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论文编号：	9628
作者编号：	2120152737
上传时间：	2017/12/7 23:18:58
中文题目：	SXS公司营销策略与模式研究
英文题目：	The Study of SXS Marketing Strategy
指导老师：	张国萍
中文关键字：	营销策略; 产品差异化; 解决方案式销售;节能与环保
英文关键字：	Marketing Strategy; Customer Perspective; Solution Selling; Energy Conservation and Environmental Protection
中文摘要：	摘 要 随着互联网时代的到来，市场已逐步脱离了区域的限制和制约，行业与行业之间的沟通交流日益广泛和全面，目前我们能够切实的感受到地球村的存在。在工业品领域，产品的差异化在逐渐缩小，技术壁垒逐步被打破，没有哪家公司的产品可以再像七、八十年代那样独步世界或称霸国内市场。卖方市场已经成为历史，客户的选择空间日益广泛，工业品的销售模式难以再靠传统的品牌营销、服务营销、关系营销等方式轻易的打动客户。 2017年3月5日十二届全国人大五次会议在人民大会堂开幕，国务院总理李克强提出2017年关于能耗核环保方面的工作目标：单位国内生产总值能耗下降3.4%以上，主要污染物排放量持续下降。随着国家、社会对环保、安全、节能重视程度的提高。立足于节能、环保为主要业务领域的SXS公司，如何在新经济形势下保持自生式业务的持续增长，值得探讨和研究。 本文以SXS公司业务发展及其营销模式的转变为主线，以市场营销相关理论及PEST宏观分析方法为基础，比较分析当前和未来国内经济、社会、人文和技术环境，并对热能节约行业的发展进行展望，针对SXS公司的解决方案式营销体系，进行系统性研究，具有极强的指导意义。 全文共分为五个章节。第一章是绪论，主要介绍了研究背景、研究意义和研究框架，使读者可以简洁明了的了解本文的大体结构和中心思想。第二章是市场营销及客户采购相关理论回顾，回顾了客户采购及市场营销相关理论。第三章是SXS公司的市场环境分析。第四章是SXS公司的营销策略选择，简要介绍了SXS公司的目标市场及其所选择的针对性营销策略。第五章是SXS公司的营销策略实施。最后是结论及展望部分，综述全文研究内容并得出相应的结论，以及今后的研究方向。 关键词：营销策略 产品差异化 解决方案式销售 节能与环保
英文摘要：	Abstract With the advent of the Internet era，the market has gradually moved away from the limits and constraints of the region. Communication between industry and industry is becoming more and more extensive and comprehensive. We can truly feel the existence of the global village at present. In the industrial area, the differentiation of products is gradually narrowing, technical barriers have gradually been broken, No company's products can be as dominant or dominate the domestic market as they did in the 1970s and 1980s .The seller's market has become history. Customers' choice space is becoming more and more extensive, The sales model of industrial products can hardly be easily moved by traditional brand marketing, service marketing and relationship marketing. The fifth meeting of the 12th National People's Congress opened in the Great Hall of the People on Mar 3th, 2017. Premier Li Keqiang has proposed a 2017 work target on energy consumption and environmental protection. Energy consumption per unit of GDP fell by more than 3.4%. Emissions of major pollutants continued to decline. With the improvement of environmental protection safety and energy efficiency of national societies. Based on energy conservation and environmental protection as the main business area, SXS company how to maintain the continuous growth of self-generated business under the new economic situation is worthy of discussion and research. This thesis takes SXS company's business development and marketing mode transformation from the perspective of customers as the main line, based on marketing theory and PEST macro analysis method. Compare the current and future domestic economic and social humanities and technological environment, and forecast the development of energy saving industry. Systematic research on the solution marketing system of SXS. It is of great guiding significance. The thesis is divided into five chapters.The first chapter is the introduction. It mainly introduces the research background, the significance of research and framework of research, so that readers can understand the general structure and central idea. The second chapter is the market marketing and customer procurement related theoretical review. Review customer procurement and marketing theories. Chapter three is the market environment analysis of SXS Company. Chapter four is the marketing strategy choice of SXS Company, briefly introduces the target market of SXS and its targeted marketing strategy. Chapter five is the implementation of the marketing strategy of SXS Company. Finally, the conclusion and the prospect part. It summarizes the content of the research and concludes its conclusions and future research directions Keyword: Marketing Strategy Customer Perspective Solution Selling Energy Conservation and Environmental Protection
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