【摘要】：R公司的前處理設(shè)備屬于食品飲料機(jī)械生產(chǎn)設(shè)備,是典型的工業(yè)產(chǎn)品。在現(xiàn)代工業(yè)產(chǎn)品的營(yíng)銷,理論界將之劃到產(chǎn)業(yè)市場(chǎng)營(yíng)銷一塊。但是,縱觀國(guó)內(nèi)的工業(yè)品營(yíng)銷市場(chǎng)尤其是食品飲料機(jī)械行業(yè),無(wú)論是營(yíng)銷理念還是營(yíng)銷管理都還沒(méi)有構(gòu)建出一套完整的工業(yè)品營(yíng)銷理論及管理體系來(lái)為中國(guó)所有的工業(yè)產(chǎn)品生產(chǎn)廠家來(lái)提供行之有效的理論及實(shí)踐指導(dǎo),這已成為制約國(guó)內(nèi)食品飲料機(jī)械設(shè)備行業(yè)發(fā)展的巨大瓶頸。因而,以R公司的前處理設(shè)備為例,探討并總結(jié)出一套符合國(guó)情及市場(chǎng)特點(diǎn)的前處理設(shè)備營(yíng)銷策略顯得尤為必要。本文參考學(xué)習(xí)了國(guó)內(nèi)外大量的有關(guān)產(chǎn)業(yè)市場(chǎng)營(yíng)銷理論及工業(yè)品市場(chǎng)營(yíng)銷理論,參考和學(xué)習(xí)這些理論的目的不是為了僅僅是陳述理論本身,而是為了要運(yùn)用這些市場(chǎng)營(yíng)銷理論為R公司及以R公司為代表的前處理設(shè)備廠家制定出一套符合實(shí)際的營(yíng)銷策略。為了方便后續(xù)營(yíng)銷理論分析工具的應(yīng)用與展開,本文會(huì)簡(jiǎn)要地介紹R公司的前處理設(shè)備產(chǎn)品及其所在行業(yè)目前的營(yíng)銷模式及此種模式所存在的不足在哪。這些概括與提煉出的不足即是本文需要通過(guò)營(yíng)銷理論進(jìn)行分析并且優(yōu)化的問(wèn)題所在。其后,本文會(huì)通過(guò)一系列具體的營(yíng)銷理論分析工具會(huì)對(duì)以R公司為代表的前處理設(shè)備行業(yè)進(jìn)行具體的分析,比如PEST分析,競(jìng)爭(zhēng)對(duì)手分析,SWOT分析等。通過(guò)這一系列的宏觀與微觀的分析可以很直觀的得到R公司在營(yíng)銷策略上與競(jìng)爭(zhēng)對(duì)手相比所存在的問(wèn)題。除了對(duì)R公司的外部環(huán)境進(jìn)行分析外,本文接下來(lái)還將通過(guò)STP理論、4P理論等對(duì)R公司本身做一個(gè)深入的分析與定位,并從中找出真正符合R公司發(fā)展實(shí)際的營(yíng)銷策略;這時(shí),才算達(dá)到了本文策略優(yōu)化的最終目標(biāo)。當(dāng)然,一些好的策略不能僅僅停留在紙面上或是認(rèn)識(shí)里,它們更應(yīng)該被很好的執(zhí)行下去;這就需要相應(yīng)的組織與制度保障。無(wú)論怎樣,以R公司為代表的前處理設(shè)備提供商只是中國(guó)制造業(yè)的一個(gè)縮影。我們更希望以R公司為代表的制造廠家能為中國(guó)民族產(chǎn)業(yè)的發(fā)展貢獻(xiàn)自己應(yīng)有的力量。
[Abstract]:R's pre-processing equipment belongs to food and beverage machinery production equipment, is a typical industrial products. In the marketing of modern industrial products, the theorists draw it into industrial marketing. However, throughout the domestic industrial product marketing market, especially the food and beverage machinery industry, Neither marketing concept nor marketing management has yet to build a complete set of industrial product marketing theory and management system to provide effective theoretical and practical guidance for all industrial product manufacturers in China. This has become a huge bottleneck restricting the development of domestic food and beverage machinery and equipment industry. Therefore, it is particularly necessary to discuss and summarize a set of marketing strategy of pre-processing equipment according to the national conditions and market characteristics, taking R Company's pre-processing equipment as an example. This paper studies a large number of industrial marketing theories and industrial products marketing theories at home and abroad. The purpose of these theories is not just to state the theory itself. The purpose of this paper is to use these marketing theories to develop a set of marketing strategies for R Company and the pre-processing equipment manufacturers represented by R Company. In order to facilitate the application and development of the following marketing theoretical analysis tools, this paper will briefly introduce R Company's pre-processing equipment products, the current marketing model of its industry and the shortcomings of this model. The shortcomings of these generalizations and abstracts are the problems that need to be analyzed and optimized by marketing theory in this paper. Then, through a series of marketing theory analysis tools, this paper will analyze the pre-processing equipment industry represented by R Company, such as PEST analysis, competitor analysis, SWOT analysis and so on. Through this series of macro and micro analysis, we can intuitively get the problems that R company has compared with its competitors in marketing strategy. In addition to the analysis of the external environment of R Company, this paper will do a thorough analysis and positioning of R Company itself through the STP theory, 4P theory and so on, and find out the marketing strategy that really accords with R Company's development. At this point, the final goal of the strategy optimization is reached. Of course, some good strategies can not just stay on paper or understanding, they should be carried out well; this requires the corresponding organizational and institutional protection. In any case, R's pre-processing equipment provider is a microcosm of China's manufacturing industry. We hope that R Company as the representative manufacturers can contribute their due strength to the development of China's national industry.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.4

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