發(fā)布時(shí)間：2018-03-03 05:06

  本文選題：儀器儀表　切入點(diǎn)：營(yíng)銷策略　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：分析儀器行業(yè)與各個(gè)行業(yè)以及國(guó)家的科技發(fā)展息息相關(guān)。國(guó)內(nèi)外對(duì)于分析儀器的研發(fā)尤為重視,但是對(duì)其營(yíng)銷策略的研究相對(duì)較少,對(duì)于小型代理型公司的營(yíng)銷策略的研究就更少。本文以LD公司代理的TR產(chǎn)品營(yíng)銷為研究主體,結(jié)合行業(yè)背景與本人多年來(lái)的從業(yè)經(jīng)驗(yàn),詳細(xì)剖析TR產(chǎn)品營(yíng)銷過(guò)程中存在的問(wèn)題,并針對(duì)存在問(wèn)題制定相應(yīng)的解決方案以及方案的實(shí)施保障計(jì)劃。本文通過(guò)對(duì)LD公司以及TR產(chǎn)品的營(yíng)銷現(xiàn)狀進(jìn)行詳細(xì)分析,發(fā)現(xiàn)具體問(wèn)題,并對(duì)目前TR產(chǎn)品的營(yíng)銷所具有的優(yōu)勢(shì)以及所面臨的劣勢(shì)進(jìn)行分析。然后再結(jié)合PEST模型以及波特五力模型對(duì)營(yíng)銷的外部環(huán)境進(jìn)行分析,通過(guò)STP工具進(jìn)行目標(biāo)市場(chǎng)的選擇,結(jié)合4P工具進(jìn)行營(yíng)銷策略的設(shè)計(jì),最后以營(yíng)銷團(tuán)隊(duì)建設(shè)、客戶關(guān)系管理以及績(jī)效考核三方面作為策略實(shí)施的保障措施。TR產(chǎn)品目前市場(chǎng)營(yíng)銷過(guò)程中存在的主要問(wèn)題是缺乏準(zhǔn)確的市場(chǎng)定位以及與之對(duì)應(yīng)的營(yíng)銷策略和客戶關(guān)系管理不完善。產(chǎn)品策略主要分為三個(gè)方面。首先是產(chǎn)品目標(biāo)化,選定TR master這種具有特殊定制服務(wù)的型號(hào),提供給具有特殊參數(shù)需求的電池行業(yè)超高端研發(fā)市場(chǎng)。同時(shí)通過(guò)相關(guān)供應(yīng)商松散聯(lián)盟的方式為客戶提供整體解決方案。通過(guò)互聯(lián)網(wǎng)+數(shù)據(jù)庫(kù)的方式提高客戶的滿意度。價(jià)格方面采用高價(jià)格高服務(wù)水平的價(jià)格策略。促銷方面采用政策推動(dòng)式、廣告促銷、專業(yè)研討會(huì)以及人員促銷相結(jié)合的方式。服務(wù)方面通過(guò)線上和線下服務(wù)相結(jié)合的策略。線上服務(wù),通過(guò)現(xiàn)有的社交軟件,建立線上服務(wù)平臺(tái),便于提高服務(wù)效率和服務(wù)水平。線下通過(guò)建立目標(biāo)客戶數(shù)據(jù)庫(kù)、技術(shù)交流會(huì)、儀器免費(fèi)試用及定期回訪等服務(wù)策略來(lái)實(shí)施。
[Abstract]:The industry of analytical instruments is closely related to the development of science and technology in various industries and countries. The research and development of analytical instruments are paid more attention at home and abroad, but the research on their marketing strategies is relatively few. The research on the marketing strategy of small agency company is even less. This paper takes the tr product marketing of LD company as the main body of study, combining with the background of the industry and my working experience for many years, analyzes in detail the problems existing in the process of tr product marketing. According to the existing problems, the corresponding solution and the implementation plan of the scheme are worked out. Through the detailed analysis of the current marketing situation of LD Company and tr products, this paper finds out the specific problems. And the advantages and disadvantages of tr product marketing are analyzed, and then the external environment of marketing is analyzed by combining PEST model and Porter's five-force model, and the target market is selected through STP tools. Combined with 4P tools to design marketing strategies, and finally to build a marketing team, Customer relationship Management and performance Appraisal: the main problems in the current marketing process of tr products are the lack of accurate market positioning and the corresponding marketing strategies and customer relations. The product strategy is mainly divided into three aspects. First of all, product targeting, Select tr master, a model with special custom services, To the battery industry with special parameters of the ultra-high-end R & D market. At the same time through the relevant suppliers loose alliance to provide customers with the overall solution. Through the Internet database way to improve customer fullness. The price adopts the high price, the high service level price strategy. The promotion aspect uses the policy drive, The combination of advertising promotion, professional seminars and personnel promotion. The strategy of combining online and offline services. Online services, through existing social software, to establish online service platform, To improve service efficiency and service level. Offline through the establishment of target customer database, technical exchange, free use of equipment and regular return visits and other service strategies to implement.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.46

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