S仪器公司精密天平营销策略研究

发布时间：2018-07-06 17:08

本文选题：STP理论 + 工业品营销理论　；参考：《上海交通大学》2014年硕士论文

【摘要】：作为企业的核心产品线,在过去20年间,S仪器公司的电子天平产品在总体上呈现出了良好的成长态势。但是,在这种良好态势的背后也存在着隐忧,即这种良好态势严重依赖于电子天平产品线中分析天平产品的市场业绩,而电子天平产品线中精密天平产品的销售表现却一直差强人意。因此,对于S仪器公司而言,提升精密天平产品整体的销售成绩对于继续保持电子天平的良好成长态势、保证公司业绩的持续增长具有重要的意义。本文的核心在于运用STP理论、工业品营销理论、4P营销组合理论,以及其他相关理论知识,对搜集到的信息和数据进行分析,来寻找S仪器公司精密天平产品线所存在的营销方面的问题,并提出相应的改进策略。本文一共分为6章。第1章为绪论,概略地介绍了本文研究课题的背景、研究课题的意义以及所采用的研究理论和方法,并对本文的整体结构进行了说明;第2章则具体阐述了本文主要涉及的营销理论的起源、发展和核心内容。本文第3章对S仪器公司的经营现状进行了介绍,分析并指出了其精密天平产品线存在的问题。在第4章中,本文运用STP理论,对中国精密天平市场进行了分析,分别对实验室市场、工商业现场市场和设备集成市场进行了客户群细分、目标市场选择和市场定位。本文在第5章中,运用工业品营销理论和4P营销组合理论,结合相应的市场定位,针对上述三类市场分别提出了以产品策略、渠道策略、促销策略和价格策略为主要内容的营销策略。本文的第6章作为总结章节,进一步阐述了研究的意义和结论,并对本文研究的局限性进行了介绍,最后对S仪器公司整个电子天平产品线的未来发展走向进行了展望。
[Abstract]:As the core product line of the enterprise, the electronic balance products of S Instruments have shown a good growth trend in the past 20 years. However, there are also hidden worries behind this good situation, that is, this good situation depends heavily on the market performance of the balance products in the electronic balance product line. And the electronic balance product line precision balance product sales performance has been unsatisfactory. Therefore, for S Instruments, it is of great significance to improve the overall sales performance of precision balance for maintaining the good growth trend of electronic balance and ensuring the sustained growth of the company's performance. The core of this paper is to analyze the information and data collected by using STP theory, industrial product marketing theory and other relevant theoretical knowledge. To find out the marketing problems in the precision balance product line of S Instruments, and put forward the corresponding improvement strategy. This article is divided into six chapters. The first chapter is the introduction, which briefly introduces the background, significance, theory and method of the research, and explains the whole structure of this paper. Chapter 2 elaborates the origin, development and core content of marketing theory. In chapter 3, the present management situation of S instrument Company is introduced, and the problems existing in its precision balance product line are analyzed and pointed out. In Chapter 4, using STP theory, this paper analyzes the precision balance market in China. The laboratory market, industrial and commercial field market and equipment integration market are divided into customer groups, target market selection and market positioning respectively. In chapter 5, using the industrial product marketing theory and 4P marketing combination theory, combined with the corresponding market positioning, this paper puts forward the product strategy and channel strategy for the above three kinds of markets. Promotion strategy and price strategy as the main content of the marketing strategy. Chapter 6, as a summary chapter, further expounds the significance and conclusion of the research, and introduces the limitations of this study. Finally, the future development trend of the whole electronic balance product line of S Instruments is prospected.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.46

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