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论文编号：	7107
作者编号：	2120116042
上传时间：	2014/12/16 13:48:20
中文题目：	DH机电设备公司的整合营销传播策略研究
英文题目：	A Study on the DH Electromechanical Equipment Firm’s Integrated Marketing Communications Strategy
指导老师：	申光龙
中文关键字：	机电设备企业；整合营销传播；品牌管理；利益相关者
英文关键字：	Electromechanical Equipment Enterprise; Integrated Marketing Communications; Brand Management; Stakeholders
中文摘要：	随着社会的进步，中国的机电设备行业也实现了稳健的发展和壮大。无论企业单位、商业领域还是特殊行业都对机电设备产品提出了更高的要求，我们能够明显地发现机电设备产品种类日益丰富、样式千变万化，其市场的发展也日趋规模化和专业化，引导人们对新产品广泛的了解和认可。同时，不断上升的需求推动了技术的创新与新产品的问世，众多实力雄厚的国外知名企业纷至沓来，带着先进技术，凭着品牌知名度占据了国内较大的市场份额，进一步加剧了国内机电设备企业的市场竞争。中国因势利导，政府补贴推广节能机电设备产品。良好的机遇引发了更激烈的竞争，更加需要机电设备企业完善自我定位，加强技术研发、提高产品质量、培养和增强企业核心竞争力的，还必须掌握并熟练运用科学的市场分析方法，科学地制定并实施营销策略，树立品牌，赢得更大的市场。营销理论在市场经济的大环境下产生和发展起来的，从单纯的关心产品销售到考虑消费者的需求，从单一的策略工具到整个企业的战略组织，再从一般的促销手段到营销策略的组合，直至沿用至今的整合营销传播。整合营销传播是管理的新范式，关注利益相关者的需求，致力于建立企业和利益相关者之间的良好关系，并维持下去，采取由外及内的战略规划，强调企业快速反应能力，使之能适应动态发展的环境，获得持续的竞争优势。本文对DH机电设备公司的内部与市场环境进行了深入而细致的分析，结合IMC战略思想与机电设备企业的特点，将4Ps与4Cs、5Rs理论有效融合，从以客户需求为主的产品策略，以客户成本为主的定价策略，以客户便利为前提的渠道策略，与客户有效沟通为前提的促销策略等多方面探讨了应对市场的营销组合策略和塑造独特的机电设备产品品牌形象的IMC策略，旨在对机电设备企业产生借鉴意义。
英文摘要：	Along with social progress, China's electromechanical equipment industry has also been a solid development and growth. Whether in the electromechanical equipment enterprises or institutions, business unit have put forward higher requirements in order to attract more and more manufacturers to join the industry. Now we can see significantly types of electromechanical equipment products increasingly rich, style, ever-changing and its market has gradually scale and specialization, leading the people of new products are widely known and recognized. Meanwhile, the rising demand for driving innovation and new technologies, new product introduction, the influx of foreign well-known enterprises have brought advanced technology. With brand awareness quickly occupy a larger domestic market share, further exacerbating the domestic electromechanical equipment product market competition. In this fierce competition, manufacturers are going separate ways to strengthen technical research and development and improve product quality, develop and enhance their core competitiveness must also understand and correctly use the scientific method of market analysis and marketing strategy, establish their own brand, to win a larger market. The development of marketing theory is, in the larger environment of a market economy came into being, from simple product sales to take into account the concern of consumers demand, from a single strategic tools to enterprise-wide strategy of the organization, and then to the promotions from the general a combination of marketing strategy, until now in use integrated marketing communications (IMC). This is a new management paradigm, focusing on the needs of stakeholders, in line with stakeholders to establish and maintain a good relationship for the purpose of taking from the outside and within the strategic planning, emphasis on corporate rapid response capability, so that it can adapt to dynamic environment. In this thesis, the domestic electromechanical equipment market of DH comapany in the specific situation in a detailed analysis, combined with strategic thinking and electromechanical equipment industry, IMC features that set out its strategic mode, the fact patterns and communication strategy. On this basis, the thesis will use 4Ps and 4Cs, 5Rs theory, the effective integration of client needs from a product-based strategy to client cost-based pricing strategy, client-premise channels to facilitate strategies for effective communication with clients prerequisite for promotion strategy and other aspects of the electromechanical equipment market to the marketing mix strategy
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