【摘要】：未來(lái)我國(guó)發(fā)展面臨著國(guó)家重啟電網(wǎng)主輔分離、電網(wǎng)全面建設(shè)、特高壓及智能電網(wǎng)建設(shè)突飛猛進(jìn)、新一輪農(nóng)網(wǎng)升級(jí)改造、電氣化鐵路建設(shè)持續(xù)快速推進(jìn)、城市軌道交通建設(shè)紛紛上馬、城鎮(zhèn)固定資產(chǎn)及工業(yè)投資保持慣性增長(zhǎng)等不容錯(cuò)過(guò)發(fā)展機(jī)遇,為輸配電設(shè)備制造業(yè)的發(fā)展提供了很大的市場(chǎng)空間。此外,經(jīng)營(yíng)輸配電設(shè)備制造業(yè)的企業(yè)數(shù)量不斷增加,整個(gè)市場(chǎng)的競(jìng)爭(zhēng)也日益激烈和復(fù)雜。在業(yè)內(nèi)有點(diǎn)名氣的ZN公司將如何在此復(fù)雜的市場(chǎng)條件下,揚(yáng)長(zhǎng)避短,走出自己的一條路,在激烈的市場(chǎng)競(jìng)爭(zhēng)中取勝,本文對(duì)這些問(wèn)題的研究就具有很強(qiáng)的現(xiàn)實(shí)意義。 本文通過(guò)以ZN公司的市場(chǎng)營(yíng)銷(xiāo)作為研究對(duì)象,并采用市場(chǎng)營(yíng)銷(xiāo)的相關(guān)理論知識(shí)對(duì)ZN公司的市場(chǎng)營(yíng)銷(xiāo)策略展開(kāi)研究。論文首先通過(guò)環(huán)境分析理論以及邁克爾·波特的五力競(jìng)爭(zhēng)模型等,對(duì)ZN公司市場(chǎng)營(yíng)銷(xiāo)存在的外部和內(nèi)部環(huán)境條件展開(kāi)系統(tǒng)分析,在對(duì)市場(chǎng)充分調(diào)研的基礎(chǔ)上,分析行業(yè)發(fā)展現(xiàn)狀,找出ZN公司目前所面臨的外部機(jī)會(huì)與威脅,公司內(nèi)部的優(yōu)、劣勢(shì),運(yùn)用SWOT分析法,從而得出ZN公司的市場(chǎng)營(yíng)銷(xiāo)策略。其次,結(jié)合公司目前的營(yíng)銷(xiāo)現(xiàn)狀,采用目標(biāo)市場(chǎng)細(xì)分理論,提出了公司的STP策略。再次,運(yùn)用營(yíng)銷(xiāo)組合策略4Ps理論以及客戶(hù)關(guān)系理論等,提出了ZN公司的產(chǎn)品組合、價(jià)格、渠道、促銷(xiāo)、關(guān)系等市場(chǎng)營(yíng)銷(xiāo)策略。最后,根據(jù)ZN公司的整體經(jīng)營(yíng)、營(yíng)銷(xiāo)現(xiàn)狀,提出了一系列營(yíng)銷(xiāo)策略實(shí)施措施,以確保ZN公司的營(yíng)銷(xiāo)發(fā)展策略能夠適應(yīng)瞬息萬(wàn)變的市場(chǎng)競(jìng)爭(zhēng)環(huán)境。
[Abstract]:In the future, the development of our country is faced with the separation of the main and auxiliary power grids, the overall construction of the power grid, the rapid development of the UHV and smart grid, the upgrading of a new round of agricultural networks, and the continuous and rapid progress of the construction of electrified railways. The construction of urban rail transit and the inertia growth of fixed assets and industrial investment in cities and towns should not be missed, which provides a great market space for the development of transmission and distribution equipment manufacturing industry. In addition, the number of enterprises operating transmission and distribution equipment manufacturing industry is increasing, and the competition in the whole market is becoming increasingly fierce and complex. Under this complicated market condition, ZN Company, which is a little famous in the industry, will take advantage of its advantages and avoid weaknesses, walk out its own way and win in the fierce market competition. The study of these problems in this paper is of great practical significance. This paper takes the marketing of ZN Company as the research object and studies the marketing strategy of ZN Company by using the relevant theoretical knowledge of marketing. Firstly, through the theory of environmental analysis and Michael Porter's five-force competition model, this paper systematically analyzes the external and internal environmental conditions of ZN marketing, and makes a full investigation of the market. This paper analyzes the current situation of industry development, finds out the external opportunities and threats faced by ZN Company, the internal advantages and disadvantages of the company, and uses the SWOT analysis method to obtain the marketing strategy of ZN Company. Secondly, combined with the current marketing situation of the company, using the target market segmentation theory, put forward the company's STP strategy. Thirdly, using the marketing combination strategy 4Ps theory and the customer relationship theory, put forward the ZN company's product combination, price, channel, promotion, relationship and other marketing strategies. Finally, according to the overall management and marketing status of ZN Company, a series of marketing strategies are put forward to ensure that the marketing development strategy of ZN Company can adapt to the ever-changing market competition environment.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.61

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