M公司精密空调产品营销策略研究

发布时间：2018-01-12 08:16

本文关键词：M公司精密空调产品营销策略研究　出处：《西南交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：互联网经济的兴起,通信技术的发展为数据中心关键基础设施、通信网络、医疗和工业设施提供保护和优化。M公司在交直、流电源和可再生能源、精密制冷等相关领域为客户提供全球领先的解决方案以及专业的技术、灵活的创新等。本文根据M公司的机房精密空调品牌产品在国内的销售情况,分析当前国内的市场外部环境和M公司内部环境,以M公司2014年的销售为研究数据,运用分析工具为M公司15年的销售目标完成制定出适用于M公司的营销策略,做本文的研究对象,也寄希望在实际的运用中发挥他的作用。随着国家数据中心建设的日益突起,M公司的精密空调产品在2014年的销售量和精密空调市场的占有率也在不断增加,M公司针对2015年提出了更大的目标,因此需要有更适合目前市场规模和客户需求的营销策略才能对公司的发展起到有效作用。结合到M公司在2014年的实际情况,加上对数据中心精密空调行业的整体分析,我们通过运用营销学的原理,主要是从M公司的内外部环境、行业竞争进行的深入的分析研究,能制定出适合M公司发展的营销策略。这其中的分析过程我们主要从市场定位入手分析,结合波特竞争对手分析等工具,最终会提出产品策略、定价策略、品牌推广策略、渠道、服务等策略,并具体分析以及针对这些策略而采取的具体实施措施。我们在本文的研究中,运用相关的营销策略分析方法和工具,最终制定了针对M公司的相关营销策略,希望能对M公司在后续的营销策略制定,公司目标的规划,公司销售及市场目标的达成上能起到指导性的作用和参考的意义,也希望本文的研究能够为行业其他厂商在市场营销策略的制定和企业未来发展定位上有所帮助,能够提供更多的参考性策略和运作分析方法。
[Abstract]:The rise of the Internet economy, the development of communication technology for the data center of critical infrastructure, communication networks, medical and industrial facilities to provide protection and optimization of.M company in the direct current power supply, and renewable energy, precision cooling and other related fields to provide the world's leading solutions and professional technology to customers, according to the flexible innovation. M, computer room precision air conditioning brand products sales in the domestic situation, analysis of the external environment and the domestic market of M company's internal environment, with M sales in 2014 as the research data, using analysis tools for the M company sales target of 15 years to complete the development of a suitable for M company's marketing strategy, as the research object of this paper also, hopes to play his role in practical application. With the increasingly protruding construction of national data center, M, precision air conditioning products sales in 2014 and precision Share of air-conditioning market is also increasing, M company in 2015 proposed a larger goal, so it is necessary to have the more suitable for the current marketing strategy to the size of the market and customer demand for the development of the company play an effective role. According to M's actual situation in 2014, overall analysis of precision air conditioning industry data center plus, we apply the principle of marketing, mainly from the M company's internal and external environment, in-depth analysis of industry competition, to develop for the development of M company marketing strategy. The analysis process which we mainly from the market positioning analysis, competitor analysis and other tools combined with Potter, eventually this pricing strategy, product strategy, brand promotion strategy, channel strategy, service, and specific analysis and specific implementation measures according to these strategies adopted in this study. We in The use of relevant marketing strategies, analysis methods and tools, finally developed a marketing strategy for M company, hoping for the M company to develop in the following marketing strategy, company goals, achieve company sales and marketing objectives can play a guiding role and reference significance, it is hoped that this the research can be helpful for the future development of the industry of other manufacturers in the market positioning and marketing strategies of enterprises, to provide more reference strategies and operation methods of analysis.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.6

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