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無錫康明斯渦輪增壓技術產(chǎn)品營銷策略研究

發(fā)布時間:2018-02-01 18:14

  本文關鍵詞: 柴油發(fā)動機 渦輪增壓器 組合營銷策略 出處:《吉林大學》2017年碩士論文 論文類型:學位論文


【摘要】:國內的汽車產(chǎn)業(yè)在過去15年內取得了巨大發(fā)展,從2009開始,我國已經(jīng)成為世界上最大的汽車產(chǎn)銷國家。作為汽車產(chǎn)業(yè)的重要一部分,我國的汽車零部件產(chǎn)業(yè)發(fā)展也非常迅速。無錫康明斯渦輪增壓技術有限公司作為一家國際品牌公司,從1996年進入中國,主要生產(chǎn)配套于汽車柴油發(fā)動機用的渦輪增壓器,在國內主機市場,公司市場份額在中重柴油機市場一直處于領先地位。但隨著行業(yè)的發(fā)展,越來越多的渦輪增壓器廠商開始進入中國市場,無錫康明斯渦輪增壓技術有限公司目前面臨著激烈的市場競爭壓力,現(xiàn)有市場份額被競爭對手逐步蠶食,新市場份額較低并發(fā)展緩慢。公司急需建立新的產(chǎn)品營銷策略,以鞏固和提高市場份額,實現(xiàn)業(yè)務增長計劃。本文從分析該公司當前面臨的市場需求狀況及產(chǎn)品、價格、渠道和促銷活動等方面的營銷現(xiàn)狀基礎上發(fā)現(xiàn)存在的問題,嘗試提出建議改進方向。應用STP戰(zhàn)略分析,對公司所在領域的市場進行細分,研究各市場消費行為分析進而找到公司的目標市場。通過競爭對手和公司能力分析,在目標市場中發(fā)現(xiàn)可以提供給客戶的價值定位。最終通過上述分析研究,提出相比競爭對手更具創(chuàng)新性的差異化的4C組合營銷策略,同時對關系營銷和品牌營銷做出一些初步的探討。在過程中使用了創(chuàng)新性的客戶價值包規(guī)范和財務模型等工具和產(chǎn)品規(guī)劃等流程對客戶需求價值進行準確捕捉和翻譯,保證了所提出營銷策略內容的準確性和合理性。文中最后提出新組合營銷策略的實施保障措施,通過建立一個新的輔助流程來接收客戶的動態(tài)反饋,保證新策略的有效實施并實現(xiàn)持續(xù)改進。本文的特點在于以客戶價值為導向,從客戶視角來系統(tǒng)分析和把握產(chǎn)品價值需求,規(guī)劃和開發(fā)滿足客戶需求的公司內部的產(chǎn)品線、價格策略等,幫助公司建立區(qū)別于競爭對手的差異化競爭力。研究結論表明,工業(yè)品營銷和日常消費品一樣,前期必須對市場需求進行調查搜集,進行市場細分并選擇公司的目標市場和定位,同時必須緊密跟蹤競爭對手信息。其特別之處在于,企業(yè)不能直接將客戶需求聲音直接設定為產(chǎn)品設計目標,需要專業(yè)人員對目標客戶和市場的需求進行翻譯和排序,然后才能準確設定產(chǎn)品設計目標,進而通過設計和推出新產(chǎn)品來體現(xiàn)這些需求價值。同時由于工業(yè)品受國家法規(guī)、行業(yè)規(guī)范等非常大,需要對這些內容做出更深層次的解讀并包含在產(chǎn)品設計目標當中。工業(yè)品營銷對營銷人員的技術能力、規(guī)劃能力復雜度等要求高于日常消費品行業(yè)。關系營銷,品牌營銷等在工業(yè)品營銷中也能起到非常重要的作用。
[Abstract]:Domestic automobile industry has made great development in the past 15 years. Since 2009, China has become the largest automobile production and marketing country in the world, as an important part of automobile industry. Wuxi Cummins turbocharging Technology Co., Ltd. as an international brand company, entered China from 1996. The main production of turbochargers used in automobile diesel engines, in the domestic mainframe market, the company's market share in the diesel engine market has been in a leading position, but with the development of the industry. More and more turbocharger manufacturers begin to enter the Chinese market, Wuxi Cummins turbocharger Technology Co., Ltd. is currently facing fierce market competition pressure, the existing market share is gradually eroded by competitors. The new market share is low and the development is slow. The company urgently needs to establish the new product marketing strategy in order to consolidate and increase the market share. This paper analyzes the current situation of the company's market demand and the marketing status of products, prices, channels and promotional activities, and finds out the problems on the basis of the analysis of the current market demand and the marketing situation of the products, prices, channels and promotional activities. Try to propose the direction of improvement. Use STP strategic analysis to segment the market of the company in the field. Through the analysis of the competitors and the ability of the company, we can find the value orientation that can be provided to the customers in the target market. Finally, through the above analysis and research. The 4C combination marketing strategy, which is more innovative than the competitors, is put forward. At the same time, it makes some preliminary discussion on relationship marketing and brand marketing. In the process, innovative tools such as customer value package specification and financial model and product planning are used to accurately capture customer demand value. Translation. The content of the proposed marketing strategy to ensure the accuracy and reasonableness. Finally, the implementation of the new combination of marketing strategy security measures, through the establishment of a new auxiliary process to receive dynamic feedback from customers. To ensure the effective implementation of the new strategy and achieve continuous improvement. The characteristics of this paper is customer value oriented, from the customer perspective to systematically analyze and grasp the needs of product value. To plan and develop the internal product line, price strategy and so on, which can help the company to establish different competitiveness from the competitors. The conclusion of the research shows that industrial products marketing is the same as the daily consumer goods. In the early stage, we must investigate and collect the market demand, segment the market and select the target market and position of the company. At the same time, we must closely track the information of the competitors. Enterprises can not directly set the voice of customer needs as product design goals, need professionals to translate and sort the needs of the target customers and the market, and then can accurately set the product design goals. Then through the design and introduction of new products to reflect the value of these needs. At the same time, industrial products are subject to national laws and regulations, industry norms and other very large. Need to make a deeper interpretation of these content and include in the product design objectives. Industrial product marketing to marketers' technical ability, planning ability complexity and other requirements are higher than the daily consumer goods industry. Relationship marketing. Brand marketing and so on can also play a very important role in the marketing of industrial products.
【學位授予單位】:吉林大學
【學位級別】:碩士
【學位授予年份】:2017
【分類號】:F274;F426.471

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