發(fā)布時(shí)間：2018-01-10 06:31

  本文關(guān)鍵詞：JP公司營(yíng)銷策略研究　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中小企業(yè) 工業(yè)品營(yíng)銷 營(yíng)銷策略

【摘要】：中小企業(yè)在促進(jìn)經(jīng)濟(jì)繁榮,解決就業(yè)等方面的作用日益明顯,在規(guī)模龐大的工業(yè)品貿(mào)易領(lǐng)域,中小企業(yè)同樣可以發(fā)揮其獨(dú)特的作用,形成經(jīng)濟(jì)發(fā)展的新動(dòng)力。但是,中小企業(yè)的生存和發(fā)展首先要解決市場(chǎng)營(yíng)銷問題,沒有訂單則一切都無從談起。中小企業(yè)只有揚(yáng)長(zhǎng)避短,創(chuàng)新商業(yè)模式,通過目標(biāo)市場(chǎng)戰(zhàn)略做好市場(chǎng)細(xì)分、市場(chǎng)選擇和市場(chǎng)定位,結(jié)合產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略做好市場(chǎng)營(yíng)銷工作,在大企業(yè)的夾縫中生存,滿足客戶的特殊價(jià)值需求,獲得可持續(xù)發(fā)展。中小企業(yè)具有很強(qiáng)的滲透性、靈活性、創(chuàng)新性,能夠從更細(xì)微的角度滿足社會(huì)需求,中小企業(yè)如何做好工業(yè)品營(yíng)銷也是一個(gè)非常有價(jià)值的研究課題。本論文就是立足中小企業(yè)工業(yè)品營(yíng)銷,通過對(duì)JP公司營(yíng)銷策略的研究,梳理出適合中小企業(yè)的工業(yè)品市場(chǎng)營(yíng)銷策略。為創(chuàng)新型的中小企業(yè)制定市場(chǎng)營(yíng)銷策略提供理論指導(dǎo)和實(shí)踐參考,幫助中小企業(yè)發(fā)現(xiàn)、解決市場(chǎng)營(yíng)銷方面的問題,促進(jìn)中小企業(yè)的良性發(fā)展。本論文綜合運(yùn)用文獻(xiàn)研究法、案例分析法,查閱了市場(chǎng)營(yíng)銷、中小企業(yè)、工業(yè)品營(yíng)銷、顧客價(jià)值、客戶關(guān)系、經(jīng)濟(jì)數(shù)據(jù)等相關(guān)理論和論述,選取從事工業(yè)品貿(mào)易的JP公司作為研究案例。通過理論聯(lián)系實(shí)際,詳細(xì)分析了 JP公司所處的外部環(huán)境、內(nèi)部環(huán)境,對(duì)JP公司進(jìn)行了 SWOT分析,明確了 JP公司的市場(chǎng)營(yíng)銷現(xiàn)狀和存在的問題。通過目標(biāo)市場(chǎng)戰(zhàn)略對(duì)JP公司進(jìn)行了市場(chǎng)細(xì)分、市場(chǎng)選擇和市場(chǎng)定位,有針對(duì)性的提出JP公司的產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略。為保障JP公司市場(chǎng)營(yíng)銷策略的實(shí)施,從資源優(yōu)勢(shì)、組織結(jié)構(gòu)、信息管理、融資渠道、團(tuán)隊(duì)建設(shè)、企業(yè)文化等方面提出保障措施。本論文通過對(duì)JP公司營(yíng)銷策略的研究,指出中小企業(yè)面臨很大的發(fā)展機(jī)遇,中小企業(yè)市場(chǎng)營(yíng)銷應(yīng)該以客戶價(jià)值為中心,持續(xù)創(chuàng)新,做好產(chǎn)品與市場(chǎng)的有機(jī)結(jié)合。本論文的創(chuàng)新點(diǎn)在于選取JP公司作為研究案例,JP公司作為一家中小型工業(yè)品貿(mào)易公司,不同于工業(yè)品制造企業(yè),在激烈的市場(chǎng)競(jìng)爭(zhēng)中面臨更大的生存壓力,同時(shí)也存在著廣闊的發(fā)展機(jī)遇。本文根據(jù)對(duì)JP公司目標(biāo)市場(chǎng)細(xì)分、選擇、定位研究,結(jié)合JP公司在產(chǎn)品、市場(chǎng)、價(jià)格、促銷方面的營(yíng)銷策略,進(jìn)一步明確了 JP公司的市場(chǎng)定位和策略選擇,希望通過分析JP公司面向目標(biāo)市場(chǎng)實(shí)行適當(dāng)?shù)臓I(yíng)銷策略,展示公司的產(chǎn)品能力、服務(wù)能力、價(jià)格優(yōu)勢(shì)、價(jià)值理念、企業(yè)文化等,創(chuàng)造性的改進(jìn)商業(yè)模式,加深客戶信任,增加客戶黏度,滿足客戶需求,擴(kuò)大市場(chǎng)份額,為中小型工業(yè)品貿(mào)易公司的良性發(fā)展提供借鑒和參考。本論文通過對(duì)JP公司營(yíng)銷策略的研究,希望能夠?qū)χ行∑髽I(yè)工業(yè)品營(yíng)銷帶來借鑒意義,促進(jìn)中小型企業(yè),尤其是創(chuàng)新型中小企業(yè)工業(yè)品市場(chǎng)營(yíng)銷的健康發(fā)展。
[Abstract]:Small and medium-sized enterprises in promoting economic prosperity, employment and other aspects of the role of increasingly obvious, in the large-scale trade in industrial products, SMEs can also play its unique role. However, the survival and development of small and medium-sized enterprises must first solve the problem of marketing, without orders, everything is impossible. Small and medium-sized enterprises only take advantage of their strengths and avoid weaknesses, and innovate the business model. Through the target market strategy to do a good job of market segmentation, market selection and market positioning, combined with product strategy, price strategy, channel strategy, promotion strategy to do a good job of marketing work, in large enterprises in the gap between survival. Small and medium-sized enterprises have strong permeability, flexibility, innovation, and can meet social needs from a more subtle perspective. This paper is based on the industrial product marketing of small and medium-sized enterprises, through the research of marketing strategy of JP company. Combing out the marketing strategy of industrial products suitable for small and medium-sized enterprises to provide theoretical guidance and practical reference for innovative small and medium-sized enterprises to formulate marketing strategies to help small and medium-sized enterprises to find out and solve the problems in marketing. To promote the healthy development of small and medium-sized enterprises. This paper comprehensive use of literature research, case analysis, refer to marketing, small and medium-sized enterprises, industrial products marketing, customer value, customer relations. Economic data and other related theories and expositions, select JP company engaged in industrial products trade as a case study. Through the combination of theory and practice, the paper analyzes the external environment and internal environment of JP company in detail. Through the SWOT analysis of JP Company, this paper clarifies the current marketing situation and existing problems of JP Company. Through the target market strategy, it carries on the market segmentation, market choice and market positioning of JP Company. Put forward the product strategy, price strategy, channel strategy, promotion strategy of JP company. In order to ensure the implementation of marketing strategy of JP company, from the advantage of resources, organizational structure, information management, financing channels. Team building, corporate culture and other aspects of security measures. This paper through the JP company marketing strategy research, pointed out that small and medium-sized enterprises are faced with great opportunities for development. Small and medium-sized enterprises marketing should focus on customer value, continuous innovation, and do a good job of the organic combination of products and markets. The innovation of this paper lies in the selection of JP company as a case study. JP Company as a small and medium-sized industrial products trading company, different from the industrial products manufacturing enterprises, in the fierce market competition in the face of greater pressure to survive. At the same time, there are also broad opportunities for development. According to the target market segmentation, selection, positioning research, combined with JP company in the product, market, price, promotion marketing strategy. Further clear JP company's market position and strategy choice, hope through the analysis JP company face the target market to carry out the appropriate marketing strategy, displays the company's product ability, the service ability, the price superiority. Value concept, corporate culture and so on, creatively improve business model, deepen customer trust, increase customer viscosity, meet customer demand and expand market share. This paper through the study of JP company marketing strategy, hope to bring reference to the industrial products marketing of small and medium-sized enterprises. To promote the healthy development of industrial products marketing for small and medium enterprises, especially innovative small and medium-sized enterprises.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F752.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 李文偉;;基于顧客價(jià)值的營(yíng)銷策略分析[J];中國(guó)商論;2016年13期

2 魏國(guó)鑫;;我國(guó)中小企業(yè)市場(chǎng)定位策略淺析[J];知識(shí)經(jīng)濟(jì);2016年05期

3 鄭金河;;試論中小企業(yè)未來的市場(chǎng)營(yíng)銷策略[J];經(jīng)濟(jì)研究導(dǎo)刊;2015年09期

4 孫麗英;;中小企業(yè)市場(chǎng)營(yíng)銷存在的問題及對(duì)策[J];山東社會(huì)科學(xué);2013年02期

5 楊雪蓮;胡正明;;工業(yè)品營(yíng)銷研究現(xiàn)狀與發(fā)展趨勢(shì)[J];現(xiàn)代商業(yè);2012年10期

6 鐘燕秋;陳素梅;吳飛飛;;顧問式營(yíng)銷在工業(yè)品營(yíng)銷中的應(yīng)用[J];商業(yè)文化(下半月);2011年06期

7 崔榮新;;工業(yè)品營(yíng)銷中的信任關(guān)系建立[J];企業(yè)改革與管理;2011年01期

8 徐永磊;;論中小企業(yè)的市場(chǎng)營(yíng)銷策略[J];現(xiàn)代營(yíng)銷(學(xué)苑版);2010年06期

相關(guān)博士學(xué)位論文 前1條

1 楊雪蓮;工業(yè)品營(yíng)銷中關(guān)系質(zhì)量對(duì)顧客購后行為傾向的影響研究[D];山東大學(xué);2012年

相關(guān)碩士學(xué)位論文 前10條

1 范鵬飛;A制藥公司河北市場(chǎng)營(yíng)銷策略研究[D];山東大學(xué);2016年

2 盧敬;中冶華天公司開拓印度市場(chǎng)營(yíng)銷策略研究[D];南京大學(xué);2016年

3 李燕魯;面向移動(dòng)互聯(lián)網(wǎng)的SD移動(dòng)公司營(yíng)銷模式轉(zhuǎn)型研究[D];山東大學(xué);2015年

4 孟超;工業(yè)品行業(yè)PO公司客戶關(guān)系管理策略研究[D];上海交通大學(xué);2014年

5 鐘國(guó);處于創(chuàng)業(yè)期的企業(yè)成長(zhǎng)戰(zhàn)略研究[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2014年

6 栗通;A公司市場(chǎng)營(yíng)銷策略研究[D];云南大學(xué);2014年

7 安曉蕾;某工業(yè)品公司營(yíng)銷渠道管理研究[D];北京交通大學(xué);2015年

8 姚俊江;A公司在華市場(chǎng)營(yíng)銷戰(zhàn)略研究[D];山東大學(xué);2014年

9 陳彬;基于STP理論的我國(guó)少兒圖書營(yíng)銷策略研究[D];南京大學(xué);2014年

10 崔士懷;中小MRO企業(yè)營(yíng)銷策略探究[D];蘇州大學(xué);2013年

，

本文編號(hào)：1404255