恩布拉科集團在華工業(yè)品營銷探討.pdf

1、華北電力大學(xué)工商管理碩士專業(yè)學(xué)位論文摘要中國冰箱壓縮機行業(yè)隨著國民經(jīng)濟發(fā)展和人民生活水平提高而步入嶄新階段，需求漸成規(guī)模的同時業(yè)內(nèi)品牌競爭日益激烈，行業(yè)整體產(chǎn)能明顯大于市場需求量，市場發(fā)展趨勢和外部政策法規(guī)正在經(jīng)歷變化，而恩布拉科集團公司業(yè)務(wù)增長速度與營銷觀念的沖突也日漸凸顯，企業(yè)發(fā)展因此面臨著巨大挑戰(zhàn)與機遇。論文試圖從公司內(nèi)部管理者角度探討恩布拉科在華冰箱壓縮機的營銷工作，首先介紹恩布拉科集團的企業(yè)現(xiàn)狀，然后對中國冰箱壓縮機市場環(huán)境進

2、行了多層面分析，明確了行業(yè)發(fā)展趨勢，確定了企業(yè)產(chǎn)品的市場定位，在發(fā)現(xiàn)企業(yè)存在的諸多營銷問題后，利用工業(yè)品營銷相關(guān)理論和方法為恩布拉科企業(yè)提出建設(shè)性的營銷觀點和解決方案。關(guān)鍵詞:企業(yè)集團，工業(yè)品，營銷，中國市場ABSTRACTChinarefrigeratoreomPressorindustrystePsintoanewstagealongWiththestateeeonomygrowthandthehigherPeoPIe’5livin

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6、singindustrialmarketingmethodsandtheoriesitProvidesneweonstruetivemarketingsolutionstoEmbraeoChinaafterPrimarystudyontheeurrentexistingmarketingProblems.ZhangTao(MasterofBusinessAdministration)DireetedbyProf.YangShuxiaKE

7、YWORDS:CorPorateGrouP，IndustrialProduet，Marketing，ChinaMarket華北電力大學(xué)卜商管理碩士專業(yè)學(xué)位論文4.2冰箱壓縮機行業(yè)發(fā)展方向................................................................................……244.2.1冰箱壓縮機市場現(xiàn)狀.............................

8、...................................................……244.2.2冰箱壓縮機行業(yè)發(fā)展趨勢........................................................................……254.3恩布拉科在華市場定位.........................................................……，

9、....................……264.3，1恩布拉科核心競爭力分析........................................................................……264.3.2產(chǎn)品目標(biāo)市場分析............……，...........................................……，...............……274.3.3恩布拉科的產(chǎn)

10、品定位................................................................................……28第五章恩布拉科集團中國市場營銷探討.....................................................................……305.1樹立品牌形象..................................

11、.......................................……，....................……305，1.1突破傳統(tǒng)工業(yè)品宣傳方式................................................................……，……305.1.2嘗試品牌聯(lián)合推廣模式....................................................

12、........................……315.2開展產(chǎn)品管理....................................................................................................……325.2.1實施產(chǎn)品生命周期管理................................................................

13、............……犯5.2.2營銷與研發(fā)的對接管理............................................................................……345.3捕捉市場機會....................................................................................................…

14、…365.3.1研發(fā)大冷量高效產(chǎn)品................................................................................……365.3.2啟用多品牌戰(zhàn)略........................................................................................……385.4規(guī)劃服務(wù)流程......

15、..............................................................................................……395.5強化人員管理....................................................................................................……415.5.1建立激勵

16、制度激發(fā)銷售潛能....................................................................……415.5.2引進外來人才‘營造競爭格局....................................................................……425.6靈活銷售策略.........................................

17、...........................................................……435.6.1制定彈性價格應(yīng)對淡旺季節(jié)..............................................……，...............……435.6.2啟動積分回饋提升客戶忠誠.......................................................

18、.............……46第六章結(jié)論......................................................................................................................……48參考文獻........................................................................

19、....................................................……49致謝................................................................................................................................……52在學(xué)期間發(fā)表的學(xué)術(shù)論文和參加科研情況............