ZL公司減速機市場營銷策略研究
發(fā)布時間：2018-10-24 18:49
【摘要】：隨著國內(nèi)經(jīng)濟的持續(xù)發(fā)展,國家在能源、化工、港口、電力等行業(yè)的投入開始持續(xù)增加,市場對與這部分行業(yè)相配套的機械產(chǎn)品需求量迅速增加。而減速機是這些機械產(chǎn)品的核心部件,市場需求量對其的需求量亦持續(xù)增加。巨大的市場需求量將國內(nèi)外眾多的減速機生產(chǎn)制造企業(yè)吸引到其中。ZL公司以制造大中型工業(yè)減速機為主要業(yè)務,在國內(nèi)已經(jīng)建設了一個大型的加工中心,3個裝配廠,其在國內(nèi)減速機生產(chǎn)企業(yè)中銷量名列前茅。同時其他的國外減速機制造企業(yè)也陸續(xù)加入到國內(nèi)市場,加入到了中國減速機市場的爭奪。在與國外的減速機制造企業(yè)競爭的過程中,各家減速機生產(chǎn)企業(yè)通過提高自身的設計水平、制造工藝以及生產(chǎn)能力,增加自身產(chǎn)品的進展能力。同時,做好國內(nèi)減速機制造企業(yè)產(chǎn)品的營銷工作也尤為重要。本文將減速機市場作為文章的研究工作切入點,分析探討國內(nèi)減速機行業(yè)發(fā)展的現(xiàn)狀,分析了當前國內(nèi)減速機行業(yè)的發(fā)展狀況。在對行業(yè)市場競爭狀況、需求情況以及用戶類型進行分析的基礎上,指明了ZL公司在國內(nèi)所面臨的主要威脅、問題。在對ZL公司的營銷工作狀況進行系統(tǒng)分析后,分析了當前該公司在市場營銷工作中存在的主要問題及弊端,找到了該公司營銷工作的主要劣勢、優(yōu)勢。在上述研究的基礎上,對減速機產(chǎn)品的市場進行細分,形成了合理的產(chǎn)品定位,同時從產(chǎn)品策略、價格策略、客戶關系管理等方面提出了ZL公司減速機產(chǎn)品的市場營銷策略。
[Abstract]:With the sustainable development of domestic economy, the investment in energy, chemical, port, power and other industries began to increase continuously, and the market demand for machinery products matched with this part of the industry increased rapidly. The speed reducer is the core component of these mechanical products, and the market demand for it continues to increase. The huge market demand attracts many reducer manufacturing enterprises at home and abroad. ZL Company has built a large processing center and three assembly plants in China, taking manufacturing large and medium-sized industrial reducers as the main business. Its domestic reducer production enterprises among the top sales volume. At the same time, other foreign reducer manufacturing enterprises have joined the domestic market, joined the competition in the Chinese reducer market. In the process of competition with foreign reducer manufacturing enterprises, each reducer manufacturing enterprise improves its own design level, manufacturing technology and production capacity, and increases its own product development ability. At the same time, the domestic reducer manufacturing enterprise product marketing work is particularly important. In this paper, the reducer market is taken as the starting point of the research work, the present situation of the development of the domestic reducer industry is analyzed, and the development situation of the domestic reducer industry is analyzed. Based on the analysis of market competition, demand and user types, the main threats and problems faced by ZL in China are pointed out. After a systematic analysis of the marketing work of ZL Company, this paper analyzes the main problems and disadvantages existing in the marketing work of the company, and finds out the main disadvantages and advantages of the company's marketing work. On the basis of the above research, the market of the reducer product is subdivided and the reasonable product orientation is formed. At the same time, the marketing strategy of the reducer product of ZL Company is put forward from the aspects of product strategy, price strategy, customer relationship management, etc.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.4;F274
本文編號：2292247
[Abstract]:With the sustainable development of domestic economy, the investment in energy, chemical, port, power and other industries began to increase continuously, and the market demand for machinery products matched with this part of the industry increased rapidly. The speed reducer is the core component of these mechanical products, and the market demand for it continues to increase. The huge market demand attracts many reducer manufacturing enterprises at home and abroad. ZL Company has built a large processing center and three assembly plants in China, taking manufacturing large and medium-sized industrial reducers as the main business. Its domestic reducer production enterprises among the top sales volume. At the same time, other foreign reducer manufacturing enterprises have joined the domestic market, joined the competition in the Chinese reducer market. In the process of competition with foreign reducer manufacturing enterprises, each reducer manufacturing enterprise improves its own design level, manufacturing technology and production capacity, and increases its own product development ability. At the same time, the domestic reducer manufacturing enterprise product marketing work is particularly important. In this paper, the reducer market is taken as the starting point of the research work, the present situation of the development of the domestic reducer industry is analyzed, and the development situation of the domestic reducer industry is analyzed. Based on the analysis of market competition, demand and user types, the main threats and problems faced by ZL in China are pointed out. After a systematic analysis of the marketing work of ZL Company, this paper analyzes the main problems and disadvantages existing in the marketing work of the company, and finds out the main disadvantages and advantages of the company's marketing work. On the basis of the above research, the market of the reducer product is subdivided and the reasonable product orientation is formed. At the same time, the marketing strategy of the reducer product of ZL Company is put forward from the aspects of product strategy, price strategy, customer relationship management, etc.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.4;F274
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，本文編號：2292247
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