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| 论文编号： | 10712 | |
| 作者编号： | 2120163124 | |
| 上传时间： | 2018/12/9 2:21:42 | |
| 中文题目： | R公司空气过滤器营销策略研究 | |
| 英文题目： | Research on Air Filter Marketing Strategies of R Company | |
| 指导老师： | 任星耀 | |
| 中文关键字： | 市场定位;营销策略;潜在客户开发 | |
| 英文关键字： | marketing positioning;marketing tactics;potential clients’ development | |
| 中文摘要： | 随着经济的发展和人民生活水平的提高,以及高度工业化对空气造成的污染。人们对享受干净空气的有偿服务观念也在发生改变。空气净化已经不是只用于工厂生产所用，现在更深入到每个家庭。但是作为行业标准要求参差不齐的空气过滤器行业的生产企业，竞争非常激烈。R公司2006年进入中国市场，属于进入中国市场较晚的企业。中国的空滤市场已经是红海市场。对于进入市场较晚的公司，如何在现状不利的条件下，利用现有的优势开拓潜在客户，是现在企业所需要解决的至关重要的问题。 本文首先对R公司现有的营销环境和竞争对手进行分析，并根据R公司自身的条件进行了SWOT矩阵分析，找到R公司自己的优势和劣势，寻求企业最合适的发展策略。其次对R公司客户和产品进行市场细分，选定了R公司的目标市场，确定了市场定位。根据此定位，为了更好地开发潜在客户，对R公司的营销策略进行了分析。从产品、定价、渠道和促销方式四方面阐述了R公司的营销策略。最后阐述了为保障这四方面营销策略的顺利进行，所需要做的组织、人员和技术三方面的保障方式。 本文对R公司的营销策略分析得出的结论是，技术领先是过滤器行业站住脚的最关键因素，也是潜在客户开发的关键所在。希望本文能够对未来进入中国以及中国国内的空气过滤器生产企业有所借鉴。 | |
| 英文摘要： | With the great development of economic and improvement of people’s living, people are changing their perspectives about the paid service for pure air. High-level industry level of the society leads to serious pollution for air, which boosts the consumption of air filter. Then the air purifying is not only required in the industry area but also stepping into families. The air filter producers which have various level are experiencing a fierce competition. Company R entered Chinese market in 2006 when the market has already been a ‘Red Sea’. As the company who joined this war lately, how to use their advantages to develop new clients become the crucial way to survive. This paper analyzes the macro marketing environment, competitors and make the SWOT analysis. Combining these conditions, company R is searching the most appropriate way for herself. The detailed analysis on segmentation of R’s clients and products supports the marketing strategy made which helps the potential clients developing. The paper examines the marketing tactics including products, price, place, and promotion. Lastly, the paper describes the related strategy on organization, staff and technology to guarantee the execution of the marketing tactics. The author figures out that the advanced technology is the essential way to be a leading company for air filters and the key to develop new clients. The author hopes this paper will provide valuable reference for the air filter companies. | |
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