伟业水电控制设备有限公司营销战略研究

发布时间：2018-05-13 13:05

本文选题：水电设备 + 市场营销　；参考：《华中科技大学》2015年硕士论文

【摘要】：随着水电控制设备市场竞争的进一步加剧,单纯依靠价格战已经不能够取胜。必须充分了解市场上客户的需求,并不断更新换代产品,制定出满足市场需要的营销战略,全面实施产品、渠道、价格、促销方案等营销策略。同时需要准确地捕捉新的市场动态,扩展其他领域的市场份额,本文针对伟业水电控制设备有限公司的营销战略及策略进行研究。本论文的研究分为以下几部分:首先简要阐释论文的研究背景和意义;介绍本文的主要研究内容;其次对于目前学术界研究的市场营销方面的理论成果进行简要阐述和比较,阐述了我国水电设备市场的现状;再次对伟业水电控制设备有限公司的营销现状进行了分析,分析了伟业水电控制设备有限公司的外部环境和内部环境、并进行SWOT战略环境分析;最后对伟业水电控制设备有限公司的营销战略进行了设计并且制定了相应的营销策略。针对公司现阶段情况,在营销策略中提出应进一步细分市场、增大产品和服务差异化、树立品牌效益、制定动态价格方案、拓展营销渠道、积极进行促销等方案。全面拓宽产品的营销渠道策略,加强企业的营销渠道建设并逐渐把握主动权,从公司的生产、销售实际出发,理论联系实践,将适用于公司的营销策略应用于产品销售实际中来,争取实现销售途径中各个环节的企业互利共赢,激发各个合作企业的积极性和热情,完善企业产品营销效率。同时加快丰富电力新能源领域的产品系列,利用现有水电产品的产业平台,在电力新能源领域大力开拓市场。本文的研究除了为伟业水电控制设备有限公司提供了合适的营销组合策略外,丰富了营销理论在水电行业的应用,为有相似情况的公司提供了借鉴。
[Abstract]:With the further aggravation of market competition of hydropower control equipment, it is impossible to win by relying solely on price war. We must fully understand the needs of customers in the market, and constantly update the products, formulate marketing strategies to meet the needs of the market, the overall implementation of products, channels, prices, promotional programs and other marketing strategies. At the same time, we need to accurately capture the new market dynamics and expand the market share in other fields. This paper studies the marketing strategy and strategy of Weiye Hydropower Control equipment Co., Ltd. The research of this paper is divided into the following parts: first, briefly explain the research background and significance of the paper; introduce the main research content of this paper; secondly, briefly explain and compare the theoretical achievements of the current academic research on marketing. This paper expounds the present situation of hydropower equipment market in China, analyzes the marketing situation of Weiye Hydropower Control equipment Co., Ltd., and analyzes the external and internal environment of Weiye Hydropower Control equipment Co., Ltd. Finally, the marketing strategy of Weiye Hydropower Control equipment Co., Ltd is designed and the corresponding marketing strategy is worked out. In view of the current situation of the company, it is proposed in the marketing strategy that the market should be further subdivided, the differentiation of products and services should be increased, the brand benefit should be established, the dynamic price scheme should be formulated, the marketing channel should be expanded, and the promotion should be actively carried out. To broaden the marketing channel strategy of products, to strengthen the marketing channel construction of enterprises and to gradually grasp the initiative, starting from the production and sales practice of the company, connecting theory with practice, The marketing strategy applicable to the company will be applied to the product sales practice in order to realize the mutual benefit and mutual benefit of the enterprises in all aspects of the sales path, to stimulate the enthusiasm and enthusiasm of the various cooperative enterprises, and to perfect the efficiency of the product marketing of the enterprises. At the same time, we should speed up the enrichment of product series in the field of new energy of electric power, utilize the industrial platform of existing hydropower products, and vigorously open up the market in the field of new energy of electric power. The research in this paper not only provides suitable marketing combination strategy for Weiye Hydropower Control equipment Co., Ltd., but also enriches the application of marketing theory in hydropower industry and provides reference for similar companies.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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