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论文编号：	9586
作者编号：	2120152812
上传时间：	2017/12/7 15:52:06
中文题目：	格兰富公司水泵市场营销策略研究
英文题目：	The Research of Pump Marketing Strategy Grundfos Company
指导老师：	许晖
中文关键字：	工业品；水泵；市场营销；客户价值
英文关键字：	industrial; pump; marketing; service value
中文摘要：	近几年来，工业品市场竞争变得越来越强烈，产品的技术优势无法大幅度提高的情况下，市场竞争往往陷入恶性循环的价格战。越来越多的水泵制造企业开始和第三产业或者工业品相关产业开始合作和融合。创造属于自己的品牌给客户提供更多的增值服务是企业特别关注的战略。因为增值服务逐渐成为产品竞争的重要方式，制造企业从产品制造变化为给客户提供全方位服务成为一种必然走势。水泵市场竞争也是越演越列，格兰富水泵在中国市场面临巨大的挑战。格兰富作为行业领先的知名品牌，如何保持水泵行业领导者的地位和行业改革的先驱是格兰富水泵在市场的终极目标。如何让水泵产业有序、健康地发展，持续地发展，逐步实现国家节能减排的目标，需要全行业一起努力探索新的可实现的路径。 本文通过对格兰富公司水泵市场营销策略的研究，为我国水泵制造业健康发展提供相关市场营销理论。本研究的结构安排如下。论文第一部分为绪论，绪论部分分析了研究背景及研究意义，通过对工业品市场营销的分析，结合笔者目前的资料整理，对文章的研究内容和结构安排进行了说明。 论文第二部分主要是对相关理论的介绍与回顾，首先对工业品市场营销及顾客价值进行了分析，为后文重要客户全方位服务体系的构造提供理论基础和思想保证,同时介绍了营销战略的相关理论根据。 论文第三部分就格兰富公司现状及服务体系存在的问题进行了分析，并进一步探讨了产生问题的原因，从而有针对性的对销售系统进行改进，为企业的可持续发展提供有力保障。 论文第四部分主要介绍了格兰富公司市场营销的策略的设计。首先对格兰富公司水泵市场营销进行战略定位,进而分析了格兰富公司市场营销的组合策略，创造了最大化的重要客户服务增值价值策略。 论文第五部分重点分析了格兰富水泵市场销售理念的实施策略，这部分是本文的重点，主要由重要客户服务增值理念构建及管理两部分构成。最后第六部分是全文总结及不足之处。
英文摘要：	In recent years, the competition in industrial products market has become more and more intense, and the technical advantages of the products cannot be improved greatly. Market competition often falls into a vicious cycle of price war. More and more water pump manufacturers are beginning to cooperate and merge with tertiary industry or industry related industries. Creating a brand to provide more value-added services to customers is a strategy that enterprises pay special attention to. Because value-added service is becoming an important way of product competition, manufacturing enterprises from the product manufacturing changes to provide customers with all-round service become a kind of inevitable trend. The pump market competition is also the more the column; the grange water pump in the Chinese market is facing a huge challenge. As the leading well-known brand in the industry, it is the goal of the grange pump to maintain the position of the leader of the pump industry and the pioneer of industry reform. How to get the pump industry to develop in an orderly and healthy way, continuously develop, gradually realize the goal of national energy conservation and emission reduction, and need the whole industry to work together to explore new and achievable paths. This thesis through to Grundfos pump company enterprise service marketing strategy research, providing theoretical basis for the water pump manufacturing healthy development of our country and practical guidance. The structure of this study is arranged as following. First part of this paper simply introduces the research background and research significance, through the analysis of industrial service marketing, combined with the current data compilation, the article research content and structure arrangement of the simple instructions. Thesis in the second part mainly is the introduction and review of relevant theories, first analyses the industrial marketing and customer value, for later the structure of the large customers all-round service system to provide theoretical basis and ideological guarantee, at the same time, introduces the marketing strategy according to the related theory. In the third part, analyzes the present situation and the problems existing in the service system are analyzed, and further probes into the causes of problems, and targeted to improve the service system, offers a powerful guarantee for the sustainable development of enterprises. The fourth part mainly introduces the Grundfos company marketing strategy of the design. First to Grundfos pump company marketing strategy, and then analyzes the Grundfos company marketing combination strategy, value-added value created to maximize the big customer service strategy. The fifth part of this thesis analyses the Grundfos pump system of the implementation of the service marketing strategy, this part is the focus of this article, from the application of service marketing and management of two parts. The sixth part is the full text summary and shortcomings.
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