本文選題：營(yíng)銷策略　切入點(diǎn)：關(guān)系營(yíng)銷　出處：《山東師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：企業(yè)產(chǎn)品的市場(chǎng)營(yíng)銷活動(dòng)對(duì)于企業(yè)的發(fā)展至關(guān)重要。然而，不同類型的產(chǎn)品有不同的營(yíng)銷方式。變壓器產(chǎn)品不同于一般的消費(fèi)品，它是一種面向特殊消費(fèi)群體和特殊客戶的遠(yuǎn)離人們視線的工業(yè)品。因而，，它的營(yíng)銷方式和營(yíng)銷策略也非常值得專門(mén)研究。尤其是在當(dāng)前環(huán)境下，受?chē)?guó)際金融危機(jī)的影響，國(guó)際、國(guó)內(nèi)變壓器行業(yè)都發(fā)生很大改變，市場(chǎng)狀況面臨嚴(yán)峻考驗(yàn)。魯特電工是一家脫胎于國(guó)營(yíng)企業(yè)的民營(yíng)企業(yè)，其營(yíng)銷策略既不同于國(guó)營(yíng)大型變壓器企業(yè)，也不同于一般的民營(yíng)企業(yè)，但是又和他們有著很多相似之處。本文以魯特電工為研究對(duì)象，從其所處的國(guó)內(nèi)變壓器行業(yè)環(huán)境分析開(kāi)始，通過(guò)PEST分析和SWOT分析，并結(jié)合魯特現(xiàn)在的市場(chǎng)分布情況，研究其產(chǎn)品定位和市場(chǎng)細(xì)分情況，為魯特電工提出了網(wǎng)絡(luò)定制策略等適合的營(yíng)銷策略。本文最后為魯特電工營(yíng)銷策略的實(shí)施提出了保障措施。本文的研究結(jié)論是以魯特電工為例得出，對(duì)魯特電工產(chǎn)品的國(guó)內(nèi)市場(chǎng)營(yíng)銷活動(dòng)具有指導(dǎo)作用，同時(shí)也對(duì)國(guó)內(nèi)其他變壓器生產(chǎn)企業(yè)在國(guó)內(nèi)甚至國(guó)際市場(chǎng)的營(yíng)銷活動(dòng)提供參考。
[Abstract]:Marketing activities of enterprise products are crucial to the development of enterprises. However, different types of products have different marketing methods. Transformer products are different from consumer goods in general. It is an industrial product for special consumer groups and special customers. Therefore, its marketing methods and marketing strategies are also worthy of special study. Especially in the current environment, under the influence of the international financial crisis, international, The domestic transformer industry has changed greatly and the market situation is facing a severe test. Rutt electrician is a private enterprise born out of the state-owned enterprise, its marketing strategy is not only different from the large state-owned transformer enterprise, but also different from the general private enterprise. But there are a lot of similarities with them. This paper takes Rutt electrician as the research object, starting with the analysis of the domestic transformer industry environment, through PEST analysis and SWOT analysis, and combining with the current market distribution of Rutt. To study its product positioning and market segmentation, Some suitable marketing strategies, such as network customization strategy, are put forward for Rutt electrician. Finally, the guarantee measures are put forward for the implementation of Rutt Electrotechnical Marketing Strategy. The research conclusion of this paper is to take Rutt electrician as an example. It can guide the domestic marketing activities of Rutt electrical products, and also provide reference for other domestic transformer manufacturers in the domestic and even international market marketing activities.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.61

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