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论文编号：	4814
作者编号：	2120102690
上传时间：	2012/12/12 0:42:22
中文题目：	MT公司营销策略研究
英文题目：	Research on the marketing strategy of MT
指导老师：	刘建华
中文关键字：	MT公司，数据库营销，服务营销策略，关系营销策略
英文关键字：	MT, database marketing，service marketing strategy,
中文摘要：	随着科技的发展和生产方式的进步，衡器产品数字化、集成化、网络化、智能化将成为世界衡器工业的发展方向和重点。我国衡器行业年累计总产值增长一直保持在30%以上，2011年全国范围内120多家衡器企业实现工业总产值已经超过100亿人民币。行业的迅猛发展，刺激了各类衡器企业的大规模扩张，新注册的衡器企业也趋之若鹜。一时间大量的称重传感器、称重仪表、称重解决方案蜂拥出现在各个衡器交流会、展览会上。众多的竞争者、相似的产品正强烈的冲击着我国的衡器市场。面对营销环境的巨大变化，企业应该如何应对成为行业关注的焦点。本文中，我们回顾了现代服务营销的经典理论。着重分析了工业品生产企业所在的衡器行业的环境，竞争者行业地位、市场占有率和关键成功因素的各个方面。辨析衡器市场需求趋势和MT公司自身的优势、劣势、机会和威胁。通过这些分析得出公司营销策略。在这些策略中，重点讨论了客户数据库营销和内部营销等服务营销策略。数据库营销主要是利用现代化信息技术，将客户关键人员和设备使用的各种信息进行采集和归纳，通过对同行业客户的比对和分析，得到能够知道日常销售工作的指导性计划，包括客户关键人的高密度拜访和设备使用寿命的预判等等。而内部营销则从公司内部通过对员工的培训、有效的激励等手段使员工保持对公司的满意，从而将公司价值和服务良好、通畅的传递到客户中去。 MT公司实施营销策略需要一系列的保障。首先是公司组织，一个包含强大财务部、信息管理部、信用管理部和人力资源部的组织架构是实施营销策略的基础；有了组织就需要组织制度，业务流程的标准化是员工提高执行力有力武器；而员工的行为规范和必要的培训是让员工在对和错，合理与不合理之间做出选择；技术方面主要是数据库的支持，数据挖掘给了公司良好的行动指引。
英文摘要：	With the advances in the development of technology and production methods, the digitization，integration, network and intelligent of weighing products will be the direction of the world Weighing industrial development. Weighing industry in China annual total output value growth has remained above 30%, more than 120 weighing enterprises across the country in 2011 realized total industrial output value of over 10 billion Yuan. The rapid development of the industry stimulates the large-scale expansion of enterprises of all kinds of weighing instruments. A time, a lot of the load cell, weighing instruments, weighing solutions flocked appear on the in each weighing exchange, exhibitions. Many competitors and similar products are a strong impact on China's Weighing market. Faced with the enormous changes in the marketing environment, how to deal with it become the focus of the industry This paper first reviews the classical theory of the modern service marketing, the marketing strategy mix 4P and 4C theory, followed by services marketing mix, people, process and physical evidence. Article analyzes all aspects of industrial production enterprises where the weighing industry environment, competitors, industry position, market share and critical success factors. Discrimination Weighing market demand trends and MT own advantages and disadvantages, opportunities and threats. On these analyzes the company's marketing strategy. These strategies focus on the customer database marketing and internal marketing services marketing strategy. Database marketing is the use of modern information technology, customer key personnel and equipment used in a variety of information collected and summarized by the comparison and analysis of the same industry customers, get to know the day-to-day sales guidance plan, including customer key the high density of people to visit and the anticipation of the useful life of equipment. Internal marketing from within the company through the training of its staff, effective incentives and other means to keep employees on the company's satisfaction, and thus the value of the company and the service was good, unobstructed delivered to customers. MT carring out the marketing strategy requires a series of security. The first is the company organization, a strong financial department, department of information management, credit management department and the human resources department organizational structure is the basis of marketing strategies; business process standardization is the powerful weapon for staffs to improve the performance; The staff code of conduct and the necessary training tell people the rights and wrongs, Technology is the main database support, data mining become the company excellence.
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