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本文主要是以装备制造业为题材,选择大族激光旗下全资子公司H公司重型工
业装备营销体系进行分析研究,找出其营销体系中存在的问题,并在产品定价、
客户关系管理、营销理念、行业渠道、品牌建设、业务流程、服务理念及营销模
式方面提出改进的方案,使其营销策略更符合工业化时代的特点,进而提升该公
司的营销竞争力
关键词:营销体系;CRM;工业装备;营销理论。III
Abstract
Marketing and Sales System Improvement Study for Heavy industry
Equipment of the company H
As an important part of enterprise marketing management and marketing activities,
the marketing system is closely connected to the healthy and sustainable development
of enterprises. With the development of global industrialization process, enterprises are
facing great opportunities and challenges, and more and more pressure of competition
and transformation at the same time. The greater the ability to build a effective
marketing system, making enterprises i face fierce competition can survive, and with
successful marketing activities to promote the rapid development of enterprises to
enhance brand building ability. To establish a complete marketing system, the company
requires enough marketing theories, the system to build a series of theoretical basis for
the guidelines, combined with the actual product and industry characteristics, theoretical
and practical combination, some system construction methods, and finding a new entry
point to improve.
This paper mainly focuses on the manufacturing industry, and chooses the heavy
industrial equipment marketing system of Han&39;s laser to analyze and study the existing
problems in the marketing system. The author advised to improve the program in the
aspects of product pricing, customer relationship management, marketing idea, industry
channel, brand Construction, business process, service concept and marketing model, to
make the marketing strategy more match with the characteristics of the industrial era,
and enhance the company&39;s marketing competitiveness.
KEYWORDS: Marketing system ,CRM, Industrial equipment, Marketing theory.V
目 录
第 1 章 绪论.......1
1.1 选题背景. 1
1.2 研究意义. 1
1.3 论文主要内容概述及亮点......... 2
第 2 章 相关基础理论与内容...4
2.1 营销体系的组成与改进. 4
2.2 营销体系及其理论发展阶段..... 4
2.2.1 营销理论发展的几个阶段...........5
2.2.2 营销的思想...........6
2.3 营销管理与激励. 6
2.3.1 营销组织结构与顶层设计...........6
2.3.2 销售团队管理与执行力...7
2.3.3 营销激励的手段与措施...8
2.4 本章小结. 9
第 3 章 H 公司重型工业装备营销体系现状分析.....11
3.1 H 公司简介.........11
3.1.1 H 公司基本情况介绍......11
3.1.2 H 公司发展的现状..........11
3.1.3 高功率激光重型装备的市场环境.........13
3.2 H 公司营销体系分析.....14
3.2.1 H 公司的组织架构..........14
3.2.2 营销战略的制定.15
3.2.3 营销体系流程图.17
3.2.4 客户关系管理系统(CRM)......... 18
3.2.5 营销体系的绩效考核方法.........21
3.3 H 公司当前存在的问题.21
3.3.1 营销组织结构问题.........22
3.3.2 新产品的市场支撑及投放原则.22VI
3.3.3 客户定制需求的取舍原则.........23
3.3.4 品牌推广手段单一.........23
第 4 章 H 公司营销体系改进与优化方案.....24
4.1 H 公司营销体系改进的总体思路.........24
4.2 H 公司营销体系的改进方案.....25
4.2.1 组织架构的改进方案.....25
4.2.2 新产品的改进与市场支撑.........26
4.2.3 基于客户需求变化的改进设计.27
4.2.4 互联网与云数据平台带来的营销思想策略改进.........29
4.2.5 销售过程的其它优化措施.........34
4.3 本章小结........... 36
第 5 章 H 公司营销体系改进优化的保障措施.........37
5.1 加强企业文化建设与融合....... 37
5.2 加强销售队伍建设....... 38
5.2.1 业务人员的任用与选拔.38
5.2.2 业务队伍的培训.39
5.2.3 销售的激励政策与实施.40
5.3 组织保障........... 41
5.4
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