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R公司前处理设备营销策略研究_MBA硕士毕业论文DOC

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文本描述
摘要
IV
摘要
R 公司的前处理设备属于食品饮料机械生产设备,是典型的工业产品

在现代工业产品的营销,理论界将之划到产业市场营销一块。但是,纵观国
内的工业品营销市场尤其是食品饮料机械行业,无论是营销理念还是营销管
理都还没有构建出一套完整的工业品营销理论及管理体系来为中国所有的工
业产品生产厂家来提供行之有效的理论及实践指导,这已成为制约国内食品
饮料机械设备行业发展的巨大瓶颈。因而,以 R 公司的前处理设备为例,探
讨并总结出一套符合国情及市场特点的前处理设备营销策略显得尤为必要

本文参考学习了国内外大量的有关产业市场营销理论及工业品市场营
销理论,参考和学习这些理论的目的不是为了仅仅是陈述理论本身,而是为
了要运用这些市场营销理论为 R 公司及以 R 公司为代表的前处理设备厂家制
定出一套符合实际的营销策略。为了方便后续营销理论分析工具的应用与展
开,本文会简要地介绍 R 公司的前处理设备产品及其所在行业目前的营销模
式及此种模式所存在的不足在哪。这些概括与提炼出的不足即是本文需要通
过营销理论进行分析并且优化的问题所在。其后,本文会通过一系列具体的
营销理论分析工具会对以 R 公司为代表的前处理设备行业进行具体的分析,
比如 PEST 分析,竞争对手分析,SWOT 分析等。通过这一系列的宏观与微观
的分析可以很直观的得到 R 公司在营销策略上与竞争对手相比所存在的问
题。除了对 R 公司的外部环境进行分析外,本文接下来还将通过 STP 理论、
4P 理论等对 R 公司本身做一个深入的分析与定位,并从中找出真正符合 R 公
司发展实际的营销策略;这时,才算达到了本文策略优化的最终目标。当然,摘要
V
一些好的策略不能仅仅停留在纸面上或是认识里,它们更应该被很好的执行
下去;这就需要相应的组织与制度保障。无论怎样,以 R 公司为代表的前处
理设备提供商只是中国制造业的一个缩影。我们更希望以 R 公司为代表的制
造厂家能为中国民族产业的发展贡献自己应有的力量

关键词 前处理设备 工业品营销 产业市场营销VI
Abstract
R company&39;s pre-treatment equipment is a food and beverage machinery
production equipment, which is a typical industrial products. For the marketing of
modern industrial products, the theoretical circle would assign it to industrial
marketing. However, throughout the domestic industrial products market,
especially in the food and beverage machinery area, whether it is marketing idea
and marketing management have not yet build a complete industrial marketing
theory and management system. The lack of guidance of market theory and
practice, local food and beverage machinery and equipment industry face to a
huge bottleneck. So,it is necessary for us to draft a set of accord with national
conditions and characteristics of the pretreatment equipment marketing.
This reference to learning a large number of domestic and foreign related
industry marketing theory and industrial product marketing theory, reference and
study of these theories is not for the purpose of just stating the theory itself, but
in order to use the marketing theory of R company and takes the R company as
the pretreatment equipment on behalf of the manufacturers to develop a set of
practical marketing strategy. In order to facilitate the application and
development of follow-up marketing theory analysis tools, this paper will briefly
introduce the R company&39;s pre-processing equipment products and the industry&39;s
current marketing model and the shortcomings of this model. These problems are
the problems that need to be analyzed and optimized through marketing theory.
Subsequently, this article will be through a series of specific marketing analysis
tools will be based on R company for the pretreatment equipment industry
specific analysis, such as PEST analysis, competitor analysis, SWOT analysis.
AbstractVII
Through a series of macro and micro analysis, we can get the R company&39;s
marketing strategy and the existing problems. Besides the analysis of the external
environment of R company, the next will be through the STP theory and 4P
theory and makes a thorough analysis and positioning of the R company, and find
out the real development of R company from marketing strategy. At this time,
only to achieve the ultimate goal of this article. Of course, some of the best
strategies cannot just stay on paper or understanding. They should carry out a
good. This needs the corresponding organization and the system safeguard. In any
case, R company as the representative of the former processing equipment
provider is a microcosm of China&39;s manufacturing industry. We also hope that the
R company as the representative of the manufacturers can contribute to the
development of China&39;s national industry should have its own strength.
Hongbo Ou (MBA)
supervised by Kejing Zhang
Keywords Pretreatment equipment, industrial product marketing, industrial
marketing
Abstract目录
- VIII -
目录
摘要..IV
Abstract..........VI
第一章 绪论... 1
1.1 研究的背景与意义......1
1.2 研究的目标与内容......2
1.3 研究的方法和技术路线.........3
1.3.1 论文的研究方法.. 3
1.3.2 技术路线图...........4
1.3.3 预期目标...4
1.3.4 难点及存在的问题..........5
1.4 论文创新点......5
第二章 相关文献综述...........6
2.1 市场营销理论..6
2.1.1 市场营销概念界定..........6
2.1.2 4P 与 4C.....6
2.1.3 STP 理论....8
2.2 工业品营销理论..........9
2.2.1 工业品营销理论的起步与探索..9
2.2.2 工业品市场网络化与信任关系........... 10
2.2.3 工业品关系营销理论的发展演变历程...........10
2.2.4 关系营销及四度理论....12
2.3 市场营销方法论........16
2.3.1 波特五力分析.....16
2.3.2 PEST 分析........... 17
2.4 文献述评........18
第三章 R 公司前处理设备营销现状及问题分析........... 20
3.1 R 公司营销现状.........20
3.1.1 R 公司简介..........20
3.1.2 R 公司行业现状..20
3.1.3 R 公司前处理设备产品的营销现状.....21目录
- IX -
3.2 R 公司市场营销问题分析.... 24
3.3 本章小结........26
第四章 R 公司前处理设备竞争战略分析27
4.1 行业机会与威胁分析........... 27
4.1.1 基于 PEST 的行业环境分析.... 27
4.1.2 波特
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