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论文编号：	12096
作者编号：	2320180505
上传时间：	2020/12/11 17:31:33
中文题目：	DZ农机制造公司营销组合策略研究
英文题目：	Marketing Strategy Study of DZ Agriculture Machinery Company
指导老师：	邢金刚
中文关键字：	农机产品；营销策略；4P 营销组合
英文关键字：	Agricultural machinery product; Marketing strategy; 4P marketing theory
中文摘要：	伴着中国的经济以比较快的速度发展，相应的也带动着农业整体的机械化 的水平相应的增长。据中国流通农机网统计数据显示，2019 年超过 2000 万元/ 年收入的农机企业为 1892 家，比 2018 年的 2236 家减少了 334 家。由此我国农 机企业进入了整合调整期，在这个阶段不管是具有绝对竞争优势的跨国农机企 业，还是国内规模以上农机企业都将面临较为严峻的挑战。 DZ 公司自 20 世纪 70 年代进入中国农机市场。凭借先进的技术及较好的产 品质量，在大马力拖拉机及中大型收割机的市场占有一定的份额。随着国家政策 的调整及整体市场竞争越来越激烈。DZ 公司中国的农机业务规模在逐渐变小。 如果想在激烈的市场竞争环境中获得持续的竞争优势及业务增长，需要针对中 国的市场及客户的需求开发和制定有效并符合中国市场的营销组合策略。 作者在论文中从论文的研究的背景以及研究的意义着手，然后也论述了整 个论文中涉及的相关的理论，同时也分析及研究了整体的经营现状。通过对 DZ 公司农机产品的营销现状和问题进行分析，提出 DZ 公司的农机产品在营销上存 在产品线与市场需求匹配度有待提高，价格策略不够灵活，渠道资源的配置不合 理，促销手段单一等问题。同时本文运用 PEST 理论对 DZ 公司农机产品在开展 营销过程中所处的宏观环境进行了分析，同时分析了行业环境和竞争环境（五力 模型）。在此基础上，本文提出了 DZ 公司农机产品营销组织策略的优化措施， 包括运用 STP 理论做好产品的市场细分，明确市场选择和市场定位，并基于 4P 营销组合角度提出了具体的优化措施，包括优化产品线配置等；认真的制定和市 场匹配的价格策略，用户价值投资等不同角度的定价分析；积极利用互联网，线 下体验店和建立经销商激励机制等完善渠道建设，做好经销商和用户层面的渠 道活动。同时按照服务营销 3P 组合理论基于服务的角度提出优化的营销组合策 略。最后本文提出 DZ 公司可以从组织保障，企业文化与人员保障，以及信息系 统保障等三个方面做好优化措施的保障工作，推动优化措施的执行和落地。 关键词：农机产品；营销策略；4P 营销组合
英文摘要：	With the rapid development of China's economy, the mechanization of agriculture has increased correspondingly. According to statistics from China Circulation Agricultural Machinery Network, 1,892 agricultural machinery enterprises with annual revenue of more than 20 million yuan in 2019, 334 fewer than 2,236 enterprises in 2018. Therefore, China's agricultural machinery enterprises have entered a period of integration and adjustment. At this stage, whether transnational agricultural machinery enterprises with absolute competitive advantages or agricultural machinery enterprises with domestic scale above will face more severe challenges. DZ entered the Chinese agricultural machinery market since the 1970s. By virtue of advanced technology and better product quality, it occupies a certain share in the market of high-horsepower tractors and medium and large harvesters. With the adjustment of national policy and the overall market competition is more and more fierce. DZ's agricultural machinery business in China is getting smaller. If you want to gain sustained competitive advantage and business growth in the fierce market competition environment, you need to develop and formulate effective marketing mix strategies in accordance with the needs of the Chinese market and customers. In this paper, the author starts from the research background and significance of the paper, and then discusses the related theories involved in the whole paper, also analyzes and studies the overall management status quo. By analyzing the marketing status and problems of DZ company's agricultural machinery products, the paper points out that DZ company's agricultural machinery products have some problems in marketing, such as the matching degree of product line and market demand to be improved, the price strategy is not flexible enough, the allocation of channel resources is not reasonable, and the promotion means is single. At the same time, this paper USES PEST theory to analyze the macro environment of DZ company's agricultural machinery products in the process of marketing, and meanwhile analyzes the industry environment and competitive environment (five Forces model). On this basis, this paper puts forward the optimization measures of DZ company's agricultural machinery product marketing organization strategy, including the use of STP theory to do a good job in product market segmentation, clear market selection and market positioning, and based on the 4P marketing mix point of view put forward specific optimization measures, including optimization of product line configuration. Carefully formulate and market matching pricing strategy, user value investment and other different perspectives of pricing analysis; Actively make use of the Internet, improve channel construction such as offline experience stores and establishing dealer incentive mechanism, and do a good job in channel activities at the dealer and user level. At the same time according to the service marketing 3P combination theory based on the perspective of service proposed optimal marketing mix strategy. Finally, this paper puts forward that DZ company can guarantee the optimization measures from three aspects: organizational guarantee, corporate culture and personnel guarantee, and service system guarantee, to promote the implementation and implementation of optimization measures. Key Words: Agricultural machinery product; Marketing strategy; 4P marketing theory
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