YJ公司东北市场营销案例研究
A Case Study of YJ Company’s Northeast Marketing
Abstract
In recent years, with the rapid development and progress of China's society and economy,
especially under the background of the slogan "Made in China 2025" proposed by the State
Council, scientific instruments, as the basis of promoting China's modernization and scientific
development, have played a very important role in national, social and economic development
and enhancing international competitiveness. However, with the rapid growth of the scientific
instrument industry and the gradual increase of the national investment in scientific research,
more and more domestic and foreign companies are making great efforts in the instrument
market in China, which makes the competition more and more fierce,especially in northeast
China, where the market of scientific research and universities is large.
In the face of ever-changing products and industry demands, changes and rapid
development of the market and ecological environment, the main problems for agents like YJ
company should be how to adjust, how to break the development bottleneck, achieve rapid
development of regional market scale, keep pace with the development of The Times,
reasonable layout, and become bigger and stronger. Therefore, this thesis has a certain
theoretical and practical significance for the study and analysis of the actual marketing case of
YJ Company.
In this thesis, YJ Company, an import scientific instrument agency, is taken as the
research object, and the case study method is adopted in combination with the background of
scientific instrument industry. First of all, based on the introduction of the development of YJ
Company and the current marketing situation, the industry development background,northeast
market situation, customer demand and competitors are analyzed. Then, by describing the
northeast market development in the process of the specific situation of the case, which
involves the market department, sales department, technical service department's actual
situation, the main reasons of marketing problems are identified, including insufficient
product line extension, lack of customer value-based services, and single promotion means.
Next, aiming at the existing problems, combined with marketing theory, this thesis proposes
the solutions of increasing the length and depth of product line, improving service quality
based on customer value, and increasing promotion means. Finally, the guarantee measures
are established to guarantee the smooth realization of the proposed marketing strategy.
Based on marketing theory, this thesis studies on the existing problems of YJ Company
in its market development in northeast China, analyzes them by using marketing theories, and
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大连理工大学专业学位硕士学位论文
proposes a set of effective solutions.These solutions can help YJ company solve a series of
marketing problems it faced in the development of the northeast market, break through its
development bottleneck in the northeast market, and realize the rapid development of the
scale of the scientific instrument market.At the same time, the author hopes that the
implementation of these marketing strategies will not only help YJ company to break the
development bottleneck, to establish a good corporate image, to improve corporate visibility,
but also provide representative reference for similar agency companies to achieve regional
development, rapidly expand the market scale.
Key Words：YJ Company; Scientific instruments; Marketing; Case Study
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YJ公司东北市场营销案例研究
目录
摘 要............................................................................................................................I
Abstract..........................................................................................................................II
1 绪论..............................................................................................................................1
1.1 研究背景及意义..............................................................................................1
1.1.1 研究背景..............................................................................................1
1.1.2 研究意义..............................................................................................2
1.2 研究内容及方法..............................................................................................3
1.2.1 研究内容..............................................................................................3
1.2.2 研究方法..............................................................................................3
1.3 技术路线..........................................................................................................3
2 案例正文......................................................................................................................5
2.1 公司介绍..........................................................................................................5
2.1.1 公司发展历程......................................................................................5
2.1.2 公司市场营销现状..............................................................................7
2.2 行业情况介绍................................................................................................10
2.2.1 行业总体情况....................................................................................10
2.2.2 近十年行业发展情况........................................................................11
2.3 东北市场顾客需求及竞争对手介绍............................................................15
2.3.1 东北市场基本情况............................................................................15
2.3.2 顾客需求特征....................................................................................18
2.3.3 主要竞争对手....................................................................................19
2.4 市场营销案例描述........................................................................................22
2.4.1 拖后腿的产品线................................................................................22
2.4.2 让人难以满意的顾客服务................................................................24
2.4.3 促销也要与时俱进............................................................................26
3 案例分析....................................................................................................................29
3.1 市场营销相关理论........................................................................................29
3.1.1 STP理论.............................................................................................29
3.1.2 4Ps营销理论.....................................................................................30
3.1.3 顾客价值理论....................................................................................32
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