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论文编号：	1718
作者编号：	2120072157
上传时间：	2010/5/23 20:41:37
中文题目：	SPC公司面向工程项目的密封材料营销策略研究
英文题目：	SPC Company sealing materials for the project Marketing Strategy
指导老师：	张玉利
中文关键字：	工程项目;密封材料;营销策略
英文关键字：	Project;Sealing materials;Marketing Strategy
中文摘要：	我国的工业品生产制造严格意义上说才开始于二十世纪五、六十年代，为了满足生产生活的需要一直供不应求。改革开放以来，随着我国市场经济的发展、成熟和壮大，工业产品的市场开始出现竞争，并且程度不断加剧。为了寻求更好更有效的销售手段和策略，“工业品营销”开始进入到工业品生产领域，而且已经不是一个新鲜的话题。但众多研究分析大多还是集中在传统的营销渠道、常规的销售模式、通用的方法层面，简单地把工业品营销区别于消费品营销进行分类论证，对工业品市场特征及营销策略没有有针对性的深入研究。殊不知，就像消费品营销的渠道、策略、方式方法繁多一样，在工业品的营销领域同样存在着对产品的分类及定位、对市场格局的细分以及对消费者的消费行为认知等等这些营销策略。目前我国很多的大中型工业品生产企业普遍存在多种销售模式并存、每种渠道中都占有份额、但力量不集中的现象，最终导致总收益并不如所愿，渠道面面俱到，但效益却不如所料。 密封材料可以说是工业品领域中很小的一个行业，但是即使这个很小的行业却是与大工业配套使用的。工程项目市场是市场细分后更加具体化的一个目标客户，但由于工程自身的特点，吸引了所有的相关配套行业对之倍加关注，并不断提出新的营销策略，以期实现占领市场、争夺市场份额的目的。 而对于工程项目市场，大多的工业品营销具有很强的相似性。本文以SPC公司工业密封材料销售策略为例，通过市场细分，目标对准直销市场（生产企业能直接面对客户，不需要中间商，由企业直属的分公司或办事处来维护，受企业统一领导）中的工程项目，对该市场进行有针对性的分析、重点论证，从工程项目市场特征和采购行为分析、大客户开发维护角度全面地研究工程项目销售的特点，并针对该市场形成了一套行之有效的工业品的销售策略，力求达到对工程项目市场特性有个总体性的认识效果，并对此领域中的工业品销售策略有实际上的借鉴意义。 关键词：工程项目 密封材料 营销策略
英文摘要：	China's industrial production in the strict sense that started in the fifties and sixties of the 20th century in order to meet the needs of production and life has been in short supply. Since reform and opening, as China's market economy development, maturity, and growth of the market of industrial products began to compete, and to rising levels. In order to find better and more effective marketing tools and strategies, "industrial marketing" is starting to industrial production, and is not a new topic. However, analysis of many or most concentrated in the traditional marketing channels, the conventional sales model, a common method level, simply different from consumer marketing, industrial marketing, classified demonstration of the industrial market characteristics and marketing strategy is not targeted depth. As everyone knows, just like consumer sales channel, strategy, many ways, as in the field of industrial marketing as there are categories of products and positioning, market segmentation and the pattern of consumer behavior, cognition, etc. These marketing strategy. At present, China's large and medium industrial manufacturing enterprises a lot of common coexistence of multiple distribution models, each channel occupies a share, but not concentration of power, eventually leading to total revenue as he had wished, channels exhaustive, but not as good as the material. Sealing material can be said that the area of a very small industrial sector, but even this small industry is matching with the large-scale industrial use. Project after the market is more specific market segments as a target, but works its own characteristics, which attracted all the relevant ancillary industries of doubly concerned, and continue to introduce new marketing strategies to achieve capture the market, competition for market share purposes. The market for the project, most of the industrial market has a strong similarity. In this paper, SPC company sales strategy of industrial sealing materials, for example, through market segmentation, targeting the direct market (the production company to directly face the customer, without intermediaries, directly by the companies to maintain branches or offices by business unified leadership) in the project, the targeted market analysis, focusing on demonstration projects from the engineering analysis of market characteristics and purchasing behavior, large customer development and maintenance projects comprehensively study the characteristics of sales, and for the formation of the market a set of effective industrial marketing strategies, and strive to achieve market characteristics on the project has a total effect of knowledge of, and in the field of industrial marketing strategies are in fact the reference. Keywords: Project，Sealing materials，Marketing Strategy
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