【作者】 张艳；

【导师】 景涛；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 中央和各级政府对应急救援设备水平和质量的提升越来越重视,消防救援队伍由“单一灾种”向“全灾种、大应急”的职能转变也对其救援能力提出了更高的要求。为了提高作战能力,各种灾害事故实战化训练的需求进一步加大,因此给消防模拟训练设备行业的发展带来了机会。但同时又因为国家政策的放宽和消防行业门槛的降低,引起了越来越多的企业进入消防模拟训练设备行业,增加了该行业竞争的激烈程度。TD公司作为多年服务于消防部队的专业公司,有着丰富的客户资源和经验,但随着市场竞争的激烈,出现了市场占有率下降的现象。为了改变这种困境,提高企业的核心竞争力,扩大企业的市场份额,本文基于市场营销相关理论和分析工具对TD公司消防模拟训练设备现有的营销策略进行了分析,并提出优化方案和保障措施。本文首先对该论题的研究背景和意义、研究内容和方法做了阐述,对所用到的相关理论和参考文献的研究成果进行了总结和梳理。结合TD公司内部环境和营销机会分析,并运用基于4P理论、STP目标市场营销战略和4C理论设计的调查问卷和访谈大纲,对公司的客户群体和内部销售人员进行问卷调查和访谈,之后结合问卷调查和内部访谈的结果,以及前文对内部环境、营销机会、用户购买行为的分析,先基于STP目标市场营销战略和4P理论的视角对公司产品策略、价格策略、渠道策略、促销策略现状进行了总结,鉴于TD公司的行业性质,后以4C的视角进行了现存策略问题总结以及成因分析,从而为消防模拟训练设备的优化方案设计提供参考和依据。本文经过分析和总结,得出TD公司的消防模拟训练设备在STP目标市场营销战略方面存在市场细分不细致、目标市场选择不全面、市场定位不明确的问题。在顾客策略方面存在顾客在产品配置丰富度的需求未得到满足、理解需求未得到满足的问题。在成本策略方面存在用户风险成本、时间成本和精力成本过高的问题。在便利策略方面存在获取信息、设备使用、售后服务等不够便利的问题。在沟通策略方面存在沟通水平参差不齐、部门信息传递的准确性不高的问题。鉴于对现存问题总结和成因分析的结果,重新对市场进行了细分和选择,确定了市场定位,并分别从顾客、成本、便利和沟通四个方面提出以下优化方案:在顾客策略方面,通过形成全面营销、全员营销的氛围和体系;持续创新和优化产品;全面提高销售人员的综合素质,建立良好的品牌形象和信誉等措施进行优化。在成本策略方面,通过降低客户的时间成本、风险成本和企业的生产成本来进行优化。在便利策略方面,通过决策便利、获益便利、售后便利等方面进行优化。在沟通策略方面,通过组织培训来提高员工的沟通能力和专业知识,以及普及公司市场和品牌定位等优化措施来解决由人员促销策略造成的问题;通过拓展线上和线下的宣传渠道和力度,以及进一步加大公益活动的参与力度等优化措施来解决非人员促销策略造成的问题。为了保障优化方案的落地与执行,进一步从组织、人员、财务和运营四个方面提出保障措施。最后希望本文的研究可以有助于扩大企业市场份额,提升企业价值和核心竞争力,对行业内其它企业也起到一定的借鉴作用。更多还原

【Abstract】 The central government and governments at all levels pay more and more attention to the improvement of the level and quality of emergency rescue equipment,and the functional transformation of fire rescue teams from "single disaster" to "total disaster and great emergency" also puts higher requirements on their rescue capabilities.In order to improve the combat capability,the demand for practical training of various disasters has been further increased,so the development of fire simulation training equipment industry has brought opportunities.But at the same time,because of the relaxation of national policies and the reduction of the threshold of the fire industry,more and more enterprises have entered the fire simulation training equipment industry,increasing the intensity of competition in the industry.TD company,as a professional company serving fire forces for many years,has rich customer resources and experience,but with the fierce market competition,there is a decline in market share.In order to change this dilemma,improve the core competitiveness of enterprises and expand the market share of enterprises,this paper analyzes the existing marketing strategies of TD company’s fire simulation training equipment based on marketing theories and analysis tools,and puts forward optimization schemes and safeguard measures.First of all,this paper expounds the research background and significance,research content and methods of this topic,and summarizes and combs the relevant theories used and the research results of references.Based on the analysis of TD company’s internal environment and marketing opportunities,and the questionnaire and interview outline designed based on the 4P theory,STP target marketing strategy and 4C theory,the company conducted a questionnaire survey and interview on the company’s customer groups and internal sales personnel,and then combined the results of questionnaire survey and internal interview.As well as the analysis of the internal environment,marketing opportunities and user purchasing behavior mentioned above,this paper firstly summarizes the current situation of the company’s product strategy,price strategy,channel strategy and promotion strategy from the perspective of STP target marketing strategy and 4P theory.In view of the industry nature of TD Company,it then summarizes the existing strategy problems and analyzes the causes from the perspective of 4C.The results provide reference and basis for the optimization design of fire simulation training equipment.After analysis and summary,this paper concludes that TD company’s fire simulation training equipment has some problems in STP target market marketing strategy,such as not detailed market segmentation,not comprehensive target market selection and not clear market positioning.In the aspect of customer strategy,the customer’s demand for product configuration richness has not been satisfied and the understanding demand has not been satisfied.In the aspect of cost strategy,there are the problems of excessive user risk cost,time cost and energy cost.In terms of convenience strategy,there are some problems such as obtaining information,using equipment and after-sales service.In terms of communication strategy,there are problems such as uneven communication level and low accuracy of departmental information transmission.In view of the results of summarizing the existing problems and analyzing the causes,the market is segmented and selected again,the market positioning is determined,and the following optimization schemes are proposed from the four aspects of customer,cost,convenience and communication respectively: In terms of customer strategy,the atmosphere and system of comprehensive marketing and all-staff marketing are formed;Continuous innovation and product optimization;Comprehensively improve the comprehensive quality of sales personnel,establish a good brand image and reputation and other measures to optimize.In terms of cost strategy,it is optimized by reducing the time cost of the customer,the risk cost and the production cost of the enterprise.In terms of convenience strategy,it is optimized through decision-making convenience,benefit convenience and after-sales convenience.In terms of communication strategy,organize training to improve employees’ communication skills and professional knowledge,and popularize the company’s market and brand positioning and other optimization measures to solve the problems caused by personnel promotion strategy;Through the expansion of online and offline publicity channels and intensity,and further increase the participation of public welfare activities and other optimization measures to solve the problems caused by non-personnel promotion strategy.In order to ensure the implementation and implementation of the optimization plan,further safeguard measures are proposed from four aspects: organization,personnel,finance and operation.Finally,it is hoped that the research of this paper can help expand the market share of enterprises,enhance the value and core competitiveness of enterprises,and also play a certain role in the industry for reference.更多还原