株洲时代绝缘差异化营销策略研究

发布时间：2018-10-08 16:08

【摘要】：经济全球化及科学技术的迅猛发展使得行业之间的垂直分工更加具体,信息传递越加迅捷,面对产品同质化的发展趋势,寻求差异化已经成为企业应对激烈市场竞争的重要手段。差异化营销是企业在对市场进行细分的基础上,选择两个或两个以上的细分市场作为目标市场,并根据目标市场的需求特点来分别设计产品、价格、促销等策略。国内学者对于企业差异化营销问题已经形成了形式多样、内容丰富、符合中国国情的理论体系,但针对绝缘材料产品这一特定行业的研究资料还比较少,这与我国绝缘产品行业发展不符,因此探讨绝缘材料企业在产品、价格、渠道、促销等方向进行差异化营销的可行性对于推动绝缘材料行业发展具有积极的意义。论文以株洲时代电气绝缘有限公司为研究对象,采用文献分析、案例研究、访谈法等研究方法,对该公司的现有营销策略进行研究。调研发现该公司存在着营销观念落后、营销目标定位不清晰、销售渠道单一、品牌知名度不高等问题。为提高该公司的市场竞争力、降低经营风险,文章借助STP理论、差异化营销理论,根据该公司所处的外部环境、行业发展态势、竞争情况以及公司内部资源能力状况,为该公司制定了差异化营销策略方案。方案建议该公司通过差异化营销来提升企业的运营效率和销售业绩,聚焦“绝缘产品”、“特种电磁线”和“特种涂料”三大特色产品,在提升产品质量的同时,以价值代替价格竞争,创新销售渠道以及促销手段。文章所制定的差异化营销策略有助于时代绝缘公司顺利实现产业结构转型,走出当前的经营困境,提升经营业绩。
[Abstract]:With the rapid development of economic globalization and science and technology, the vertical division of labor between industries is more specific, and the information transmission is more rapid, facing the development trend of homogenization of products. Seeking differentiation has become an important means for enterprises to cope with fierce market competition. On the basis of subdividing the market, the enterprise chooses two or more segments as the target market, and designs the strategies of product, price, promotion and so on according to the demand characteristics of the target market. Domestic scholars have formed a theoretical system of enterprise differentiation marketing in various forms, rich in content and in line with China's national conditions. However, there are few research materials on insulating material products in this particular industry. This is not consistent with the development of the insulation industry in China. Therefore, it is of positive significance to explore the feasibility of differentiated marketing in the direction of product, price, channel, promotion and so on. In this paper, Zhuzhou time Electric Insulation Co., Ltd. is taken as the research object, using the methods of literature analysis, case study, interview and so on, to study the existing marketing strategy of Zhuzhou Times Electric Insulation Co., Ltd. It is found that the company has some problems, such as backward marketing concept, unclear marketing target, single sales channel, low brand popularity and so on. In order to improve the company's market competitiveness and reduce the risk of operation, this paper makes use of STP theory and differential marketing theory, according to the external environment, the industry development situation, the competition situation and the internal resource ability of the company. For the company to develop a differentiated marketing strategy program. The plan suggests that the company improve the operation efficiency and sales performance of the company through differentiated marketing, focusing on "insulating products", "special electromagnetic wires" and "special coatings" to improve the quality of products at the same time, Value instead of price competition, innovative sales channels and promotion means. The differential marketing strategy made in this paper is helpful for the insulation company to realize the transformation of industrial structure, to get out of the current predicament and to improve the performance of the company.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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