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论文编号：	12150
作者编号：	2320180593
上传时间：	2020/12/14 11:05:47
中文题目：	T电缆公司工业品营销策略研究
英文题目：	Research on Marketing Strategy of Industrial Products of T Cable Company
指导老师：	刘建华
中文关键字：	电缆；环境分析；市场定位；营销组合策略；服务营销
英文关键字：	Cable; Environmental Analysis; Market Positioning; Marketing Mix Strategy; Service Marketing
中文摘要：	电力是现代工业文明的基础，信息是社会发展的关键因素，而电线电缆则肩负着能量传输和信息传递的重要使命。我国电线电缆行业历史悠久，产业庞大，各类线缆厂商过万家，产销量已超过美国成为世界第一，全国线缆年总产值占同期GDP总量的百分之一以上。但是国内线缆行业分散度极大，产能严重过剩，产品同质化现象突出，许多线缆企业期望通过一系列营销组合策略从市场竞争中脱颖而出。 本文聚焦铝合金电缆行业，以T电缆公司为例，结合笔者多年工作经验进行了工业品营销组合策略的研究。本文先通过营销相关理论对T电缆公司进行了内外部环境分析，然后结合其市场定位和现状问题，最后提出了系列营销组合策略和相应的保障措施。 通过本文的研究可知，有效的营销组合策略能够帮助工业品制造企业实现差异化营销，还可以提升客户满意度，更有助于与客户建立长期的良好关系，本文的研究结论对同类型企业有一定参考作用。
英文摘要：	Electric power is the foundation of modern industrial civilization, information is the key factor of social development, and wires and cables shoulder the important mission of energy transmission and information transmission. China's wire and cable industry has a long history, huge industry, all kinds of cable manufacturers over 10,000, production and sales have exceeded the United States to become the world's first, the national cable annual output value accounted for more than one percent of the total GDP in the same period. However, the domestic cable industry is highly dispersed, serious overcapacity, product homogenization phenomenon is prominent and many cable enterprises expect to be through a series of marketing strategies from the market competition. This paper focuses on the aluminum alloy cable industry, taking T Cable Company as an example, combined with the author's many years of working experience, studies the marketing mix strategy of industrial products. This paper first analyzes the internal and external environment of T Cable Company through marketing theory, and then combined with its market positioning and current problems, finally puts forward a series of marketing mix strategy and corresponding safeguard measures. Through the research of this paper, it can be found that through effective marketing combination strategy can help industrial products manufacturing enterprises to achieve differentiated marketing, improve customer satisfaction, and help to establish a long-term good relationship with customers. The conclusion of this paper has a certain reference value for the same type of enterprises.
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