發(fā)布時(shí)間：2018-10-09 08:06

【摘要】：隨著經(jīng)濟(jì)的發(fā)展，中國(guó)這個(gè)“世界工廠”正在發(fā)生悄然的變化。特別是2008年金融危機(jī)以后，在制造業(yè)成本壓力明顯增加的驅(qū)動(dòng)下，企業(yè)更加迫切地希望產(chǎn)品升級(jí)與成本降低。對(duì)客戶而言，需求的不僅僅是產(chǎn)品和服務(wù)，而是能帶來(lái)企業(yè)競(jìng)爭(zhēng)力且能降低整體運(yùn)營(yíng)成本的解決方案。 本文以工業(yè)產(chǎn)品經(jīng)銷商B公司為研究對(duì)象，根據(jù)公司的實(shí)際情況，討論如何進(jìn)行多品牌多產(chǎn)品的市場(chǎng)營(yíng)銷。文章第一章介紹了研究背景和目的，研究路線和結(jié)構(gòu)框架；第二章介紹相關(guān)理論；第三、四章分別進(jìn)行了工業(yè)品的分析和行業(yè)分析；第五章介紹B公司多品牌多產(chǎn)品營(yíng)銷戰(zhàn)略的構(gòu)建與實(shí)施，包含公司現(xiàn)狀分析和SWOT分析，國(guó)內(nèi)主要競(jìng)爭(zhēng)對(duì)手分析，公司多品牌營(yíng)銷分析及戰(zhàn)略構(gòu)建，多品牌市場(chǎng)營(yíng)銷戰(zhàn)略與實(shí)施。該戰(zhàn)略從渠道建設(shè)、團(tuán)隊(duì)建設(shè)、產(chǎn)品方案、行業(yè)方案、供應(yīng)商方案和客戶方案角度進(jìn)行了研究并提出相應(yīng)的見(jiàn)解；第六章進(jìn)行了結(jié)論與研究展望。 文章結(jié)合國(guó)內(nèi)外宏觀經(jīng)濟(jì)，根據(jù)本行業(yè)的真實(shí)情況進(jìn)行營(yíng)銷研究。B公司是現(xiàn)實(shí)存在的公司，即必迪艾（天津）軸承有限公司（簡(jiǎn)稱BDI或必迪艾），營(yíng)銷中的方案是理論與實(shí)際的結(jié)合，其中一些方案在實(shí)際工作中已經(jīng)取得一定的業(yè)績(jī)。 本文認(rèn)為，工業(yè)品的多品牌集中供應(yīng)存在著廣泛的市場(chǎng)，，也是未來(lái)發(fā)展的方向。希望本文能夠給其他企業(yè)的管理者帶來(lái)指導(dǎo)性的建議，擴(kuò)展企業(yè)營(yíng)銷思路，實(shí)現(xiàn)企業(yè)可持續(xù)健康發(fā)展。
[Abstract]:With the development of economy, China, the world factory, is changing quietly. Especially after the financial crisis in 2008, driven by the obvious increase of manufacturing cost pressure, enterprises are eager to upgrade their products and reduce their costs. For customers, what they need is not just products and services, but solutions that can bring competitiveness and reduce overall operating costs. This paper takes B Company as the research object and discusses how to carry out the marketing of multi-brand and multi-product according to the actual situation of the company. The first chapter introduces the research background and purpose, the research route and the structure framework; the second chapter introduces the related theories; the third, the fourth chapter respectively carries on the industrial product analysis and the industry analysis; The fifth chapter introduces the construction and implementation of the multi-brand and multi-product marketing strategy of Company B, including the analysis of the company's current situation and SWOT, the analysis of the main domestic competitors, the analysis and construction of the multi-brand marketing strategy, and the implementation of the multi-brand marketing strategy. The strategy is studied from the perspectives of channel building, team building, product scheme, industry scheme, supplier scheme and customer plan. The article combines the domestic and foreign macroeconomics, carries on the marketing research according to the real situation of the industry. B company is the actual existence company, That is, Bideai (Tianjin) bearing Co., Ltd. (referred to as BDI or Bidiai), the marketing scheme is the combination of theory and practice, some of which have already made some achievements in the actual work. This paper holds that there is a wide market for multi-brand centralized supply of industrial products, and it is also the direction of development in the future. It is hoped that this paper can bring guiding suggestions to the managers of other enterprises, expand the marketing ideas of enterprises, and realize the sustainable and healthy development of enterprises.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.4

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