【摘要】：R公司的前處理設(shè)備屬于食品飲料機械生產(chǎn)設(shè)備,是典型的工業(yè)產(chǎn)品。在現(xiàn)代工業(yè)產(chǎn)品的營銷,理論界將之劃到產(chǎn)業(yè)市場營銷一塊。但是,縱觀國內(nèi)的工業(yè)品營銷市場尤其是食品飲料機械行業(yè),無論是營銷理念還是營銷管理都還沒有構(gòu)建出一套完整的工業(yè)品營銷理論及管理體系來為中國所有的工業(yè)產(chǎn)品生產(chǎn)廠家來提供行之有效的理論及實踐指導(dǎo),這已成為制約國內(nèi)食品飲料機械設(shè)備行業(yè)發(fā)展的巨大瓶頸。因而,以R公司的前處理設(shè)備為例,探討并總結(jié)出一套符合國情及市場特點的前處理設(shè)備營銷策略顯得尤為必要。本文參考學(xué)習(xí)了國內(nèi)外大量的有關(guān)產(chǎn)業(yè)市場營銷理論及工業(yè)品市場營銷理論,參考和學(xué)習(xí)這些理論的目的不是為了僅僅是陳述理論本身,而是為了要運用這些市場營銷理論為R公司及以R公司為代表的前處理設(shè)備廠家制定出一套符合實際的營銷策略。為了方便后續(xù)營銷理論分析工具的應(yīng)用與展開,本文會簡要地介紹R公司的前處理設(shè)備產(chǎn)品及其所在行業(yè)目前的營銷模式及此種模式所存在的不足在哪。這些概括與提煉出的不足即是本文需要通過營銷理論進行分析并且優(yōu)化的問題所在。其后,本文會通過一系列具體的營銷理論分析工具會對以R公司為代表的前處理設(shè)備行業(yè)進行具體的分析,比如PEST分析,競爭對手分析,SWOT分析等。通過這一系列的宏觀與微觀的分析可以很直觀的得到R公司在營銷策略上與競爭對手相比所存在的問題。除了對R公司的外部環(huán)境進行分析外,本文接下來還將通過STP理論、4P理論等對R公司本身做一個深入的分析與定位,并從中找出真正符合R公司發(fā)展實際的營銷策略;這時,才算達(dá)到了本文策略優(yōu)化的最終目標(biāo)。當(dāng)然,一些好的策略不能僅僅停留在紙面上或是認(rèn)識里,它們更應(yīng)該被很好的執(zhí)行下去;這就需要相應(yīng)的組織與制度保障。無論怎樣,以R公司為代表的前處理設(shè)備提供商只是中國制造業(yè)的一個縮影。我們更希望以R公司為代表的制造廠家能為中國民族產(chǎn)業(yè)的發(fā)展貢獻(xiàn)自己應(yīng)有的力量。
[Abstract]:R's pre-processing equipment belongs to food and beverage machinery production equipment, is a typical industrial products. In the marketing of modern industrial products, the theorists draw it into industrial marketing. However, throughout the domestic industrial product marketing market, especially the food and beverage machinery industry, Neither marketing concept nor marketing management has yet to build a complete set of industrial product marketing theory and management system to provide effective theoretical and practical guidance for all industrial product manufacturers in China. This has become a huge bottleneck restricting the development of domestic food and beverage machinery and equipment industry. Therefore, it is particularly necessary to discuss and summarize a set of marketing strategy of pre-processing equipment according to the national conditions and market characteristics, taking R Company's pre-processing equipment as an example. This paper studies a large number of industrial marketing theories and industrial products marketing theories at home and abroad. The purpose of these theories is not just to state the theory itself. The purpose of this paper is to use these marketing theories to develop a set of marketing strategies for R Company and the pre-processing equipment manufacturers represented by R Company. In order to facilitate the application and development of the following marketing theoretical analysis tools, this paper will briefly introduce R Company's pre-processing equipment products, the current marketing model of its industry and the shortcomings of this model. The shortcomings of these generalizations and abstracts are the problems that need to be analyzed and optimized by marketing theory in this paper. Then, through a series of marketing theory analysis tools, this paper will analyze the pre-processing equipment industry represented by R Company, such as PEST analysis, competitor analysis, SWOT analysis and so on. Through this series of macro and micro analysis, we can intuitively get the problems that R company has compared with its competitors in marketing strategy. In addition to the analysis of the external environment of R Company, this paper will do a thorough analysis and positioning of R Company itself through the STP theory, 4P theory and so on, and find out the marketing strategy that really accords with R Company's development. At this point, the final goal of the strategy optimization is reached. Of course, some good strategies can not just stay on paper or understanding, they should be carried out well; this requires the corresponding organizational and institutional protection. In any case, R's pre-processing equipment provider is a microcosm of China's manufacturing industry. We hope that R Company as the representative manufacturers can contribute their due strength to the development of China's national industry.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.4

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