【摘要】：本文以WPG公司為研究對象，根據(jù)公司在建筑水泵行業(yè)十多年運營的實際經(jīng)驗，結(jié)合目前行業(yè)特點，分析了新產(chǎn)品在中國建筑市場推廣過程中面臨的機會和威脅等，并且重點論述了新產(chǎn)品推廣的戰(zhàn)略性、必要性和緊急性。對公司節(jié)能泵產(chǎn)品現(xiàn)行營銷狀況進行了深入剖析，發(fā)現(xiàn)其中存在的問題。然后從宏觀環(huán)境、行業(yè)環(huán)境、內(nèi)部環(huán)境和企業(yè)自身的情況進行了深入分析，并指出了公司存在的優(yōu)勢、劣勢、機會和威脅。關(guān)于矢量泵節(jié)能在國內(nèi)外屬首創(chuàng)，所以在營銷方面可供參考的理論較少，本文中通過對營銷工作的梳理，并以4Ps營銷理論為基礎(chǔ)進行分析，，提出了有針對性的改進建議，使企業(yè)更好的完善新技術(shù)產(chǎn)品營銷體系。
[Abstract]:This paper takes WPG Company as the research object, according to the company's practical experience in the construction pump industry for more than ten years, combined with the characteristics of the current industry, analyzes the opportunities and threats that the new products will face in the process of promoting the construction market in China. And discussed the new product promotion strategy, the necessity and the urgency emphatically. In this paper, the current marketing situation of energy-saving pump products in our company is deeply analyzed, and the existing problems are found. Then it analyzes the situation of macro environment, industry environment, internal environment and enterprise itself, and points out the advantages, disadvantages, opportunities and threats of the company. The energy saving of vector pump is the first at home and abroad, so there are few theories for reference in marketing. Through combing the marketing work and analyzing on the basis of 4Ps marketing theory, the paper puts forward some suggestions for improvement. So that enterprises better improve the marketing system of new technology products.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.92

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