本文選題：KL公司 + 營銷策略�。� 參考：《華僑大學(xué)》2015年碩士論文

【摘要】：智能電網(wǎng)建設(shè)作為國家一項重要發(fā)展規(guī)劃,在國民經(jīng)濟(jì)建設(shè)中扮演著越來越重要的角色。智能電網(wǎng)大規(guī)模建設(shè)所需的智能化設(shè)備與傳統(tǒng)設(shè)備無論在使用和技術(shù)要求上都有很大的區(qū)別。由于其行業(yè)的特殊性,配電網(wǎng)智能化設(shè)備在進(jìn)行產(chǎn)品營銷推廣上也與其他行業(yè)有很大的不同。如何根據(jù)其特殊性,制定適宜的營銷策略,讓企業(yè)在產(chǎn)品推廣中取得更多的優(yōu)勢,是智能電網(wǎng)發(fā)展的一大課題。本文通過對國內(nèi)外配電網(wǎng)智能化產(chǎn)品營銷策略現(xiàn)狀等相關(guān)文獻(xiàn)的研究發(fā)現(xiàn),目前國內(nèi)外學(xué)者的研究大多集中在對營銷策略相關(guān)理論研究上,對電氣設(shè)備行業(yè)的營銷研究較少,且多以傳統(tǒng)電氣設(shè)備作為研究對象,對配電網(wǎng)智能化設(shè)備的極少見到。因此,本文通過目前國內(nèi)外營銷策略、行業(yè)營銷、配電網(wǎng)行業(yè)營銷以及對配電網(wǎng)智能化產(chǎn)品營銷策略等方面的研究現(xiàn)狀進(jìn)行系統(tǒng)論述,總結(jié)出配電網(wǎng)智能化產(chǎn)品營銷與其他行業(yè)營銷在客戶群體、產(chǎn)品特性、購買方式、價格彈性和營銷人員素質(zhì)等方面的區(qū)別之處,以及配電網(wǎng)智能化產(chǎn)品營銷與傳統(tǒng)電氣設(shè)備營銷在產(chǎn)品技術(shù)特性、客戶接受程度和營銷工作重點上的區(qū)別之處。以KL公司作為具體研究對象,分析其營銷環(huán)境、營銷策略、營銷團(tuán)隊的現(xiàn)狀,總結(jié)出導(dǎo)致其營銷業(yè)績止步不前的任務(wù)分工、營銷報酬給付、內(nèi)勤工作、人員培訓(xùn)、業(yè)務(wù)指導(dǎo)等方面的原因以及影響營銷業(yè)績的產(chǎn)品結(jié)構(gòu)、營銷報酬、營銷人員、過程指導(dǎo)和內(nèi)勤服務(wù)等因素。并結(jié)合其主營的配電網(wǎng)智能化產(chǎn)品營銷的特殊性,提出重新梳理產(chǎn)品結(jié)構(gòu)、市場區(qū)域的劃分與管理、營銷團(tuán)隊分工與管理、營銷報酬與激勵、代理商管理、營銷人才招聘與培養(yǎng)、國際營銷等建議,以促進(jìn)其營銷業(yè)績的進(jìn)一步增長。
[Abstract]:As an important national development plan, smart grid construction plays a more and more important role in national economic construction. The intelligent equipment for large-scale construction of smart grid is different from the traditional equipment in terms of application and technical requirements. Because of the particularity of its industry, the intelligent equipment of distribution network is different from other industries in product marketing and promotion. How to make appropriate marketing strategy according to its particularity and make enterprises gain more advantages in product promotion is a major topic in the development of smart grid. In this paper, through the domestic and foreign distribution network intelligent product marketing strategy status quo and other related literature research found that the current domestic and foreign scholars mostly focused on the marketing strategy related theoretical research, the electrical equipment industry marketing research is less. And most of the traditional electrical equipment as the research object, the distribution network intelligent equipment rarely seen. Therefore, through the current domestic and international marketing strategy, industry marketing, distribution network industry marketing and distribution network intelligent product marketing strategy and other aspects of a systematic discussion. The differences between intelligent product marketing of distribution network and that of other industries in terms of customer group, product characteristics, purchase mode, price elasticity and marketing personnel quality are summarized. And the differences between intelligent product marketing of distribution network and traditional electric equipment marketing in terms of product technical characteristics, customer acceptance degree and emphasis of marketing work. Taking KL Company as the concrete research object, analyzes its marketing environment, marketing strategy, marketing team's present situation, summarizes the task division of labor, the marketing reward payment, the internal work, the personnel training that causes its marketing achievement to stop progress. Business guidance and other factors affecting the marketing performance of the product structure, marketing remuneration, marketing personnel, process guidance and internal service and other factors. Combined with the particularity of intelligent product marketing in its main distribution network, this paper puts forward a new combing of product structure, division and management of market area, division and management of marketing team, marketing reward and incentive, agent management, etc. Marketing talent recruitment and training, international marketing and other suggestions to promote its marketing performance further growth.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.61

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