本文選題：大連三洋公司 + 超級陳列柜產(chǎn)品　； 參考：《湖南大學》2015年碩士論文

【摘要】：超級陳列柜產(chǎn)品同質(zhì)化嚴重,行業(yè)競爭激烈、價格透明、利潤極低,品牌難以提升,廠家的銷售模式與業(yè)績難以突破,與此同時,以外資零售巨頭和大型連鎖超市、連鎖便利店為主的用戶對超級陳列柜產(chǎn)品的制冷穩(wěn)定性、外觀設(shè)計、產(chǎn)品節(jié)能性、供貨周期等提出了越來越高的要求,個性化需求越來越多。在此背景下,如何順應(yīng)市場需求、發(fā)揮自身優(yōu)勢,系統(tǒng)地運用市場營銷理論制訂科學的營銷策略并落實執(zhí)行,從而讓本品牌產(chǎn)品更好地得到客戶的認可和青睞,已經(jīng)成為擺在有遠見的超級陳列柜生產(chǎn)廠家面前不可回避的一個重要問題。本文以大連三洋公司超級陳列柜產(chǎn)品為研究對象,對其營銷策略進行了深入研究。首先,通過PEST分析、競爭環(huán)境分析,明確了企業(yè)的機會和威脅;通過對大連三洋公司超級陳列柜產(chǎn)品營銷現(xiàn)狀與內(nèi)部資源能力進行分析,明確了企業(yè)的優(yōu)勢和劣勢;通過SWOT整體分析確定了決策方向。其次,根據(jù)分析結(jié)果,將目標市場確定為以連鎖百強大客戶為中心的中高端市場,并以此為基礎(chǔ),對大連三洋公司超級陳列柜產(chǎn)品進行了產(chǎn)品策略、促銷策略、定價策略、渠道策略的設(shè)計。最后,提出了大連三洋公司超級陳列柜產(chǎn)品營銷策略實施的保障措施。開展超級陳列柜產(chǎn)品營銷策略分析和研究,不僅能夠促進我國超級陳列柜行業(yè)營銷理論水平的進一步提高,為該行業(yè)深入發(fā)展提供理論貢獻,還能夠為形成和完善適合我國國情的專門工業(yè)品營銷理論提供借鑒。
[Abstract]:The products of super display cabinets are homogenized, competition in the industry is fierce, prices are transparent, profits are extremely low, brands are difficult to upgrade, manufacturers' sales patterns and achievements are difficult to break through. At the same time, foreign retail giants and large supermarket chains, Chain convenience store users put forward higher and higher requirements for the refrigeration stability, appearance design, energy saving and supply cycle of super display cabinets. In this context, how to adapt to the market demand, play its own advantages, systematically use the marketing theory to formulate scientific marketing strategies and implement the implementation, so that the brand products will be better recognized and favored by customers. Has become a visionary super-display cabinet manufacturers in front of an unavoidable important issue. This article takes Dalian Sanyo company super display cabinet product as the research object, has carried on the thorough research to its marketing strategy. First of all, through the analysis of PEST and competitive environment, the opportunities and threats of enterprises are defined, and the advantages and disadvantages of enterprises are clarified by analyzing the marketing status and internal resource capability of super display cabinets of Dalian Sanyo Company. The decision direction is determined by SWOT analysis. Secondly, according to the results of the analysis, the target market is determined to be the middle and high-end market with chain top 100 customers as the center, and on this basis, the product strategy, promotion strategy and pricing strategy of the super display cabinet products of Dalian Sanyo Company are carried out. Design of channel strategy. Finally, the paper puts forward the safeguard measures for the implementation of the marketing strategy of super display cabinets in Dalian Sanyo Company. The analysis and research on the marketing strategy of super display cabinets can not only promote the further improvement of the marketing theory level of the super display cabinet industry in China, but also provide theoretical contributions to the further development of the industry. It can also provide reference for the formation and improvement of the marketing theory of specialized industrial products suitable for our national conditions.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.6;F274

【相似文獻】

相關(guān)期刊論文 前10條

1 邢花,董麗,賈征,陳潔;國際藥品市場營銷策略研究[J];國際貿(mào)易問題;2001年02期

2 呂萍;基于信息產(chǎn)品的市場營銷策略研究[J];情報理論與實踐;2002年04期

3 趙智宏;張淑萍;陳綱;;寧夏清真牛羊肉產(chǎn)業(yè)的系統(tǒng)開發(fā)與整合營銷策略研究[J];農(nóng)業(yè)經(jīng)濟;2006年03期

4 郁有萍;;B公司產(chǎn)品營銷策略研究[J];商場現(xiàn)代化;2006年09期

5 楊帆;;大學生的自我營銷策略研究[J];華東經(jīng)濟管理;2007年08期

6 劉輝;;基于關(guān)系營銷的營銷策略研究[J];經(jīng)濟論壇;2008年16期

7 康勇;;連鎖經(jīng)營中的連鎖反應(yīng)及營銷策略研究[J];中國商貿(mào);2010年16期

8 鄧t，

本文編號：1904097