德曼变频空压机苏州公司营销策略研究
发布时间：2018-10-10 13:05
【摘要】：空压机作为通用机械产品,应用行业广泛,市场需求量大,导致行业之间竞争非常激烈。为了生存,各厂家、销售商之间交叉竞争异常激烈,价格竞争也成为了主要竞争手段。然如何在这竞争白热化的环境中提升公司竞争力,提升利润,使得企业保持长久发展,这就需要运用科学的营销策略。德曼变频空压机公司正是在这样的环境下,调整策略,开设苏州公司。本文主要是针对德曼苏州公司如何快速拓展市场,在苏州这块空白领域占有一席之地为宗旨建立科学的且有针对性的营销策略,为德曼苏州公司的发展提供指导。本文研究的思路是基于当前市场经济环境、空压机行业竞争情况、苏州当地市场经济分布状况,以及目前德曼公司当前的内部管理等微观环境分析和德曼总公司所运用的营销策略,以相关营销策略理论为依据,因地制宜,研究制定出适合开辟苏州空白市场的相对较科学的营销策略:在原有4P组合营销的基础上增加体验式营销,再有效的结合关系营销。通过将本策略直接应用于苏州公司来检验理论是否正确。通过提出一系列的内部规范管理要求,如:团队建设、内部流程管理、奖惩管理制度、服务体系的建立等,来保障该营销策略的顺利实施,以达到预想的效果。目前苏州公司从选址到12月31日共7个月时间,总共销售机型60台,其中就有20台机组通过该营销策略获得客户且为变频机组,15台机器的用户是由该20台转介绍而来,相对于一般经销商一个月2-3台的销量,说明该营销策略对苏州德曼的市场拓展是有指导意义的。同时以苏州公司为案例,检验该营销策略的有效性后可推广至德曼其它分公司或经销商处,为德曼的市场拓展提供理论依据。
[Abstract]:As a general mechanical product, air compressor is widely used in various industries and has a large market demand, which leads to fierce competition between industries. In order to survive, cross-competition between manufacturers and sellers is fierce, and price competition has become the main means of competition. However, it is necessary to use scientific marketing strategy to improve the competitiveness and profit of the company in this environment of fierce competition, so as to keep the enterprise developing for a long time. De man frequency conversion air compressor company is in such an environment, adjust strategy, set up Suzhou company. This article mainly aims at how to expand the market quickly in Suzhou company, and set up scientific and targeted marketing strategy for the purpose of establishing scientific and targeted marketing strategy in the blank field of Suzhou, and provide guidance for the development of Suzhou company. The train of thought studied in this paper is based on the current market economy environment, the competition of the air compressor industry, and the distribution of the local market economy in Suzhou. As well as the current internal management and other micro-environment analysis and the marketing strategy used by Derman Corporation, based on the relevant marketing strategy theory, according to local conditions, This paper makes a relatively scientific marketing strategy suitable for opening up the blank market in Suzhou: adding experiential marketing on the basis of the original 4p combination marketing, and then effectively combining the relationship marketing. This strategy is applied directly to Suzhou Company to verify the correctness of the theory. Through a series of internal standard management requirements, such as team building, internal process management, reward and punishment management system, the establishment of service system, to ensure the smooth implementation of the marketing strategy, in order to achieve the desired results. At present, Suzhou Company sells 60 models in a total of 7 months from site selection to December 31. Among them, 20 units have obtained customers through this marketing strategy and are frequency conversion units. The users of 15 sets of machines are referred to them by these 20 units. Compared with the average dealer's sales of 2-3 units a month, this marketing strategy is instructive to Suzhou de man's market development. At the same time, taking Suzhou Company as an example, the validity of the marketing strategy can be extended to other branches or dealers of de Man, which can provide theoretical basis for de man's market expansion.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274
[Abstract]:As a general mechanical product, air compressor is widely used in various industries and has a large market demand, which leads to fierce competition between industries. In order to survive, cross-competition between manufacturers and sellers is fierce, and price competition has become the main means of competition. However, it is necessary to use scientific marketing strategy to improve the competitiveness and profit of the company in this environment of fierce competition, so as to keep the enterprise developing for a long time. De man frequency conversion air compressor company is in such an environment, adjust strategy, set up Suzhou company. This article mainly aims at how to expand the market quickly in Suzhou company, and set up scientific and targeted marketing strategy for the purpose of establishing scientific and targeted marketing strategy in the blank field of Suzhou, and provide guidance for the development of Suzhou company. The train of thought studied in this paper is based on the current market economy environment, the competition of the air compressor industry, and the distribution of the local market economy in Suzhou. As well as the current internal management and other micro-environment analysis and the marketing strategy used by Derman Corporation, based on the relevant marketing strategy theory, according to local conditions, This paper makes a relatively scientific marketing strategy suitable for opening up the blank market in Suzhou: adding experiential marketing on the basis of the original 4p combination marketing, and then effectively combining the relationship marketing. This strategy is applied directly to Suzhou Company to verify the correctness of the theory. Through a series of internal standard management requirements, such as team building, internal process management, reward and punishment management system, the establishment of service system, to ensure the smooth implementation of the marketing strategy, in order to achieve the desired results. At present, Suzhou Company sells 60 models in a total of 7 months from site selection to December 31. Among them, 20 units have obtained customers through this marketing strategy and are frequency conversion units. The users of 15 sets of machines are referred to them by these 20 units. Compared with the average dealer's sales of 2-3 units a month, this marketing strategy is instructive to Suzhou de man's market development. At the same time, taking Suzhou Company as an example, the validity of the marketing strategy can be extended to other branches or dealers of de Man, which can provide theoretical basis for de man's market expansion.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274
【共引文献】
相关期刊论文 前7条
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