R公司前处理设备营销策略研究
发布时间：2018-11-25 08:48
【摘要】：R公司的前处理设备属于食品饮料机械生产设备,是典型的工业产品。在现代工业产品的营销,理论界将之划到产业市场营销一块。但是,纵观国内的工业品营销市场尤其是食品饮料机械行业,无论是营销理念还是营销管理都还没有构建出一套完整的工业品营销理论及管理体系来为中国所有的工业产品生产厂家来提供行之有效的理论及实践指导,这已成为制约国内食品饮料机械设备行业发展的巨大瓶颈。因而,以R公司的前处理设备为例,探讨并总结出一套符合国情及市场特点的前处理设备营销策略显得尤为必要。本文参考学习了国内外大量的有关产业市场营销理论及工业品市场营销理论,参考和学习这些理论的目的不是为了仅仅是陈述理论本身,而是为了要运用这些市场营销理论为R公司及以R公司为代表的前处理设备厂家制定出一套符合实际的营销策略。为了方便后续营销理论分析工具的应用与展开,本文会简要地介绍R公司的前处理设备产品及其所在行业目前的营销模式及此种模式所存在的不足在哪。这些概括与提炼出的不足即是本文需要通过营销理论进行分析并且优化的问题所在。其后,本文会通过一系列具体的营销理论分析工具会对以R公司为代表的前处理设备行业进行具体的分析,比如PEST分析,竞争对手分析,SWOT分析等。通过这一系列的宏观与微观的分析可以很直观的得到R公司在营销策略上与竞争对手相比所存在的问题。除了对R公司的外部环境进行分析外,本文接下来还将通过STP理论、4P理论等对R公司本身做一个深入的分析与定位,并从中找出真正符合R公司发展实际的营销策略;这时,才算达到了本文策略优化的最终目标。当然,一些好的策略不能仅仅停留在纸面上或是认识里,它们更应该被很好的执行下去;这就需要相应的组织与制度保障。无论怎样,以R公司为代表的前处理设备提供商只是中国制造业的一个缩影。我们更希望以R公司为代表的制造厂家能为中国民族产业的发展贡献自己应有的力量。
[Abstract]:R's pre-processing equipment belongs to food and beverage machinery production equipment, is a typical industrial products. In the marketing of modern industrial products, the theorists draw it into industrial marketing. However, throughout the domestic industrial product marketing market, especially the food and beverage machinery industry, Neither marketing concept nor marketing management has yet to build a complete set of industrial product marketing theory and management system to provide effective theoretical and practical guidance for all industrial product manufacturers in China. This has become a huge bottleneck restricting the development of domestic food and beverage machinery and equipment industry. Therefore, it is particularly necessary to discuss and summarize a set of marketing strategy of pre-processing equipment according to the national conditions and market characteristics, taking R Company's pre-processing equipment as an example. This paper studies a large number of industrial marketing theories and industrial products marketing theories at home and abroad. The purpose of these theories is not just to state the theory itself. The purpose of this paper is to use these marketing theories to develop a set of marketing strategies for R Company and the pre-processing equipment manufacturers represented by R Company. In order to facilitate the application and development of the following marketing theoretical analysis tools, this paper will briefly introduce R Company's pre-processing equipment products, the current marketing model of its industry and the shortcomings of this model. The shortcomings of these generalizations and abstracts are the problems that need to be analyzed and optimized by marketing theory in this paper. Then, through a series of marketing theory analysis tools, this paper will analyze the pre-processing equipment industry represented by R Company, such as PEST analysis, competitor analysis, SWOT analysis and so on. Through this series of macro and micro analysis, we can intuitively get the problems that R company has compared with its competitors in marketing strategy. In addition to the analysis of the external environment of R Company, this paper will do a thorough analysis and positioning of R Company itself through the STP theory, 4P theory and so on, and find out the marketing strategy that really accords with R Company's development. At this point, the final goal of the strategy optimization is reached. Of course, some good strategies can not just stay on paper or understanding, they should be carried out well; this requires the corresponding organizational and institutional protection. In any case, R's pre-processing equipment provider is a microcosm of China's manufacturing industry. We hope that R Company as the representative manufacturers can contribute their due strength to the development of China's national industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4
本文编号：2355503
[Abstract]:R's pre-processing equipment belongs to food and beverage machinery production equipment, is a typical industrial products. In the marketing of modern industrial products, the theorists draw it into industrial marketing. However, throughout the domestic industrial product marketing market, especially the food and beverage machinery industry, Neither marketing concept nor marketing management has yet to build a complete set of industrial product marketing theory and management system to provide effective theoretical and practical guidance for all industrial product manufacturers in China. This has become a huge bottleneck restricting the development of domestic food and beverage machinery and equipment industry. Therefore, it is particularly necessary to discuss and summarize a set of marketing strategy of pre-processing equipment according to the national conditions and market characteristics, taking R Company's pre-processing equipment as an example. This paper studies a large number of industrial marketing theories and industrial products marketing theories at home and abroad. The purpose of these theories is not just to state the theory itself. The purpose of this paper is to use these marketing theories to develop a set of marketing strategies for R Company and the pre-processing equipment manufacturers represented by R Company. In order to facilitate the application and development of the following marketing theoretical analysis tools, this paper will briefly introduce R Company's pre-processing equipment products, the current marketing model of its industry and the shortcomings of this model. The shortcomings of these generalizations and abstracts are the problems that need to be analyzed and optimized by marketing theory in this paper. Then, through a series of marketing theory analysis tools, this paper will analyze the pre-processing equipment industry represented by R Company, such as PEST analysis, competitor analysis, SWOT analysis and so on. Through this series of macro and micro analysis, we can intuitively get the problems that R company has compared with its competitors in marketing strategy. In addition to the analysis of the external environment of R Company, this paper will do a thorough analysis and positioning of R Company itself through the STP theory, 4P theory and so on, and find out the marketing strategy that really accords with R Company's development. At this point, the final goal of the strategy optimization is reached. Of course, some good strategies can not just stay on paper or understanding, they should be carried out well; this requires the corresponding organizational and institutional protection. In any case, R's pre-processing equipment provider is a microcosm of China's manufacturing industry. We hope that R Company as the representative manufacturers can contribute their due strength to the development of China's national industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4
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