【摘要】：中國工業(yè)化機(jī)械裝備業(yè)已經(jīng)完成從無到有,初具規(guī)模,再到大規(guī)模的發(fā)展階段,下一階段是需要做精、做強(qiáng)階段。因此,需要機(jī)械裝備業(yè)整體朝著高質(zhì)量階段邁進(jìn)。一個(gè)重要方法是提升機(jī)械的自動(dòng)化水平。也就是需要引入控制器、傳感器、執(zhí)行器等關(guān)鍵自動(dòng)化儀表以及加強(qiáng)他們的使用水平。傳感器的作用是作為實(shí)時(shí)獲取機(jī)械狀態(tài)的基礎(chǔ)性數(shù)據(jù)源,以保證機(jī)械系統(tǒng)實(shí)現(xiàn)真正的閉環(huán)控制,提升機(jī)械的智能水平。傳感器有著廣闊舞臺(tái),小到氣缸微動(dòng)作,大到飛機(jī)的液壓系統(tǒng)都有它的身影。根據(jù)世界傳感器統(tǒng)計(jì),到2013年為止,市場容量已達(dá)到650億美元。而主要使用量占巨大部分的是發(fā)達(dá)國家,水平也是最高。我國使用量也在急劇增加,但是還是不很足夠,主要需要加強(qiáng)應(yīng)用的場合、數(shù)量,更重要的是傳感器的應(yīng)用質(zhì)量。 本文分析了W公司傳感器營銷現(xiàn)狀的同時(shí),找出了W公司傳感器在營銷實(shí)踐上存在的問題：產(chǎn)品特性不符合市場、定價(jià)體系不合理、服務(wù)定位不合理、渠道管理混亂。針對營銷實(shí)踐上的問題,根據(jù)定位理論的定位思路,對W公司市場營銷方向做了重新定位,并打造關(guān)鍵業(yè)務(wù)流程：推出適合市場的產(chǎn)品、合理靈活定價(jià)、提供分類專業(yè)服務(wù)、按制度管理渠道。以此指導(dǎo)全公司的運(yùn)營,按計(jì)劃完成銷售指標(biāo)。
[Abstract]:China's industrial machinery and equipment industry has completed from scratch to take shape, and then to the large-scale development stage, the next stage is the need to do fine, strong stage. Therefore, the need for machinery and equipment industry as a whole towards a high-quality stage. An important method is to raise the level of automation of machinery. There is a need to introduce key automation instruments such as controllers, sensors, actuators, and to enhance their use. The role of the sensor is to obtain the mechanical state in real time as the basic data source, to ensure that the mechanical system to achieve real closed-loop control, improve the level of intelligence of the machinery. Sensors have a wide stage, small cylinder micro-action, to aircraft hydraulic system has its figure. According to world sensor statistics, by 2013, the market capacity has reached $65 billion. The major use of the large part of the developed countries, the level is also the highest. The usage of the sensor is increasing rapidly in our country, but it is still not enough. It is necessary to strengthen the application situation, the quantity and, more importantly, the application quality of the sensor. This paper analyzes the current situation of sensor marketing in W company, and finds out the problems in marketing practice: product characteristics are not in line with the market, pricing system is unreasonable, service positioning is unreasonable, and channel management is chaotic. Aiming at the problems in marketing practice, according to the orientation thought of positioning theory, this paper reorientates the marketing direction of W Company, and creates the key business process: introducing products suitable for the market, reasonably and flexibly pricing, providing classified professional services. Manage channels according to system. To guide the operation of the whole company, according to the plan to achieve sales targets.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.6

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本文編號：2377115