本文選題：營銷策略 + 鋼塑復(fù)合管　； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：TL公司作為一家以生產(chǎn)和銷售鋼塑復(fù)合管系列產(chǎn)品為主的中小型企業(yè)，其現(xiàn)有的市場營銷策略已經(jīng)嚴(yán)重制約了企業(yè)的發(fā)展。面對前景廣闊的鋼塑復(fù)合管市場和日益加劇的行業(yè)競爭環(huán)境，TL公司要想持續(xù)、健康地發(fā)展，就必須制定出一系列切實(shí)可行的營銷策略。 本文首先對TL公司營銷環(huán)境進(jìn)行了分析，闡述了鋼塑復(fù)合管市場現(xiàn)狀及變化趨勢，分析了TL公司的客戶特點(diǎn)，通過對競爭對手情況的調(diào)研確立了自身在行業(yè)競爭中所處的地位及競爭優(yōu)勢，對TL公司的營銷現(xiàn)狀進(jìn)行了診斷并指出了現(xiàn)有營銷策略存在的問題。在此基礎(chǔ)上，本文結(jié)合營銷管理及工業(yè)品營銷相關(guān)理論，應(yīng)用市場細(xì)分理論對鋼塑復(fù)合管市場進(jìn)行細(xì)分，根據(jù)TL公司自身特點(diǎn)確定目標(biāo)市場，最終聚焦行業(yè)潛力市場；渠道設(shè)計(jì)為混合渠道，采取公司直接銷售與大客戶代理、行業(yè)代理、項(xiàng)目代理及產(chǎn)品線代理相結(jié)合的渠道策略；針對行業(yè)特點(diǎn)制定了人員推銷、廣告、會議營銷及網(wǎng)絡(luò)營銷等多樣化的促銷策略；在關(guān)系營銷理論的指導(dǎo)下，提出了與員工建立良好的關(guān)系、建立客戶忠誠及與合作者的關(guān)系營銷策略等。最后，為了確保新的營銷策略能夠順利實(shí)施，制定了一系列營銷策略的實(shí)施保障措施。本文從建設(shè)客戶導(dǎo)向型企業(yè)文化入手，重構(gòu)企業(yè)營銷管理組織體系，通過加強(qiáng)銷售培訓(xùn)、建設(shè)團(tuán)隊(duì)溝通渠道及強(qiáng)化過程管理來實(shí)現(xiàn)營銷團(tuán)隊(duì)的建設(shè)及管控，采取物質(zhì)激勵(lì)與精神激勵(lì)相結(jié)合、為員工制定職業(yè)生涯發(fā)展規(guī)劃及個(gè)性化的激勵(lì)機(jī)制等方式對公司激勵(lì)機(jī)制進(jìn)行完善，最后構(gòu)建成TL公司新的營銷體系。 本文結(jié)合企業(yè)實(shí)際，以TL公司為載體對鋼塑復(fù)合管產(chǎn)品的營銷策略進(jìn)行了深入研究。在理論上可以豐富以鋼塑復(fù)合管生產(chǎn)企業(yè)為藍(lán)本的工業(yè)品營銷理論研究，完善關(guān)于鋼塑復(fù)合管行業(yè)產(chǎn)品營銷策略、渠道策略、促銷策略、關(guān)系營銷策略等方面的具體研究。同時(shí)，通過對TL公司現(xiàn)有的營銷策略進(jìn)行深入分析，并重新制定營銷策略及實(shí)施方面的研究，為TL公司提供一定的理論和現(xiàn)實(shí)參考，對有效改善TL公司營銷體系，提高企業(yè)核心競爭力，為企業(yè)創(chuàng)造經(jīng)濟(jì)價(jià)值，具有重要的現(xiàn)實(shí)意義。本文的研究結(jié)果不僅為TL公司的營銷策略提供了解決方案，，也為其他相關(guān)工業(yè)品企業(yè)的營銷提供了參考。
[Abstract]:TL Company as a small and medium-sized enterprise which mainly produces and sells steel and plastic composite pipe series products, its existing marketing strategy has seriously restricted the development of the enterprise. Facing the prospect of steel-plastic composite pipe market and the increasingly fierce competition environment, TL Company must formulate a series of feasible marketing strategies if it wants to develop continuously and healthily. In this paper, firstly, the marketing environment of TL Company is analyzed, the present situation and changing trend of steel plastic composite pipe market are expounded, and the customer characteristics of TL Company are analyzed. Based on the investigation of competitors, the author establishes its position and competitive advantage in industry competition, diagnoses the current marketing situation of TL Company and points out the existing problems of marketing strategy. On this basis, combined with the marketing management and industrial products marketing theory, this paper applies the market segmentation theory to segment the steel-plastic composite pipe market, determines the target market according to TL company's own characteristics, and finally focuses on the potential market of the industry. The channel is designed as a mixed channel, adopting the channel strategy of combining direct sales with major account agent, industry agent, project agent and product line agent. Under the guidance of relationship marketing theory, this paper puts forward some strategies of establishing good relationship with employees, establishing customer loyalty and relationship marketing strategy with cooperator, etc. Finally, in order to ensure the smooth implementation of the new marketing strategy, a series of marketing strategy implementation safeguard measures are formulated. This paper starts with the construction of customer-oriented enterprise culture, reconstructs the marketing management organization system of the enterprise, and realizes the construction and management of the marketing team by strengthening the sales training, building the communication channel of the team and strengthening the process management. Adopting the combination of material incentive and spiritual incentive, the author makes the career development plan and individualized incentive mechanism for the employees to perfect the incentive mechanism of the company, and finally constructs a new marketing system of TL company. In this paper, the marketing strategy of steel-plastic composite pipe is studied with TL company as carrier. Theoretically, it can enrich the theoretical research of industrial product marketing based on steel-plastic composite pipe production enterprise, and perfect the concrete research on product marketing strategy, channel strategy, promotion strategy and relationship marketing strategy of steel-plastic composite pipe industry. At the same time, through the in-depth analysis of TL company's existing marketing strategy, and the re-formulation of marketing strategy and implementation of the research, TL company to provide a certain theoretical and practical reference, to effectively improve the TL company's marketing system, It is of great practical significance to improve the core competitiveness of enterprises and create economic value for enterprises. The results of this paper not only provide a solution for TL Company's marketing strategy, but also provide a reference for the marketing of other related industrial enterprises.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4

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