本文選題：智能電表 + 營銷管理�。� 參考：《電子科技大學》2015年碩士論文

【摘要】：戰(zhàn)略和營銷體系逐漸不能適應新的市場環(huán)境。為了提高華立儀表公司的競爭力,隨著智能電表市場的快速發(fā)展和買方市場采購模式的改變,華立儀表的營銷對華立儀表智能電表業(yè)務的營銷管理進行研究顯得意義重大。論文以此為研究視角,分析了華立儀表在營銷管理中存在的問題,并為華立儀表公司智能電表業(yè)務制定了營銷戰(zhàn)略、策略和相應的實施保障措施。本文首先介紹了選題背景,理論基礎,包括:PEST分析模型,波特五力模型和SWOT分析模型,以及研究意義、研究內(nèi)容、研究方法及技術路線。隨后,從公司營銷組織和智能電表業(yè)務現(xiàn)狀兩個方面對公司的營銷管理現(xiàn)狀進行了描述,重點分析了公司營銷管理存在問題,并從營銷組織設定、營銷策略制定和營銷策略實施三個主要方面進行了總結,提出了公司營銷管理改進的思路。接著,采用PEST分析工具、波特五力模型和SWOT分析模型進行了市場分析,依照改進思路制定了公司的營銷戰(zhàn)略,并應用4P理論制定了營銷策略,為了確保戰(zhàn)略策略的順利實施,從市場營銷組織、人員培訓體系和考核體系三個方面提出了建議。文章基于以上系統(tǒng)研究,為公司今后智能電表業(yè)務的發(fā)展制定了與市場趨勢相匹配的營銷戰(zhàn)略及保障措施建議,對提高公司市場適應性,增強公司競爭力有著重要指導意義。
[Abstract]:Strategy and marketing system can not adapt to the new market environment. With the rapid development of intelligent meter market and the change of purchasing mode of buyer's market, it is of great significance to study the marketing management of intelligent meter business. From this angle of view, the paper analyzes the problems in the marketing management of the instruments, and formulates the marketing strategy, strategies and corresponding measures for the intelligent meter business of the company. This paper first introduces the background and theoretical basis of the topic, including the analysis model of: pest, Porter's five-force model and SWOT analysis model, as well as the significance of the research, research content, research methods and technical route. Then, it describes the current situation of the company's marketing management from two aspects: the company's marketing organization and the current situation of intelligent ammeter business, and analyzes the existing problems of the company's marketing management, and sets up the marketing organization from the perspective of the company's marketing organization. Three main aspects of marketing strategy formulation and marketing strategy implementation are summarized, and the ideas of improving marketing management are put forward. Then, using the PEST analysis tool, Porter's five forces model and SWOT analysis model to carry on the market analysis, has formulated the company's marketing strategy according to the improvement thought, and has formulated the marketing strategy using the 4p theory, in order to ensure the strategic strategy to carry out smoothly. Suggestions are put forward from three aspects: marketing organization, personnel training system and assessment system. Based on the above system research, this paper makes the marketing strategy and safeguard measures corresponding to the market trend for the development of intelligent meter business in the future, which has important guiding significance for improving the company's market adaptability and enhancing its competitiveness.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.61

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本文編號：1947113