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MBA论文_GF公司新能源叉车电池中国市场营销策略研究

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更新时间:2023/1/4(发布于江苏)

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文本描述
摘要
摘要
随着时代和社会的飞速发展,叉车市场的需求量越来越大。内燃式燃油叉车
和铅酸电动叉车都面临排放尾气不符合国家政策,以及资源短缺与制约等问题。
新能源电池叉车零排放,资源丰富,市场需求越来越广泛,因而滋生了新能源叉
车电池市场的持续扩张。GF公司是专门生产新能源叉车电池的公司,如何将产
品通过市场扩张取得市场份额和竞争优势将是公司发展面临的巨大挑战与机遇。
论文主要对 GF公司新能源叉车电池市场营销进行研究分析,研究策略可
作为公司调整市场营销战略的参考,同时为市场营销决策提供支持以及公司发
展实践提供帮助。
GF公司存在着市场不成熟,生产规模小以及产品价格偏高等诸多难题,首
先为了加快公司新能源叉车电池在中国市场的扩张,通过技术不断进步和组织
创新等方法有效降低企业的组织协调成本,提高企业的核心竞争力。并结合我国
新能源企业成功市场营销运作,对 GF公司市场营销过程中的做好营销策略优化
建议。
其次为了提高公司产品的核心竞争力并扩大市场营销,通过对 GF公司外部
竞争环境的分析,明确公司目前的目标及外部的机会与挑战。然后对公司内部环
境的研究,注重分析企业决策方向和产品架构方面的特点以及市场产品销售的
状况,判断产品市场营销方案的优势和劣势。再运用 4Ps理论和市场定位理论与
企业自身实际情况相结合,制定符合 GF公司叉车电池产业实际的市场营销发展
路线和产业化战略,达到扩大市场营销目的。
关键词: 4Ps理论;叉车电池;营销策略;优化建议
I

Abstract
Abstract
With the rapid development of the times and society, the demand of forklift market
is increasing. Both internal combustion fuel forklift and lead-acid electric forklift face
problems such as exhaust emission does not comply with national policies, resource
shortage and constraints. The new energy battery forklift has zero emission, rich
resources and more and more extensive market demand, which breeds the continuous
expansion of the new energy forklift battery market. GF company is a company
specializing in the production of new energy forklift batteries. How to obtain market
share and competitive advantage through market expansion will be a great challenge
and opportunity for the development of the company.
This paper mainly studies and analyzes the new energy forklift battery marketing
of GF company. The research strategy can be used as a reference for the company to
adjust the marketing strategy, and provide support for marketing decision-making and
help for the company's development practice.
GF company has many problems such as immature market, small production scale
and high product price. Firstly, in order to accelerate the expansion of the company's
new energy forklift battery in the Chinese market, GF company effectively reduces the
organization and coordination cost of the enterprise and improves the core
competitiveness of the enterprise through continuous technological progress and
organizational innovation. Combined with the successful marketing operation of
China's new energy enterprises, this paper puts forward some suggestions on the
optimization of marketing strategy in the marketing process of GF company.
Secondly, in order to improve the core competitiveness of the company's products
and expand marketing, the company's current objectives and external opportunities and
challenges are clarified through the analysis of the external competitive environment
of GF company. Then, the research on the company's internal environment focuses on
the analysis of the characteristics of enterprise decision-making direction and product
structure, as well as the situation of product sales, so as to judge the advantages and
disadvantages of product marketing scheme. Then the 4Ps theory and market
positioning theory are combined with the actual situation of the enterprise to formulate
II

Abstract
the marketing development route and industrialization strategy in line with the actual
situation of GF company's forklift battery industry, so as to achieve the purpose of
expanding marketing.
Keywords: 4Ps theory; Forklift battery; Marketing strategy; Optimization
suggestions
III
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