本文選題：加氣混凝土　切入點：營銷環(huán)境　出處：《山東大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著我國經濟發(fā)展進入新常態(tài),加氣混凝土行業(yè)也從高速成長期轉入平穩(wěn)成熟期,市場營銷環(huán)境發(fā)生了深刻變化,只要投資就能盈利的時代已成為過去,市場上產品同質化嚴重,廠家間的價格戰(zhàn)、廣告戰(zhàn)、公關戰(zhàn)、品牌戰(zhàn)一浪高過一浪,但是企業(yè)業(yè)績卻停滯不前,效益越來越差,企業(yè)管理者需要一套系統(tǒng)、全面的營銷策略幫助企業(yè)在激烈的市場競爭中勝出,并繼續(xù)發(fā)展。國內外學者對加氣混凝土行業(yè)營銷策略的研究很少,尤其是在當前這樣一個新的時期的研究更少。本文通過對該行業(yè)的深入研究,以WYS公司為例做出加氣混凝土企業(yè)的營銷策略設計,對國內加氣混凝土行業(yè)1000多家企業(yè)的營銷策略設計會有一點的幫助,對其他行業(yè)企業(yè)的營銷工作也會有一定參考價值。本文首先梳理了市場營銷的相關理論,總結了工業(yè)品營銷的特點,回顧了國內外對營銷研究的狀況后,用PEST模型對加氣混凝土行業(yè)的宏觀營銷環(huán)境研究發(fā)現,政策法規(guī)鼓勵加氣混凝土行業(yè)發(fā)展,經濟形勢影響了加氣混凝土行業(yè)進入平穩(wěn)期,社會理念已認同了加氣混凝土作為主流建材的地位,技術進步既開辟了行業(yè)新的增長點又加速了現有產品的淘汰。用五力模型對加氣混凝土行業(yè)的微觀營銷環(huán)境進行了研究發(fā)現,供方的討價還價能力依然較弱,客戶的討價還價能力正在提升,潛在進入者和替代品的威脅不大,行業(yè)現有競爭者間的競爭更加激烈。經過市場細分和目標市場選擇后,對WYS公司產品做了市場定位,加氣混凝土設備:幫助客戶取得加氣混凝土生產線項目投資成功;加氣混凝土制品:質量緊跟國內一流品牌,價格有明顯優(yōu)勢,成為區(qū)域內名牌墻體材料�；谑袌龆ㄎ�,制定了 WYS公司產品的4P營銷組合策略,在加氣混凝土設備領域,產品策略為優(yōu)化延伸產品和提供潛在產品,推出高、中、低端產品組合,將高端設備推向成熟期,并開發(fā)第四代設備;定價策略為根據不同客戶實施差異化定價;渠道策略為直銷為主,代理為輔;促銷策略為傳統(tǒng)推廣和互聯網推廣并用,并建立標桿客戶和工程業(yè)績信息庫。在加氣混凝土制品領域,產品策略為進一步提高高端產品質量,推出形象產品、利潤產品和規(guī)模產品的組合,將利潤產品推向成熟期,吸收國外技術,開發(fā)新產品;定價策略為普通加氣混凝土制品采用隨行就市法,高精度和低密度加氣混凝土制品制定低價,加氣混凝土板材采用成本加成法;渠道策略為經銷商和大客戶直銷結合;促銷策略主要是互聯網推廣和打造標桿客戶。為了保證營銷策略能夠有效實施,設計了營銷組織架構,并按營銷規(guī)劃確定了部門的職責;對產品方面提出了質量、交期、成本三個方面的保障措施;從客戶信息管理、客戶分類管理、客戶忠誠度培育和客戶提升4個方面闡述了客戶關系管理如何去做;最后,針對售后服務提出4個層面的改善思路。本文對WYS公司營銷策略的設計,綜合運用了營銷管理的相關理論和分析工具,對企業(yè)的營銷工作開展有現實意義,對營銷理論的驗證和發(fā)展也有一定的價值。
[Abstract]:With China's economic development has entered a new norm, aerated concrete industry from a period of rapid growth to stable and mature period, has undergone profound changes in the marketing environment, as long as the investment profitable era has become the past, the market product homogeneity, the manufacturers price war, advertising war, public relations war, brand warfare wave after another, but the enterprise performance has stagnated, efficiency is getting worse, managers need a set of system, comprehensive marketing strategy to help enterprises win in the fierce competition in the market, and continue to develop. Little research on the marketing strategy of aerated concrete industry at home and abroad, especially in such a new era less research at present. Through in-depth study of the industry, taking WYS company as an example to make a design of marketing strategy of domestic enterprises of aerated concrete, aerated concrete industry enterprises of more than 1000 Battalion Marketing strategy design will have a little help, will also have certain reference value for other industries and enterprises in the marketing work. This paper first introduces the related marketing theories, summarizes the characteristics of industrial marketing, reviewed the domestic and foreign research on marketing situation, using PEST model to study the macro marketing environment of aerated concrete industry the discovery, policies and regulations to encourage the development of aerated concrete industry, the economic situation has affected the aerated concrete industry entered a stable period, social philosophy is a recognition of the aerated concrete building materials as the mainstream status, technological progress not only opens up a new growth point of the industry and accelerate the elimination of existing products. Using five forces model of micro marketing environment of aerated concrete industry the study found that the bargaining power of suppliers is still weak, the bargaining power of customers is increasing, and the potential entrants threat of substitutes Little industry between existing competitors more competitive. Through the market segmentation and target market selection, the WYS company product market positioning, aerated concrete equipment: to help customers achieve investment success of aerated concrete production line project; aerated concrete products: quality with the domestic first-class brand, the price has obvious advantages, become famous wall materials area. Based on market positioning, develop 4P marketing combination strategy of WYS company's products, in the field of aerated concrete equipment, product strategy optimization extension products and potential products, launched high, low-end product portfolio, high-end equipment to the mature stage, and the development of the fourth generation of equipment; according to the different pricing strategies for customers to implement differential pricing; direct marketing channel strategy, promotion strategy for the agent as a supplement; the traditional marketing and internet promotion and use, and the construction and engineering industry customers rod beacon The performance information database. In the field of aerated concrete products, product strategy to further improve the quality of high-end products, the image of the product launch, product combination profit and scale of products, the profit of product to maturity, the absorption of foreign technology, the development of new products; pricing strategies for ordinary concrete products by gas and stationary method, high precision and low density gas concrete products to develop low-cost, aerated concrete plate the cost plus method; channel strategy for distributors and direct customers combined; the main promotion is the Internet promotion and create benchmark customers. In order to ensure the effective implementation of marketing strategy, design the marketing organization, and according to the marketing plan to determine the responsibilities of the departments of product quality are put forward; delivery, safeguard measures, three aspects of cost; from the customer information management, customer management, customer loyalty and customer training increased by 4 Aspects of how to do customer relationship management; finally, according to the customer service service put forward improvement ideas 4 aspects. This paper designed the marketing strategy of WYS company, with the theories of marketing management and analysis tools for enterprise marketing work has practical significance, but also has a certain value for verification and the development of marketing theory.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.92;F274

【參考文獻】

相關期刊論文 前10條

1 劉明;;中小企業(yè)工業(yè)品直銷與經銷模式組合策略分析[J];商場現代化;2016年17期

2 劉毅菲;;芒果TV存在的問題及營銷策略設計[J];傳媒;2015年22期

3 戴榮榮;;全渠道環(huán)境下工業(yè)品O2O營銷模式[J];中國工業(yè)評論;2015年01期

4 張海進;劉朝霞;;加氣混凝土制造技術現狀及發(fā)展[J];機械設計與制造工程;2014年12期

5 丁興良;;如何做好工業(yè)品品牌的推廣[J];機電信息;2014年25期

6 周嵐楠;;工業(yè)品營銷的發(fā)展的研究[J];經營管理者;2014年18期

7 吳雪樵;張軼;;我國加氣混凝土制品行業(yè)市場前景分析[J];建材發(fā)展導向;2014年08期

8 呂仲生;;淺析多品牌營銷策略設計[J];東方企業(yè)文化;2013年22期

9 代德偉;劉京麗;王鈺;;國內外加氣混凝土產業(yè)現狀及發(fā)展趨勢[J];混凝土世界;2013年04期

10 劉艷軍;陳伯田;陳玉;;加氣混凝土國內外發(fā)展回顧[J];建筑節(jié)能;2013年03期

相關博士學位論文 前2條

1 楊雪蓮;工業(yè)品營銷中關系質量對顧客購后行為傾向的影響研究[D];山東大學;2012年

2 許太明;全球化背景下中國工業(yè)品市場營銷研究[D];復旦大學;2008年

相關碩士學位論文 前3條

1 馮敏;M公司船用柴油機備件營銷策略研究[D];廈門大學;2014年

2 查文怡;發(fā)展階段企業(yè)的工業(yè)品營銷策略研究[D];上海外國語大學;2014年

3 談興紅;AK公司自行式房車底盤產品的營銷策略設計[D];河北工業(yè)大學;2014年

，

本文編號：1576182