發(fā)布時(shí)間：2018-01-27 02:25

  本文關(guān)鍵詞： XRF光譜儀 光譜儀市場(chǎng) 營(yíng)銷策略　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開(kāi)放30多年來(lái),我國(guó)經(jīng)濟(jì)持續(xù)高速發(fā)展,分析儀器行業(yè)也有質(zhì)的飛躍：從零到有,從有到多,從多到全。分析儀器是質(zhì)量控制,食品安全,水質(zhì)監(jiān)測(cè)的重要工具,越來(lái)越多的國(guó)內(nèi)外生產(chǎn)廠家關(guān)注著這個(gè)市場(chǎng),尤其是XRF光譜儀市場(chǎng),因?yàn)樗膽?yīng)用涉及到各個(gè)行業(yè),競(jìng)爭(zhēng)異常激烈。一方面是新技術(shù)應(yīng)用到新產(chǎn)品的研發(fā)競(jìng)爭(zhēng),另一方面是光譜儀產(chǎn)品趨向同質(zhì)化。因此,XRF光譜儀的營(yíng)銷策略研究是非常有現(xiàn)實(shí)意義的。本文從英國(guó)牛津儀器公司XRF光譜儀營(yíng)銷分析為切入點(diǎn),同時(shí)對(duì)比幾個(gè)XRF光譜儀廠商的營(yíng)銷策略,分析各廠家優(yōu)劣勢(shì)。文中回顧了市場(chǎng)營(yíng)銷的相關(guān)理論,特別是高科技營(yíng)銷理論,同時(shí)探討市場(chǎng)定位,目標(biāo)市場(chǎng)選擇和市場(chǎng)細(xì)分之間的營(yíng)銷關(guān)系,結(jié)合牛津儀器公司XRF光譜儀的特點(diǎn)。從價(jià)格策略,激勵(lì)機(jī)制,渠道策略和服務(wù)策略等方面進(jìn)行全面診斷分析,也融合本人對(duì)XRF光譜儀的認(rèn)識(shí)和體會(huì),通過(guò)調(diào)研、比較、統(tǒng)計(jì)等方法分析牛津儀器所面臨的問(wèn)題,探討行業(yè)發(fā)展的趨勢(shì),了解所面臨的內(nèi)外部環(huán)境,并運(yùn)用相關(guān)分析數(shù)據(jù)和SWOT分析等方法,還結(jié)合營(yíng)銷管理的基本理論提出針對(duì)牛津儀器公司XRF光譜儀的營(yíng)銷完善策略和基本實(shí)施方案。
[Abstract]:Since the reform and opening up for more than 30 years, the economy of our country has continued to develop at a high speed, and there has been a qualitative leap in the industry of analytical instruments: from zero to more, from more to more, from more to all. Analytical instruments are quality control and food safety. As an important tool of water quality monitoring, more and more manufacturers at home and abroad are paying attention to this market, especially the market of XRF spectrometer, because its application involves various industries. The competition is extremely fierce. On the one hand, the new technology is applied to the new product research and development competition, on the other hand, the spectrometer product tends to homogenize. The research on the marketing strategy of XRF spectrometer is of great practical significance. This paper starts from the marketing analysis of XRF spectrometer of Oxford instrument Company in England and compares the marketing strategies of several XRF spectrometer manufacturers. This paper reviews the relevant theories of marketing, especially high-tech marketing theory, and discusses the marketing relationship among market positioning, target market selection and market segmentation. Combined with the characteristics of XRF spectrometer of Oxford Instruments Company, this paper makes a comprehensive diagnosis and analysis from the aspects of price strategy, incentive mechanism, channel strategy and service strategy, and also integrates my own understanding and experience of XRF spectrometer. Through research, comparison, statistics and other methods to analyze the problems faced by Oxford instruments, explore the trend of industry development, understand the internal and external environment, and use the relevant analysis data and SWOT analysis methods. Combined with the basic theory of marketing management, this paper puts forward the marketing perfection strategy and basic implementation scheme for XRF spectrometer of Oxford Instruments Company.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.4;F274

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本文編號(hào)：1467297