【摘要】：空壓機(jī)作為通用機(jī)械產(chǎn)品,應(yīng)用行業(yè)廣泛,市場需求量大,導(dǎo)致行業(yè)之間競爭非常激烈。為了生存,各廠家、銷售商之間交叉競爭異常激烈,價(jià)格競爭也成為了主要競爭手段。然如何在這競爭白熱化的環(huán)境中提升公司競爭力,提升利潤,使得企業(yè)保持長久發(fā)展,這就需要運(yùn)用科學(xué)的營銷策略。德曼變頻空壓機(jī)公司正是在這樣的環(huán)境下,調(diào)整策略,開設(shè)蘇州公司。本文主要是針對德曼蘇州公司如何快速拓展市場,在蘇州這塊空白領(lǐng)域占有一席之地為宗旨建立科學(xué)的且有針對性的營銷策略,為德曼蘇州公司的發(fā)展提供指導(dǎo)。本文研究的思路是基于當(dāng)前市場經(jīng)濟(jì)環(huán)境、空壓機(jī)行業(yè)競爭情況、蘇州當(dāng)?shù)厥袌鼋?jīng)濟(jì)分布狀況,以及目前德曼公司當(dāng)前的內(nèi)部管理等微觀環(huán)境分析和德曼總公司所運(yùn)用的營銷策略,以相關(guān)營銷策略理論為依據(jù),因地制宜,研究制定出適合開辟蘇州空白市場的相對較科學(xué)的營銷策略:在原有4P組合營銷的基礎(chǔ)上增加體驗(yàn)式營銷,再有效的結(jié)合關(guān)系營銷。通過將本策略直接應(yīng)用于蘇州公司來檢驗(yàn)理論是否正確。通過提出一系列的內(nèi)部規(guī)范管理要求,如:團(tuán)隊(duì)建設(shè)、內(nèi)部流程管理、獎懲管理制度、服務(wù)體系的建立等,來保障該營銷策略的順利實(shí)施,以達(dá)到預(yù)想的效果。目前蘇州公司從選址到12月31日共7個月時間,總共銷售機(jī)型60臺,其中就有20臺機(jī)組通過該營銷策略獲得客戶且為變頻機(jī)組,15臺機(jī)器的用戶是由該20臺轉(zhuǎn)介紹而來,相對于一般經(jīng)銷商一個月2-3臺的銷量,說明該營銷策略對蘇州德曼的市場拓展是有指導(dǎo)意義的。同時以蘇州公司為案例,檢驗(yàn)該營銷策略的有效性后可推廣至德曼其它分公司或經(jīng)銷商處,為德曼的市場拓展提供理論依據(jù)。
[Abstract]:As a general mechanical product, air compressor is widely used in various industries and has a large market demand, which leads to fierce competition between industries. In order to survive, cross-competition between manufacturers and sellers is fierce, and price competition has become the main means of competition. However, it is necessary to use scientific marketing strategy to improve the competitiveness and profit of the company in this environment of fierce competition, so as to keep the enterprise developing for a long time. De man frequency conversion air compressor company is in such an environment, adjust strategy, set up Suzhou company. This article mainly aims at how to expand the market quickly in Suzhou company, and set up scientific and targeted marketing strategy for the purpose of establishing scientific and targeted marketing strategy in the blank field of Suzhou, and provide guidance for the development of Suzhou company. The train of thought studied in this paper is based on the current market economy environment, the competition of the air compressor industry, and the distribution of the local market economy in Suzhou. As well as the current internal management and other micro-environment analysis and the marketing strategy used by Derman Corporation, based on the relevant marketing strategy theory, according to local conditions, This paper makes a relatively scientific marketing strategy suitable for opening up the blank market in Suzhou: adding experiential marketing on the basis of the original 4p combination marketing, and then effectively combining the relationship marketing. This strategy is applied directly to Suzhou Company to verify the correctness of the theory. Through a series of internal standard management requirements, such as team building, internal process management, reward and punishment management system, the establishment of service system, to ensure the smooth implementation of the marketing strategy, in order to achieve the desired results. At present, Suzhou Company sells 60 models in a total of 7 months from site selection to December 31. Among them, 20 units have obtained customers through this marketing strategy and are frequency conversion units. The users of 15 sets of machines are referred to them by these 20 units. Compared with the average dealer's sales of 2-3 units a month, this marketing strategy is instructive to Suzhou de man's market development. At the same time, taking Suzhou Company as an example, the validity of the marketing strategy can be extended to other branches or dealers of de Man, which can provide theoretical basis for de man's market expansion.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.4;F274

【共引文獻(xiàn)】

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