乌鲁木齐博腾工程机械有限公司挖掘机配件营销策略研究

发布时间：2018-03-06 02:39

本文选题：乌鲁木齐博腾工程机械有限公司　切入点：挖掘机配件　出处：《石河子大学》2015年硕士论文　论文类型：学位论文

【摘要】：新疆丝绸之路经济带的发展及对基础设施的建设需求带动了新疆工程项目的快速发展,挖掘机市场因此得到蓬勃发展,挖掘机的大量需求使得挖掘机配件销售市场竞争更趋激烈。尤其是原厂配件的利润市场被副厂配件和假冒配件严重瓜分,在这种情况下乌鲁木齐博腾工程机械有限公司面临着较大的配件营销危机,需要形成适合公司发展的配件营销策略。本文以市场营销及相关理论为基础,以乌鲁木齐博腾工程机械有限公司配件销售的外部和内部环境分析为依据,研究并提出乌鲁木齐博腾工程机械有限公司配件销售的营销方案,进而为乌鲁木齐博腾工程机械有限公司的配件销售提出保障措施,以期对乌鲁木齐博腾工程机械有限公司配件销售工作的发展起到指导或参考作用。本文主要运用文献研究、定性分析和实地调研结合的方法,搜寻、阅读并掌握工业品营销和配件营销的最新文献,为后续研究做理论铺垫。以4P营销理论、PEST理论、波特竞争理论等为基础,对公司配件营销进行全面定性分析。借助公司员工的便利身份,对公司配件销售的情况及利益相关者的信息进行实地调研,为本文提供有用的一手信息资料。本文的研究结果可以总结为以下几点：第一,市场营销领域已得到学者广泛的探索和研究,相关理论已十分成熟。相较于其他行业而言,工业品营销的研究还不够充分,目前工业品营销中主要用到品牌营销、关系营销、差异化营销、渠道营销等。第二,本文对博腾工程机械有限公司挖掘机配件的营销分析分两部分。第一部分是对营销环境分析,以该公司的内部环境和外部需求环境为基础,结合公司所在行业的宏观领域及竞争环境分析,形成完整环境分析。第二部分是营销现状分析,公司现状和公司人员管理是基本信息,借助4P理论对配件营销现状进行分析,并从中发现问题。第三,为提升公司挖掘机配件营销能力,本文以4P理论为理论支撑,结合营销环境分析结果,考虑产品市场细分和目标市场定位,旨在解决挖掘机配件营销中存在的问题,制定营销策略。第四,为保证乌鲁木齐博腾工程机械有限公司的营销策略顺利实施,还需一些保障措施,如巩固品牌优势和形象、获取配件售后服务利润、加强公司内部管理、完善销售人员培训与激励管理机制等。
[Abstract]:The development of the Xinjiang Silk Road economic belt and the demand for infrastructure construction have led to the rapid development of Xinjiang engineering projects, and the excavator market has thus been flourishing. The huge demand for excavators has made the market for excavator accessories more competitive. In particular, the profit market of the original factory accessories has been seriously divided between the accessory and the fake parts of the factory. In this case, Urumqi Boteng Construction Machinery Co., Ltd. is facing a great crisis of accessories marketing, and needs to form a suitable accessories marketing strategy. This paper is based on marketing and related theories. Based on the external and internal environment analysis of accessories sales in Urumqi Boteng Construction Machinery Co., Ltd., the marketing scheme of accessories sales of Urumqi Boteng Construction Machinery Co., Ltd is studied and put forward. And then put forward the safeguard measures for the spare parts sale of Urumqi Boteng Construction Machinery Co., Ltd., with a view to guiding or referring to the development of accessories sales of Urumqi Boteng Construction Machinery Co., Ltd. Qualitative analysis combined with field research, searching, reading and mastering the latest literature on industrial product marketing and accessories marketing, laying the groundwork for further research. Based on 4P marketing theory and Porter's competition theory, etc. Carry on the comprehensive qualitative analysis to the company's spare parts marketing. With the help of the company employee's convenient identity, carry on the field research to the company spare parts sale condition and the information of the stakeholders, The research results of this paper can be summarized as follows: first, the marketing field has been extensively explored and studied by scholars, and the relevant theories are very mature. Compared with other industries, The research on industrial product marketing is not enough. At present, brand marketing, relationship marketing, differential marketing, channel marketing and so on are mainly used in industrial product marketing. Second, In this paper, the marketing analysis of excavator accessories in Boteng Construction Machinery Co., Ltd is divided into two parts. The first part is the analysis of the marketing environment, which is based on the internal environment and external demand environment of the company. The second part is the analysis of the marketing situation, the company's current situation and the company's personnel management is the basic information, with the help of 4P theory to analyze the status of accessories marketing. Third, in order to improve the marketing ability of excavator accessories, this paper takes 4P theory as theoretical support, combines the result of marketing environment analysis, considers product market segmentation and target market positioning. In order to solve the problems existing in the marketing of excavator accessories, and formulate the marketing strategy. 4th, in order to ensure the smooth implementation of the marketing strategy of Urumqi Boteng Construction Machinery Co., Ltd, we still need some safeguard measures, such as consolidating the brand superiority and image. Gain after-sales service profits, strengthen internal management, improve sales personnel training and incentive management mechanism.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

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