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论文编号：	11769
作者编号：	2320170494
上传时间：	2020/6/20 22:21:19
中文题目：	D 公司中国传动事业部营销策略研究
英文题目：	Research on Marketing Strategy of D Company China Drive Segment
指导老师：	牛建波
中文关键字：	D公司传动事业部，变频器，营销策略
英文关键字：	Danfoss Drive Segment , Frequency Converter, Marketing Strategy
中文摘要：	21世纪以来，中国的制造业取得了重大进步，以变频器为代表的工控行业随之取得了长足发展，逐步形成了以国外品牌占据中、高端市场，国内品牌力争低端市场的竞争格局。最近十年，行业竞争态势发生改变，国产品牌变频器后来居上，迅速占领了全部低端市场、大部分中端市场，并开始向部分高端市场发起冲击。而外资品牌变频器厂商，也纷纷通过市场营销策略的调整，进一步强化了自身业务的竞争优势。 本文的研究对象是在变频器行业全球排名第二的D公司。主要对其传动事业部在国内市场的营销策略进行研究分析。首先介绍了D公司背景以及变频器行业的发展情况。随后，通过PEST工具，对D公司中国传动事业部面临的宏观竞争环境进行分析，使用波特五力竞争模型对公司所处的行业竞争态势进行分析。然后，依据营销组合理论，分别研究D公司传动事业部在产品、价格、渠道、推广四个策略的现状和问题，并结合工业品B2B销售特点，提出流程策略这个要素，对其现状与不足进行分析。随后，针对以上五个营销策略方面目前的问题，给出了针对性的改善方案。通过产品、价格、渠道、推广、流程五个方面的策略改善，进而有效提高D公司在国内市场的竞争力。 本文的研究从实际案例出发，对D公司中国传动事业部今后的营销策略改善给出建议，同时也对工控行业相关企业的营销策略制定有着积极的借鉴意义。
英文摘要：	Since the 21st century, China's manufacturing industry has made great progress, and the industrial control industry represented by frequency converters has made great progress, gradually forming a competitive pattern in which foreign brands occupy the middle and high-end market, and domestic brands strive for the low-end market. In the last decade, the competitive situation of the industry has changed. Domestic frequency converters have come from behind and quickly occupied all the low-end market, most of the mid-end market, and started to attack some high-end markets. However, foreign brand frequency converter manufacturers have also adjusted their marketing strategies to further strengthen their business competitive advantages. The research object of this paper is D company which ranks the second in the inverter industry. This paper mainly studies and analyzes the marketing strategy of its drive division in the domestic market. Firstly, the background of D company and the development of inverter industry are introduced. Then, by means of PEST, China transmission division of D company facing the macro competition environment were analyzed, and the use of porter five competitive model of industry competition situation is analyzed. Then, based on the marketing mix theory, the current situation and problems of D company drive segment in Product, Price, Place and Promotion were studied respectively. In addition, the Process strategy was proposed based on the B2B sales characteristics of industrial products, and its current situation and deficiencies were analyzed. Then, in view of the above five marketing strategy aspects of the current problems, give a targeted improvement program. Through the improvement of strategy in the five aspects of Product, Price, Place, Promotion and Process, the competitiveness of company D in the domestic market can be effectively improved. Based on the actual cases, this paper gives suggestions on the improvement of the marketing strategy of the China transmission division of D company in the future, it also has positive reference significance for the formulation of the marketing strategy of relevant enterprises in the industrial control industry.
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