T公司分析仪器市场营销策略研究

发布时间：2018-01-24 14:04

本文关键词： 分析仪器市场营销策略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的不断发展,分析仪器行业已经成为我国经济发展和腾飞的重要组成部分,是质量兴国的基本着力点,是实现中国制造2025的重要保障。而在政府与百姓最关心的食品安全、环境污染等热点民生问题的解决上,分析仪器产业也将大有可为。与西方国家发达的仪器产业相比,中国分析仪器行业起步较晚,企业发展相对落后,面对日趋激烈的行业竞争,依靠中国市场的主场优势,如何在较短时间内实现跨越式增长,如何将国产分析仪器真正做大做强,如何尽快缩短与发达国家仪器产业之间的差距,民族分析仪器企业应该也必须摸索出一套更适合中国国情的更为卓越的市场营销策略。这是本文想要认真探讨的问题。本文写作采用文献分析、案例分析、观察研究、访谈研究共四种主要的研究方法,综合运用4P、4C、4R、STP的营销学理论,并借助PEST、波特五力、SWOT、波士顿矩阵等模型工具来分析问题。研究过程中,首先通过PEST分析对T公司所处的大环境进行透视,再利用波特五力模型对产业链上的各种竞争情况进行系统的阐述。之后在产品、技术研发、市场营销、品牌与企业文化建设等方面对T公司营销现状中存在的问题进行系统分析。建立在以上企业内外部优势、劣势、机会、威胁分析的基础之上,再利用SWOT矩阵表格对营销情况做出归纳性总结。在解决问题的章节中,使用STP方法将目标客户群进行归类与细分识别出目标市场并找准企业自身的定位,在营销策略设计方面,着重从产品、价格、渠道、促销、品牌等方面认真阐述了具体的实施策略和改进措施。最后为了保证以上制订的战略和策略的顺利实施,文章对营销策略中重要的营销架构体系、销售与服务队伍管理、企业文化建设、薪酬考核评价体系、财务制度等具体的保障措施做出有针对性地优化与改良。本文通过对T公司原有营销体系中优势特点的深入分析和对问题与不足的认真改进,重新锤炼凝聚出更有战斗力、更有竞争力的全新营销策略。在这个过程中,将优秀的营销理念、方法、行为和经验固化、优化、深化为公司层面的战略亮点和策略路线,进一步支撑和推动T公司在未来更大的进步与更好的成长。而其良好的营销策略设计也可为其他分析仪器公司的成长提供急需的借鉴与帮助,进而给整个中国的分析仪器制造行业带来非常有益的启迪与思考。关于分析仪器市场策略研究的论文本身不多,而有限的篇幅中绝大多数文章都是关于外资品牌在华营销情况的研究,专门针对民族分析仪器企业的营销策略研究极为匮乏。在这相对空白的研究领域中,笔者通过对中国分析仪器品牌翘楚T公司市场营销的分析与研究可以为关心和支持民族分析仪器行业发展的朋友们提供宝贵的资料和有益的经验。
[Abstract]:With the continuous development of China's economy, the analytical instrument industry has become an important part of China's economic development and take-off. It is an important guarantee for China to make 2025. And in the government and the people most concerned about food safety, environmental pollution and other hot issues of people's livelihood. Compared with the developed instrument industry in western countries, China's analytical instrument industry starts relatively late, and the enterprise development is relatively backward, facing the increasingly fierce industry competition. Depending on the home market advantage of China, how to achieve leapfrog growth in a short period of time, how to make the domestic analytical instruments bigger and stronger, and how to shorten the gap between the instrument industry and developed countries as soon as possible. The enterprise of national analysis instrument should and must find out a set of more excellent marketing strategy which is more suitable for the national conditions of China. This is the question that this article wants to discuss seriously. There are four main research methods: observation research, interview study, using the marketing theory of 4P4CX 4RX STP, and with the help of pest, Porter's five forces SWOT. Boston matrix and other model tools to analyze the problem. In the process of research, the first through the PEST analysis of T company in the general environment perspective. Then using the Porter five-force model to systematically explain the various competition in the industrial chain. Then in the product, technology research and development, marketing. Brand and corporate culture construction and other aspects of T company marketing status of the existing problems are systematically analyzed. Based on the above enterprise internal and external strengths, weaknesses, opportunities, threats on the basis of analysis. Then use the SWOT matrix table to make a summary of the marketing situation. In the chapter of problem solving. STP method will be used to classify and subdivide the target customer group to identify the target market and find the positioning of the enterprise itself. In the marketing strategy design, the emphasis is from the product, price, channel, promotion. Finally, in order to ensure the smooth implementation of the above strategies and strategies, the article on the marketing strategy of the important marketing framework system. Sales and service team management, corporate culture construction, salary evaluation system. Financial system and other specific safeguards to make targeted optimization and improvement. This article through the original marketing system of T Company through in-depth analysis of the advantages of the characteristics and serious improvement of the problems and shortcomings. In this process, we solidify and optimize the excellent marketing ideas, methods, behaviors and experiences. Deepen the strategic highlights and strategic lines at the corporate level. Further support and promote T company in the future greater progress and better growth. And its good marketing strategy design for other analytical equipment companies to provide much-needed reference and help. Then it brings very beneficial enlightenment and thinking to the whole analytical instrument manufacturing industry in China. There are not many papers on the research of the market strategy of the analytical instrument. In the limited space, most of the articles are about the marketing situation of foreign brands in China, and the research on marketing strategy for the enterprises of national analysis instruments is extremely scarce. In this relatively blank research field. The author can provide valuable information and useful experience for the friends who care about and support the development of the national analysis instrument industry through the analysis and research on the marketing of China Analytical instrument Brand leading T Company.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.46

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