KL公司营销策略研究

发布时间：2018-04-20 22:14

本文选题：KL公司 + 营销策略　；参考：《华侨大学》2015年硕士论文

【摘要】：智能电网建设作为国家一项重要发展规划,在国民经济建设中扮演着越来越重要的角色。智能电网大规模建设所需的智能化设备与传统设备无论在使用和技术要求上都有很大的区别。由于其行业的特殊性,配电网智能化设备在进行产品营销推广上也与其他行业有很大的不同。如何根据其特殊性,制定适宜的营销策略,让企业在产品推广中取得更多的优势,是智能电网发展的一大课题。本文通过对国内外配电网智能化产品营销策略现状等相关文献的研究发现,目前国内外学者的研究大多集中在对营销策略相关理论研究上,对电气设备行业的营销研究较少,且多以传统电气设备作为研究对象,对配电网智能化设备的极少见到。因此,本文通过目前国内外营销策略、行业营销、配电网行业营销以及对配电网智能化产品营销策略等方面的研究现状进行系统论述,总结出配电网智能化产品营销与其他行业营销在客户群体、产品特性、购买方式、价格弹性和营销人员素质等方面的区别之处,以及配电网智能化产品营销与传统电气设备营销在产品技术特性、客户接受程度和营销工作重点上的区别之处。以KL公司作为具体研究对象,分析其营销环境、营销策略、营销团队的现状,总结出导致其营销业绩止步不前的任务分工、营销报酬给付、内勤工作、人员培训、业务指导等方面的原因以及影响营销业绩的产品结构、营销报酬、营销人员、过程指导和内勤服务等因素。并结合其主营的配电网智能化产品营销的特殊性,提出重新梳理产品结构、市场区域的划分与管理、营销团队分工与管理、营销报酬与激励、代理商管理、营销人才招聘与培养、国际营销等建议,以促进其营销业绩的进一步增长。
[Abstract]:As an important national development plan, smart grid construction plays a more and more important role in national economic construction. The intelligent equipment for large-scale construction of smart grid is different from the traditional equipment in terms of application and technical requirements. Because of the particularity of its industry, the intelligent equipment of distribution network is different from other industries in product marketing and promotion. How to make appropriate marketing strategy according to its particularity and make enterprises gain more advantages in product promotion is a major topic in the development of smart grid. In this paper, through the domestic and foreign distribution network intelligent product marketing strategy status quo and other related literature research found that the current domestic and foreign scholars mostly focused on the marketing strategy related theoretical research, the electrical equipment industry marketing research is less. And most of the traditional electrical equipment as the research object, the distribution network intelligent equipment rarely seen. Therefore, through the current domestic and international marketing strategy, industry marketing, distribution network industry marketing and distribution network intelligent product marketing strategy and other aspects of a systematic discussion. The differences between intelligent product marketing of distribution network and that of other industries in terms of customer group, product characteristics, purchase mode, price elasticity and marketing personnel quality are summarized. And the differences between intelligent product marketing of distribution network and traditional electric equipment marketing in terms of product technical characteristics, customer acceptance degree and emphasis of marketing work. Taking KL Company as the concrete research object, analyzes its marketing environment, marketing strategy, marketing team's present situation, summarizes the task division of labor, the marketing reward payment, the internal work, the personnel training that causes its marketing achievement to stop progress. Business guidance and other factors affecting the marketing performance of the product structure, marketing remuneration, marketing personnel, process guidance and internal service and other factors. Combined with the particularity of intelligent product marketing in its main distribution network, this paper puts forward a new combing of product structure, division and management of market area, division and management of marketing team, marketing reward and incentive, agent management, etc. Marketing talent recruitment and training, international marketing and other suggestions to promote its marketing performance further growth.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61

【参考文献】