發(fā)布時(shí)間：2018-01-21 22:14

  本文關(guān)鍵詞： 商用冰箱 細(xì)分市場(chǎng) 營(yíng)銷策略 產(chǎn)品差異化 價(jià)值鏈　出處：《東華大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的持續(xù)發(fā)展,人民生活水平不斷提高。人們對(duì)速凍食品、生鮮、健康天然飲品的需求持續(xù)增長(zhǎng),與此同時(shí)消費(fèi)者對(duì)食品的安全問(wèn)題也更加關(guān)注。商用冰箱作為在食品冷鏈中不可或缺的一環(huán),在食品存儲(chǔ)過(guò)程中的重要性不言而喻。T公司是一家世界500強(qiáng)的跨國(guó)公司,公司業(yè)務(wù)涵蓋建筑,機(jī)械,化工,食品,石油等行業(yè)。商用冰箱產(chǎn)品歸屬于其食品設(shè)備事業(yè)部,其全球銷售額約為20億美金并擁有很多知名的產(chǎn)品線。商用冰箱產(chǎn)品正是這些知名產(chǎn)品線中的一條,其在歐洲及北美均是領(lǐng)先的市場(chǎng)領(lǐng)導(dǎo)者。但在中國(guó)市場(chǎng),由于進(jìn)入市場(chǎng)比較遲,急需比較清晰的營(yíng)銷策略以及相應(yīng)的行動(dòng)計(jì)劃,從而擴(kuò)大銷售,提高市場(chǎng)份額。本論文第一章主要介紹了本文研究背景、目標(biāo)、內(nèi)容及研究的方法和路線,并圍繞市場(chǎng)營(yíng)銷方面進(jìn)行相關(guān)的理論基礎(chǔ)研究,包括營(yíng)銷管理,4Ps的定義,細(xì)分市場(chǎng),產(chǎn)品差異化,產(chǎn)品定位,分銷渠道,價(jià)值鏈,決策鏈,VOC,定價(jià)策略等。第二章主要介紹了T公司相關(guān)背景,簡(jiǎn)單介紹了T公司的商用冰箱產(chǎn)品、及主要競(jìng)爭(zhēng)對(duì)手,運(yùn)用SWOT模型對(duì)T公司的商用冰箱業(yè)務(wù)進(jìn)行了分析。分析了T公司商用冰箱在營(yíng)銷中的主要問(wèn)題。第三章運(yùn)用STP工具對(duì)市場(chǎng)進(jìn)行細(xì)分,從而確定值得進(jìn)入的細(xì)分市場(chǎng)為酒店細(xì)分市場(chǎng),連鎖快餐細(xì)分市場(chǎng)和連鎖面包房細(xì)分市場(chǎng)。同時(shí),對(duì)T公司商用冰箱產(chǎn)品進(jìn)行了定位。第四章對(duì)選擇出的3個(gè)主要細(xì)分市場(chǎng)的營(yíng)銷策略進(jìn)行具體研究。首先針對(duì)酒店細(xì)分市場(chǎng)詳盡分析了競(jìng)爭(zhēng)對(duì)手,設(shè)計(jì)出相應(yīng)的產(chǎn)品策略;對(duì)分銷渠道進(jìn)行了分析,從價(jià)值鏈和決策鏈的角度闡述了渠道策略;同時(shí)制定了酒店細(xì)分市場(chǎng)的價(jià)格策略。其次對(duì)連鎖快餐細(xì)分市場(chǎng)的現(xiàn)狀及發(fā)展趨勢(shì)進(jìn)行了分析,運(yùn)用質(zhì)量功能展開工具(QFD)將客戶需求(VOC)轉(zhuǎn)換為產(chǎn)品的性能要求,并進(jìn)行了產(chǎn)品的定位及定價(jià)。最后針對(duì)連鎖面包房細(xì)分市場(chǎng),提出具體的營(yíng)銷策略。主要包括連鎖面包房細(xì)分市場(chǎng)的價(jià)值鏈,產(chǎn)品分析,價(jià)格策略以及促銷策略。第五章提出T公司實(shí)施營(yíng)銷策略的內(nèi)部保障計(jì)劃。包括市場(chǎng)進(jìn)入的策略,進(jìn)入各個(gè)細(xì)分市場(chǎng)的先后順序以及側(cè)重點(diǎn)。其中包括產(chǎn)品的重新定位,定價(jià)以及新產(chǎn)品的開發(fā)時(shí)間節(jié)點(diǎn)等等。同時(shí)為了支撐上述的市場(chǎng)營(yíng)銷策略,T公司在組織結(jié)構(gòu)與人員配備方面也需要做相應(yīng)的調(diào)整和變化;當(dāng)然還包括財(cái)務(wù)上的支持以及分析等等�？偟脕�(lái)說(shuō),本次研究運(yùn)用傳統(tǒng)的STP和4Ps理論,結(jié)合SWOT模型分析,針對(duì)T公司商用冰箱產(chǎn)品在中國(guó)的營(yíng)銷策略提出了具體的行動(dòng)計(jì)劃以及相應(yīng)的內(nèi)部保障計(jì)劃,具有比較強(qiáng)的現(xiàn)實(shí)意義,有助于T公司商用冰箱業(yè)務(wù)在中國(guó)的發(fā)展。
[Abstract]:With the sustainable development of economy, people's living standard is improving constantly. People's demand for frozen food, fresh and healthy natural drinks continues to increase. At the same time, consumers are more concerned about food safety. Commercial refrigerators are an integral part of the food cold chain. The importance of food storage is self-evident. T is a top 500 multinational company in the world, covering construction, machinery, chemicals and food. Commercial refrigerator products belong to its Food equipment Division, with global sales of about $2 billion and many well-known product lines. Commercial refrigerator products are one of these well-known product lines. It is a leading market leader in Europe and North America, but in China, due to its late entry into the market, a clearer marketing strategy and corresponding action plans are urgently needed to expand sales. The first chapter of this paper mainly introduces the research background, objectives, content and research methods and routes, and carries on the related theoretical foundation research, including the marketing management, around the marketing aspect. 4Ps definition, market segmentation, product differentiation, product positioning, distribution channels, value chain, decision chain VOCand pricing strategy. Chapter two mainly introduces the background of T Company. This paper briefly introduces T Company's commercial refrigerator products and its main competitors. The commercial refrigerator business of T company is analyzed by using SWOT model. The main problems in marketing of commercial refrigerator in T company are analyzed. Chapter three uses STP tools to segment the market. In order to determine the market segment worth entering is hotel market, chain fast food market and bakery market. At the same time. In chapter 4th, the marketing strategies of the three main segments are studied. Firstly, the competitors of hotel market are analyzed in detail. Design the corresponding product strategy; The distribution channel is analyzed, and the channel strategy is expounded from the angle of value chain and decision chain. At the same time, the pricing strategy of hotel segmentation market is established. Secondly, the current situation and development trend of fast food chain market are analyzed. QFDs are used to transform customer demand into the performance requirements of the products, and the positioning and pricing of the products are carried out. Finally, the market segment of chain bakeries is targeted. Put forward the specific marketing strategy, mainly including chain bakery subdivision market value chain, product analysis. Price strategy and promotion strategy. Chapter 5th puts forward the internal safeguard plan for T Company to implement marketing strategy, including the strategy of market entry. Enter into each segment of the market order and focus. Including product repositioning pricing and new product development time node and so on. At the same time in order to support the above marketing strategy. Company T also needs to make corresponding adjustments and changes in organizational structure and staffing. Of course, it also includes financial support and analysis. In general, this study uses the traditional STP and 4Ps theory, combined with the SWOT model analysis. Aiming at the marketing strategy of commercial refrigerator products of T Company in China, this paper puts forward the concrete action plan and the corresponding internal safeguard plan, which has relatively strong practical significance. It is helpful to the development of T Company's commercial refrigerator business in China.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F426.6

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