product quality are put forward; delivery, safeguard measures, three aspects of cost; from the customer information management, customer management, customer loyalty and customer training increased by 4 Aspects of how to do customer relationship management; finally, according to the customer service service put forward improvement ideas 4 aspects. This paper designed the marketing strategy of WYS company, with the theories of marketing management and analysis tools for enterprise marketing work has practical significance, but also has a certain value for verification and the development of marketing theory.

【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】：F426.92;F274

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