RA公司自动化产品河南地区市场营销策略研究

发布时间：2018-04-12 10:32

本文选题：RA公司 + 4V营销　；参考：《华北水利水电大学》2015年硕士论文

【摘要】：在现代工业自动化产品市场飞速发展的背景下,RA公司作为全球专注于自动化行业的跨国公司,一家有着100年以上历史的美国自动化行业的领导者,在面临同行业相同功能产品的激烈竞争,如何增加自身产品的销售额和利润率,并且在中国市场上继续保持并提高市场份额,以及如何面对越来越复杂的市场竞争:研究RA公司产品的市场营销策略就显得格外必要。在这样市场的背景下,作为全球领先的自动化产品供应商,RA公司如何提高在河南地区的市场占有率?本文以RA公司河南地区市场营销策略为研究对象,从目前存在的价格策略、品牌策略、渠道策略以及团队建设方面发现存在的营销问题,运用PEST模型、波特五力模型分析等工具对RA公司在河南地区进行宏观环境和内部环境的分析,找出影响RA公司在河南地区发展的问题症结所在,再运用市场细分理论分析河南地区市场布局,选择并确定目标市场;同时,采用SWOT分析法分析RA公司在河南地区的优势与劣势、机会与威胁,确认利用机会(SO)战略和机会(WO)战略的企业发展方向。最后,在利用RA公司所在的河南地区外部环境、内部环境和SWOT分析数据的基础上,以4V营销理论,营销渠道管理,关系营销三个方面的基础理论为依据,制定了 RA公司自动化产品在河南地区市场上的营销组合策略。该营销组合策略最终将进一步完善RA公司自动化产品的营销策略,实现RA公司在河南地区自动化市场的最终营销目标。本文通过对RA公司工业自动化产品河南市场营销策略的研究,提出实施新的营销策略的建议,帮助RA公司加强和完善河南地区自动化产品的营销体系,实现RA公司在河南地区市场的年销售额增长8%-11%的目标。
[Abstract]:In the context of the rapid development of the modern industrial automation products market, RA Corporation, as a multinational company focusing on the automation industry worldwide, is a leader in the American automation industry with a history of more than 100 years.In the face of fierce competition from the same functional products in the same industry, how to increase the sales and profit margins of their own products, and to maintain and increase their market share in the Chinese market,And how to face more and more complex market competition: it is necessary to study the marketing strategy of RA products.In such a market background, as the world's leading supplier of automation products, how can RA increase its market share in Henan?This paper takes the marketing strategy of Henan area of RA Company as the research object, finds out the marketing problems in the aspects of price strategy, brand strategy, channel strategy and team building, and applies PEST model.This paper analyzes the macro environment and internal environment of RA company in Henan by means of Porter's five-force model analysis, finds out the crux of the problems affecting the development of RA company in Henan region, and then analyzes the market layout of Henan region by using market segmentation theory.At the same time, the SWOT analysis method is used to analyze the advantages and disadvantages, opportunities and threats of RA in Henan, and to confirm the development direction of the strategy of making use of the opportunity and the strategy of WOO.Finally, on the basis of using the external environment, internal environment and SWOT analysis data of Henan region where RA company is located, this paper bases on the basic theories of 4V marketing theory, marketing channel management and relationship marketing.The marketing combination strategy of RA automation products in Henan market was established.The marketing combination strategy will further improve the marketing strategy of RA automation products and realize the final marketing goal of RA in Henan province automation market.Based on the research of Henan marketing strategy of industrial automation products of RA Company, this paper puts forward some suggestions to implement new marketing strategies, and helps RA Company to strengthen and perfect the marketing system of automation products in Henan Province.Achieve RA's annual sales growth target of 8-11% in Henan.
【学位授予单位】：华北水利水电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.67

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