XHXC公司智能售货机项目营销策略研究

【作者】 李培林；

【导师】 许崇正；

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

【摘要】 我国物联网工业化向传统行业延伸渗透的速度非常快,物联网+互联网+橙子,跨界融合带来新的细分市场,国内企业将获得增长的市场份额和发展机会。面对新兴的市场,行业内部分公司利用资本的优势,争夺渠道和目标客户,处于完全竞争的外部环境中。本文以XHXC公司智能售货机项目营销策略为主题,首先,运用互联网+和互联网理念原理对XHXC公司智能售货机项目的营销环境进行了分析,包括项目概括、项目营销环境分析、项目SWOT分析、项目营销战略四个方面。其中,营销环境进行分析,包括宏观环境和行业环境两个方面;然后进行项目SWOT分析表,运用定量规划矩阵(QSPM)方法,得到项目营销采取重点集中战略为主,其他战略为辅的方式。然后,制定了智能售货机项目的营销策略,在明确了项目的营销目标和以客户为导向的营销理念以后,从项目研发策略、市场开发策略、产品价格策略、分销渠道策略四个方面制定了项目营销策略。最后,为了保证XHXC公司智能售货机项目营销项目的实施,从做好营销人才队伍建设、完善项目绩效管理、营销培训与营销能力提升、做好精益生产管理工作四个方面制定了项目保障措施。本文以XHXC公司智能售货机项目营销策略的研究,为同行业同类型企业开展项目开发提供了借鉴。更多还原

【Abstract】 China’s Internet penetration of traditional industries to the extension of the industrialization speed is very fast,and Internet plus orange things,cross-border integration brings new market segments,domestic companies will gain market share growth and development opportunities.In the face of the emerging market,the internal branch of the industry to use the advantage of capital,competition for channels and target customers,in a fully competitive external environment.Based on the marketing strategy of XHXC company Intelligent vending machine project as the theme,first of all,the XHXC intelligent vending machine project marketing environment is analyzed,including project summary,analysis,project analysis,project marketing environment SWOT project marketing strategy in four aspects.The analysis of marketing environment,including two aspects of macro environment and industry environment;then the project SWOT analysis table,using quantitative planning matrix(QSPM)method,get the project marketing strategy mainly adopt focus strategy,other complementary ways.Then,developed intelligent vending machine project marketing strategy,the project marketing objectives and customer-oriented marketing idea,develop project marketing strategy from the project development strategy,market development strategy,price strategy,distribution channel strategy four.Finally,in order to ensure the implementation of XHXC intelligent vending machine project marketing project,do a good job from the construction of the marketing personnel,improve the project performance management,training and marketing capabilities,four aspects of improving lean production management to develop a project to safeguard measures.In this paper,the research on the strategic marketing of intelligent sale project of XHXC company provides a reference for the development of the same type enterprises in the same industry.更多还原