本文關(guān)鍵詞：S公司N產(chǎn)品市場營銷策略研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 船用主機 拖輪 目標(biāo)市場定位 營銷組合策略

【摘要】：船舶行業(yè)為全球貿(mào)易和海洋資源開采提供運輸工具,對國民經(jīng)濟和國防建設(shè)有著重要影響。本世紀(jì)以來,中國的船舶行業(yè)發(fā)展迅速,舉世矚目。隨著船舶市場需求的持續(xù)上升,作為船舶主要配套的N產(chǎn)品也存在很大的市場。故本文以S公司為研究對象,針對其N產(chǎn)品的銷售現(xiàn)狀,探討了該公司的營銷策略,以期發(fā)現(xiàn)問題并不斷進行改正,提高公司產(chǎn)品的市場占有率。第一、對營銷理論進行了概述,了解了營銷理論的發(fā)展歷程、經(jīng)典的STP理論、營銷組合理論以及營銷環(huán)境分析理論,并通過對國內(nèi)外營銷理論研究的總結(jié)提出了本文的研究問題:S公司N產(chǎn)品的營銷策略研究。第二、對S公司內(nèi)部條件進行了概述,利用營銷環(huán)境分析理論和波特五力模型對S公司目前的內(nèi)外部環(huán)境進行分析。利用SWOT分析,明確了該公司的內(nèi)部優(yōu)勢,以及主要劣勢;同時外部政策支持等為公司發(fā)展提供了絕佳機會,潛在競爭者的出現(xiàn)也對公司構(gòu)成了相對威脅,為S公司營銷策略的制定奠定了基礎(chǔ)。第三、介紹了公司N產(chǎn)品的營銷現(xiàn)狀,并通過具體的營銷案例分析發(fā)現(xiàn)了當(dāng)前該公司N產(chǎn)品在營銷方面存在的主要問題。主要從產(chǎn)品、價格、渠道、促銷四個方面進行闡述。第四、針對港作拖輪市場的主要44家客戶進行了深度的客戶訪談。從客戶的角度了解了S公司和N產(chǎn)品以及其主要競爭對手的市場營銷狀況。第五、根據(jù)S公司N產(chǎn)品營銷過程中存在的問題和公司當(dāng)前所處的環(huán)境狀況,以及訪談分析結(jié)果對S公司的營銷策略進行改進,量身制定了適合該公司的全新的營銷策略,包括:目標(biāo)市場定位、價格策略、渠道策略、促銷策略以及品牌建設(shè)。明確了公司主要目標(biāo)市場為廣州港、滄州渤海港、欽州港、鹽田港、珠海港、中交二航三公司、鎮(zhèn)江港、福州福源、陽江港、連云港、江陰順安、南京港、天津港等。并在價格方面推出了產(chǎn)品加服務(wù)配套銷售策略、備件優(yōu)惠策略、大客戶批量價格策略以彌補N產(chǎn)品銷售價格過高的劣勢;在渠道方面增加二級代理商、結(jié)成戰(zhàn)略聯(lián)盟來拓寬銷售渠道,提高N產(chǎn)品的市場占有率;在促銷方面通過積極參加各類海事交流會、舉辦產(chǎn)品介紹會、年會以及廣告投入,提高產(chǎn)品的業(yè)內(nèi)認知度;在品牌建設(shè)方面建立產(chǎn)品和服務(wù)雙品牌效應(yīng)。在此基礎(chǔ)上,預(yù)期了該營銷策略實施效果。最后為了保障以上營銷策略得以良好實現(xiàn),從建立專業(yè)的營銷團隊、建立科學(xué)的營銷管理機制以及打造獨特的企業(yè)文化三個方面提出了相應(yīng)的保障措施。本文的研究為S公司N產(chǎn)品的營銷決策提供理論支持和實踐指導(dǎo),促進公司N產(chǎn)品營銷水平的提升,提高公司的銷售業(yè)績和市場競爭力;同時本研究也為同類型中小船舶企業(yè)制定產(chǎn)品營銷策略提供一定的借鑒和參考。
[Abstract]:The shipping industry provides transportation tools for global trade and exploitation of marine resources, which has an important impact on the national economy and national defense construction. Since this century, China's shipbuilding industry has developed rapidly. As the ship market demand continues to rise, there is also a large market for N products, which are the main supporting parts of the ship. Therefore, this paper takes S Company as the research object, aiming at the current sales situation of its N products. This paper probes into the marketing strategy of the company in order to find out the problems and constantly correct them to improve the market share of the company's products. Firstly, the marketing theory is summarized and the development course of the marketing theory is understood. Classic STP theory, marketing combination theory and marketing environment analysis theory, and through the summary of domestic and foreign marketing theory research, this paper puts forward the research question of this paper. This paper summarizes the internal conditions of S Company, analyzes the internal and external environment of S Company by using the theory of marketing environment analysis and Porter's five-force model, and clarifies the internal advantages of S Company by SWOT analysis. And the main disadvantages; At the same time, external policy support provides a good opportunity for the development of the company, and the emergence of potential competitors also poses a relative threat to the company, which lays the foundation for the formulation of marketing strategy of S company. This paper introduces the marketing situation of company N products, and finds out the main problems in the marketing of N products through the analysis of specific marketing cases, mainly from the products, prices, channels. Four aspects of sales promotion. 4th. Deep customer interviews were conducted for 44 major customers in the Hong Kong tugboat market. The marketing situation of S and N products and their main competitors was understood from the customer's point of view. 5th. According to the existing problems in the process of S company N product marketing and the current situation of the company, as well as the results of interview analysis, the marketing strategy of S company is improved. Tailored to the company's new marketing strategy, including: target market positioning, price strategy, channel strategy, promotion strategy and brand building, identified the company's main target market for Guangzhou Port. Cangzhou Bohai Port, Qinzhou Port, Yantian Port, Pearl Harbor, JIANGJINGYUANG three companies, Zhenjiang Port, Fuzhou Fuyuan, Yangjiang Port, Lianyungang, Jiangyin Shun'an, Nanjing Port. Tianjin Port and so on. And in the price of product plus service supporting sales strategy, spare parts preferential strategy, large customer volume price strategy to make up for the high price of N products; In the channel aspect increases the secondary agent, forms the strategic alliance to widen the sale channel, enhances the market share of the N product; In terms of promotion, we can actively participate in various kinds of maritime communication meetings, organize product introduction sessions, annual meetings and advertising investment to improve the awareness of the products in the industry; On the basis of this, the implementation effect of the marketing strategy is expected. Finally, in order to ensure that the above marketing strategy can be realized well, the professional marketing team is established. To establish a scientific marketing management mechanism and to create a unique corporate culture three aspects of the corresponding protection measures. This study for S company N product marketing decisions to provide theoretical support and practical guidance. Promote the promotion of company N product marketing level, improve the company's sales performance and market competitiveness; At the same time, this study also provides some reference and reference for the same type of small and medium-sized shipping enterprises to formulate product marketing strategy.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F416.474

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