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论文编号：	11500
作者编号：	2320170622
上传时间：	2019/12/19 12:09:33
中文题目：	J公司联合收割机营销策略及实施的研究
英文题目：	A Study on Combine Harvester Marketing Strategy and Implementation of J Company
指导老师：	李东进
中文关键字：	联合收割机；营销策略；竞争优势；产品营销；顾客价值层级
英文关键字：	combine harvester; marketing strategy; competitive advantage; product marketing; customer value hierarchy
中文摘要：	随着我国经济的高速发展，农业机械化水平也得到了快速提高。截止到2017年，我国稻麦联合收割机达142.83万台。然而，我国联合收割机行业大而不强，产品同质化严重，作业效率较低，行业利润率不高，有效供给不足。随着联合收割机用户各项成本的不断上涨，以及年平均作业时间的减少，联合收割机用户收益大打折扣，国内联合收割机市场总体处于下行阶段。 J公司从20世纪70年代开始服务于中国农机市场。经过多年经营，在大中型联合收割机市场具有一定的市场份额。随着市场竞争的加剧以及整体市场环境，J公司在中国的联合收割机业务规模不断减小。实现J公司中国联合收割机业务规模的增长，需要制定和实施更符合中国联合收割机市场需求的产品策略。 该文章介绍了联合收割机行业现状，J公司目前的经营状况，通过竞争态势的分析，识别了明确了产品差异化的竞争优势。结合J公司自身的优势以及当前环境，初步识别了小型轮式联合收割机作为业务增长的市场机会。通过市场细分、目标市场识别以及产品定位三部分建立了联合收割机营销策略。在营销组合策略细节部分，从顾客价值层级的核心利益、基本产品、期望产品、附加产品、潜在产品五个产品层次，针对大中型和小型轮式联合收割机不同市场细分，分析了J公司轮式联合收割机产品差异化的策略以及方向。综合运用了产品、价格、渠道和促销组合，对整理营销策略进行了整体的分析。后续，尝试分析了营销策略的实施和控制。通过对于产品设计和服务的建议，对产品策略进一步完善。结论：发挥公司的技术和产品质量优势，保证当前大中型轮式联合收割机的市场优势，重点开发小型轮式联合收割机产品，作为J公司业务规模的增长点。
英文摘要：	With the fast growth of China economy, the agriculture mechanization rate has been improved significantly as well. The wheat and rice combine harvester population has reached 1.4283 million units by 2017. However, China combine harvester industry is big but not strong. Most of the product solutions are nearly the same and low productivity. The industry product margin is minimum. The effective product supplement is insufficient. China combine harvester customers’ operation costs keep increasing, the annual harvesting hours is declining. These facts result in decreasing income of the combine harvester customers. As a result, the downturn of the combine harvester market happens in China in recent years. J company joined in China agricultural mechanism industry in 1970s and doing well in mid and large size combine harvester market. In the challenging market, the combine harvester business of J company is shrinking. An effective combine harvester marketing strategy with deep marketing insights is required for J company China combine business growth. The thesis introduced China combine harvester industry and J company business status. Identified the differentiation as the competitive advantage and small wheel combine harvester market segment as the business growth opportunity of J company. The marketing strategy study frame is setup in sort of marketing segmentation, target markets selection and product positioning. Then the marketing strategy study breaks into product, pricing, places and promotion. The product strategy is analyzed based on the 5 levels of customer value hierarchy. There are suggestions on product design and service as supports of product strategy. The comments are given on pricing, places and promotion as an integrated product marketing strategy. At last, the thesis is concluded as maintain the market advantage in the medium and large combine market segment. Targeting on small wheel combine segment as the business growing opportunity of J company.
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