本文關(guān)鍵詞： 變壓器 營(yíng)銷戰(zhàn)略 營(yíng)銷策略　出處：《山東大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國(guó)變壓器市場(chǎng)的發(fā)展,變壓器市場(chǎng)正在從中低端變壓器市場(chǎng)向高壓變壓器市場(chǎng)和節(jié)能變壓器市場(chǎng)轉(zhuǎn)變。目前,我國(guó)變壓器市場(chǎng)兩級(jí)分化嚴(yán)重,中低端變壓器市場(chǎng)競(jìng)爭(zhēng)激烈,利潤(rùn)微薄,而高端變壓器公司在全國(guó)數(shù)量較少,具有一定的壟斷地位。隨著未來(lái)電力的發(fā)展,高壓變壓器、節(jié)能電壓器必將取代中低端變壓器,對(duì)中小公司來(lái)說(shuō)無(wú)疑是一個(gè)不小的挑戰(zhàn)。XD公司正處于中低端變壓器這一市場(chǎng)行業(yè),未來(lái)的變壓器行業(yè)的發(fā)展變化必將對(duì)XD變壓器有限公司帶來(lái)機(jī)遇與挑戰(zhàn)。如果能夠擴(kuò)大當(dāng)前的市場(chǎng)份額,在所處市場(chǎng)中占據(jù)優(yōu)勢(shì),對(duì)于XD變壓器有限公司來(lái)講不僅僅意味著豐厚的利潤(rùn),還可為其未來(lái)的高壓及節(jié)能變壓器市場(chǎng)的長(zhǎng)遠(yuǎn)發(fā)展搭建堅(jiān)實(shí)的平臺(tái)。為此,本文主要回答的問(wèn)題是：XD變壓器有限公司在面對(duì)中激烈的市場(chǎng)競(jìng)爭(zhēng),面對(duì)不斷萎縮的市場(chǎng)份額,面對(duì)變壓器市場(chǎng)錯(cuò)綜復(fù)雜的環(huán)境,XD變壓器有限公司應(yīng)該制定什么樣的市場(chǎng)營(yíng)銷戰(zhàn)略和實(shí)施策略來(lái)獲取競(jìng)爭(zhēng)上的優(yōu)勢(shì)呢?筆者應(yīng)用市場(chǎng)營(yíng)銷的相關(guān)理論知識(shí),分析了當(dāng)前變壓器市場(chǎng)的現(xiàn)狀和發(fā)展態(tài)勢(shì),深入探討了XD變壓器公司所面臨的外部環(huán)境以及內(nèi)部環(huán)境。通過(guò)分析工具,針對(duì)XD變壓器公司的綜合競(jìng)爭(zhēng)力進(jìn)行了客觀的評(píng)估。結(jié)合對(duì)變壓器市場(chǎng)的細(xì)分、目標(biāo)市場(chǎng)的選擇和定位,制定了XD變壓器公司在變壓器市場(chǎng)中需要采取的市場(chǎng)營(yíng)銷戰(zhàn)略,并為該戰(zhàn)略的有效實(shí)施制定了具體的策略。XD變壓器有限公司在變壓器市場(chǎng)上的市場(chǎng)營(yíng)銷戰(zhàn)略主要是：充分發(fā)揮自身的品牌和產(chǎn)品質(zhì)量?jī)?yōu)勢(shì),將差異化的市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略與密集型市場(chǎng)發(fā)展戰(zhàn)略相結(jié)合,積極擴(kuò)大優(yōu)勢(shì)產(chǎn)品的目標(biāo)市場(chǎng)份額,加速高端變壓器的研發(fā),強(qiáng)化公司的市場(chǎng)形象,擴(kuò)大優(yōu)勢(shì)業(yè)務(wù)市場(chǎng)規(guī)模,為客戶提供優(yōu)質(zhì)的服務(wù),使XD變壓器有限公司在市場(chǎng)上較快實(shí)現(xiàn)其發(fā)展目標(biāo)。筆者期望通過(guò)本課題的研究,能夠全面地了解變壓器行業(yè)的基本情況,并且能夠認(rèn)識(shí)變壓器整個(gè)市場(chǎng)行業(yè)的特殊性,客觀地評(píng)估和認(rèn)識(shí)變壓器市場(chǎng)的競(jìng)爭(zhēng)力,豐富XD變壓器公司在變壓器市場(chǎng)上營(yíng)銷戰(zhàn)略的理論研究,為早日對(duì)XD變壓器公司在變壓器市場(chǎng)上的目標(biāo)提供有效幫助,從而能夠使XD變壓器在其行業(yè)中提高它的整體競(jìng)爭(zhēng)力和公司實(shí)力。
[Abstract]:With the development of transformer market in China, transformer market is changing from middle and low end transformer market to high-voltage transformer market and energy-saving transformer market. The market competition of middle and low end transformer is fierce, the profit is meagre, while the high end transformer company has a certain monopoly position because of its small quantity in the whole country. With the development of electric power in the future, high voltage transformer. Energy-saving voltage transformer will replace the low-end transformer, which is undoubtedly a challenge for small and medium-sized companies. XD company is in the middle and low end transformer market industry. The development of the transformer industry in the future will bring opportunities and challenges to XD Transformer Co., Ltd., if we can expand the current market share and occupy the advantage in the market. For XD Transformer Co., Ltd. not only means rich profits, but also for its future high-voltage and energy-saving transformer market long-term development to build a solid platform. This paper mainly answers the question that the company is facing the fierce market competition, the shrinking market share and the complicated environment of the transformer market. What kind of marketing strategy and implementation strategy should XD Transformer Co. Ltd make to gain the competitive advantage? Based on the theory of marketing, the author analyzes the current situation and development of the transformer market, and probes into the external and internal environment that XD transformer company is facing. The comprehensive competitiveness of XD transformer company is evaluated objectively, combined with the subdivision of transformer market, the selection and positioning of target market. The marketing strategy that XD transformer company needs to take in the transformer market is established. And for the effective implementation of the strategy to formulate a specific strategy. XD Transformer Co., Ltd. in the transformer market marketing strategy is: give full play to their own brand and product quality advantages. It combines the differentiated market competition strategy with the intensive market development strategy, actively expands the target market share of the superior products, accelerates the research and development of high-end transformers, and strengthens the market image of the company. By expanding the market scale of superior business and providing high quality service to customers, XD Transformer Co., Ltd. can quickly realize its development goal in the market. Can comprehensively understand the basic situation of the transformer industry, and be able to understand the particularity of the entire transformer market, objectively assess and understand the competitiveness of the transformer market. It enriches the theoretical research on the marketing strategy of XD transformer company in the transformer market, and provides effective help for the goal of XD transformer company in the transformer market at an early date. So that XD transformer in its industry to improve its overall competitiveness and company strength.
【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】：2015
【分類號(hào)】：F274;F426.61

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本文編號(hào)：1476952