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| 论文编号： | 6997 | |
| 作者编号： | 2120122999 | |
| 上传时间： | 2014/12/9 19:28:24 | |
| 中文题目： | CG机房设备代理公司的营销策略研究 | |
| 英文题目： | CG communications equipment agent company marketing strategy research | |
| 指导老师： | 胡望斌 | |
| 中文关键字： | 营销渠道,关系营销,服务品牌,价值链增值 | |
| 英文关键字： | marketing channel,relationship marketing,service brand,value added chain | |
| 中文摘要： | CG公司是一家专门从事机房设备代理，并能为用户提供数据中心整体解决方案及工程服务的公司。作为艾默生网络能源辽宁区域的金牌代理商，CG公司在行业市场变化中经历了一系列的挑战，有来自行业上游厂家渠道政策变革的影响，有来自行业下游集成商威胁，还有来自设计方和同行代理商的排挤。针对CG公司所面临的困境，作者以营销渠道系统理论和关系营销理论为基础，采用“波特竞争五力”模型和SWOT分析方法对CG公司所处的行业和营销方面存在的问题进行详尽分析，指出针对艾默生不同系列产品和解决方案采取差异化的营销策略，并制定营销策略能够落地执行的保障措施。作者重点研究CG公司的营销策略。针对IT solution系列小功率产品和解决方案，建立下游分销渠道，走营销渠道策略路线；针对行业项目，真正占有用户资源，走关系营销策略路线；同时，推行“艾用户”计划，通过向行业用户提供差异化的服务，创新服务，逐步创建CG公司服务品牌，形成自身核心竞争力，真正做到从设备代理商向服务运营商转变，实现渠道价值链的增值。 | |
| 英文摘要： | CG is a company specializing in communications equipment agent, and can provide data center total solutions and engineering services for customers. As Emerson network power in Liaoning region of gold agents, CG. has experienced a series of challenges in the industry market change, from industry upstream manufacturers channel policy change, from industry downstream integrator threats, and from the designer and the peer agent exclusion. According to CG difficulties, On the basis of marketing channel system theory and relationship marketing theory, the author carries on the detailed analysis to The CG industry and marketing problems using the "Potter five competitive forces" model and SWOT analysis method. Pointing out that in view of different series of Emerson products and solutions takes different marketing strategies, and formulates marketing strategy to perform the guarantee measures. The author focuses on the research of CG marketing strategy. According to the IT solution series small power products and solutions, the establishment of the downstream distribution channels, marketing channels strategy route; according to industry project, true possession of user resources, take the relationship marketing strategy route. In addition, the implementation of "Ai users" program, through the provision of differentiated services, innovative services to industry users, and gradually create CG company brand, form their own core competitive power, truly change from equipment dealers to service operators, realize the channel value chain of value-added. | |
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