【摘要】：未來我國發(fā)展面臨著國家重啟電網(wǎng)主輔分離、電網(wǎng)全面建設(shè)、特高壓及智能電網(wǎng)建設(shè)突飛猛進、新一輪農(nóng)網(wǎng)升級改造、電氣化鐵路建設(shè)持續(xù)快速推進、城市軌道交通建設(shè)紛紛上馬、城鎮(zhèn)固定資產(chǎn)及工業(yè)投資保持慣性增長等不容錯過發(fā)展機遇,為輸配電設(shè)備制造業(yè)的發(fā)展提供了很大的市場空間。此外,經(jīng)營輸配電設(shè)備制造業(yè)的企業(yè)數(shù)量不斷增加,整個市場的競爭也日益激烈和復雜。在業(yè)內(nèi)有點名氣的ZN公司將如何在此復雜的市場條件下,揚長避短,走出自己的一條路,在激烈的市場競爭中取勝,本文對這些問題的研究就具有很強的現(xiàn)實意義。 本文通過以ZN公司的市場營銷作為研究對象,并采用市場營銷的相關(guān)理論知識對ZN公司的市場營銷策略展開研究。論文首先通過環(huán)境分析理論以及邁克爾·波特的五力競爭模型等,對ZN公司市場營銷存在的外部和內(nèi)部環(huán)境條件展開系統(tǒng)分析,在對市場充分調(diào)研的基礎(chǔ)上,分析行業(yè)發(fā)展現(xiàn)狀,找出ZN公司目前所面臨的外部機會與威脅,公司內(nèi)部的優(yōu)、劣勢,運用SWOT分析法,從而得出ZN公司的市場營銷策略。其次,結(jié)合公司目前的營銷現(xiàn)狀,采用目標市場細分理論,提出了公司的STP策略。再次,運用營銷組合策略4Ps理論以及客戶關(guān)系理論等,提出了ZN公司的產(chǎn)品組合、價格、渠道、促銷、關(guān)系等市場營銷策略。最后,根據(jù)ZN公司的整體經(jīng)營、營銷現(xiàn)狀,提出了一系列營銷策略實施措施,以確保ZN公司的營銷發(fā)展策略能夠適應瞬息萬變的市場競爭環(huán)境。
[Abstract]:In the future, the development of our country is faced with the separation of the main and auxiliary power grids, the overall construction of the power grid, the rapid development of the UHV and smart grid, the upgrading of a new round of agricultural networks, and the continuous and rapid progress of the construction of electrified railways. The construction of urban rail transit and the inertia growth of fixed assets and industrial investment in cities and towns should not be missed, which provides a great market space for the development of transmission and distribution equipment manufacturing industry. In addition, the number of enterprises operating transmission and distribution equipment manufacturing industry is increasing, and the competition in the whole market is becoming increasingly fierce and complex. Under this complicated market condition, ZN Company, which is a little famous in the industry, will take advantage of its advantages and avoid weaknesses, walk out its own way and win in the fierce market competition. The study of these problems in this paper is of great practical significance. This paper takes the marketing of ZN Company as the research object and studies the marketing strategy of ZN Company by using the relevant theoretical knowledge of marketing. Firstly, through the theory of environmental analysis and Michael Porter's five-force competition model, this paper systematically analyzes the external and internal environmental conditions of ZN marketing, and makes a full investigation of the market. This paper analyzes the current situation of industry development, finds out the external opportunities and threats faced by ZN Company, the internal advantages and disadvantages of the company, and uses the SWOT analysis method to obtain the marketing strategy of ZN Company. Secondly, combined with the current marketing situation of the company, using the target market segmentation theory, put forward the company's STP strategy. Thirdly, using the marketing combination strategy 4Ps theory and the customer relationship theory, put forward the ZN company's product combination, price, channel, promotion, relationship and other marketing strategies. Finally, according to the overall management and marketing status of ZN Company, a series of marketing strategies are put forward to ensure that the marketing development strategy of ZN Company can adapt to the ever-changing market competition environment.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.61

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本文編號：2383651