论文总字数：29713字

摘 要

减速机行业在我国已存在多年，其市场发展得到投资者的认可，在资本的推动下该市场在逐渐扩大，未来利润空间广阔。随着国家对机械制造业、大型设备的加速投资以及对城市发展带来的建筑项目的重视，高端减速机市场需求将供不应求，整个减速机行业将继续保持高速发展的状态。A公司是一家专业研发和生产减速机的专业厂家，在行业内排名前十，在高端设备领域中排名前五。

A公司目前在减速机营销方面出现问题，这些问题的日积月累将会对A公司的发展有着阻碍作用。本文围绕“A品牌减速机公司营销问题”展开分析。文中开始将介绍国内外减速机行业的背景，再对A公司经营状况简单叙述，将两者内容结合进而引出本文正文部分。首先介绍A公司市场营销环境，具体包括宏观环境、竞争环境和内部环境，通过对A公司的环境分析可以帮助总结A公司的SWOT情况，为后文进行公司营销问题诊断及对策分析做铺垫。在第四章将具体介绍A公司现阶段的营销现状，并对这些现状/问题进行具体分析。接下来，在A公司市场营销环境分析和A公司营销现状分析的基础上，提出A公司现阶段营销问题的解决方案，对A公司未来发展给出充分且合理的建议。最后，本文将对A公司发展进行总结，并对国内减速机行业给与展望方向。

关键词：减速机；营销问题；营销对策

Diagnosis and countermeasure Analysis of A brand company's marketing problems

Abstract

The speed reducer industry has existed in China for many years, and its market development has been recognized by investors. The market is gradually expanding under the impetus of capital, and the future profit space is vast. With the country's accelerated investment in machinery manufacturing, large equipment and the importance of construction projects brought about by urban development, high-end reducer market demand will outstrip supply, and the entire reducer industry will continue to maintain a high rate of development. company A is a professional manufacturer specializing in the development and production of reducers, ranking in the top ten in the industry and in the top five in the field of high-end equipment.

Company A is currently having problems in the marketing of gearboxes, and the accumulation of these problems will hinder the development of company A. This paper analyzes the "marketing problems of A brand reducer company". The paper begins by introducing the background of the reducer industry at home and abroad, and then briefly describes the business situation of Company A. The two elements are combined to lead to the main part of the paper. Company A's marketing environment is firstly introduced, including macro environment, competitive environment and internal environment, and the analysis of Company A's environment can help summarize the SWOT situation of Company A, which will pave the way for the diagnosis of marketing problems and countermeasures analysis later. In Chapter 4, the current marketing situation of Company A at this stage will be specifically introduced and a specific analysis of these current situations/problems will be conducted. Next, based on the analysis of Company A's marketing environment and the analysis of Company A's current marketing situation, solutions to Company A's marketing problems at this stage are proposed, and adequate and reasonable suggestions are given for Company A's future development. Finally, this paper will summarize the development of Company A and give an outlook direction to the domestic reducer industry.

Keywords: Reducer, Marketing Problems, Marketing Countermeasures

目 录

摘要 3

Abstract 4

第一章 绪论 7

1.1 研究背景 7

1.2 研究意义 10

1.3 研究内容 11

第二章 理论基础及文献综述 12

2.1 理论基础 12

2.2 文献综述 12

2.2.1 以顾客体验为中心的角度研究 12

2.2.2 减速机产品营销策略研究 13

2.2.3 文献总评 15

第三章 A公司减速机市场营销环境分析 16

3.1 公司概况 16

3.2 外部环境 17

3.2.1 宏观环境 17

3.2.2 竞争环境 22

3.3 内部环境 24

3.4 公司SWOT分析 25

第四章 A公司营销现状及问题分析 27

4.1 营销现状 27

4.1.1 营销业绩 27

4.1.2 销售团队 28

4.1.3 销售渠道 28

4.1.4 客户维护 28

4.1.5 促销手段 29

4.2 营销问题诊断 29

4.2.1 产品结构单一 29

4.2.2 客户集中度过高 29

4.2.3 市场竞争力较差 30

4.2.4 销售团队结构不合理 33

第五章 A公司营销对策分析 34

5.1 加强市场渗透 34

5.2 充分细分市场 34

5.3 重视产品开发 35

5.4 调整产品结构 36

5.5 深挖配套产品 37

5.6 重塑企业形象 37

5.7 优化销售团队 39

第六章 结论与展望 40

6.1 结论 40

6.2 展望 40

参考文献 41

致谢 42

第一章 绪论

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