AG公司营销策略研究

发布时间：2018-01-19 06:18

本文关键词： 密封件营销组织组织变革服务转型　出处：《南京农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：密封件是工业领域关键基础件,是各类机械设备主体安全性、可靠性的重要保证,对我国的工业发展起着重要作用。AG公司是国内一家工业密封件制造商和服务商,在中国正在从制造大国向制造强国,从中国制造向中国创造的转化过程中,市场环境的变化也迫切需要对营销组织进行改革。如何结合营销组织的变革实现营销服务的转型,即是本文要研究的重点。本文所研究的对象,所研究的问题将为中国的制造业提供一定的借鉴依据。目前,工业密封件产品面临着国家政策支持,市场内在需求增加等发展机会,本文首先分析了工业密封件的在经济发展中所承担的重要责任和意义,分析了国内外工业密封件的行业状况和主要营销模式。用PEST分析法分析了 AG公司面临的外部环境。基于SWOT框架分析了当前AG公司的经营状况,结合当前制造业产业升级、服务创新等历史要求,指出AG公司营销组织变革的重要性和紧迫性。本文首先介绍了工业泄露带来的危害,以此树立人们对于环保观念的认识。主要针对AG公司内部的运营困境:营销成本难以下降、客户满意度下降、客户群流失、市场资源零散混乱等现状,制定了新的营销经营模式。新的模式主要包括对组织架构的调整、营销观念的更新、组织文化的重塑、市场资源的重新整合、强化集团品牌等等方面。随后分析了营销策略实施后的影响及保障措施,影响层面包括对经济效益、客户关系、内部运营能力、学习成长等,并对改革中遇到的问题进行了剖析,提出了建议性的解决方案。作为工业基础件和现代机械装备的关键零部件,密封件行业需要更多的关注和支持,同时也需要提高质量和服务来回报社会,要破除一切障碍,一切旧的组织形态和管理模式,在践行"同步战略"和"扭转服务"的实践中,以创新的管理模式和服务方式来构建绿色生态营销体系。
[Abstract]:Sealing parts are the key components in the industrial field, and are the important guarantee of the safety and reliability of all kinds of machinery and equipment. AG is an industrial seal manufacturer and service provider in China, which is transforming from a big manufacturing country to a powerful manufacturing country, from made in China to created in China. The change of market environment also urgently needs to reform the marketing organization. How to combine the change of marketing organization to realize the transformation of marketing service is the focus of this paper. The problems studied will provide some reference for Chinese manufacturing industry. At present, the industrial seal products are faced with national policy support, market internal demand increase and other development opportunities. This paper first analyzes the important responsibility and significance of industrial seals in economic development. This paper analyzes the industry situation and main marketing modes of industrial seals at home and abroad, and analyzes them by PEST analysis method. The external environment faced by AG. Based on the SWOT framework, this paper analyzes the current operating situation of AG. Combined with the current manufacturing industry upgrading, service innovation and other historical requirements, this paper points out the importance and urgency of AG's marketing organization reform. Firstly, this paper introduces the harm caused by industrial leakage. In order to establish people's understanding of the concept of environmental protection, mainly in view of the AG company's internal operational difficulties: difficult to reduce marketing costs, reduced customer satisfaction, customer group loss, market resources scattered chaos and so on. The new marketing mode mainly includes the adjustment of organizational structure, the renewal of marketing concept, the reconstruction of organizational culture, and the re-integration of market resources. Then it analyzes the influence and safeguard measures after the implementation of marketing strategy, which includes economic benefits, customer relations, internal operation ability, learning and growth, and so on. It also analyzes the problems encountered in the reform, and puts forward some constructive solutions. As the key parts of industrial basic parts and modern mechanical equipment, the seal industry needs more attention and support. At the same time, we also need to improve the quality and service to return to the society, to break down all obstacles, all the old organizational forms and management models, in the practice of practicing "synchronous strategy" and "reversing service". The green ecological marketing system should be constructed by innovative management mode and service mode.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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