圣川陶瓷内筒市场开拓研究

发布时间：2018-06-28 21:45

本文选题：圣川公司 + 陶瓷内筒　；参考：《山东大学》2011年硕士论文

【摘要】：随着国民经济的不断发展和综合国力的不断增强,我国的中小企业逐渐发展壮大,特别是一些创新型的中小企业在市场竞争中崭露头角,成为创新的主力军。同样,他们在市场营销方面的发展也取得了长足的进步,但还存在认识误差,缺乏长远规划,缺少人才,现代企业制度难以建立等问题。要全面提升我国中小企业的营销能力和竞争力,必须制定并运用正确的市场营销策略。山东圣川陶瓷材料有限公司是一家典型的创新型中小企业,它依托北京科技大学和山东理工大学等科研院校,开发了创新型的陶瓷内筒材料。公司成立三年多来,已经有了初步的发展。在它的发展过程中存在的营销问题具有很强的代表性。如何利用有限的营销资源,快速打开市场成为摆在众多中小企业面前的一个重要问题。本文在以市场需求为导向,以客户为中心的营销观念的指导下,运用整合营销传播理论和促销组合理论进行了科学分析,结合企业的资源状况制定了市场开拓方案。市场开拓方案的第一阶段重点是整合营销传播的运用。通过对网络营销、公共关系和广告活动的组合,快速、精准和低成本地将企业和产品信息传达给目标客户。市场开拓方案第二阶段的重点是促销组合的运用。在企业和产品传播的基础上,运用人员推销和营业推广两种促销方式的组合,激发客户的购买欲望和购买行为,实现产品的销售。第三阶段的重点是客户关系管理。在以客户为中心的理念指导下,通过深度客户关系管理,建立长期紧密的供需关系,实现双方的合作共赢。通过对整合营销传播、促销组合和客户关系管理的运用,在保证营销效果的基础上,实现了市场开拓低成本化。论文共分七章。第1章是导论,介绍了选题的背景和研究意义并点明了研究思路和方法。第2章是相关理论综述。对整合营销传播理论和促销组合理论进行了介绍。第3章是圣川陶瓷内筒市场开拓现状的分析,包括公司概况、产品分析、市场需求、市场竞争、企业存在问题等。第4章是圣川陶瓷内筒市场开拓的方案设计,第3章分析的基础上,制定了市场开拓方案的框架。第5章是市场开拓方案的解读,对方案中所采取的策略进行了分析和解读,并有一些具体的方法和步骤。第6章是圣川陶瓷内筒市场开拓方案实施的保障条件,对市场开拓方案的落实措施、保证条件以及注意的问题进一步进行了阐述。最后一章为结论和展望,对市场开拓方案的实施效果进行预测和分析。本文通过在不同阶段重点实施不同的营销策略,实现了市场开拓方案的创新,对中小企业如何运用有限的资源进行市场开拓具有重要意义,对同类企业制定市场开拓方案具有借鉴意义。
[Abstract]:With the continuous development of the national economy and the continuous enhancement of the comprehensive national strength, the small and medium-sized enterprises of our country have gradually developed and strengthened, especially some innovative small and medium-sized enterprises have emerged in the market competition and become the main force of innovation. Similarly, they have made great progress in the development of marketing, but there are still some problems, such as understanding error, lack of long-term planning, lack of talents, difficulty in establishing modern enterprise system, and so on. In order to improve the marketing ability and competitiveness of small and medium-sized enterprises in our country, we must formulate and apply the correct marketing strategy. Shandong Shengchuan Ceramics material Co., Ltd. is a typical innovative medium and small sized enterprises. It has developed innovative ceramic inner tube materials based on Beijing University of Science and Technology and Shandong University of Science and Technology. Since the company was established more than three years ago, has already had the preliminary development. The marketing problems in its development process are very representative. How to make use of the limited marketing resources to open the market quickly has become an important problem in front of many small and medium-sized enterprises. Under the guidance of market demand and customer-centered marketing concept, this paper makes a scientific analysis by using the theory of integrated marketing communication and the theory of sales promotion combination, and formulates a market development plan combined with the enterprise's resource situation. The first stage of the market development program focuses on the use of integrated marketing communication. Through a combination of online marketing, public relations and advertising campaigns, business and product information is quickly, accurately and cheaply communicated to target customers. The second stage of the market development program focuses on the use of the promotion mix. On the basis of enterprise and product communication, the combination of personnel marketing and business promotion is used to stimulate the customer's purchase desire and purchase behavior to realize the product sales. The focus of the third stage is customer relationship management. Under the guidance of customer-centered concept, through deep customer relationship management, to establish a long-term close relationship between supply and demand, to achieve win-win cooperation between the two sides. Through the application of integrated marketing communication, promotion mix and customer relationship management, the low cost of market development is realized on the basis of ensuring the marketing effect. The paper is divided into seven chapters. Chapter 1 is an introduction, which introduces the background and significance of the topic and points out the research ideas and methods. Chapter 2 is a review of relevant theories. This paper introduces the theory of integrated marketing communication and the theory of sales promotion combination. The third chapter is the analysis of the current situation of Shengchuan ceramic inner barrel market development, including company profile, product analysis, market demand, market competition, enterprise problems and so on. Chapter 4 is the design of the market development scheme of Shengchuan ceramic inner barrel, and the frame of the market development scheme is established on the basis of the analysis of chapter 3. The fifth chapter is the interpretation of the market development plan, the strategy adopted in the analysis and interpretation, and there are some specific methods and steps. Chapter 6 is the guarantee conditions for the implementation of the market development scheme of Shengchuan ceramic inner cylinder. The measures, conditions and problems to be paid attention to are further expounded. The last chapter is the conclusion and prospect, and forecasts and analyzes the effect of the market development program. By implementing different marketing strategies in different stages, this paper has realized the innovation of market development scheme, which is of great significance to the small and medium-sized enterprises how to use limited resources to develop the market. For similar enterprises to develop market development plan has reference significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.71

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