A公司农机带产品市场开发策略研究

发布时间：2018-01-31 01:46

本文关键词： 农机带战略管理市场开发　出处：《南京工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文以A公司农机带产品市场开发为例,利用文献综述法、实地调研和访谈法、问卷调查法等方法,探索了农机带产品市场的开发策略和具体实施的保障措施,从而保证A公司在农机带产品市场上的长远发展。首先,本文从政策环境、经济环境、社会环境、技术环境等方面探索当前农机带产品市场营销的宏观环境,确定行业竞争对手主要为日本阪东化学、日本三之星农机带、美国卡莱农机带,国内生产农机带的主要竞争企业有马鞍山锐生工贸有限公司、无锡中良橡胶厂和佳木斯环星机带有限公司;其次,对A公司农机带产品线开发、农机带产品客户开发、农机带产品销量和收入等方面进行调查,梳理A公司农机带产品市场开发问题包括:产品线不全、产品质量有待市场验证、品牌知名度不高、产品被接受度较差、市场销售体系不完整、对农机带的应用了解程度不深、技术支持力度不够、对市场需求反应迟缓等问题。最后,本文提出了A公司农机带产品市场的开发目标;探索A公司农机带产品市场的开发策略包括:健全产品线、提升产品质量、树立企业品牌、加大市场推广力度、逐步健全售后市场销售体系、加强技术交流和积累;继而,提出A公司农机带产品市场开发的实施保障:构建现代化企业管理制度、塑造和谐的企业文化、强化人力资源管理、加强公司财务管理、提升客户服务。
[Abstract]:This paper takes the market development of agricultural machinery belt products in company A as an example, using the methods of literature review, field investigation and interview, questionnaire investigation and so on, to explore the development strategy and concrete implementation guarantee measures of agricultural machinery belt product market. In order to ensure the long-term development of A company in the agricultural machinery belt product market. First, this paper from the policy environment, economic environment, social environment, technical environment and other aspects of the current agricultural machinery belt product marketing macro environment. It is determined that the main competitors in the industry are Japan's Osaka East Chemical, Japan's Sanzhixing Agricultural Machinery Belt, the United States Kalai Agricultural Machinery Belt, and the main competition enterprises producing agricultural machinery belts in China are Ma'anshan Ruisheng Industry and Trade Co., Ltd. Wuxi Zhongliang Rubber Factory and Jiamusi Ring Machine Belt Co., Ltd.; Secondly, the A company agricultural machinery belt product line development, agricultural machinery belt product customer development, agricultural machinery belt product sales and income investigation, carding A company agricultural machinery belt product market development problems including: product line is incomplete. Product quality to be verified by the market, brand awareness is not high, product acceptance is poor, the market sales system is not complete, the application of agricultural machinery belt understanding degree is not deep, technical support is not enough. Finally, the paper puts forward the development target of A company's agricultural machinery belt product market. Exploring the development strategy of A company agricultural machinery belt product market includes: perfect the product line, improve the product quality, establish the enterprise brand, increase the market promotion, and gradually perfect the after-sale market sales system. Strengthening technology exchange and accumulation; Then, the paper puts forward the implementation guarantee of agricultural machinery belt product market development in company A: constructing modern enterprise management system, shaping harmonious enterprise culture, strengthening human resource management, strengthening company financial management, improving customer service.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274

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