TL公司钢塑复合管营销策略研究

发布时间：2018-07-04 08:40

本文选题：营销策略 + 钢塑复合管　；参考：《吉林大学》2013年硕士论文

【摘要】：TL公司作为一家以生产和销售钢塑复合管系列产品为主的中小型企业，其现有的市场营销策略已经严重制约了企业的发展。面对前景广阔的钢塑复合管市场和日益加剧的行业竞争环境，TL公司要想持续、健康地发展，就必须制定出一系列切实可行的营销策略。本文首先对TL公司营销环境进行了分析，阐述了钢塑复合管市场现状及变化趋势，分析了TL公司的客户特点，通过对竞争对手情况的调研确立了自身在行业竞争中所处的地位及竞争优势，对TL公司的营销现状进行了诊断并指出了现有营销策略存在的问题。在此基础上，本文结合营销管理及工业品营销相关理论，应用市场细分理论对钢塑复合管市场进行细分，根据TL公司自身特点确定目标市场，最终聚焦行业潜力市场；渠道设计为混合渠道，采取公司直接销售与大客户代理、行业代理、项目代理及产品线代理相结合的渠道策略；针对行业特点制定了人员推销、广告、会议营销及网络营销等多样化的促销策略；在关系营销理论的指导下，提出了与员工建立良好的关系、建立客户忠诚及与合作者的关系营销策略等。最后，为了确保新的营销策略能够顺利实施，制定了一系列营销策略的实施保障措施。本文从建设客户导向型企业文化入手，重构企业营销管理组织体系，通过加强销售培训、建设团队沟通渠道及强化过程管理来实现营销团队的建设及管控，采取物质激励与精神激励相结合、为员工制定职业生涯发展规划及个性化的激励机制等方式对公司激励机制进行完善，最后构建成TL公司新的营销体系。本文结合企业实际，以TL公司为载体对钢塑复合管产品的营销策略进行了深入研究。在理论上可以丰富以钢塑复合管生产企业为蓝本的工业品营销理论研究，完善关于钢塑复合管行业产品营销策略、渠道策略、促销策略、关系营销策略等方面的具体研究。同时，通过对TL公司现有的营销策略进行深入分析，并重新制定营销策略及实施方面的研究，为TL公司提供一定的理论和现实参考，对有效改善TL公司营销体系，提高企业核心竞争力，为企业创造经济价值，具有重要的现实意义。本文的研究结果不仅为TL公司的营销策略提供了解决方案，，也为其他相关工业品企业的营销提供了参考。
[Abstract]:TL Company as a small and medium-sized enterprise which mainly produces and sells steel and plastic composite pipe series products, its existing marketing strategy has seriously restricted the development of the enterprise. Facing the prospect of steel-plastic composite pipe market and the increasingly fierce competition environment, TL Company must formulate a series of feasible marketing strategies if it wants to develop continuously and healthily. In this paper, firstly, the marketing environment of TL Company is analyzed, the present situation and changing trend of steel plastic composite pipe market are expounded, and the customer characteristics of TL Company are analyzed. Based on the investigation of competitors, the author establishes its position and competitive advantage in industry competition, diagnoses the current marketing situation of TL Company and points out the existing problems of marketing strategy. On this basis, combined with the marketing management and industrial products marketing theory, this paper applies the market segmentation theory to segment the steel-plastic composite pipe market, determines the target market according to TL company's own characteristics, and finally focuses on the potential market of the industry. The channel is designed as a mixed channel, adopting the channel strategy of combining direct sales with major account agent, industry agent, project agent and product line agent. Under the guidance of relationship marketing theory, this paper puts forward some strategies of establishing good relationship with employees, establishing customer loyalty and relationship marketing strategy with cooperator, etc. Finally, in order to ensure the smooth implementation of the new marketing strategy, a series of marketing strategy implementation safeguard measures are formulated. This paper starts with the construction of customer-oriented enterprise culture, reconstructs the marketing management organization system of the enterprise, and realizes the construction and management of the marketing team by strengthening the sales training, building the communication channel of the team and strengthening the process management. Adopting the combination of material incentive and spiritual incentive, the author makes the career development plan and individualized incentive mechanism for the employees to perfect the incentive mechanism of the company, and finally constructs a new marketing system of TL company. In this paper, the marketing strategy of steel-plastic composite pipe is studied with TL company as carrier. Theoretically, it can enrich the theoretical research of industrial product marketing based on steel-plastic composite pipe production enterprise, and perfect the concrete research on product marketing strategy, channel strategy, promotion strategy and relationship marketing strategy of steel-plastic composite pipe industry. At the same time, through the in-depth analysis of TL company's existing marketing strategy, and the re-formulation of marketing strategy and implementation of the research, TL company to provide a certain theoretical and practical reference, to effectively improve the TL company's marketing system, It is of great practical significance to improve the core competitiveness of enterprises and create economic value for enterprises. The results of this paper not only provide a solution for TL Company's marketing strategy, but also provide a reference for the marketing of other related industrial enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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