厦门TH公司防雷产品营销策略研究

发布时间：2018-09-12 07:39

【摘要】：防雷产品与普通的消费品在顾客认知角度方面都有很明显的差异,因此防雷企业与消费企业的营销战略也存在的较大的区别。笔者通过梳理过去研究领域及发表的文献发现,尽管很多的学者和研究机构在营销战略方面做出了很多有益的探索并得出了较有说服力的结论,但研究视角以企业角度居多,从顾客消费感受、顾客认知角度来研究企业应该采取怎样的营销策略方面的研究却相对匮乏。本文通过顾客消费行为的本质和理论基础出发,从顾客视角研究对防雷企业及产品的认知差异并深入剖析其产生的原因,通过构建防雷产品认知差异模型的分析,得出了防雷企业针对顾客认知差异来制定相应的产品、品牌、渠道、广告等方面的营销策略。本文的主要工作是选取有代表意义的防雷产品与普通消费品为研究对象,以顾客认知方面的差异为研究样本,通过顾客对防雷产品的认知要点进行定性和定量两方面的研究。通过研究得到顾客对防雷产品的期望利益,通过对比“心理利益”和“功能利益”的差异,及购买欲望与购买行为核心因素的分析,来决定营销策略中起关键性作用的因素。通过对顾客认知差异的研究,本文构建出顾客对防雷产品的认知差异模型,并根据该模型提出防雷产品的企业的营销策略建议。本文的结论主要有：第一,防雷企业产品作为研究主体与一般消费品的顾客认知差异较为显著,差异的表现主要体现在参与差异、功能利益需求差异、心理利益的需求差异。防雷产品在营销方面仅仅以“功能利益定位”是远远不够的,对于防雷企业在产品方面必须采用具有组合策略的产品营销方式,对利润和营销方式都应该采取适合自身特点的组合营销。第二,因为认知差异的不同,防雷企业需要依据自身的特点来制定具有差异性的营销策略。差异性的营销,除了在产品方面需要注意其技术性、广泛性、适用性之外还应该品牌、渠道、促销方面分别制定具有自身特点的策略。第三,营销策略的制定要充分体现出防雷企业自身的侧重点。防雷企业的产品多样性和后续服务长期性都有别于普通的消费品,因此在产品的渠道、促销、附加服务方面也需要根据企业自身的特征,选择具有一定方向性的营销策略。
[Abstract]:There are obvious differences between lightning protection products and ordinary consumer goods in terms of customer perception, so there are great differences between lightning protection enterprises and consumer enterprises in marketing strategies. But the research angle is mostly from the enterprise angle, but the research angle is relatively scarce from the customer consumption feeling, the customer cognition angle to study what kind of marketing strategy the enterprise should adopt. Through the analysis of the cognitive difference model of lightning-proof products, it is concluded that the lightning-proof enterprises should formulate the corresponding marketing strategies of products, brands, channels, advertisements and so on. The main work of this paper is to select representative lightning-proof products and ordinary lightning-proof products. Consumer goods are taken as the research object, and the difference of customer cognition is taken as the research sample. Through the qualitative and quantitative research on the cognitive key points of lightning protection products, the expected benefits of lightning protection products are obtained, and the differences between "psychological benefits" and "functional benefits" are compared, as well as the purchase desire and purchase behavior. The analysis of the core factors determines the factors that play a key role in the marketing strategy. Through the study of customer cognitive differences, this paper constructs a customer cognitive difference model for lightning protection products, and puts forward marketing strategy suggestions for lightning protection products enterprises according to the model. The difference between the main consumer goods and the general consumer goods is more significant. The main manifestations of the difference are participation difference, functional interest demand difference and psychological interest demand difference. Second, because of the different cognition, lightning-proof enterprises need to formulate different marketing strategies according to their own characteristics. Differential marketing, in addition to the product needs to pay attention to its technical, extensive, applicability. Third, the formulation of the marketing strategy should fully reflect the focus of the lightning protection enterprise itself. The product diversity and the long-term follow-up service of the lightning protection enterprise are different from the ordinary consumer goods, so the product channel, promotion and additional services also need roots. According to the characteristics of enterprises, choose a marketing strategy with a certain direction.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.6

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