浙江力聚公司營銷策略研究
發(fā)布時間：2018-09-06 18:05
【摘要】：浙江力聚真空熱水機組產(chǎn)品的市場趨于成熟，競爭越來越激烈。新的產(chǎn)品蒸汽發(fā)生器剛剛投入市場。這些使公司遇到了發(fā)展的瓶頸。因此，本論文以浙江力聚熱水機有限公司營銷策略研究為課題，研究公司在新的態(tài)勢下應采取怎樣的營銷組合策略，，以持續(xù)健康發(fā)展。 本文闡述了浙江力聚真空熱水鍋爐和蒸汽發(fā)生器產(chǎn)品的營銷現(xiàn)狀，在銷售中存在的問題，并在此基礎(chǔ)上對影響企業(yè)生存發(fā)展的宏觀環(huán)境和鍋爐行業(yè)微觀環(huán)境進行了深入的分析，明確了環(huán)境因素對浙江力聚發(fā)展的有利影響和不利影響，為進一步深入研究、制定合適的營銷策略奠定了的基礎(chǔ)。同時對浙江力聚真空熱水機組產(chǎn)品的市場進行了具體的SWOT分析。通過分析自身的優(yōu)勢和劣勢以及環(huán)境提供的機會和企業(yè)面臨的威脅，運用SWOT分析矩陣尋求企業(yè)的最佳發(fā)展策略，并進行了產(chǎn)品的市場細分，在此基礎(chǔ)上確定了產(chǎn)品的市場定位和目標市場。在此基礎(chǔ)上，依據(jù)4Ps理論，對浙江力聚公司的營銷策略進行了設(shè)計。在產(chǎn)品方面，文中提出力聚公司應當選擇產(chǎn)品線專業(yè)型和特殊產(chǎn)品專業(yè)型的產(chǎn)品組合策略，建議力聚第六代產(chǎn)品應采用挖掘產(chǎn)品功能策略，應國家環(huán)保政策的要求，低氮氧化物排放、低噪聲污染的鍋爐.在價格策略方面，真空熱水機組應采用滲透價格策略；而蒸汽發(fā)生器應采用成本加成法定價策略。在銷售渠道方面，建議逐漸取消代理商，實現(xiàn)直銷短渠道，讓公司和顧客雙贏。在促銷策略方面，注意力聚的品牌推廣，利用人員推銷擴展銷售機會、通過開展公共關(guān)系活動提升企業(yè)形象。充分發(fā)揮網(wǎng)絡(luò)營銷的優(yōu)勢，做好網(wǎng)絡(luò)營銷計劃及推廣。 本文確保浙江力聚產(chǎn)品營銷策略得以實施，提出了提高企業(yè)生產(chǎn)管理水平、企業(yè)文化建設(shè)、營銷人員培訓工作以及充分發(fā)揮市場部的作用等保障措施。
[Abstract]:Zhejiang Li-Ju vacuum hot water unit product market tends to mature, the competition is more and more intense. The new product steam generator has just been put on the market. These make the company meet the bottleneck of development. Therefore, this paper studies the marketing strategy of Zhejiang Li-Ju Hot Water Machine Co., Ltd., and studies what marketing combination strategy should be adopted in the new situation in order to develop healthily. This paper expounds the marketing situation of Zhejiang Liju-vacuum hot water boiler and steam generator, and the problems existing in the sales. On the basis of this, the macro environment and the micro environment of boiler industry which affect the survival and development of the enterprise are deeply analyzed. The beneficial and negative effects of environmental factors on the development of Zhejiang Li-Ju were clarified, which laid the foundation for further research and the formulation of appropriate marketing strategies. At the same time, the market of Zhejiang Li-Li vacuum hot water unit is analyzed by SWOT. By analyzing its own strengths and weaknesses as well as the opportunities provided by the environment and the threats faced by the enterprises, the best development strategy of the enterprises is sought by using the SWOT analysis matrix, and the market segments of the products are carried out. On this basis, the market positioning and target market of the products are determined. On this basis, according to the theory of 4Ps, Zhejiang LiJu Company's marketing strategy is designed. In terms of products, the paper puts forward that Lijucompany should choose product combination strategy of specialized type of product line and specialized type of special product, and suggests that the sixth generation product of Li-Ju should adopt the strategy of excavating the function of product and meet the requirements of national environmental protection policy. Low nitrogen oxide emissions, low noise pollution boiler. In price strategy, the vacuum hot water unit should adopt osmotic price strategy, while the steam generator should adopt cost addition pricing strategy. In the sales channel, it is suggested that the agent should be abolished gradually to realize the short channel of direct selling and make the company and customer win-win. In the aspect of promotion strategy, the attention of the brand promotion, the use of personnel to promote sales opportunities, through public relations activities to enhance the corporate image. Give full play to the advantages of network marketing, do a good job network marketing plan and promotion. This paper ensures the implementation of Zhejiang Li-Ju product marketing strategy, and puts forward some safeguard measures such as improving the production management level of enterprises, building enterprise culture, training marketing personnel and giving full play to the role of marketing department.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.61
本文編號：2227112
[Abstract]:Zhejiang Li-Ju vacuum hot water unit product market tends to mature, the competition is more and more intense. The new product steam generator has just been put on the market. These make the company meet the bottleneck of development. Therefore, this paper studies the marketing strategy of Zhejiang Li-Ju Hot Water Machine Co., Ltd., and studies what marketing combination strategy should be adopted in the new situation in order to develop healthily. This paper expounds the marketing situation of Zhejiang Liju-vacuum hot water boiler and steam generator, and the problems existing in the sales. On the basis of this, the macro environment and the micro environment of boiler industry which affect the survival and development of the enterprise are deeply analyzed. The beneficial and negative effects of environmental factors on the development of Zhejiang Li-Ju were clarified, which laid the foundation for further research and the formulation of appropriate marketing strategies. At the same time, the market of Zhejiang Li-Li vacuum hot water unit is analyzed by SWOT. By analyzing its own strengths and weaknesses as well as the opportunities provided by the environment and the threats faced by the enterprises, the best development strategy of the enterprises is sought by using the SWOT analysis matrix, and the market segments of the products are carried out. On this basis, the market positioning and target market of the products are determined. On this basis, according to the theory of 4Ps, Zhejiang LiJu Company's marketing strategy is designed. In terms of products, the paper puts forward that Lijucompany should choose product combination strategy of specialized type of product line and specialized type of special product, and suggests that the sixth generation product of Li-Ju should adopt the strategy of excavating the function of product and meet the requirements of national environmental protection policy. Low nitrogen oxide emissions, low noise pollution boiler. In price strategy, the vacuum hot water unit should adopt osmotic price strategy, while the steam generator should adopt cost addition pricing strategy. In the sales channel, it is suggested that the agent should be abolished gradually to realize the short channel of direct selling and make the company and customer win-win. In the aspect of promotion strategy, the attention of the brand promotion, the use of personnel to promote sales opportunities, through public relations activities to enhance the corporate image. Give full play to the advantages of network marketing, do a good job network marketing plan and promotion. This paper ensures the implementation of Zhejiang Li-Ju product marketing strategy, and puts forward some safeguard measures such as improving the production management level of enterprises, building enterprise culture, training marketing personnel and giving full play to the role of marketing department.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.61
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