P公司机柜空调营销策略研究

发布时间：2018-05-16 00:32

本文选题：跨国公司 + 营销策略　；参考：《山东大学》2017年硕士论文

【摘要】：全球化给工业生产和营销带来了巨大的冲击和影响,使每个企业在市场营销中面临的竞争者地域增加了,竞争的激烈程度也增加了。不同地域的产品,有着不同的文化烙印,而不同的技术、工艺使产品具有不同的技术和质量特征,不同的产品定位给消费者不同的消费暗示……在复杂的竞争态势中,市场营销对于一个公司的重要程度呈现上升趋势。机柜空调伴随着中国的工业现代化进程,由国外的设备集成商介绍到中国,而后在中国逐渐得到了发展。随着国外机柜空调生产商在国内设厂生产,机柜空调的技术逐步扩散,越来越多的本土企业在学习中进步,部分本土厂商的技术水平已经进入领先位置。不同机柜空调厂商的产品各有特色,定位高低不同,给了工业客户更多的选择,客观促进了机柜空调市场的良性发展。本文从工业品的市场营销现状与概况,论述工业品的营销理论与实践。P公司作为一个在发达市场领先的国际企业,目前在中国的营销虽有起色,但是仍然处于弱势地位,其市场营销的经验和教训对于工业品领域的企业来说是一笔非常宝贵的财富,期望对于工业品企业走出国门,进行国际营销有所裨益。本案例拟以P公司机柜空调营销为出发点,介绍该公司的背景、营销现状、改善措施、以及所带来的启示。本文采用的研究方法有:文献研究、现场访谈、跟踪观察、比较分析、实证分析等。本文在市场调研中,进行了大量的访谈,收集了海量的访谈记录。在分析过程中,注重信息的数字化、数据化以及可视化,分析过程以及讨论结果相对直观,清晰明了,信息量大而简洁,图文并茂。本文采用理论结合实践的方法,通过STP的实施,获取了大量的调研资料并分析评估,最终确定了 P公司机柜空调产品的营销方案。在论文中,不仅提供了部分市场数据的分析汇总,并实际使用了一些市场营销工具,某些工具具有鲜明的公司特色,对于营销从业人员以及理论研究者有实际的参考意义。在一些营销工具的实际使用中,本文给出了一些参数,对于营销从业人员而言,可以作为调整的基数进行测试,克服了以往论文以及理论研究中,列出了很多工具但是没有具体参数而无法实际应用的弊病。本文研究视角新颖。研究了跨国公司在弱势地位的市场,如何调整策略,提高市场份额。本文研究重在实践,在管理层的支持下,进行策略调整,并且在各方面获得了资源支持。本文同时分享了市场策略制定及实施中的实务。希望通过研究分析,为P公司机柜空调产品的营销策略以及业务的长期规划带来积极意义,为工业产品营销者提供一个借鉴,期望对民族企业的国际化提供一些思考。
[Abstract]:Globalization has brought great impact and influence to the industrial production and marketing, which makes each enterprise face more competitors in marketing, and the intensity of competition also increases. The products of different regions have different cultural imprints, and different technologies and processes make the products have different technical and quality characteristics, and different product positioning gives consumers different consumption hints. In the complex competitive situation, the importance of marketing to a company is on the rise. With the process of industrial modernization of China, cabinet air conditioning is introduced to China by foreign equipment integrators and developed gradually in China. With foreign manufacturers of cabinet and air conditioning set up factories in China, the technology of cabinet air conditioning has gradually spread, more and more local enterprises have made progress in learning, and some local manufacturers have entered the leading position in technology level. The products of different cabinet air conditioning manufacturers have their own characteristics and different positioning, which give industrial customers more choices and promote the benign development of cabinet air conditioning market. This paper discusses the marketing theory and practice of industrial products. As a leading international enterprise in developed market, this paper discusses the marketing situation and general situation of industrial products. Although the marketing in China is improving, it is still in a weak position. The experience and lesson of marketing is a very precious wealth for the enterprises in the field of industrial products, and it is expected to be helpful for the industrial enterprises to go abroad and carry out international marketing. This case is intended to introduce the company's background, marketing status, improvement measures and inspiration. The research methods used in this paper are: literature research, field interview, tracking and observation, comparative analysis, empirical analysis and so on. In this paper, a large number of interviews in the market research, collected a large number of interview records. In the process of analysis, attention should be paid to the digitization, digitalization and visualization of information. The analysis process and discussion result are relatively intuitive, clear, large and concise, and rich in pictures and texts. This paper adopts the method of combining theory with practice, through the implementation of STP, obtains a lot of investigation data and analysis and evaluation, and finally determines the marketing plan of the air conditioning products of the cabinet of P Company. In this paper, not only the analysis and summary of some market data are provided, but also some marketing tools are used in practice. Some of the tools have distinctive corporate characteristics, which have practical reference significance for marketing practitioners and theoretical researchers. In the practical use of some marketing tools, this paper gives some parameters, for the marketing practitioners, can be used as the base of adjustment to test, overcome the previous papers and theoretical research, Lists the drawbacks of many tools that do not have specific parameters and cannot be applied in practice. The perspective of this paper is novel. This paper studies how to adjust the strategy and increase the market share of MNCs in the weak market. This paper focuses on practice, with the support of management, policy adjustment, and in various aspects of resource support. This article also shares the market strategy formulation and the implementation practice. Through the research and analysis, the author hopes to bring positive significance to the marketing strategy and long-term business planning of the air-conditioner products of the cabinet of P Company, to provide a reference for the marketers of industrial products, and to provide some thoughts on the internationalization of the national enterprises.
【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;F416.6

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