联系我们

论文查询结果	返回搜索

论文编号：	11210
作者编号：	2220160779
上传时间：	2019/12/9 11:42:55
中文题目：	北京WD特安防爆公司的利基市场 营销策略研究
英文题目：	A Research on the Niche Marketing Strategy of Beijing WD Tean Explosion-proof Science and Technology Co. Ltd.
指导老师：	申光龍
中文关键字：	爆裂预警技术；营销策略；利基营销；核心竞争力；营销组合
英文关键字：	Burst Warning Technology；Marketing Strategy；Nitch Marketing；Core Competence；Marketing Mix
中文摘要：	21世纪以来，前沿科技概念不断喷薄而出，诸如互联网、物联网、大数据、工业4.0、城市大脑、工业大脑等成为引领企业科技创新的驱动力。当前全球城市安全防爆、产业安全防爆问题尤为突出，构建城市安防“大脑”成为全球急需解决的公共安全问题。目前传统的安防产品已经远远不能满足城市社会安全防爆发展需求。如何针对市场发展形势和现状提供满足城市公共安全防爆问题的解决方案和产品?如何能结合公司自身情况制定设计更加行之有效的营销战略，它直接关系到未来科技创新企业的战略机遇和发展。此文以北京WD特安防爆技术公司为例，阐述了基于核心竞争力的营销策略，并结合公司的具体情况，全面探讨了公司营销战略的完善。 本文首先介绍了北京WD特安防爆预警技术的概念和市场应用，并阐述了市场开发的营销策略。本文介绍了利基营销理论和核心竞争力的概念，应用范围以及它们之间的关系。同时，从构建企业核心竞争力的出发点出发，回顾了营销策略，利基营销理论和核心竞争力理论。在利基营销理论中，明确分析了市场细分和目标市场定位，并详细讨论了核心竞争力。 其次，本文详细分析了北京WD特安防爆技术公司的营销环境，并介绍了北京WD特安防爆技术公司的具体情况，包括公司的历史，核心产品，现有的营销策略和存在的问题。结合公司的相关情况，从公司的角度出发，对产品的核心竞争力，稀缺性，原创性，适当的价格，专业渠道，利基营销策略进行了全面的分析和改进。同时，根据市场变化的特点，从客户的角度出发，北京WD特安防爆技术公司的营销策略从客户需求，愿意支付专业成本，差异化四个方面进行了改进和充分沟通。 最后，本文详细分析了影响北京WD特安防爆技术有限公司发展的问题，探讨了公司的服务体系，运作模式和企业文化，提出了全面改进的建议，然后在公司核心竞争力的基础上建立健全的市场营销保障体系。 本文最后阐述了创新点，总结了本文的不足之处，并根据北京WD特安防爆技术公司的具体情况，提出了一种基于核心竞争力的新型营销体系。同时，结合日益发展和创新的市场竞争形势，提出了北京WD特安防爆技术公司未来面临的挑战，并展望了公司未来的发展前景。 关键词：爆裂预警技术；营销策略；利基营销；核心竞争力；营销组合
英文摘要：	Since the 21st century, the frontier concepts of science and technology have been sprinkled out, such as the Internet, the Internet of Things, big data, industrial 4.0, urban brain, industrial brain and so on, which have become the driving force of leading enterprises' scientific and technological innovation. At present, the global urban safety explosion-proof and industrial safety explosion-proof problems are particularly prominent. Building the "brain" of urban security has become a global public security problem that needs to be solved urgently. At present, the traditional security products are far from meeting the needs of urban social security development. How to provide solutions and products to meet the urban public safety explosion-proof problems according to the market development situation and current situation? How to design more effective marketing strategies according to the company's own situation is directly related to the strategic opportunities and development of science and technology innovation enterprises in the future. Taking Beijing Special Safety Explosion-proof Technology Company as an example, this thesis expounds the marketing strategy based on core competitiveness, and comprehensively discusses the improvement of its marketing strategy combined with the specific situation of the company. Firstly, this thesis introduces the concept and market application of special explosion-proof early warning technology, and elaborates the marketing strategy in market development. This thesis introduces niche marketing theory and the concept of core competitiveness, the scope of application, and the relationship between them. At the same time, it reviews the marketing strategy, niche marketing theory and core competitiveness theory from the starting point of building the core competitiveness of enterprises. In niche marketing theory, market segmentation and target market positioning are clearly analyzed, and core competitiveness is also discussed in detail. Secondly, this thesis makes a detailed analysis of the marketing environment of Beijing Special Safety Explosion-proof Technology Company, and introduces the specific situation of Beijing Special Safety Explosion-proof Technology Company, including the company's history, core products, existing marketing strategies and existing problems. Combining with the company's relevant situation, from the company's point of view, the core competitiveness of products, scarcity, originality, appropriate prices, professional channels, niche marketing strategy are comprehensively analyzed and improved. At the same time, according to the changing characteristics of the market, from the customer's point of view, the marketing strategy of Beijing Special Safety Explosion-proof Technology Company is improved from four aspects: customer demand, willing to pay professional costs, differential needs and full communication. Finally, this thesis analyses the obstacles that affect the development of Beijing Special Safety Explosion-proof Technology Co., Ltd. in detail, and discusses the service system, operation mode and corporate culture of the company, puts forward suggestions for comprehensive improvement, and then establishes a sound niche marketing guarantee system based on the core competitiveness of the company. At the end of this thesis, the innovation points are explained, the shortcomings of this thesis are summarized, and a new marketing system based on core competitiveness is put forward according to the specific situation of Beijing Special Safety Explosion-proof Technology Company. At the same time, combined with the increasingly developing and innovative market competition situation, the challenges Beijing Special Safety Explosion-proof Technology Company will face in the future are put forward, and the future development of the company is also prospected. Key words: Burst Warning Technology；Marketing Strategy；Nitch Marketing；Core Competence；Marketing Mix
查看全文：	预览  下载(下载需要进行登录)