【摘要】：現(xiàn)在市場競爭日益激烈,企業(yè)要想獲取更好的發(fā)展,一定要充分了解市場營銷的作用,這也是現(xiàn)代化企業(yè)運作的重要手段,同時也會在企業(yè)發(fā)展中起到不可替代的作用,需要企業(yè)創(chuàng)建穩(wěn)健的市場營銷機制,從市場發(fā)展的客觀條件進行目標市場的探討,設(shè)計行之有效的營銷方案。有效的市場運作模式成為企業(yè)發(fā)展的重要保障,也是能夠顯著提升企業(yè)的競爭實力。德能電力設(shè)備成套公司是我國主要電力設(shè)備生產(chǎn)廠家,技術(shù)實力非常雄厚,銷售網(wǎng)絡(luò)比較完善。但是最近幾年德能電力設(shè)備成套公司的銷售利潤顯著減少,面臨非常大的競爭壓力。本論文從實際出發(fā),在深入分析德能電力設(shè)備成套公司所處的環(huán)境和面臨的機遇后,提出了一定的營銷對策,有利于德能電力設(shè)備成套公司更好地發(fā)展。本課題主要以市場營銷作為理論基礎(chǔ),結(jié)合發(fā)展的實際情況,以德能電力設(shè)備成套公司作為研究對象,由此進行相關(guān)領(lǐng)域市場營銷的探索,找尋企業(yè)發(fā)展中存在的問題,在此環(huán)節(jié)中提出有效的應(yīng)對舉措。針對企業(yè)現(xiàn)有發(fā)展中存在的低效能營銷問題,探索提升企業(yè)競爭實力的有效方案,這也是會對行業(yè)內(nèi)其他企業(yè)發(fā)展帶來全新的思路。本文對該企業(yè)營銷方式與營銷效果進行深入的探索,分析其踐行中存在的問題。依托于SWOT方式進行探索,找尋企業(yè)發(fā)展的內(nèi)外環(huán)境,以及面臨的挑戰(zhàn)與承擔的風險。針對相關(guān)該行業(yè)的探索,提出目標市場與細分市場的確立。采用行業(yè)競爭研討的方式研究市場競爭的發(fā)展態(tài)勢,參考企業(yè)實際運行的狀態(tài),選擇STP(市場定位理論)研究方式。在具體化的分析環(huán)節(jié)中,能夠結(jié)合研究的課題,探索有效的營銷方案,在此環(huán)節(jié)中,能夠創(chuàng)立企業(yè)發(fā)展的最佳營銷策略,同時也是會為相關(guān)行業(yè)的發(fā)展帶來高效的直接效果。
[Abstract]:At present, market competition is becoming increasingly fierce. If enterprises want to achieve better development, they must fully understand the role of marketing. This is also an important means for modern enterprises to operate, and will also play an irreplaceable role in the development of enterprises. It is necessary for enterprises to establish a sound marketing mechanism, to explore the target market from the objective conditions of market development, and to design effective marketing schemes. Effective market operation mode is an important guarantee for the development of enterprises, and also can significantly enhance the competitive strength of enterprises. Dengeng Power equipment Company is the main power equipment manufacturer in China, technical strength is very strong, sales network is relatively perfect. But in recent years, the company's sales profits have been significantly reduced, facing great competition pressure. This paper proceeds from the reality, after deeply analyzing the environment and the opportunity faced by Denon Electric Power equipment complete set Company, puts forward some marketing countermeasures, which is beneficial to the better development of Denon Electric Power equipment complete set Company. This subject mainly takes the marketing as the theoretical foundation, unifies the actual situation of the development, takes the complete set of electric power equipment company of Daneng as the research object, carries on the related domain marketing exploration, seeks the question in the enterprise development, In this link puts forward the effective response measure. Aiming at the problem of low efficiency marketing existing in the current development of enterprises, this paper explores an effective scheme to enhance the competitive strength of enterprises, which will also bring new ideas to the development of other enterprises in the industry. This paper probes deeply into the marketing mode and effect of the enterprise, and analyzes the problems existing in its practice. Based on the SWOT approach to explore, looking for the internal and external environment for the development of enterprises, as well as the challenges and risks. Aiming at the exploration of this industry, the establishment of target market and subdivision market is put forward. This paper studies the development trend of market competition by means of industry competition research, and chooses STP (market positioning theory) research method referring to the actual running state of enterprises. In the specific analysis link, can combine the research topic, explore the effective marketing plan, in this link, can create the enterprise development the best marketing strategy, also can bring the high efficiency direct effect for the related profession development.
【學位授予單位】：華北電力大學(北京)
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.61

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