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论文编号：	10327
作者编号：	2220160907
上传时间：	2018/12/5 23:11:49
中文题目：	广州MM公司实验室纯水机营销策略研究
英文题目：	The research of labwater system marketing strategy-Guangzhou MM company
指导老师：	周建
中文关键字：	实验室纯水机；进口；品牌；营销策略
英文关键字：	laboratory pure water；machine imported；brand；marketing strategy
中文摘要：	实验室纯水机作为实验室中最基础的通用过程类实验室仪器，是应用最广泛的仪器设备之一，有着非常巨大的市场。目前实验室纯水机厂家众多，良莠不齐。但由于技术含量不是很高，同质化情况明显，加之国家相关政策的倾斜，中小型企业采购对成本的重视等，行业竞争越来越激烈。企业面对这些行业状况及激励的竞争如何实现持续发展是面临的问题。 本文以实验室纯水机行业有代表性的广州MM公司为研究对象，通过对实验室纯水机市场营销的业务特点分析，剖析了广州MM公司在实验室纯水机市场的营销实际情况，提出了持续发展存在的问题，并运用营销管理相关理论，根据现有的营销模式进行详细分析，总结了适合企业发展的本土化营销发展策略。首先对现代营销理论进行了深入分析，其次，采用PEST分析模型及SWOT分析模型分析了广州MM公司实验室纯水机市场的内部和外部环境，同时结合营销决策分析，得出了适合广州MM公司的7Ps营销策略组合方案，即产品策略、价格策略、促销策略、渠道策略、服务人员、服务过程和服务有形展示策略。最后针对此营销组合策略的实施提出了广州MM公司的保障性措施，如企业组织人员管理，客户管理和建立有效的多渠道管理体系等。 本文根据广州MM公司自身的发展需要，结合现有的营销状况进行深入分析，从应对市场导向和激烈竞争的角度提出了相应的市场营销策略，希望对MM公司实验室纯水机市场营销策略的制定提供有价值的参考，同时也对实验室通用仪器行业的企业分支机构的营销策略的制定与优化实施提供参考借鉴。
英文摘要：	Laboratory pure water machine as a general process of laboratory is one of the most basic kind of laboratory instrument, it is one of the most widely used instru-ment and equipment, has a very big market. Up to now many laboratory pure water factory, the good and bad are intermingled. But due to technical content is not high, homogeneity situation clearly, combined with the relevant national policy tilt, small and medium-sized enterprise purchase, etc., to the attention of the cost of the increasingly fierce competition in the industry. Enterprise in the face of the indus-try status and encouraging competition is how to realize the sustainable develop-ment are faced with the problem. Based on the laboratory pure water machine industry representative of Guangzhou MM company as the research object, through the laboratory pure water machine business characteristics of the marketing analysis, analysis of the Guang-zhou MM company in laboratory pure water machine market marketing situation, puts forward the problems of sustainable development, and using the theory of marketing management, according to analysis of the existing marketing model in detail, summarizes the development strategy suitable for enterprise development localization of marketing. First carried on the thorough analysis to the modern marketing theory, secondly, using PEST analysis model and SWOT analysis model to analyze the Guangzhou MM company laboratory pure water machine internal and external environment of the market, at the same time combining marketing de-cision analysis, suitable for MM company in Guangzhou was the 7Ps marketing strategy combination plan, namely product strategy, price strategy, promotion strategy, channel strategy, service personnel, service process and service tangible demonstration strategy. Finally based on the marketing mix strategy of the imple-mentation of the Guangzhou MM company protection measures are put forward, such as enterprise personnel management, customer management and establish an effective multi-channel management system, etc. According to the Guangzhou MM company's own development needs, com-bined with the existing marketing situation analysis, from the Angle of mar-ket-oriented and fierce competition, put forward the corresponding marketing strategy, hope to the MM company laboratory pure water machine provide valuable reference for the establishment of marketing strategy, but also for general labora-tory instruments industry branch of enterprise marketing strategy formulation and optimization implementation to provide a reference.
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