本文選題：空壓機(jī) + 市場營銷��； 參考：《蘇州大學(xué)》2015年碩士論文

【摘要】：空氣壓縮機(jī)(簡稱“空壓機(jī)”)發(fā)展歷史悠久,至今仍然是工業(yè)領(lǐng)域中的關(guān)鍵設(shè)備之一,主要用于鋼鐵、電力、冶金、化工、輕工、電子、機(jī)械制造、交通設(shè)施、活動(dòng)碼頭、軍工科技、汽車工業(yè)、航空航天及基礎(chǔ)設(shè)施等各個(gè)領(lǐng)域�？諝鈮嚎s機(jī)是制造型企業(yè)的基礎(chǔ)動(dòng)力設(shè)備,一般制造型企業(yè)需要的“水”、“電”、“氣”三大動(dòng)力來源,其中“氣”既是指壓縮空氣,就是由空壓機(jī)提供的。2012年以來的中國經(jīng)濟(jì)持續(xù)下行,對(duì)空壓機(jī)企業(yè)造成一定的影響。同時(shí)由于人工成本上漲及部分原材料價(jià)格的波動(dòng),企業(yè)轉(zhuǎn)型升級(jí)、科技投入、節(jié)能減排等投入加大,導(dǎo)致行業(yè)利潤也有所下降。同行業(yè)廠家為了生存,競爭更加劇烈,價(jià)格競爭成主要手段。作為國內(nèi)最大的民營空壓機(jī)制造商-KT壓縮機(jī)公司在這種惡劣環(huán)境下,如何提升企業(yè)競爭力,擴(kuò)大市場份額,提升利潤空間,提高客戶滿意度,就顯的尤為重要。本文對(duì)KT公司的現(xiàn)狀進(jìn)行了分析,并在相關(guān)資料和數(shù)據(jù)的基礎(chǔ)上,進(jìn)行歸納和總結(jié),利用經(jīng)典的營銷學(xué)理論和相關(guān)模型,提出了KT公司營銷渠道建設(shè)優(yōu)化的目標(biāo)和原則。并從多方面闡述了KT公司營銷渠道優(yōu)化的具體內(nèi)容。也對(duì)營銷渠道優(yōu)化的實(shí)施和保障方面就行了探討,對(duì)KT經(jīng)銷商的選擇和評(píng)價(jià),經(jīng)銷商的培訓(xùn)及評(píng)價(jià)等內(nèi)容具體細(xì)致地提出了見解。對(duì)于營銷渠道的沖突控制,列舉了KT公司可能面臨的各種沖突情況,以及各種沖突的調(diào)整方法,力爭把沖突損失降到最小程度。同時(shí)對(duì)物流的管控提出了具體建議。當(dāng)然要想把市場渠道建設(shè)好,使KT成為中國首屈一指的國產(chǎn)空壓機(jī)品牌,還需要付出更多的時(shí)間和智慧,也需要全體KT公司員工的共同努力。希望通過本文,能為KT公司營銷渠道優(yōu)化提供建設(shè)性意見。
[Abstract]:Air compressor (abbreviated as "air compressor") has a long history of development and is still one of the key equipment in the industrial field. It is mainly used in steel, electricity, metallurgy, chemical industry, light industry, electronics, mechanical manufacturing, transportation facilities, mobile wharf. Military science and technology, automotive industry, aerospace and infrastructure and other fields. Air compressor is the basic power equipment of manufacturing enterprises. Generally manufacturing enterprises need "water", "electricity" and "gas" as three major power sources, in which "gas" refers to compressed air, China's economy has continued to decline since 2012, which has had an impact on air compressor enterprises. At the same time, due to the increase of labor cost and the fluctuation of some raw material prices, the enterprise transformation and upgrade, science and technology investment, energy saving and emission reduction investment increased, resulting in a decline in industry profits. Industry manufacturers in order to survive, the competition is more intense, the main means of price competition. As the largest private air compressor manufacturer in China-KT Compressor Company in this harsh environment how to enhance the competitiveness of enterprises expand market share enhance profit space improve customer satisfaction is particularly important. This paper analyzes the present situation of KT Company, and on the basis of relevant information and data, summarizes and summarizes it. By using the classical marketing theory and relevant models, the paper puts forward the objectives and principles of KT Company's marketing channel construction optimization. And elaborated from many aspects the KT company marketing channel optimization concrete content. It also discusses the implementation and guarantee of the optimization of marketing channels, and puts forward some concrete and detailed opinions on the selection and evaluation of KT dealers, the training and evaluation of dealers, and so on. For the conflict control of marketing channel, this paper lists all kinds of conflict situations that KT may face, and the adjustment methods of various conflicts, in order to minimize the conflict loss. At the same time, the management of logistics proposed specific recommendations. Of course, it takes more time and wisdom to build a good market channel and make KT become China's leading domestic air compressor brand. It also requires the joint efforts of all KT employees. Hope through this article, can provide constructive advice for KT company marketing channel optimization.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.4

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本文編號(hào)：1937666