本文選題：工業(yè)品營銷 + 風(fēng)險��； 參考：《重慶理工大學(xué)》2013年碩士論文

【摘要】：工業(yè)品營銷又稱產(chǎn)業(yè)市場營銷或組織間營銷，即針對團(tuán)體用戶而不是個體消費(fèi)者的營銷。工業(yè)品營銷的市場交易量遠(yuǎn)遠(yuǎn)超過了消費(fèi)品營銷，而工業(yè)品營銷與消費(fèi)品營銷又有很大的不同。企業(yè)開展工業(yè)品營銷活動時，與消費(fèi)品營銷有著本質(zhì)區(qū)別，諸如人員推銷、刺激需求、購買決策過程復(fù)雜化等特性，鑒于此深入分析與探究工業(yè)品營銷風(fēng)險不僅具有理論價值，更具有現(xiàn)實意義。 本文以作者掛職的聯(lián)誠醫(yī)藥有限公司為例，采用案例分析的方法，旨在通過對該公司工業(yè)品營銷風(fēng)險予以識別與控制研究，以便于為醫(yī)療器械生產(chǎn)企業(yè)的營銷風(fēng)險管理提供參考。 本篇論文寫作思路如下：第一章結(jié)合國內(nèi)外研究現(xiàn)狀，提出研究目標(biāo)及擬解決的關(guān)鍵問題。第二章深入分析工業(yè)品營銷、風(fēng)險策略的相關(guān)理論，分別說明企業(yè)風(fēng)險管理一般理論，引出工業(yè)品及工業(yè)品營銷的內(nèi)涵，進(jìn)一步分析工業(yè)品營銷的風(fēng)險類型及結(jié)構(gòu)理論、工業(yè)品營銷的風(fēng)險計量理論、工業(yè)品營銷的風(fēng)險控制理論等，為本課題研究奠定堅實的基礎(chǔ)。第三章在分析了重慶市聯(lián)誠醫(yī)藥有限公司基本概況基礎(chǔ)上，分析了該企業(yè)在醫(yī)療器械銷售中的工業(yè)品特征及工業(yè)品營銷的性質(zhì);第四章主要圍繞工業(yè)品營銷風(fēng)險的影響因素、工業(yè)品營銷風(fēng)險的結(jié)構(gòu)、工業(yè)品營銷風(fēng)險特征及工業(yè)品營銷風(fēng)險識別方法等方面展開研究，得出關(guān)于重慶市聯(lián)誠醫(yī)藥有限公司工業(yè)品營銷風(fēng)險分析的情況。第五章以重慶市聯(lián)誠醫(yī)藥有限公司為實例，，分析它是如何開展工業(yè)品營銷風(fēng)險管控工作的。第六章，結(jié)合聯(lián)誠醫(yī)藥有限公司風(fēng)險控制模型及應(yīng)用實例給出結(jié)論，提出亟待解決的問題和改進(jìn)方向。
[Abstract]:Industrial marketing is also called industrial marketing or inter-organization marketing, that is, marketing for group users rather than individual consumers.The market volume of industrial product marketing is far more than that of consumer goods marketing, and industrial product marketing and consumer goods marketing are very different.When enterprises carry out marketing activities of industrial products, they are fundamentally different from consumer goods marketing, such as personnel marketing, stimulating demand, complicated purchasing decision-making process and so on. In view of this, it is not only of theoretical value to analyze and explore the risks of industrial products marketing, but also of theoretical value.More practical significance.This paper takes Liancheng Pharmaceutical Co., Ltd. as an example, adopts the method of case analysis, aims to identify and control the marketing risk of industrial products of the company.In order to provide a reference for the marketing risk management of medical device manufacturing enterprises.The main ideas of this thesis are as follows: the first chapter puts forward the research objectives and key problems to be solved in combination with the current research situation at home and abroad.The second chapter deeply analyzes the related theories of industrial product marketing and risk strategy, explains the general theory of enterprise risk management, leads to the connotation of industrial product and industrial product marketing, and further analyzes the risk type and structure theory of industrial product marketing.The risk measurement theory of industrial product marketing and the risk control theory of industrial product marketing lay a solid foundation for the research of this subject.On the basis of analyzing the general situation of Chongqing Liancheng Pharmaceutical Co., Ltd, the third chapter analyzes the characteristics of industrial products and the nature of the marketing of industrial products in the sales of medical devices, the fourth chapter mainly focuses on the influencing factors of the risk of industrial products marketing.The structure of industrial product marketing risk, the characteristics of industrial product marketing risk and the identification method of industrial product marketing risk are studied, and the situation of industrial product marketing risk analysis of Chongqing Liancheng Pharmaceutical Co., Ltd is obtained.The fifth chapter takes Chongqing Liancheng Pharmaceutical Co., Ltd as an example to analyze how to carry out industrial product marketing risk control.In the sixth chapter, combined with the risk control model of Liancheng Pharmaceutical Co., Ltd., the conclusion is given, and the problems to be solved and the direction of improvement are put forward.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.72

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