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论文编号：	5068
作者编号：	2220110565
上传时间：	2013/5/23 15:26:26
中文题目：	魏德米勒公司产品营销体系建设研究
英文题目：	Weidmuller company product marketing system construction research
指导老师：	吴晓云
中文关键字：	魏德米勒公司 产品营销体系 矩阵式管理 立体营销渠道
英文关键字：	Weidmuller company, product marketing system, matrix management, Two-dimensional marketing channel
中文摘要：	在现代社会中，营销不但是企业逐渐深化管理，提高服务质量，促进生产经营效率提升的内在要求，同时也是企业不断的进行内部挖潜，提升自身综合竞争力，在新的市场环境之中取得竞争优势地位的必然要求。现代经济的发展离不开企业的发展，而企业的发展主要是依靠产品及其产品营销体系的建设。魏德米勒集团公司是一家成立于1850年的德国企业，是全球电气联接技术产品领域的领先制造商，其1994年进入中国，并于2001年在中国成了了其全资的子公司魏德米勒电联接（上海）有限公司（以下全文均简称为魏德米勒公司），该子公司经过十多年的成长已经取得了不少的成绩，也显现出了集团产品营销管理策略的成功之处。但是，在后危机时代，由于社会环境、市场环境以及经济环境都已经发生了变化，如果魏德米勒公司要在这样的背景下保持持续的增长，需要对其产品营销体系的建设和应用策略进行转变。本论文对魏德米勒公司的基本情况以及产品营销以及营销体系的理论进行了分析，介绍了公司的基本情况，市场结构、行业竞争情况、客户需求状况等，在此基础上，对魏德米勒公司当前产品营销体系建设的现状进行了分析，认为目前魏德米勒公司的在营销机构的设置，人员状况，大客户情况和渠道运营方面尤其可圈可点的一面，但是同样的，也存在着线型组织结构带来的内部管理冲突、产品与研发资源无法共享，效率低下、行业管理体系不适应当前业务发展需求、营销渠道扁平化等问题。针对这些问题，本论文着重进行了对策的阐述，从矩阵式管理营销体系的构建，市场的细分和营销队伍的组建，到立体营销渠道的建立，本论文都进行了详细的分析。通过上述分析，希望对于魏德米勒公司的成长以及我国电联接技术产品行业营销体系的健康发展能够起到一定的参考作用。
英文摘要：	The development of modern economic development cannot leave the enterprise, and enterprise development mainly depends on the construction of the product and its marketing system. Weidmuller Group is a German enterprise, founded in 1850, is the world's leading manufacturer in the field of electrical connection technology, a wholly owned subsidiary called Weidmuller Interface (Shanghai) Co, Ltd in China in 2001, the subsidiary (Hereafter abbreviated Weidmuller company) after more than a decade of growth has made many achievements, also show the success of group product marketing management strategy. In the post-crisis era, however, due to the social environment, marketing environment and economic environment has changed, if Weidmuller company in this background want to maintain sustained growth in China market, it need for its products marketing system construction and application of the strategy transformation. Articles of Weidmuller company's basic situation as well as product marketing and the marketing system theory to the analysis, on this basis, the article discusses the company's basic situation, market structure, industry competition situation and customer demand, and then the article on the current product marketing present situation and problems of the construction of the system are analyzed, and countermeasures, hope this research for Weidmuller enterprise's growth and the connection technology industry in our country the healthy development of the marketing system can play a reference role. Weidmuller company's basic situation and this paper analyzed the theory of marketing and marketing system, on this basis, this paper probes into the company's basic situation, market structure, industry competition situation and customer demand, then the article on the current product marketing system construction present situation has carried on the analysis, thought the Weidmuller company in the marketing organization Settings, personnel status, big customer and channel operations especially commendable, but also, there are linear with conflict of internal management structure, product department and research department can not share technical and human resource, industry management can’t meet the requirement of current business development, and flat sales channel to solve these problems, the article then expounds the countermeasures, from the matrix management marketing system building, market segmentation and the marketing team construction, to the stereoscopic the establishment of marketing channels, the article has carried on the detailed analysis. I hope this research for Weidmuller enterprise's growth and the electrical connection technology industry in our country the healthy development of the marketing system can play a reference role.
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