本文選題：加氣混凝土　切入點(diǎn)：營(yíng)銷環(huán)境　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)發(fā)展進(jìn)入新常態(tài),加氣混凝土行業(yè)也從高速成長(zhǎng)期轉(zhuǎn)入平穩(wěn)成熟期,市場(chǎng)營(yíng)銷環(huán)境發(fā)生了深刻變化,只要投資就能盈利的時(shí)代已成為過(guò)去,市場(chǎng)上產(chǎn)品同質(zhì)化嚴(yán)重,廠家間的價(jià)格戰(zhàn)、廣告戰(zhàn)、公關(guān)戰(zhàn)、品牌戰(zhàn)一浪高過(guò)一浪,但是企業(yè)業(yè)績(jī)卻停滯不前,效益越來(lái)越差,企業(yè)管理者需要一套系統(tǒng)、全面的營(yíng)銷策略幫助企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中勝出,并繼續(xù)發(fā)展。國(guó)內(nèi)外學(xué)者對(duì)加氣混凝土行業(yè)營(yíng)銷策略的研究很少,尤其是在當(dāng)前這樣一個(gè)新的時(shí)期的研究更少。本文通過(guò)對(duì)該行業(yè)的深入研究,以WYS公司為例做出加氣混凝土企業(yè)的營(yíng)銷策略設(shè)計(jì),對(duì)國(guó)內(nèi)加氣混凝土行業(yè)1000多家企業(yè)的營(yíng)銷策略設(shè)計(jì)會(huì)有一點(diǎn)的幫助,對(duì)其他行業(yè)企業(yè)的營(yíng)銷工作也會(huì)有一定參考價(jià)值。本文首先梳理了市場(chǎng)營(yíng)銷的相關(guān)理論,總結(jié)了工業(yè)品營(yíng)銷的特點(diǎn),回顧了國(guó)內(nèi)外對(duì)營(yíng)銷研究的狀況后,用PEST模型對(duì)加氣混凝土行業(yè)的宏觀營(yíng)銷環(huán)境研究發(fā)現(xiàn),政策法規(guī)鼓勵(lì)加氣混凝土行業(yè)發(fā)展,經(jīng)濟(jì)形勢(shì)影響了加氣混凝土行業(yè)進(jìn)入平穩(wěn)期,社會(huì)理念已認(rèn)同了加氣混凝土作為主流建材的地位,技術(shù)進(jìn)步既開辟了行業(yè)新的增長(zhǎng)點(diǎn)又加速了現(xiàn)有產(chǎn)品的淘汰。用五力模型對(duì)加氣混凝土行業(yè)的微觀營(yíng)銷環(huán)境進(jìn)行了研究發(fā)現(xiàn),供方的討價(jià)還價(jià)能力依然較弱,客戶的討價(jià)還價(jià)能力正在提升,潛在進(jìn)入者和替代品的威脅不大,行業(yè)現(xiàn)有競(jìng)爭(zhēng)者間的競(jìng)爭(zhēng)更加激烈。經(jīng)過(guò)市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)選擇后,對(duì)WYS公司產(chǎn)品做了市場(chǎng)定位,加氣混凝土設(shè)備:幫助客戶取得加氣混凝土生產(chǎn)線項(xiàng)目投資成功;加氣混凝土制品:質(zhì)量緊跟國(guó)內(nèi)一流品牌,價(jià)格有明顯優(yōu)勢(shì),成為區(qū)域內(nèi)名牌墻體材料�；谑袌�(chǎng)定位,制定了 WYS公司產(chǎn)品的4P營(yíng)銷組合策略,在加氣混凝土設(shè)備領(lǐng)域,產(chǎn)品策略為優(yōu)化延伸產(chǎn)品和提供潛在產(chǎn)品,推出高、中、低端產(chǎn)品組合,將高端設(shè)備推向成熟期,并開發(fā)第四代設(shè)備;定價(jià)策略為根據(jù)不同客戶實(shí)施差異化定價(jià);渠道策略為直銷為主,代理為輔;促銷策略為傳統(tǒng)推廣和互聯(lián)網(wǎng)推廣并用,并建立標(biāo)桿客戶和工程業(yè)績(jī)信息庫(kù)。在加氣混凝土制品領(lǐng)域,產(chǎn)品策略為進(jìn)一步提高高端產(chǎn)品質(zhì)量,推出形象產(chǎn)品、利潤(rùn)產(chǎn)品和規(guī)模產(chǎn)品的組合,將利潤(rùn)產(chǎn)品推向成熟期,吸收國(guó)外技術(shù),開發(fā)新產(chǎn)品;定價(jià)策略為普通加氣混凝土制品采用隨行就市法,高精度和低密度加氣混凝土制品制定低價(jià),加氣混凝土板材采用成本加成法;渠道策略為經(jīng)銷商和大客戶直銷結(jié)合;促銷策略主要是互聯(lián)網(wǎng)推廣和打造標(biāo)桿客戶。為了保證營(yíng)銷策略能夠有效實(shí)施,設(shè)計(jì)了營(yíng)銷組織架構(gòu),并按營(yíng)銷規(guī)劃確定了部門的職責(zé);對(duì)產(chǎn)品方面提出了質(zhì)量、交期、成本三個(gè)方面的保障措施;從客戶信息管理、客戶分類管理、客戶忠誠(chéng)度培育和客戶提升4個(gè)方面闡述了客戶關(guān)系管理如何去做;最后,針對(duì)售后服務(wù)提出4個(gè)層面的改善思路。本文對(duì)WYS公司營(yíng)銷策略的設(shè)計(jì),綜合運(yùn)用了營(yíng)銷管理的相關(guān)理論和分析工具,對(duì)企業(yè)的營(yíng)銷工作開展有現(xiàn)實(shí)意義,對(duì)營(yíng)銷理論的驗(yàn)證和發(fā)展也有一定的價(jià)值。
[Abstract]:With China's economic development has entered a new norm, aerated concrete industry from a period of rapid growth to stable and mature period, has undergone profound changes in the marketing environment, as long as the investment profitable era has become the past, the market product homogeneity, the manufacturers price war, advertising war, public relations war, brand warfare wave after another, but the enterprise performance has stagnated, efficiency is getting worse, managers need a set of system, comprehensive marketing strategy to help enterprises win in the fierce competition in the market, and continue to develop. Little research on the marketing strategy of aerated concrete industry at home and abroad, especially in such a new era less research at present. Through in-depth study of the industry, taking WYS company as an example to make a design of marketing strategy of domestic enterprises of aerated concrete, aerated concrete industry enterprises of more than 1000 Battalion Marketing strategy design will have a little help, will also have certain reference value for other industries and enterprises in the marketing work. This paper first introduces the related marketing theories, summarizes the characteristics of industrial marketing, reviewed the domestic and foreign research on marketing situation, using PEST model to study the macro marketing environment of aerated concrete industry the discovery, policies and regulations to encourage the development of aerated concrete industry, the economic situation has affected the aerated concrete industry entered a stable period, social philosophy is a recognition of the aerated concrete building materials as the mainstream status, technological progress not only opens up a new growth point of the industry and accelerate the elimination of existing products. Using five forces model of micro marketing environment of aerated concrete industry the study found that the bargaining power of suppliers is still weak, the bargaining power of customers is increasing, and the potential entrants threat of substitutes Little industry between existing competitors more competitive. Through the market segmentation and target market selection, the WYS company product market positioning, aerated concrete equipment: to help customers achieve investment success of aerated concrete production line project; aerated concrete products: quality with the domestic first-class brand, the price has obvious advantages, become famous wall materials area. Based on market positioning, develop 4P marketing combination strategy of WYS company's products, in the field of aerated concrete equipment, product strategy optimization extension products and potential products, launched high, low-end product portfolio, high-end equipment to the mature stage, and the development of the fourth generation of equipment; according to the different pricing strategies for customers to implement differential pricing; direct marketing channel strategy, promotion strategy for the agent as a supplement; the traditional marketing and internet promotion and use, and the construction and engineering industry customers rod beacon The performance information database. In the field of aerated concrete products, product strategy to further improve the quality of high-end products, the image of the product launch, product combination profit and scale of products, the profit of product to maturity, the absorption of foreign technology, the development of new products; pricing strategies for ordinary concrete products by gas and stationary method, high precision and low density gas concrete products to develop low-cost, aerated concrete plate the cost plus method; channel strategy for distributors and direct customers combined; the main promotion is the Internet promotion and create benchmark customers. In order to ensure the effective implementation of marketing strategy, design the marketing organization, and according to the marketing plan to determine the responsibilities of the departments of product quality are put forward; delivery, safeguard measures, three aspects of cost; from the customer information management, customer management, customer loyalty and customer training increased by 4 Aspects of how to do customer relationship management; finally, according to the customer service service put forward improvement ideas 4 aspects. This paper designed the marketing strategy of WYS company, with the theories of marketing management and analysis tools for enterprise marketing work has practical significance, but also has a certain value for verification and the development of marketing theory.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.92;F274

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