TKTY公司高压细水雾营销策略研究

发布时间：2018-10-12 17:29

【摘要】：随着经济的发展,目前消防行业已经是国民经济和社会发展的重要组成部分。随着社会经济发展和人民生活水平的不断提高,人们对安全保障要求越来越高,社会对消防产品的需求也越来越大,市场需求由被动需求向主动需求转变,这给消防企业的发展带来了前所未有的良机。以TKTY公司为代表的消防设备企业,如何抓住机遇,如何对现有营销策略进行优化,从而提高市场份额,进而达到公司盈利的目的。本文所研究的TKTY公司是一家民营消防设备代理公司,主要以销售及安装进口自动灭火系统和火灾报警系统产品为主。本文以TKTY公司代理的进口高压细水雾产品营销策略为研究对象,并结合消防自动灭火设备的行业的特点及趋势,对该公司的营销策略优化进行了分析。笔者首先通过内外部环境分析法、PEST分析法分析了企业所处的宏观环境、行业环境和目前政策动态,然后并运用SWOT分析法对企业的优缺点、未来的机遇和挑战进行了分析；其次,对该公司现有的营销策略所存在的问题进行了全面的梳理。最后,依据该公司在营销中存在的问题,确定了营销策略优化的方向以及实施措施。通过研究,笔者以为TKTY公司首先应该提升产品的售后服务,这对提升产品差异化特征和保持市场份额持续稳定增长有着重要意义；其次完善销售人员的组织机构建设,这不仅有利于营销团队的稳定,还可以提升销售业绩,同时也能提升企业的专业度形象；再次通过关注行业活动的举办和参与,来提高TKTY公司的技术水平和市场的敏感度；最后通过改善高压细水雾产品的差异化策略、定价策略以及促销策略的优化来实现TKTY公司高压细水雾产品营销策略的总体优化,从而提高该企业的盈利能力。
[Abstract]:With the development of economy, fire protection industry is an important part of national economy and social development. With the development of social economy and the continuous improvement of people's living standard, people's demand for safety and security is becoming higher and higher, and the demand for fire protection products is also increasing. The market demand changes from passive demand to active demand. This brings unprecedented opportunity to the development of fire fighting enterprises. How to seize the opportunity, how to optimize the existing marketing strategy, and how to improve the market share and achieve the profit of the company, which is represented by TKTY Company. The TKTY Company studied in this paper is a private fire fighting equipment agent company which mainly sells and installs imported automatic fire extinguishing system and fire alarm system products. In this paper, the marketing strategy of imported high pressure water mist products by TKTY Company is taken as the research object, and combined with the characteristics and trends of the fire fighting automatic fire-fighting equipment industry, the optimization of the marketing strategy of the company is analyzed. Firstly, the author analyzes the macro environment, the industry environment and the current policy trends of the enterprise through the internal and external environment analysis and PEST analysis, and then analyzes the advantages and disadvantages of the enterprise, the opportunities and challenges in the future by using the SWOT analysis method. The existing marketing strategy of the company has a comprehensive combing of the problems. Finally, according to the problems in marketing, the direction of marketing strategy optimization and the implementation measures are determined. Through the research, the author thinks that TKTY Company should first enhance the after-sales service of the products, which is of great significance to enhance the product differentiation characteristics and maintain the sustained and stable growth of the market share; secondly, to improve the organizational construction of the sales personnel, This is not only conducive to the stability of the marketing team, but also to improve the sales performance, but also to enhance the professional image of the enterprise. Again, by paying close attention to the organization and participation of industry activities, to improve the technical level and market sensitivity of TKTY company; Finally, by improving the differentiation strategy, pricing strategy and promotion strategy of the high pressure water mist product, the overall optimization of the high pressure water mist product marketing strategy of TKTY company is realized, and the profitability of the enterprise is improved.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F274

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