本文關(guān)鍵詞： 開關(guān)電源 營銷策略 差異化　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：工業(yè)開關(guān)電源由于其高效節(jié)能可帶來巨大的經(jīng)濟效益,因而引起社會各方面的重視而得到迅速的推廣,在國家政策的引導(dǎo)下,中國工業(yè)的各個領(lǐng)域都出現(xiàn)了長足的發(fā)展,對工業(yè)電源也涌現(xiàn)了旺盛的需求。但是隨著電源技術(shù)的逐漸成熟,電源制造企業(yè)的產(chǎn)品也越來越同質(zhì)化,造成了激烈的競爭。溪華科技公司作為剛剛起步的公司,代理國外電源品牌也加入了這場競爭。本文研究的對象是工業(yè)電源在國內(nèi)工業(yè)市場的推廣策略,通過對行業(yè)內(nèi)外環(huán)境,競爭對手,市場需求,客戶采購行為等各個方面的調(diào)查,總結(jié)當(dāng)前國內(nèi)導(dǎo)軌式工業(yè)開關(guān)電源市場的發(fā)展現(xiàn)狀,并根據(jù)4P理論和工業(yè)品營銷理論,從產(chǎn)品,價格,渠道,促銷,服務(wù)幾個角度,構(gòu)成一套行之有效的營銷組合策略和實施辦法。這套研究成果不僅將作為新創(chuàng)立的溪華科技公司的市場開發(fā)策略,對于其他企業(yè)在工業(yè)領(lǐng)域推廣工業(yè)電源也有一定的參考意義。本文分成三個部分,第一二章是營銷理論研究,主要是4p理論和工業(yè)品營銷理論,大客戶關(guān)系理論等。第二部分是溪華科技公司概況,產(chǎn)品概況以及溪華的營銷環(huán)境分析,營銷環(huán)境包括宏觀環(huán)境,行業(yè)分析,競爭對手。期間通過用戶問卷調(diào)查方式,了解客戶需求和采購行為模式,確定產(chǎn)品定位。第三部分是最后兩章,主要是營銷策略的制定和策略實施的保障。營銷策略中體現(xiàn)了差異化策略的運用,從產(chǎn)品差異化,價格差異化,服務(wù)差異化幾個方面展開。經(jīng)過市場/行業(yè)/客戶的分析,研究者最終選擇了軌道交通,風(fēng)力發(fā)電和高端工業(yè)自動控制市場作為發(fā)展的目標(biāo)市場,針對每個市場的不同情況,確定了不同的產(chǎn)品定位,制定了相應(yīng)的營銷策略。產(chǎn)品策略方面,需要引入更多的產(chǎn)品線,加強產(chǎn)品線寬度,深度,長度的發(fā)展,以便改變當(dāng)前產(chǎn)品線單一的問題,為客戶提供更多的配套供應(yīng)服務(wù)。價格策略方面,在現(xiàn)有的定價體系基礎(chǔ)上,綜合考慮戰(zhàn)略客戶定價法,根據(jù)客戶接受能力,付款條件,當(dāng)前的競爭對手價格等多方面因素設(shè)定價格,提供差別化的價格體系。促銷策略方面,放棄墊資的職能和物流的職能,增加增值服務(wù)的供應(yīng),打造溪華自身的服務(wù)品牌。服務(wù)策略方面,應(yīng)對不同客戶的不同需求,提供差異化服務(wù),提高客戶滿意度。最后,文中通過建立/發(fā)展/激勵銷售團隊,規(guī)劃銷售預(yù)算,完善銷售工作流程,細(xì)化增值服務(wù)實施方案等幾個手段,為保障營銷策略的實施,為實現(xiàn)企業(yè)發(fā)展的目標(biāo)打下堅實的基礎(chǔ)。
[Abstract]:Industrial switching power supply has been popularized rapidly because of its high efficiency and energy saving, which has brought enormous economic benefits, and has attracted the attention of all aspects of society. Under the guidance of national policies, great progress has been made in all fields of Chinese industry. There is also a strong demand for industrial power supply. But with the gradual maturity of power supply technology, the products of power supply manufacturing enterprises are becoming more and more homogeneous, resulting in fierce competition. The research object of this paper is the promotion strategy of industrial power supply in the domestic industrial market, through the investigation of the environment inside and outside the industry, the competition, the market demand, the customer purchasing behavior and so on. This paper summarizes the current situation of the domestic market of industrial switch power supply, and according to the 4P theory and the marketing theory of industrial products, from the product, price, channel, promotion, service several angles, Constitute a set of effective marketing mix strategies and implementation methods. This set of research results will not only be used as the market development strategy of the newly established Xihua Technology Company, This paper is divided into three parts: chapter 12th is marketing theory research, mainly 4p theory and industrial product marketing theory. The second part is the general situation of Xihua Science and Technology Company, the general situation of products and the analysis of the marketing environment of Xihua. The marketing environment includes macro environment, industry analysis, competitors. The third part is the last two chapters, which are mainly about the formulation of marketing strategy and the guarantee of the implementation of the strategy. The marketing strategy embodies the use of differentiation strategy, from the product differentiation, the third part is the final two chapters, the third part is the last two chapters, mainly the marketing strategy formulation and the strategy implementation safeguard. After market / industry / customer analysis, researchers finally chose rail transit, wind power generation and high-end industry automatic control market as the target market for development. According to the different situations in each market, the different product positioning is determined and the corresponding marketing strategy is formulated. In terms of product strategy, we need to introduce more product lines and strengthen the development of product line width, depth and length. In order to change the single problem of the current product line and provide more supporting supply services to customers. In terms of price strategy, on the basis of the existing pricing system, comprehensive consideration of strategic customer pricing method, according to customer acceptance ability, payment terms, The current competition price and other factors set the price, provide differential price system. In the aspect of promotion strategy, give up the function of capital and logistics, increase the supply of value-added service, In the aspect of service strategy, we should deal with the different needs of different customers, provide differentiated services and improve customer satisfaction. Finally, we plan the sales budget by establishing / developing / motivating sales teams. Perfecting the sales workflow and refining the implementation scheme of value-added service lay a solid foundation for the implementation of marketing strategy and the realization of the goal of enterprise development.
【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;F426.6

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