本文選題：空壓機 + 市場營銷��； 參考：《蘇州大學》2015年碩士論文

【摘要】：空氣壓縮機(簡稱“空壓機”)發(fā)展歷史悠久,至今仍然是工業(yè)領域中的關鍵設備之一,主要用于鋼鐵、電力、冶金、化工、輕工、電子、機械制造、交通設施、活動碼頭、軍工科技、汽車工業(yè)、航空航天及基礎設施等各個領域�？諝鈮嚎s機是制造型企業(yè)的基礎動力設備,一般制造型企業(yè)需要的“水”、“電”、“氣”三大動力來源,其中“氣”既是指壓縮空氣,就是由空壓機提供的。2012年以來的中國經(jīng)濟持續(xù)下行,對空壓機企業(yè)造成一定的影響。同時由于人工成本上漲及部分原材料價格的波動,企業(yè)轉型升級、科技投入、節(jié)能減排等投入加大,導致行業(yè)利潤也有所下降。同行業(yè)廠家為了生存,競爭更加劇烈,價格競爭成主要手段。作為國內最大的民營空壓機制造商-KT壓縮機公司在這種惡劣環(huán)境下,如何提升企業(yè)競爭力,擴大市場份額,提升利潤空間,提高客戶滿意度,就顯的尤為重要。本文對KT公司的現(xiàn)狀進行了分析,并在相關資料和數(shù)據(jù)的基礎上,進行歸納和總結,利用經(jīng)典的營銷學理論和相關模型,提出了KT公司營銷渠道建設優(yōu)化的目標和原則。并從多方面闡述了KT公司營銷渠道優(yōu)化的具體內容。也對營銷渠道優(yōu)化的實施和保障方面就行了探討,對KT經(jīng)銷商的選擇和評價,經(jīng)銷商的培訓及評價等內容具體細致地提出了見解。對于營銷渠道的沖突控制,列舉了KT公司可能面臨的各種沖突情況,以及各種沖突的調整方法,力爭把沖突損失降到最小程度。同時對物流的管控提出了具體建議。當然要想把市場渠道建設好,使KT成為中國首屈一指的國產(chǎn)空壓機品牌,還需要付出更多的時間和智慧,也需要全體KT公司員工的共同努力。希望通過本文,能為KT公司營銷渠道優(yōu)化提供建設性意見。
[Abstract]:Air compressor (abbreviated as "air compressor") has a long history of development and is still one of the key equipment in the industrial field. It is mainly used in steel, electricity, metallurgy, chemical industry, light industry, electronics, mechanical manufacturing, transportation facilities, mobile wharf. Military science and technology, automotive industry, aerospace and infrastructure and other fields. Air compressor is the basic power equipment of manufacturing enterprises. Generally manufacturing enterprises need "water", "electricity" and "gas" as three major power sources, in which "gas" refers to compressed air, China's economy has continued to decline since 2012, which has had an impact on air compressor enterprises. At the same time, due to the increase of labor cost and the fluctuation of some raw material prices, the enterprise transformation and upgrade, science and technology investment, energy saving and emission reduction investment increased, resulting in a decline in industry profits. Industry manufacturers in order to survive, the competition is more intense, the main means of price competition. As the largest private air compressor manufacturer in China-KT Compressor Company in this harsh environment how to enhance the competitiveness of enterprises expand market share enhance profit space improve customer satisfaction is particularly important. This paper analyzes the present situation of KT Company, and on the basis of relevant information and data, summarizes and summarizes it. By using the classical marketing theory and relevant models, the paper puts forward the objectives and principles of KT Company's marketing channel construction optimization. And elaborated from many aspects the KT company marketing channel optimization concrete content. It also discusses the implementation and guarantee of the optimization of marketing channels, and puts forward some concrete and detailed opinions on the selection and evaluation of KT dealers, the training and evaluation of dealers, and so on. For the conflict control of marketing channel, this paper lists all kinds of conflict situations that KT may face, and the adjustment methods of various conflicts, in order to minimize the conflict loss. At the same time, the management of logistics proposed specific recommendations. Of course, it takes more time and wisdom to build a good market channel and make KT become China's leading domestic air compressor brand. It also requires the joint efforts of all KT employees. Hope through this article, can provide constructive advice for KT company marketing channel optimization.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.4

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本文編號：1937666