中国工业化机械装备业已经完成从无到有,初具规模,再到大规模的发展阶段,下一

阶段是需要做精、做强阶段⑴。因此,需要机械装备业整体朝着高质量阶段迈进。一个

重要方法是提升机械的自动化水平。也就是需要引入控制器、传感器、执行器等关键自

动化仪表以及加强他们的使用水平。传感器的作用是作为实时获取机械状态的基础性数

据源,以保证机械系统实现真正的闭环控制,提升机械的智能水平。传感器有着广阔舞

台,小到气缸微动作,大到飞机的液压系统都有它的身影。根据世界传感器统计,到

2013年为止,市场容量已达到650亿美元[2]。而主要使用量占巨大部分的是发达国家,

水平也是最高。我国使用量也在急剧增加,但是还是不很足够,主要需要加强应用的场

合、数量,更重要的是传感器的应用质量。

本文分析了 W公司传感器营销现状的同时,找出了 W公司传感器在营销实践上存在

的问题:产品特性不符合市场、定价体系不合理、服务定位不合理、渠道管理混乱。针

对营销实践上的问题,根据定位理论的定位思路,对W公司市场营销方向做了重新定位,

并打造关键业务流程:推出适合市场的产品、合理灵活定价、提供分类专业服务、按制

度管理渠道。以此指导全公司的运营,按计划完成销售指标。

关键字:工业品市场;市场定位;定位点

第II页
华东理工大学硕士学位论文

Positioning Research of Sensor Applied in Y Market from W Company

Abstract

Chinese industrial machinery equipment industry has been made from scratch,to take

a certain shape, and then to the large-scale development stage, the next stage is to become

fine and strong. Therefore, machinery equipment industry should be pushed towards a high

quality stage as a whole. One of important methods is to improve the level of automation

machinery. That is to say,key automation instruments such as controller,sensor, actuator,

should be introduced to enhance machine application level. Sensor acts as basic data resource

to acquire real-time of machinery status,in order to ensure the realization of real closed loop

control of mechanical systems, and improve the intelligent level of machinery. The sensor has

a broad application presence,from monitoring the micro movements by cylinder, even to

controlling movement by aircraft hydraulic system. According to the statistics of sensor in the

world,until 2013,the market capacity has reached $650 Billion. The developed countries

users take the most of the sensor orders, also they know how to use in highest level.

Chinese requirement of sensor amount also increased rapidly, but is still not enough,

it is needed to find and extend application place, amount, and improve application level for

sensors in machinery. This paper analyzes the present situation of sensor marketing of W

company, and then points out the existing marketing problems on sensor product from W

company: product specification does match with the segment market, pricing system is not

reasonable, the service is not positioned rightly and sales channel management is not right.

Taking the positioning theory of marketing to analyze the marketing problems from W

company to do the re-positioning and build the key business process: the launch of products

fit for the market, rational and flexible pricing, provide professional services on segment

customers,management on sales channel through making new regulation to guide the whole

company operation, so as to achieve sales target according to the plan.

Keywords: Industry Market; Marketing Positioning; Positioning Point