【作者】 刘立华；

【导师】 于坤章；

【作者基本信息】 湖南大学 ， 工商管理， 2010， 硕士

【摘要】 2008年底的全球金融危机,对湖南省的工业企业造成一定的影响,订单大幅度减少；同时,空气压缩机厂家给代理商的供货价格也在提高,进货成本也在相应提高；同行业厂家为了生存,竞争更加激烈,价格竞争成为主要竞争手段。作为美国著名空气压缩机制造商SULLAIR(寿力)公司在湖南地区的总代理商长沙荣兴机电有限公司(以下简称长沙荣兴公司),如何在这种恶劣的环境中,提升公司的竞争力,扩大销售额,提升利润,提高客户满意度,就显得很迫切、很重要了。通过本文,为长沙荣兴公司建立科学的市场营销策略,同时为长沙荣兴公司的发展提供指导。本论文的研究思路是基于目前湖南的经济发展情况和公司的发展状态,首先对相关理论进行分析,寻找相关理论依据；其次再分析长沙荣兴公司目前宏观环境、竞争对手、市场现状、市场需求,并深刻了解到长沙荣兴公司所拥有的各种资源,通过对企业所处的内外部环境状况的了解和分析后进行SWOT分析；然后制定长沙荣兴公司的市场营销策略,先是确定长沙荣兴公司的目标市场选择与定位,包括长沙荣兴公司的市场细分、目标市场选择、市场定位,再以此为基础,确定长沙荣兴公司的营销策略,包括长沙荣兴公司的产品策略、价格策略、渠道策略、促销策略；最后就长沙荣兴公司市场营销策略的顺利实施提出保障方案。本文试图运用市场营销理论,在理论和实践相结合的基础上,对空压机行业的营销环境、市场需求、市场营销策略进行分析,找到适合长沙荣兴公司的营销创新之路：即以螺杆式空压机市场、大型企业市场为公司的主要目标市场；主要目标销售区域是长沙、株洲、湘潭；长沙荣兴公司的产品组合策略是以寿力螺杆式空压机为主要产品；长沙荣兴公司产品定价方法是以成本加成定价法为主；渠道策略是以直销作为主要销售渠道；促销策略主要是人员推销；并通过强营销队伍建设、加强营销队伍培训工作、建立科学的销售流程管理、销售团队工作量的科学规划、加强与设计师的交流、强化区域管理制度、奖励制度、建立完善的服务体系、加强重点老客户工作等,使得营销策略顺利实施,并达到预想的效果。更多还原

【Abstract】 2008, the Hunan Industry is influenced the Global financial crisis, the business was tied up by bad environment. At the same time, the air compressor supplier is keep rising the purchase price, so our cost are rising as well. In a current market with competition being more and more aggravated, our competitors in order to keep the market share, the price competition becomes the main means of this industry. Changsha Yonsin Machinery Co.,Ltd is the general agency of the famous air compressor supplier-SULLAIR company. How to offset the negative influence of the terrible business environment and how to enhance the value, degree of satisfaction and seek for new market and channel required by the expansion of business so as to create more profits for enterprises. This article mainly dips into the marketing strategy and wish to provide the instructions and references for the development of the company.The researching line of this report based on the nowadays economic developing situation of Hunan province and company developing status. Firstly, making analysis for this relevant theory, finding relevant data, then making analysis for the circumstance, competitors, market, and market requirement, and fully use the company resources. Researching the inner side and outside circumstance, doing the SWOT analysis, and then set down the market sales policy, first, confirm the target market and orientation of Changsha Yonsin, including the market subdivision, target market, market orientation. Based on that, confirm the sales strategy, including the products, tunnel, and promotion strategy. Finally, provide the guarantee precept for the smoothly on going of the above mentioned strategy of Changsha Yonsin.The researching line of this report based on the nowadays economic developing situation of Hunan province and company developing status. Firstly, making analysis for this relevant theory, finding relevant data, then making analysis for the circumstance, competitors, market, and market requirement, and fully use the company resources. Researching the inner side and outside circumstance, doing the SWOT analysis, and then set down the market sales policy, first, confirm the target market and orientation of Changsha Yonsin, including the market subdivision, target market, market orientation. Based on that, confirm the sales strategy, including the products, tunnel, and promotion strategy. Finally, provide the guarantee precept for the smoothly on going of the above mentioned strategy of Changsha Yonsin.更多还原