本溪鍋爐有限責任公司非價格競爭策略應(yīng)用研究

論文編號:YX170   論文字數(shù):15261,頁數(shù):24

摘  要:市場經(jīng)濟即競爭經(jīng)濟，競爭是市場經(jīng)濟的核心。在市場經(jīng)濟條件下，市場競爭可以分為價格競爭和非價格競爭兩種主要方式。長期以來，眾多企業(yè)只重視價格競爭，而忽視非價格競爭，導(dǎo)致市場出現(xiàn)了競相壓價，惡性競爭的態(tài)勢，其后果將不利于市場經(jīng)濟的健康發(fā)展。本文通過對本溪鍋爐有限責任公司市場營銷工作調(diào)研及存在問題的分析，發(fā)現(xiàn)公司營銷策略單一，只重視價格競爭策略，而忽視了非價格競爭策略。因此，本文以非價格競爭理論為指導(dǎo)，針對本溪鍋爐有限責任公司的實際情況，為其提出了產(chǎn)品差異化、品牌形象、產(chǎn)品服務(wù)、廣告宣傳、關(guān)系營銷等非價格競爭策略，系統(tǒng)論述了工業(yè)鍋爐生產(chǎn)企業(yè)如何應(yīng)用非價格競爭策略來參與市場競爭，提高經(jīng)濟效益。

關(guān)鍵詞：市場競爭；  營銷策略；  非價格競爭

The application study of non-price competition strategy                for Benxi boiler Co.Ltd.

Abstract: Market economy is the competition economy, and the competition is the core of the market economy. Under the conditions of market economy, the market competition can be divided into price competition and non-price competition. For a long time, numerous enterprises only pay attention to the price competition, and ignore the non-price competition. this leads to the fact that the market competitively demands lower prices , and the situation of malignant competition. Its consequence will not benefit the sound development of market economy. This text through working survey and study and the analyses of existing problems to the marketing of Benxi Boiler Co.Ltd., find that the company marketing tactics are single and only pay attention to price competition strategy and it ignores non-price competition strategy. So, this text regards theory of non-price competition as guide and is directed against the reality of Benxi Boiler Co.Ltd., put forward non-price competition strategies such as differentiation of products, brand image, service of goods, advertising, relation marketing, etc. for it, and systematically expound the fact that how boiler manufacturing enterprises use non-price competition strategy to participate in the market competition, and increase economic efficiency.

Key words:  Market competition;        Marketing strategy;
              Non-price competition

目錄

引言 5
1本溪鍋爐有限責任公司簡介 6
1.1公司的基本概況 6
1.2公司的產(chǎn)品狀況 6
1.3公司的營銷現(xiàn)狀 7
1.3.1公司的營銷組織現(xiàn)狀 7
1.3.2公司的經(jīng)營狀況 8
2公司市場營銷工作存在的問題 8
2.1公司缺乏現(xiàn)代市場營銷觀念 9
2.2公司營銷策略單一，忽視非價格競爭因素 9
2.3公司營銷部門職能單一，營銷管理不完善 9
2.4公司營銷人員隊伍整體素質(zhì)差 10
2.5公司目標市場不明確 10
2.6公司激勵機制不靈活 10
3公司市場營銷工作存在問題的原因分析 11
3.1價格競爭策略與非價格競爭策略的引入 11
3.1.1價格競爭策略分析 11
3.1.2非價格競爭策略分析 12
3.2公司市場營銷工作存在問題的原因分析 15
3.2.1不良競爭環(huán)境驅(qū)使 15
3.2.2公司認為價格是競爭的關(guān)鍵 15
3.2.3公司銷售人員認為關(guān)系至上，忽視其他因素 15
3.2.4公司短期利益思想嚴重 16
3.2.5公司缺乏科學(xué)系統(tǒng)的現(xiàn)代營銷管理 16
4本溪鍋爐有限責任公司非價格競爭策略應(yīng)用 16
4.1工業(yè)鍋爐生產(chǎn)企業(yè)市場營銷的特點 16
4.1.1鍋爐產(chǎn)品的用戶規(guī)模大，數(shù)量少，類型多 16
4.1.2鍋爐產(chǎn)品的交易周期長，對銷售人員要求較高 16
4.1.3顧客的購買決策過程復(fù)雜 17
4.1.4鍋爐產(chǎn)品定制化 17
4.1.5直接的采購業(yè)務(wù) 17
4.1.6灰色營銷在鍋爐產(chǎn)品營銷中占有很大比例 17
4.2本溪鍋爐有限責任公司非價格競爭策略應(yīng)用 18
4.2.1調(diào)整產(chǎn)品結(jié)構(gòu)、加大科技投入，實施產(chǎn)品差異化策略 18
4.2.2努力塑造鍋爐行業(yè)的知名品牌，實施品牌營銷策略 19
4.2.3為顧客提供更好的服務(wù)，實施產(chǎn)品服務(wù)策略 20
4.2.4巧妙的做好廣告宣傳 20
4.2.5充分運用關(guān)系營銷策略 21
5本文結(jié)論 23
6致謝 24
7參考文獻 24