MBA硕士论文_BG公司母线产品的市场营销策略研究DOC -管理资源网

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MBA硕士论文_BG公司母线产品的市场营销策略研究DOC

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更新时间：2019/2/19(发布于广东)
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摘要
在国内外电力设备行业经营环境复杂艰巨的情况下，公司要想在风云诡谲
的市场形势中立于不败之地，必须重视市场营销。市场营销是制造类企业生存
和发展的根本，是企业的龙头，企业必须建立能适应市场形势需求的市场营销
体系，根据市场的需求情况，客观有效地分析母线产品的目标市场，制定符合
公司实际情况的市场营销策略。切实可行的市场营销策略，是提高公司经济效
益和产品市场竞争力的重要措施

本文以市场营销理论为指导，分析以电力设备为行业背景，联系本人的营
销经验，以 BG 公司为研究分析对象，结合 BG 公司母线产品的市场营销环境
及市场营销体系进行分析研究，阐述目前体系的优点与不足，探索出切实可行
的市场营销方案。本研究对改变 BG 公司现有的低效率营销工作现状、本研究
对改变 BG 公司现有的低效率营销工作现状、提高公司的市场信誉度，提高产
品的市场竞争力等，具有重要的意义，对同行业的其它公司也有指导和借鉴意
义。本文对 BG 公司现在的营销模式和营销能力进行自我剖析，找出缺点和不
足，运用 SWOT 分析方法（ S-竞争优势；W-竞争劣势；O-机会；T-威胁），归
纳总结和分析了 BG 公司竞争的优势、劣势、机会和威胁。运用 STP 分析对母
线市场进行市场细分(Segmenting)、选择目标市场(Targeting)和产品定位
(Positioning) ，STP 是整个营销建设的基础，对母线产品的市场进行了细分，
并选择目标市场，传达出各自不同的定位。通过市场研究和行业分析，结合 BG
公司的实际情况，确定以 4P 组合营销策略为主，公司及产品的关系营销为辅，
全面推进实施可行的营销策略。同时，为了保证市场营销策略的顺利执行，公
司其他部门辅助人力资源优化、稳定销售团队和设计研发提升产品质量等提供
完备的保障措施

关键词：母线产品；营销策略；市场营销体系华北电力大学硕士学位论文
II
Abstract
In the circumstance of domestic and foreig n business environment
complex and difficult, we must pay attention to marketing in order to keep the
market position in this i nvincible situation. Marketing is the fo undation for
manufacturing enterprise to su rvive and develop; enterprises must set up a
marketing system which can keep up w ith the m arket demand of m arket.
Analyze the target market and make the feasible marketing tactics according to
the demand of market. Feasible marketing strategy is the key to im prove the
market competitiveness and economic efficiency.
Based on the ma rketing theory, does analysis based on the pow er
equipment industry. Combined with my marketin g experience, take BG
Company as the research object, does the research combined with BG bu s
products marketing environment and m arketing system, points out the
advantages and disadvantages of t he system, puts forward the m arketing
strategy for the development of the company. This thesis has a very im portant
significance for the BG Company breaking the exi sting low ef ficiency
marketing work, imp roving the market competitive ness of the company and
also has t he guidance and reference significance for other companies in the
same industry. This thesis does the self-analysis for BG Company’s marketing
model and marketing capabilities and identifies shortcomings and deficiencies.
Using the SWOT analysis method (S-strengths, W-weaknesses, O-opportunities,
T-threats.), summarize and analyzes the BG company’s competitive advantages
and disadvantages, opportunities and threats. Se gmenting, targeting and
positioning of the busbar market according to the STP. STP is the foundation of
marketing construction and divides the busbar market, selects the target market
and conveys di fferent positioning. Through m arket research and industr y
analysis, combined with the actual situation of BG Company, given priority to
the 4P combination marketing strate gy, take the company and product
relationship marketing as a supple ment and promote the feasi ble marketing
strategy comprehensively. At the same time, in or der to ensure the smooth
implementation of marketing strategy, the company&39;s other departments should
provide complete security measures such as assisting human resources华北电力大学硕士学位论文
III
optimization, stabling sales team and design and re search development to
enhance product quality and so on.
Keywords: busbar products; marketing strategy; marketing system华北电力大学硕士学位论文
V
目录
摘要 .... I
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