B公司0.225HT钢帘线产品的营销策略研究

发布时间：2018-02-27 08:08

本文关键词： 市场营销钢帘线新产品客户群　出处：《东北大学》2014年硕士论文　论文类型：学位论文

【摘要】：新产品在研发过程中存在着高度不确定性,将近一半以上的新产品在上市时惨遭失败,尤其是像钢丝帘线等高新技术产业,RD投入较大、产品技术含量较高、客户主动性不强,所以技术商业化风险很大,一套成功的新产品营销策略将关系着企业的盈利和发展。B公司成立于1880年,在钢丝制品、先进材料和镀膜技术的开发、生产及销售方面保持全球领先地位。钢帘线行业发展到2013年,市场竞争已经达到白热化阶段,钢帘线厂家从最初的几家增至20余家,需求市场已从当初的卖方市场转为买方市场。作为钢帘线行业先驱的B公司,如何在残酷的市场竞争中依然能独树一帜,保持领先的市场份额,已成为B公司管理层首要关注的事情。本文以市场营销的相关理论为依据,通过对B公司所处外部环境和内部环境的分析,明确了该公司具有的优势和劣势,以及面对的机会和威胁。在此基础上,对钢帘线产品的市场进行了细分,确定了该公司0.225HT钢帘线产品的目标市场和市场定位,进一步制定了该产品的产品策略、价格策略、渠道策略、促销策略和服务策略,并就上述策略的实施和控制给出了具体的建议和措施。本文查阅了大量相关文献,对市场营销、新产品推广等相关理论进行总结和分类,并在此基础上提出本论文的研究方法及思路；通过对钢帘线新产品0.225HT外部与内部环境分析,以市场营销理论为基础,结合B公司以往新产品营销策略的成功之处,制定出适合0.225HT的营销策略。
[Abstract]:There is a high degree of uncertainty in the process of research and development of new products. Nearly half of the new products suffer from tragic failure when they go on the market. Especially, high-tech industries such as steel cord and wire cord have a large investment in R & D, high product technology content, and low customer initiative. So technology commercialization is very risky, a successful new product marketing strategy will be related to the profit and development of the enterprise. B company was founded in 1880, in the development of steel wire products, advanced materials and coating technology. In 2013, the market competition has reached the stage of intensification, and the number of steel cord manufacturers has increased from the first few to more than 20. The demand market has changed from the seller's market to the buyer's market. As a pioneer of steel cord industry, Company B can still be unique in the cruel market competition and maintain its leading market share. This paper, based on the theory of marketing, analyzes the external and internal environment of B company, and makes clear the advantages and disadvantages of the company. On this basis, the market of steel cord products is subdivided, the target market and market positioning of 0.225 HT steel cord products are determined, and the product strategy and price strategy of this product are further formulated. The channel strategy, the promotion strategy and the service strategy, and gives the concrete suggestion and the measure to the above mentioned strategy implementation and the control. This article has consulted the massive correlation literature, has carried on the summary and the classification to the marketing, the new product promotion and so on related theory, Based on the analysis of the external and internal environment of steel cord new product 0.225 HT, and on the basis of marketing theory, combining with the success of B Company's previous new product marketing strategy, this paper puts forward the research methods and ideas of this paper. Develop a marketing strategy suitable for 0.225 HT.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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