發(fā)布時間：2018-07-04 08:40

  本文選題：營銷策略 + 鋼塑復合管　； 參考：《吉林大學》2013年碩士論文

【摘要】：TL公司作為一家以生產(chǎn)和銷售鋼塑復合管系列產(chǎn)品為主的中小型企業(yè)，其現(xiàn)有的市場營銷策略已經(jīng)嚴重制約了企業(yè)的發(fā)展。面對前景廣闊的鋼塑復合管市場和日益加劇的行業(yè)競爭環(huán)境，TL公司要想持續(xù)、健康地發(fā)展，就必須制定出一系列切實可行的營銷策略。 本文首先對TL公司營銷環(huán)境進行了分析，闡述了鋼塑復合管市場現(xiàn)狀及變化趨勢，分析了TL公司的客戶特點，通過對競爭對手情況的調(diào)研確立了自身在行業(yè)競爭中所處的地位及競爭優(yōu)勢，對TL公司的營銷現(xiàn)狀進行了診斷并指出了現(xiàn)有營銷策略存在的問題。在此基礎上，本文結(jié)合營銷管理及工業(yè)品營銷相關理論，應用市場細分理論對鋼塑復合管市場進行細分，根據(jù)TL公司自身特點確定目標市場，最終聚焦行業(yè)潛力市場；渠道設計為混合渠道，采取公司直接銷售與大客戶代理、行業(yè)代理、項目代理及產(chǎn)品線代理相結(jié)合的渠道策略；針對行業(yè)特點制定了人員推銷、廣告、會議營銷及網(wǎng)絡營銷等多樣化的促銷策略；在關系營銷理論的指導下，提出了與員工建立良好的關系、建立客戶忠誠及與合作者的關系營銷策略等。最后，為了確保新的營銷策略能夠順利實施，制定了一系列營銷策略的實施保障措施。本文從建設客戶導向型企業(yè)文化入手，重構(gòu)企業(yè)營銷管理組織體系，通過加強銷售培訓、建設團隊溝通渠道及強化過程管理來實現(xiàn)營銷團隊的建設及管控，采取物質(zhì)激勵與精神激勵相結(jié)合、為員工制定職業(yè)生涯發(fā)展規(guī)劃及個性化的激勵機制等方式對公司激勵機制進行完善，最后構(gòu)建成TL公司新的營銷體系。 本文結(jié)合企業(yè)實際，以TL公司為載體對鋼塑復合管產(chǎn)品的營銷策略進行了深入研究。在理論上可以豐富以鋼塑復合管生產(chǎn)企業(yè)為藍本的工業(yè)品營銷理論研究，完善關于鋼塑復合管行業(yè)產(chǎn)品營銷策略、渠道策略、促銷策略、關系營銷策略等方面的具體研究。同時，通過對TL公司現(xiàn)有的營銷策略進行深入分析，并重新制定營銷策略及實施方面的研究，為TL公司提供一定的理論和現(xiàn)實參考，對有效改善TL公司營銷體系，提高企業(yè)核心競爭力，為企業(yè)創(chuàng)造經(jīng)濟價值，具有重要的現(xiàn)實意義。本文的研究結(jié)果不僅為TL公司的營銷策略提供了解決方案，，也為其他相關工業(yè)品企業(yè)的營銷提供了參考。
[Abstract]:TL Company as a small and medium-sized enterprise which mainly produces and sells steel and plastic composite pipe series products, its existing marketing strategy has seriously restricted the development of the enterprise. Facing the prospect of steel-plastic composite pipe market and the increasingly fierce competition environment, TL Company must formulate a series of feasible marketing strategies if it wants to develop continuously and healthily. In this paper, firstly, the marketing environment of TL Company is analyzed, the present situation and changing trend of steel plastic composite pipe market are expounded, and the customer characteristics of TL Company are analyzed. Based on the investigation of competitors, the author establishes its position and competitive advantage in industry competition, diagnoses the current marketing situation of TL Company and points out the existing problems of marketing strategy. On this basis, combined with the marketing management and industrial products marketing theory, this paper applies the market segmentation theory to segment the steel-plastic composite pipe market, determines the target market according to TL company's own characteristics, and finally focuses on the potential market of the industry. The channel is designed as a mixed channel, adopting the channel strategy of combining direct sales with major account agent, industry agent, project agent and product line agent. Under the guidance of relationship marketing theory, this paper puts forward some strategies of establishing good relationship with employees, establishing customer loyalty and relationship marketing strategy with cooperator, etc. Finally, in order to ensure the smooth implementation of the new marketing strategy, a series of marketing strategy implementation safeguard measures are formulated. This paper starts with the construction of customer-oriented enterprise culture, reconstructs the marketing management organization system of the enterprise, and realizes the construction and management of the marketing team by strengthening the sales training, building the communication channel of the team and strengthening the process management. Adopting the combination of material incentive and spiritual incentive, the author makes the career development plan and individualized incentive mechanism for the employees to perfect the incentive mechanism of the company, and finally constructs a new marketing system of TL company. In this paper, the marketing strategy of steel-plastic composite pipe is studied with TL company as carrier. Theoretically, it can enrich the theoretical research of industrial product marketing based on steel-plastic composite pipe production enterprise, and perfect the concrete research on product marketing strategy, channel strategy, promotion strategy and relationship marketing strategy of steel-plastic composite pipe industry. At the same time, through the in-depth analysis of TL company's existing marketing strategy, and the re-formulation of marketing strategy and implementation of the research, TL company to provide a certain theoretical and practical reference, to effectively improve the TL company's marketing system, It is of great practical significance to improve the core competitiveness of enterprises and create economic value for enterprises. The results of this paper not only provide a solution for TL Company's marketing strategy, but also provide a reference for the marketing of other related industrial enterprises.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.4

【參考文獻】

相關期刊論文 前7條

1 劉輝義;鋼塑復合管的性能特點及其在給水領域的應用[J];焊管;2004年03期

2 陳朝旭;繆小明;;學習型營銷團隊建設研究[J];技術經(jīng)濟與管理研究;2008年01期

3 李軍波;劉強;劉開;;以顧客為導向的企業(yè)市場文化研究[J];技術經(jīng)濟與管理研究;2008年06期

4 溫巨鵬;做大做強鋼塑復合管的探討[J];南方金屬;2003年04期

5 孫國瑞;李金庚;王奇;;鋼塑復合管及其應用[J];科技致富向?qū)?2011年18期

6 楊雪蓮;胡正明;;工業(yè)品營銷研究現(xiàn)狀與發(fā)展趨勢[J];現(xiàn)代商業(yè);2012年10期

7 肖九梅;;漫談鋼塑復合給水管的綠色建材[J];西南給排水;2013年01期

本文編號：2095486