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论文编号：	13530
作者编号：	2320200358
上传时间：	2022/12/4 10:28:54
中文题目：	T传感器公司营销策略研究
英文题目：	The Research of T Sensor Company’s Marketing Strategy
指导老师：	刘建华
中文关键字：	解决方案；营销组合策略；定位理论
英文关键字：	Solution; Marketing Mix Strategy; STP
中文摘要：	本研究从中国工业自动化市场的营销环境分析、行业竞争环境等宏观层面入手，借助案例分析法和参与观察法，系统剖析微观企业主体层面的T传感器公司的营销策略。 首先，通过对T传感器公司的市场细分和目标市场策略的研究，明晰了T传感器公司“工业自动化领域的数字化解决方案供应商”这一市场定位。 其次，从营销策略组合变量产品、价格、渠道、促销、人员、过程和有形展示七个方面论述T传感器公司如何从专注于成本优势的“单纯的产品制造模式”向聚焦于“提供解决方案”的产品与服务融合的营销模式转型升级。产品策略方面，为客户提供行业定制化产品和行业定制化解决方案；价格策略方面，针对产品策略，采取了基于行业定制化产品的定价和基于行业定制化解决方案的定价。渠道策略方面，提出了直销渠道和经销渠道相配合的双轮驱动发展的战略，不断完善经销渠道体系；促销策略方面，针对渠道策略制定了线下促销和线上促销策略，更加关注社交平台促销和新媒体在线平台促销。人员策略方面，为了提高客户服务满意度，更加关注工作人员的沟通能力和专业能力。有形展示策略方面，从企业环境和企业品牌形象这两个方面提出对应的策略。过程策略方面，总结了T传感器公司服务过程的演变过程，分析了T传感器公司解决方案的服务过程，并最终构建了T传感器公司的服务蓝图。 最后，从组织结构与制度、企业文化与人力资源、信息系统三个维度提出了“为客户提供整体自动化理念和咨询服务”的营销策略保障措施。透过对企业实际案例的分析，从宏观、微观双重视角搭建一个较为完整的制造企业营销策略研究框架，为中国制造企业营销模式的探索提供了具有理论价值和实践意义的思维透镜。
英文摘要：	This study starts from the macro level of marketing environment analysis and industry competition analysis of the China’s industrial automation market. With the help of case analysis and participant observation, it systematically analyzes the marketing strategy of T Sensor Company at the micro enterprise level. First of all, through the study of T Sensor Company's market segmentation and target market strategy, the market positioning of T Sensor Company as "digital solution supplier in the field of industrial automation" is clarified. Secondly, it discusses how T Sensor Company transforms and upgrades from the "pure product manufacturing mode" focusing on cost advantages to the "solution mode" focusing on the integration of products and services from the seven aspects of marketing combination variables: products, prices, channels, promotions, personnel, processes and tangible display. In terms of product strategy, T Sensor Company provides customers with industry customized products and industry customized solutions; In terms of price strategy, pricing based on industry customized products and pricing based on industry customized solutions are adopted. In terms of channel strategy, T Sensor Company puts forward a two-wheel drive development strategy of direct sales channel and distribution channel, and constantly improves the distribution channel system; In terms of promotion strategies, offline and online promotion strategies have been formulated for channel strategies, and more attention has been paid to social platform promotion and new media online platform promotion. In terms of personnel strategy, in order to improve customer service satisfaction, T Sensor Company pays more attention to the communication ability and professional ability of the staff. In terms of physical display strategy, corresponding strategies are proposed from two aspects: environment and brand image. In terms of process strategy, T Sensor Company summarizes the evolution of its service process, analyzes the service process of T Sensor Company's solutions, and finally constructs T Sensor Company's service blueprint. Finally, from the three dimensions of organizational structure and human resources, enterprise culture and system, and information system, the marketing guarantee measures of "providing customers with the overall automation concept and consulting services" are proposed. Through analysis of actual cases of enterprises, a relatively complete research framework of marketing strategy of manufacturing enterprises is built from the macro and micro perspectives, which provides a thinking lens with theoretical value and practical significance for the exploration of marketing mode of manufacturing enterprises in China.
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