旗特公司集装箱液袋营销模式创新研究
发布时间：2018-07-13 07:40
【摘要】：新世纪以来,我国政府一直对物流行业给予了极高的重视,大量政策倾斜标志着中国物流结构飞速发展时代的到来。在传统物流领域集装箱液袋的出现,大大降低了非危险液体产品的运输成本,并且有效缓解了长期以来液体运输容易出现的泄露、变质、不恒温等问题。旗特公司作为一家外资企业,注册地广州,专营生产集装箱液袋及其相关产品,成立之初就有了总部的经验支持,并且在配备的器材、管理、营销、渠道等部门都有相关的经验,这让旗特有资本成为中国最早一批的集装箱液袋生产商。旗特公司面临的情况正是随着越来越多的企业认识到液袋行业的前景,液袋行业的竞争也越演越烈,本文研究的核心问题,就是如何通过营销模式创新,来拉开旗特公司和其他企业的差距,保持旗特公司的业内领先地位。这篇论文将分为五个部分,首先在交代集装箱液袋市场的现状后,分析现有的营销模式和面对的市场状况,通过国内外企业的一个对比延伸,总结旗特公司现有营销模式的优劣,并进行针对性的对比诊断。然后在这些研究的基础上进行公司营销策略的改良设计,优化现有的营销方案,根据客户和市场特点,设计企业的新营销模式,借鉴国外优秀经验,结合国内具体国情,从营销团队体制,到营销产品特色,一步一步分析旗特公司可以采用的营销优化方法,通过定制化产品、一体化解决方案和优质的售前服务来打动客户,为旗特公司进一步开拓国内市场打好基础。最后是进行具体的方案执行落地分析,确定新营销模式和方法是否能够有效执行,并为新营销模式需要的其他部门配合进行梳理,切实保证新营销模式能够进入到实用领域,再总结和展望全文。
[Abstract]:Since the new century, our government has always attached great importance to the logistics industry, and a large number of policy tilts mark the arrival of the era of rapid development of China's logistics structure. The appearance of container liquid bags in the traditional logistics field has greatly reduced the transportation cost of non-hazardous liquid products, and effectively alleviated the problems of leakage, deterioration, non-constant temperature and so on, which are easy to appear in liquid transportation for a long time. As a foreign-funded enterprise, the company is registered in Guangzhou, specializing in the production of container liquid bags and related products. It has experienced support from headquarters at the beginning of its establishment, and is equipped with equipment, management, marketing, Channels and other departments have relevant experience, which makes Banner-specific capital China's first batch of container liquid bag manufacturers. As more and more enterprises realize the prospect of liquid bag industry, the competition of liquid bag industry is becoming more and more intense. The core problem of this paper is how to innovate through marketing mode. To open the gap between Flag and other enterprises, to maintain the leading position in the industry. This paper will be divided into five parts. First of all, after explaining the current situation of container liquid bag market, the paper analyzes the existing marketing model and the market situation, through a comparative extension of domestic and foreign enterprises. To summarize the advantages and disadvantages of the current marketing model, and to carry out targeted comparative diagnosis. Then on the basis of these studies, the company's marketing strategy is improved and the existing marketing scheme is optimized. According to the characteristics of the customers and the market, the new marketing model of the enterprise is designed, and the excellent experience of foreign countries is used for reference. From the marketing team system to the characteristics of marketing products, step by step analysis of the marketing optimization methods that the company can adopt, through customized products, integrated solutions and quality pre-sale services to impress customers, For the flag company to further develop the domestic market to lay a good foundation. Finally, this paper analyzes the implementation of specific programs, determines whether the new marketing model and methods can be effectively implemented, and combs the cooperation of other departments needed by the new marketing model, so as to ensure that the new marketing model can enter the practical field. Then summarize and look forward to the full text.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.7;F274
本文编号：2118655
[Abstract]:Since the new century, our government has always attached great importance to the logistics industry, and a large number of policy tilts mark the arrival of the era of rapid development of China's logistics structure. The appearance of container liquid bags in the traditional logistics field has greatly reduced the transportation cost of non-hazardous liquid products, and effectively alleviated the problems of leakage, deterioration, non-constant temperature and so on, which are easy to appear in liquid transportation for a long time. As a foreign-funded enterprise, the company is registered in Guangzhou, specializing in the production of container liquid bags and related products. It has experienced support from headquarters at the beginning of its establishment, and is equipped with equipment, management, marketing, Channels and other departments have relevant experience, which makes Banner-specific capital China's first batch of container liquid bag manufacturers. As more and more enterprises realize the prospect of liquid bag industry, the competition of liquid bag industry is becoming more and more intense. The core problem of this paper is how to innovate through marketing mode. To open the gap between Flag and other enterprises, to maintain the leading position in the industry. This paper will be divided into five parts. First of all, after explaining the current situation of container liquid bag market, the paper analyzes the existing marketing model and the market situation, through a comparative extension of domestic and foreign enterprises. To summarize the advantages and disadvantages of the current marketing model, and to carry out targeted comparative diagnosis. Then on the basis of these studies, the company's marketing strategy is improved and the existing marketing scheme is optimized. According to the characteristics of the customers and the market, the new marketing model of the enterprise is designed, and the excellent experience of foreign countries is used for reference. From the marketing team system to the characteristics of marketing products, step by step analysis of the marketing optimization methods that the company can adopt, through customized products, integrated solutions and quality pre-sale services to impress customers, For the flag company to further develop the domestic market to lay a good foundation. Finally, this paper analyzes the implementation of specific programs, determines whether the new marketing model and methods can be effectively implemented, and combs the cooperation of other departments needed by the new marketing model, so as to ensure that the new marketing model can enter the practical field. Then summarize and look forward to the full text.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.7;F274
【参考文献】
相关期刊论文 前1条
1 张经鹤,徐建兴,沈江弦;集装箱液体货物运输的实施与发展[J];中国铁路;1997年04期
，本文编号：2118655
本文链接：https://www.wllwen.com/jingjilunwen/gongyejingjilunwen/2118655.html
