B公司中国市场营销策略研究

【作者】 刘雷；

【导师】 吴宜真；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2016， 硕士

【摘要】 随着我国国民经济的发展,电气行业发展迅速,技术日趋成熟,逐渐发展成一个巨大产业,是经济发展的支柱产业,是所有企业、部分发展的基础和保障。随着电力电子装置应用日益广泛,谐波和无功功率的问题引起人们越来越多的关注。同时由于电力电子技术的飞速进步,电能质量管理产品(无功补偿和有源滤波)也有了一些突破性的进展。本文所研究的B公司,就处在这个传统的行业中,主要是提供电能质量管理的产品和解决方案。该类产品对保持电网的稳定运行、节能减排有着不可或缺的作用,所有的新建项目和众多改造项目都必须使用此类产品,有着巨大的市场潜力。但随着市场的发展,国内同行业的厂家众多,竞争激烈,因此,市场营销对行业内的公司来说,其重要性不言而喻。这不仅要求公司有较完善的产品和解决方案结构,可靠的产品质量,完善售前售后服务体系和市场和销售也是至关重要的环节。经过分析,我国大的政治经济环境对B公司所处的行业来说非常有利。以地铁、高速公路、住宅小区为代表的各类基础设施建设仍然在不段增长,由此带来的对电能质量管理产品的需要也是不断增长；为了保证电网的稳定运行,行业规范也要求新建工程安装使用此类产品。这些都是宏观层面对B公司的有利消息。虽然项目多,需求大,但B公司也面临着跨国综合类电气产品公司、合资公司和国内众多民营公司的多面竞争。各个厂家之间的产品类型、营销手段和品牌宣传或多或少的有一定的同质性,使得竞争更加激烈。本文使用了SW0T、STP等分析方法,对B公司所处的竞争环境进行了详细的分析,并提出来应对策略。同时利用市场细分的方法并结合当下的市场机会,为B公司找到了对应的细分市场和进入策略。重点分析了客户需求,以便更好的为各类型的客户服务,有针对性的进行营销活动。同时也提出了要注重品牌营销策略。最后本文总结了解决方案：针对细分市场,完善产品线,对销售流程深入的分析和把握,同时注重品牌营销,提高产品附加值。更多还原

【Abstract】 Electric industry grows rapidly with the development of national economy in China and it’s becoming a huge opportunity for investment. Company B researched in this paper is in this traditional market and provides power quality management products and solutions. These products play important roles in energy conservation and emission reduction and in maintaining the stability of the power network. They must be used in all new projects and renovation projects. So, there is great market potential in this area. Meanwhile many companies emerge with the growing of the industry. The competition is stiff, so marketing is important to all companies. This trend not only requires companies to provides relatively complete product and solution structure, reliable products, perfect pre-sales and after-sales service system, but also the marketing and sales strategy.The analysis shows that the political and economical environment benefits the industry that company B is in a lot. Projects such as metro, highway and residential community is continuously growing and power quality management products are needed in them. The Market demand and industry norms require clients to install power quality management products. However, company B faces competition from big multi-national electric companies, joint-ventures in this specific area and numerous domestic companies. And in certain ways, players use similar tactics in products lines, sales skills.This paper analyzes the competition environment B is in as well as opportunity and weakness with SWOT analysis and gives solutions. By using STP and taking the market opportunities into consideration, it gives the market segment and the way to enter it.The solution to marketing strategy of company B is summarized in the end:complete the product lines to the market segment, deeply analyze and manage sales procedure of each specific customer, promote brand marketing to improve product added value.更多还原