海德汉（中国）公司东北三省市场营销规划改进研究

发布时间：2018-04-21 07:34

本文选题：营销体系 + 营销策略　；参考：《哈尔滨工业大学》2014年硕士论文

【摘要】：伴随着2008年全球经济危机的蔓延和扩展，全球制造业收到了重大影响，与制造业相关的精密仪器和机床行业也难逃此劫。为了振兴老东北工业基地和振兴东北地区制造业，作为应对金融危机和发展区域经济的一项重大政策，国务院出台了《东北地区振兴规划规划》与十二五规划，电气设备、汽车及汽车配件、机床、航空航天军工及其他专用机械等众多子行业公司从中受益，与海德汉业务直接相关的机床制造业、试验机行业、量具行业、电机行业和工业研究领域都涵盖在国家规划和地方规划中，可以说海德汉（中国）公司发展是困境与机遇共存。本文以海德汉（中国）公司东北地区哈尔滨办事处为具体研究对象，在深入分析国际经济危机过后的国际经济形势、国内经济政策和区域宏观环境的基础上，运用了文献资料法、实践调研法、调查问卷法等多种研究方法开展研究。文章从介绍营销组合理论及相关营销理论知识入手，对海德汉（中国）公司哈尔滨办事处具体营销策略及主要对手竞争优劣进行了对比分析。针对公司目前营销体系的不足提出了营销体系改进的总体思路和具体策略，分别从产品组合、营销渠道、客户服务体系进行了具体的策略改进论述。接下来论文进一步论述了海德汉（中国）公司东北区域市场实施营销体系改进的相关保障措施，，分别从企业文化、销售队伍建设、价格策略方面提出了营销体系改进的相关保障。本论文目的在于运用市场营销理论的有关知识，结合海德汉公司在东北三省的市场营销策略实践，对其营销体系进行改进，为公司在实施东北工业振兴的区域经济发展机遇中，提出有效应的营销应对措施，提升企业市场综合竞争能力。
[Abstract]:With the spread and expansion of the global economic crisis in 2008, the global manufacturing industry has been greatly affected, and the manufacturing related precision instruments and machine tools industry can not escape the disaster. In order to revitalize the old northeast industrial base and revitalize the manufacturing industry in the northeast region, as a major policy to deal with the financial crisis and develop regional economy, the State Council has issued the "Northeast region Revitalization Plan" and the 12th Five-Year Plan, electrical equipment. Automobile and auto parts, machine tools, aerospace military industry and other specialized machinery and many other sub-industry companies benefit from the direct relationship with the Hyderham business machine tool manufacturing, testing machine industry, measuring tools industry, Electrical industry and industrial research field are covered in national planning and local planning, it can be said that Hyde Han (China) company development is difficult and opportunities coexist. Based on the analysis of the international economic situation, domestic economic policy and regional macro environment after the international economic crisis, this paper takes the Harbin office of Haidehan (China) Company as the specific research object, and analyzes the international economic situation, domestic economic policy and regional macro environment after the international economic crisis. Literature, practice, questionnaire and other research methods are used to carry out the research. Starting with the introduction of marketing combination theory and related marketing theory, this paper makes a comparative analysis of the specific marketing strategies and the competition of main competitors in Harbin office of Hyde Han (China) Company. In view of the deficiency of the company's current marketing system, this paper puts forward the general ideas and specific strategies for the improvement of the marketing system, respectively from the product mix, the marketing channel, and the customer service system. Then the paper further discusses the relevant safeguard measures to improve the marketing system in the northeast regional market of Hyde Han (China) Company, respectively from the enterprise culture, sales team construction, The price strategy aspect proposed the marketing system to improve the correlation safeguard. The purpose of this paper is to use the relevant knowledge of marketing theory and combine the marketing strategy practice of Hyde Han Company in the three provinces of Northeast China to improve its marketing system, so as to provide the company with the opportunity of regional economic development in implementing the rejuvenation of northeast industry. Put forward effective marketing countermeasures to enhance the comprehensive competitiveness of the enterprise market.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.4;F274

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