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论文编号：	5904
作者编号：	2120112559
上传时间：	2013/12/6 12:08:22
中文题目：	研华公司垂直营销体系的构建与实施策略研究
英文题目：	Research On Construction and Implementation Strategy of Advantech''s Vertical Marketing
指导老师：	吴晓云
中文关键字：	垂直营销，营销策略，渠道策略，品牌竞争，服务策略
英文关键字：	Vertical marketing, marketing strategy, channel strategy, brand competition, service strategy
中文摘要：	自国家发布工业转型升级的战略性规划以来，传统工业企业的生产模式面临新型自动化升级的要求，新兴产业的发展也迫切需要工业自动化产品的技术支撑，这使得国内工业自动化产品需求市场对产品和方案的需求发生了变化，传统的市场格局也因此产生了微妙的变化。以研华公司为例的工业自动化产品和解决方案供应商，需要追随工业市场的需求改变及时进行营销策略的调整，通过市场定位建立新的竞争优势，具体来讲，企业在经营过程中需要针对产品、渠道、品牌和服务等各个方面建立行之有效的营销体系，需要根据细分市场的差异化需求进行产品组合和解决方案的及时调整，最终以更加有效方法参与到工业自动化产品市场的竞争中。本论文通过对研华公司在市场变化的情况下营销体系的构建和实施的的策略研究，重点进行了垂直化与水平化营销策略的分析和选择，以及差异化和集中化营销策略的分析和选择，对研华公司建设垂直化营销体系的策略选择进行了研究，对垂直化营销体系下品牌的竞争、品牌资产的丰富方面的策略进行了研究，对在垂直营销体系中渠道建设方面通过管理式垂直营销、集中化差异以及一体化渠道等策略进行了研究，对在垂直化营销体系下的服务策略进行了研究。本论文作者希望能够通过本篇论文对实际问题的分析和研究，对以产业自动化为主营业务的企业面临营销体系建设问题的时候提供一个优化的思路，了解建设垂直化营销体系的核心意义，以及与品牌、渠道和服务在垂直化营销体系下的策略提供思路。
英文摘要：	Since the release of industrial transformation and upgrading of national strategic planning, the traditional modes of production of industrial enterprises facing new automation upgrade requirements, development of new industries is also an urgent need for industrial automation products and technical support, which makes the domestic market for industrial automation products and product demand program requirements change, the traditional market structure thus produced a subtle change. Advantech company, for example in industrial automation products and solutions provider, also need to follow the changes in the industrial market demand timely adjustment of marketing strategy, market positioning through the establishment of a new competitive advantage, specifically, companies in the business process needs for products, channels, brands and services and other aspects of the establishment of effective marketing system, the need to segment the market demand for differentiated product portfolio and solutions timely adjustments, and ultimately a more efficient way to participate in the competition in the market of industrial automation products medium. In this thesis, the company through the Advantech changing circumstances in the market system construction and implementation of the marketing strategy of research, focusing on the vertical and horizontal marketing strategy analysis and selection, as well as differentiation and centralized marketing strategy analysis and selection the Advantech company building vertical marketing system has been studied strategic Choice of vertical marketing system under the brand competition, brand equity rich -pronged strategy has been studied in a vertical marketing system through the management channel construction vertical marketing, centralized policy differences and integration channels were studied in vertical marketing service strategy under the system were studied. The authors hope that through this thesis, the actual problem analysis and research on industrial automation for the main business to business marketing system problems faced when the idea of providing an optimized, building vertical marketing system to understand the core meaning, as well as with brands, channels and services in vertical marketing strategy under the system to provide ideas.
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