鲁特电工市场营销策略研究

发布时间：2018-03-21 07:40

本文选题：营销策略　切入点：关系营销　出处：《山东师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：企业产品的市场营销活动对于企业的发展至关重要。然而，不同类型的产品有不同的营销方式。变压器产品不同于一般的消费品，它是一种面向特殊消费群体和特殊客户的远离人们视线的工业品。因而，，它的营销方式和营销策略也非常值得专门研究。尤其是在当前环境下，受国际金融危机的影响，国际、国内变压器行业都发生很大改变，市场状况面临严峻考验。鲁特电工是一家脱胎于国营企业的民营企业，其营销策略既不同于国营大型变压器企业，也不同于一般的民营企业，但是又和他们有着很多相似之处。本文以鲁特电工为研究对象，从其所处的国内变压器行业环境分析开始，通过PEST分析和SWOT分析，并结合鲁特现在的市场分布情况，研究其产品定位和市场细分情况，为鲁特电工提出了网络定制策略等适合的营销策略。本文最后为鲁特电工营销策略的实施提出了保障措施。本文的研究结论是以鲁特电工为例得出，对鲁特电工产品的国内市场营销活动具有指导作用，同时也对国内其他变压器生产企业在国内甚至国际市场的营销活动提供参考。
[Abstract]:Marketing activities of enterprise products are crucial to the development of enterprises. However, different types of products have different marketing methods. Transformer products are different from consumer goods in general. It is an industrial product for special consumer groups and special customers. Therefore, its marketing methods and marketing strategies are also worthy of special study. Especially in the current environment, under the influence of the international financial crisis, international, The domestic transformer industry has changed greatly and the market situation is facing a severe test. Rutt electrician is a private enterprise born out of the state-owned enterprise, its marketing strategy is not only different from the large state-owned transformer enterprise, but also different from the general private enterprise. But there are a lot of similarities with them. This paper takes Rutt electrician as the research object, starting with the analysis of the domestic transformer industry environment, through PEST analysis and SWOT analysis, and combining with the current market distribution of Rutt. To study its product positioning and market segmentation, Some suitable marketing strategies, such as network customization strategy, are put forward for Rutt electrician. Finally, the guarantee measures are put forward for the implementation of Rutt Electrotechnical Marketing Strategy. The research conclusion of this paper is to take Rutt electrician as an example. It can guide the domestic marketing activities of Rutt electrical products, and also provide reference for other domestic transformer manufacturers in the domestic and even international market marketing activities.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61

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