【摘要】：新世紀以來,我國政府一直對物流行業(yè)給予了極高的重視,大量政策傾斜標志著中國物流結(jié)構(gòu)飛速發(fā)展時代的到來。在傳統(tǒng)物流領(lǐng)域集裝箱液袋的出現(xiàn),大大降低了非危險液體產(chǎn)品的運輸成本,并且有效緩解了長期以來液體運輸容易出現(xiàn)的泄露、變質(zhì)、不恒溫等問題。旗特公司作為一家外資企業(yè),注冊地廣州,專營生產(chǎn)集裝箱液袋及其相關(guān)產(chǎn)品,成立之初就有了總部的經(jīng)驗支持,并且在配備的器材、管理、營銷、渠道等部門都有相關(guān)的經(jīng)驗,這讓旗特有資本成為中國最早一批的集裝箱液袋生產(chǎn)商。旗特公司面臨的情況正是隨著越來越多的企業(yè)認識到液袋行業(yè)的前景,液袋行業(yè)的競爭也越演越烈,本文研究的核心問題,就是如何通過營銷模式創(chuàng)新,來拉開旗特公司和其他企業(yè)的差距,保持旗特公司的業(yè)內(nèi)領(lǐng)先地位。這篇論文將分為五個部分,首先在交代集裝箱液袋市場的現(xiàn)狀后,分析現(xiàn)有的營銷模式和面對的市場狀況,通過國內(nèi)外企業(yè)的一個對比延伸,總結(jié)旗特公司現(xiàn)有營銷模式的優(yōu)劣,并進行針對性的對比診斷。然后在這些研究的基礎(chǔ)上進行公司營銷策略的改良設(shè)計,優(yōu)化現(xiàn)有的營銷方案,根據(jù)客戶和市場特點,設(shè)計企業(yè)的新營銷模式,借鑒國外優(yōu)秀經(jīng)驗,結(jié)合國內(nèi)具體國情,從營銷團隊體制,到營銷產(chǎn)品特色,一步一步分析旗特公司可以采用的營銷優(yōu)化方法,通過定制化產(chǎn)品、一體化解決方案和優(yōu)質(zhì)的售前服務(wù)來打動客戶,為旗特公司進一步開拓國內(nèi)市場打好基礎(chǔ)。最后是進行具體的方案執(zhí)行落地分析,確定新營銷模式和方法是否能夠有效執(zhí)行,并為新營銷模式需要的其他部門配合進行梳理,切實保證新營銷模式能夠進入到實用領(lǐng)域,再總結(jié)和展望全文。
[Abstract]:Since the new century, our government has always attached great importance to the logistics industry, and a large number of policy tilts mark the arrival of the era of rapid development of China's logistics structure. The appearance of container liquid bags in the traditional logistics field has greatly reduced the transportation cost of non-hazardous liquid products, and effectively alleviated the problems of leakage, deterioration, non-constant temperature and so on, which are easy to appear in liquid transportation for a long time. As a foreign-funded enterprise, the company is registered in Guangzhou, specializing in the production of container liquid bags and related products. It has experienced support from headquarters at the beginning of its establishment, and is equipped with equipment, management, marketing, Channels and other departments have relevant experience, which makes Banner-specific capital China's first batch of container liquid bag manufacturers. As more and more enterprises realize the prospect of liquid bag industry, the competition of liquid bag industry is becoming more and more intense. The core problem of this paper is how to innovate through marketing mode. To open the gap between Flag and other enterprises, to maintain the leading position in the industry. This paper will be divided into five parts. First of all, after explaining the current situation of container liquid bag market, the paper analyzes the existing marketing model and the market situation, through a comparative extension of domestic and foreign enterprises. To summarize the advantages and disadvantages of the current marketing model, and to carry out targeted comparative diagnosis. Then on the basis of these studies, the company's marketing strategy is improved and the existing marketing scheme is optimized. According to the characteristics of the customers and the market, the new marketing model of the enterprise is designed, and the excellent experience of foreign countries is used for reference. From the marketing team system to the characteristics of marketing products, step by step analysis of the marketing optimization methods that the company can adopt, through customized products, integrated solutions and quality pre-sale services to impress customers, For the flag company to further develop the domestic market to lay a good foundation. Finally, this paper analyzes the implementation of specific programs, determines whether the new marketing model and methods can be effectively implemented, and combs the cooperation of other departments needed by the new marketing model, so as to ensure that the new marketing model can enter the practical field. Then summarize and look forward to the full text.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.7;F274

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相關(guān)期刊論文 前1條

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本文編號：2118655