發(fā)布時間：2018-01-10 06:31

  本文關鍵詞：JP公司營銷策略研究　出處：《山東大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 中小企業(yè) 工業(yè)品營銷 營銷策略

【摘要】：中小企業(yè)在促進經(jīng)濟繁榮,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)易領域,中小企業(yè)同樣可以發(fā)揮其獨特的作用,形成經(jīng)濟發(fā)展的新動力。但是,中小企業(yè)的生存和發(fā)展首先要解決市場營銷問題,沒有訂單則一切都無從談起。中小企業(yè)只有揚長避短,創(chuàng)新商業(yè)模式,通過目標市場戰(zhàn)略做好市場細分、市場選擇和市場定位,結合產(chǎn)品策略、價格策略、渠道策略、促銷策略做好市場營銷工作,在大企業(yè)的夾縫中生存,滿足客戶的特殊價值需求,獲得可持續(xù)發(fā)展。中小企業(yè)具有很強的滲透性、靈活性、創(chuàng)新性,能夠從更細微的角度滿足社會需求,中小企業(yè)如何做好工業(yè)品營銷也是一個非常有價值的研究課題。本論文就是立足中小企業(yè)工業(yè)品營銷,通過對JP公司營銷策略的研究,梳理出適合中小企業(yè)的工業(yè)品市場營銷策略。為創(chuàng)新型的中小企業(yè)制定市場營銷策略提供理論指導和實踐參考,幫助中小企業(yè)發(fā)現(xiàn)、解決市場營銷方面的問題,促進中小企業(yè)的良性發(fā)展。本論文綜合運用文獻研究法、案例分析法,查閱了市場營銷、中小企業(yè)、工業(yè)品營銷、顧客價值、客戶關系、經(jīng)濟數(shù)據(jù)等相關理論和論述,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)系實際,詳細分析了 JP公司所處的外部環(huán)境、內部環(huán)境,對JP公司進行了 SWOT分析,明確了 JP公司的市場營銷現(xiàn)狀和存在的問題。通過目標市場戰(zhàn)略對JP公司進行了市場細分、市場選擇和市場定位,有針對性的提出JP公司的產(chǎn)品策略、價格策略、渠道策略、促銷策略。為保障JP公司市場營銷策略的實施,從資源優(yōu)勢、組織結構、信息管理、融資渠道、團隊建設、企業(yè)文化等方面提出保障措施。本論文通過對JP公司營銷策略的研究,指出中小企業(yè)面臨很大的發(fā)展機遇,中小企業(yè)市場營銷應該以客戶價值為中心,持續(xù)創(chuàng)新,做好產(chǎn)品與市場的有機結合。本論文的創(chuàng)新點在于選取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),在激烈的市場競爭中面臨更大的生存壓力,同時也存在著廣闊的發(fā)展機遇。本文根據(jù)對JP公司目標市場細分、選擇、定位研究,結合JP公司在產(chǎn)品、市場、價格、促銷方面的營銷策略,進一步明確了 JP公司的市場定位和策略選擇,希望通過分析JP公司面向目標市場實行適當?shù)臓I銷策略,展示公司的產(chǎn)品能力、服務能力、價格優(yōu)勢、價值理念、企業(yè)文化等,創(chuàng)造性的改進商業(yè)模式,加深客戶信任,增加客戶黏度,滿足客戶需求,擴大市場份額,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JP公司營銷策略的研究,希望能夠對中小企業(yè)工業(yè)品營銷帶來借鑒意義,促進中小型企業(yè),尤其是創(chuàng)新型中小企業(yè)工業(yè)品市場營銷的健康發(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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F752.6

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