华立仪表公司智能电表业务营销战略研究

发布时间：2018-05-28 14:42

本文选题：智能电表 + 营销管理　；参考：《电子科技大学》2015年硕士论文

【摘要】：战略和营销体系逐渐不能适应新的市场环境。为了提高华立仪表公司的竞争力,随着智能电表市场的快速发展和买方市场采购模式的改变,华立仪表的营销对华立仪表智能电表业务的营销管理进行研究显得意义重大。论文以此为研究视角,分析了华立仪表在营销管理中存在的问题,并为华立仪表公司智能电表业务制定了营销战略、策略和相应的实施保障措施。本文首先介绍了选题背景,理论基础,包括:PEST分析模型,波特五力模型和SWOT分析模型,以及研究意义、研究内容、研究方法及技术路线。随后,从公司营销组织和智能电表业务现状两个方面对公司的营销管理现状进行了描述,重点分析了公司营销管理存在问题,并从营销组织设定、营销策略制定和营销策略实施三个主要方面进行了总结,提出了公司营销管理改进的思路。接着,采用PEST分析工具、波特五力模型和SWOT分析模型进行了市场分析,依照改进思路制定了公司的营销战略,并应用4P理论制定了营销策略,为了确保战略策略的顺利实施,从市场营销组织、人员培训体系和考核体系三个方面提出了建议。文章基于以上系统研究,为公司今后智能电表业务的发展制定了与市场趋势相匹配的营销战略及保障措施建议,对提高公司市场适应性,增强公司竞争力有着重要指导意义。
[Abstract]:Strategy and marketing system can not adapt to the new market environment. With the rapid development of intelligent meter market and the change of purchasing mode of buyer's market, it is of great significance to study the marketing management of intelligent meter business. From this angle of view, the paper analyzes the problems in the marketing management of the instruments, and formulates the marketing strategy, strategies and corresponding measures for the intelligent meter business of the company. This paper first introduces the background and theoretical basis of the topic, including the analysis model of: pest, Porter's five-force model and SWOT analysis model, as well as the significance of the research, research content, research methods and technical route. Then, it describes the current situation of the company's marketing management from two aspects: the company's marketing organization and the current situation of intelligent ammeter business, and analyzes the existing problems of the company's marketing management, and sets up the marketing organization from the perspective of the company's marketing organization. Three main aspects of marketing strategy formulation and marketing strategy implementation are summarized, and the ideas of improving marketing management are put forward. Then, using the PEST analysis tool, Porter's five forces model and SWOT analysis model to carry on the market analysis, has formulated the company's marketing strategy according to the improvement thought, and has formulated the marketing strategy using the 4p theory, in order to ensure the strategic strategy to carry out smoothly. Suggestions are put forward from three aspects: marketing organization, personnel training system and assessment system. Based on the above system research, this paper makes the marketing strategy and safeguard measures corresponding to the market trend for the development of intelligent meter business in the future, which has important guiding significance for improving the company's market adaptability and enhancing its competitiveness.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61

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