W公司传感器产品在Y市场定位研究
发布时间：2018-12-13 19:48
【摘要】：中国工业化机械装备业已经完成从无到有,初具规模,再到大规模的发展阶段,下一阶段是需要做精、做强阶段。因此,需要机械装备业整体朝着高质量阶段迈进。一个重要方法是提升机械的自动化水平。也就是需要引入控制器、传感器、执行器等关键自动化仪表以及加强他们的使用水平。传感器的作用是作为实时获取机械状态的基础性数据源,以保证机械系统实现真正的闭环控制,提升机械的智能水平。传感器有着广阔舞台,小到气缸微动作,大到飞机的液压系统都有它的身影。根据世界传感器统计,到2013年为止,市场容量已达到650亿美元。而主要使用量占巨大部分的是发达国家,水平也是最高。我国使用量也在急剧增加,但是还是不很足够,主要需要加强应用的场合、数量,更重要的是传感器的应用质量。 本文分析了W公司传感器营销现状的同时,找出了W公司传感器在营销实践上存在的问题：产品特性不符合市场、定价体系不合理、服务定位不合理、渠道管理混乱。针对营销实践上的问题,根据定位理论的定位思路,对W公司市场营销方向做了重新定位,并打造关键业务流程：推出适合市场的产品、合理灵活定价、提供分类专业服务、按制度管理渠道。以此指导全公司的运营,按计划完成销售指标。
[Abstract]:China's industrial machinery and equipment industry has completed from scratch to take shape, and then to the large-scale development stage, the next stage is the need to do fine, strong stage. Therefore, the need for machinery and equipment industry as a whole towards a high-quality stage. An important method is to raise the level of automation of machinery. There is a need to introduce key automation instruments such as controllers, sensors, actuators, and to enhance their use. The role of the sensor is to obtain the mechanical state in real time as the basic data source, to ensure that the mechanical system to achieve real closed-loop control, improve the level of intelligence of the machinery. Sensors have a wide stage, small cylinder micro-action, to aircraft hydraulic system has its figure. According to world sensor statistics, by 2013, the market capacity has reached $65 billion. The major use of the large part of the developed countries, the level is also the highest. The usage of the sensor is increasing rapidly in our country, but it is still not enough. It is necessary to strengthen the application situation, the quantity and, more importantly, the application quality of the sensor. This paper analyzes the current situation of sensor marketing in W company, and finds out the problems in marketing practice: product characteristics are not in line with the market, pricing system is unreasonable, service positioning is unreasonable, and channel management is chaotic. Aiming at the problems in marketing practice, according to the orientation thought of positioning theory, this paper reorientates the marketing direction of W Company, and creates the key business process: introducing products suitable for the market, reasonably and flexibly pricing, providing classified professional services. Manage channels according to system. To guide the operation of the whole company, according to the plan to achieve sales targets.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.6
本文编号：2377115
[Abstract]:China's industrial machinery and equipment industry has completed from scratch to take shape, and then to the large-scale development stage, the next stage is the need to do fine, strong stage. Therefore, the need for machinery and equipment industry as a whole towards a high-quality stage. An important method is to raise the level of automation of machinery. There is a need to introduce key automation instruments such as controllers, sensors, actuators, and to enhance their use. The role of the sensor is to obtain the mechanical state in real time as the basic data source, to ensure that the mechanical system to achieve real closed-loop control, improve the level of intelligence of the machinery. Sensors have a wide stage, small cylinder micro-action, to aircraft hydraulic system has its figure. According to world sensor statistics, by 2013, the market capacity has reached $65 billion. The major use of the large part of the developed countries, the level is also the highest. The usage of the sensor is increasing rapidly in our country, but it is still not enough. It is necessary to strengthen the application situation, the quantity and, more importantly, the application quality of the sensor. This paper analyzes the current situation of sensor marketing in W company, and finds out the problems in marketing practice: product characteristics are not in line with the market, pricing system is unreasonable, service positioning is unreasonable, and channel management is chaotic. Aiming at the problems in marketing practice, according to the orientation thought of positioning theory, this paper reorientates the marketing direction of W Company, and creates the key business process: introducing products suitable for the market, reasonably and flexibly pricing, providing classified professional services. Manage channels according to system. To guide the operation of the whole company, according to the plan to achieve sales targets.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.6
【参考文献】
相关期刊论文 前6条
1 贾昌荣;;工业品营销:思路决定出路[J];中国机电工业;2006年09期
2 丁兴良;;4E理论——引导工业品营销新时代[J];机电一体化;2008年01期
3 李飞,刘茜;市场定位战略的综合模型研究[J];南开管理评论;2004年05期
4 李飞,刘明葳,吴俊杰;沃尔玛和家乐福在华市场定位的比较研究[J];南开管理评论;2005年03期
5 李飞;;品牌定位点的选择模型研究[J];商业经济与管理;2009年11期
6 许海平;;构建工业品营销体系的战略分析[J];中国市场;2013年11期
，本文编号：2377115
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2377115.html
