北京瑞普韦尔仪表有限公司营销策略研究

对外经济贸易大学硕士学位论文北京瑞普韦尔仪表有限公司营销策略研究姓名：华军申请学位级别：硕士专业：工商管理指导教师：傅慧芬20040501BasedontheviewpointofapersoninthemarketingsectorofBeijingRipewellInstrumentationCo.,Ltd(BJRIC).ThispaperintroducesthesituationbeforeandafterthetransformationofBJRIC.Primarilyconductingresearchintoatechnologicalenterprisemainlydealingwiththemanufactoryandsellingofvariousgasdetector&alarm.Thepresentconditionanddevelopmenttrendofgasdetector&alarmmarketarealsoanalyzed.Onthebasisofsuchintroductionsandanalysis,AswellasthestrategicgoalsBJRIC.ThepaperdesignsthemarketingstrategyforBJRIC.Inaddition,severaldesignsofmarketingmixstrategiesareputforward.Aimingatthemostimminentproblemduringtheconstructionofmarketingsystemafterthetransformationofoperationmechanism,namelytheorganizationandmanagementofthemarketingteam,theauthorconceiveoutasolution.ItisexpectedthatthisstudycangivesomeguideforBJRICthatareinthecourseofthemarketing.Thispaperismainlycomposedofsevenparts.PartOne&Twoisabouttoresearchapproach,ideaandsignificationofthispaper.PartThreeisaboutthegeneralconditionoftheBJRICbeforeandafteritstransformationofoperationmechanism,It’sprimarycompetitiverivals.Andthenfollowstheanalysisoftherisksandopportunitiesoftheindustryandestimateofitsdevelopmenttrendinthefuture.PartFouristhedesignofthemarketingstrategiesforBJRIC.First,pointouttheenterprise’sstrategicgoalisnotcorrectwithSWOTanalysisapproach.Theauthoradvancedthediversificationmarketstrategy.Namelyenterprise’smarketingorientation,acceptorrejectandconformityformarketingmixcombination.PartFiveisthedesignformarketingstrategymixstrategiesstartingfromthefourbasicfactorsofmarketingstrategies,namelyproduct,price,promotionandplace,theauthoranalyzesproductsline,thestrategiesforthedevelopmentofnewproductsandbrand.TheauthoralsodiscussesthepriceoftheproductsofBJRICandhowtodealwithpricewar.Theframeworkofthechannelconstructionandmanagementandthetacticsofconfrontingwithchannelconflictarealsoincludedinthischapter.Thelastofpartforistheexpatiationonhowtoconductpromotionwiththeaidofadvisementmarketingpersonal,publicrelationsandmanagementofsalesemployees.PartSixisrelationshipmarketing.Theauthornarratetherelationshipmarketingisveryimportantforholdingmarketshare.Furthermore,theauthorbringsforwardsomenewviewpointsaboutadjusttheorganizationstructureofmarketingteam,motivateandcontrolthesale-employeesarereferredtothispart.PartSevenisoneducetheconclusionthatBJRIC’sfuturewillbepromisingifitisdealwiththoseproblemsverywell.123122600701199811997MEMSMicro-electro-mechanicalsystems22004200045%21MEMS200438142003150401033419971998~200220032003(1)1998200235%200350%(2)420200315052052004(3)5120035511852002,520044366()198971992519951995~19991999650220002-12-1..81199620038000198819879123451011720031167820031151124-135%4-1131020031146141516112003115812--1986630219915373171819(1)(2)20(3)(4)1(5)(6)(7),()21122232425262719199810151282930311[]20022321999616200443617Christopher,Martin,Payne,A.andBallantyne,David,RelationshipMarketing:bringingquality,customerserviceandmarketingtogether,Oxford:Butterworth-Heinemann,1991204p18Hristopher,Martin,NetworksandLogistics:ManagingSupplyChainRelationships19Ries,Al&JackTroutPositioning—TheBattleforYourMindNewYork:McGraw-Hill,1981.21Trout,JackwithRivkin,Steve,TheNewPositioning:TheLatestontheWorlds'#1BusinessStrategy,McGraw-Hill,Inc.,1996.北京瑞普韦尔仪表有限公司营销策略研究作者：华军学位授予单位：对外经济贸易大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：5aa3c612-fa56-4fe7-a681-9e2d0060555f下载时间：2010年11月13日