俊朗电工营销策略分析
|
摘要
中国住房改革给建筑电器行业带来巨大机会,俊朗作为专注于建筑电器的公司迎来了发展机会。
在实际营销过程中,俊朗走过许多弯路,在产品方面存在产品款式老旧的问题,渠道上存在新兴的渠道薄弱问题,人员管理方面遇到销售队伍战斗力低下,违纪问题突出的现象,俊朗的组织结构上存在直线形组织结构无法和产品线相适应、缺少市场部等支持部门的问题,产品的研发流程不合理,没有市场部和销售人员的参与,研发的产品和市场需求脱节,这些问题严重阻碍了俊朗电工的市场销售。
本文以系统的观点结合俊朗的实际情况讨论了俊朗的营销问题,讨论了俊朗的内外部环境,指出经济的高速发展给俊朗的影响,以及政策,文化等环境对俊朗带来的影响,分析了消费者的具体情况,指出70-80年代出生的消费者是俊朗应该关注的群体,还对主要竞争对手的情况进行了分析,介绍了西蒙在定位创新、渠道创新上所取得的成就,以及TCL在人员管理、产品规划方面的情况,分析了俊朗的SWOT,介绍俊朗在制造能力、低成本和局部市场上存在的优势,还介绍了俊朗在产品上、渠道上和管理上存在的劣势,分析了俊朗的机会有：1,经济的强劲增长,2,农村市场竞争少,电工品牌知名度都还不高,4,产品固有的升级换代,分析了俊朗的威胁：1,市场已有领先者,2,国际品牌不断进入中国市场,3,企业速度对俊朗的新要求。
在分析了俊朗营销环境的基础上,提出了全新的营销策略,对其中的一些策略进行了论证,俊朗须在定位上强调“安全”定位,确定目标消费人群,俊朗必须有创新的产品规划,重点研发第四代产品和对现有产品进行改善,在渠道上制定创新的服务标准,以求争夺灯饰店等新兴渠道,同时做好促销等推广活动,以配合新兴渠道的零售工作。
俊朗必须调整市场部门的组织架构,建立市场部门,加强基层销售管理的力量,赋予基层销售单位更大的灵活性,才能扭转销售被动的局面,加强企业的社会责任建设,建立积极的企业文化,重新审视股东、员工、供应商、客户等的关系,提高团队的效率。俊朗必须实行精细化的销售过程管理,提高销售团队效率。俊朗需进行合适的市场定位,并确实使营销策略围绕这个定位展开努力,俊朗可以实施服务差异化,以提升品牌形象。
China's housing reform bring huge opportunities for the construction industry, JunLang as a company concentrating on building electrical appliance gains the opportunity for development.
In the actual process of marketing, JunLang has made much unnecessary effort. And it met a lot of problems in channels, product and personnel management, such as the structure of the company is unreasonable, marketing function can not be achieved, the products are out of date, and the channel is not diversified. Which are the obstacle of marketing market sales.
Based on analyzing the marketing environment, put forward a new marketing strategy, for some of these strategies is demonstrated, Junlang must target consumer groups, must have products planning, focus on the research and development of the fourth generation of products and to improve the existing products, develop the new channel and built the new service standards, at the same time, sales promotion must be activities, to match the new channel job.
Junlang's problem will be discussed systematically in the paper, and a new marketing strategy willbe put forward, some of which will be discussed in detail. JunLang must adjust the organizational structure of the market department, including the establishment of market department, enlarging the sales management and improving their abilities, giving the grass-roots unit sales greater flexibility, in order to reverse the passive situation of sales. What's more, strengthen the social responsibility of the enterprise construction, build a positive corporate culture, re-examine relationship among the shareholders, employees, suppliers and customers,in order to improve team efficiency. Junlang must have a meticulous management and improve the efficiency of the sales team. It needs to find the right market position, and make sure that the marketing strategy can be carried out according to it.
在实际营销过程中,俊朗走过许多弯路,在产品方面存在产品款式老旧的问题,渠道上存在新兴的渠道薄弱问题,人员管理方面遇到销售队伍战斗力低下,违纪问题突出的现象,俊朗的组织结构上存在直线形组织结构无法和产品线相适应、缺少市场部等支持部门的问题,产品的研发流程不合理,没有市场部和销售人员的参与,研发的产品和市场需求脱节,这些问题严重阻碍了俊朗电工的市场销售。
本文以系统的观点结合俊朗的实际情况讨论了俊朗的营销问题,讨论了俊朗的内外部环境,指出经济的高速发展给俊朗的影响,以及政策,文化等环境对俊朗带来的影响,分析了消费者的具体情况,指出70-80年代出生的消费者是俊朗应该关注的群体,还对主要竞争对手的情况进行了分析,介绍了西蒙在定位创新、渠道创新上所取得的成就,以及TCL在人员管理、产品规划方面的情况,分析了俊朗的SWOT,介绍俊朗在制造能力、低成本和局部市场上存在的优势,还介绍了俊朗在产品上、渠道上和管理上存在的劣势,分析了俊朗的机会有：1,经济的强劲增长,2,农村市场竞争少,电工品牌知名度都还不高,4,产品固有的升级换代,分析了俊朗的威胁：1,市场已有领先者,2,国际品牌不断进入中国市场,3,企业速度对俊朗的新要求。
在分析了俊朗营销环境的基础上,提出了全新的营销策略,对其中的一些策略进行了论证,俊朗须在定位上强调“安全”定位,确定目标消费人群,俊朗必须有创新的产品规划,重点研发第四代产品和对现有产品进行改善,在渠道上制定创新的服务标准,以求争夺灯饰店等新兴渠道,同时做好促销等推广活动,以配合新兴渠道的零售工作。
俊朗必须调整市场部门的组织架构,建立市场部门,加强基层销售管理的力量,赋予基层销售单位更大的灵活性,才能扭转销售被动的局面,加强企业的社会责任建设,建立积极的企业文化,重新审视股东、员工、供应商、客户等的关系,提高团队的效率。俊朗必须实行精细化的销售过程管理,提高销售团队效率。俊朗需进行合适的市场定位,并确实使营销策略围绕这个定位展开努力,俊朗可以实施服务差异化,以提升品牌形象。
China's housing reform bring huge opportunities for the construction industry, JunLang as a company concentrating on building electrical appliance gains the opportunity for development.
In the actual process of marketing, JunLang has made much unnecessary effort. And it met a lot of problems in channels, product and personnel management, such as the structure of the company is unreasonable, marketing function can not be achieved, the products are out of date, and the channel is not diversified. Which are the obstacle of marketing market sales.
Based on analyzing the marketing environment, put forward a new marketing strategy, for some of these strategies is demonstrated, Junlang must target consumer groups, must have products planning, focus on the research and development of the fourth generation of products and to improve the existing products, develop the new channel and built the new service standards, at the same time, sales promotion must be activities, to match the new channel job.
Junlang's problem will be discussed systematically in the paper, and a new marketing strategy willbe put forward, some of which will be discussed in detail. JunLang must adjust the organizational structure of the market department, including the establishment of market department, enlarging the sales management and improving their abilities, giving the grass-roots unit sales greater flexibility, in order to reverse the passive situation of sales. What's more, strengthen the social responsibility of the enterprise construction, build a positive corporate culture, re-examine relationship among the shareholders, employees, suppliers and customers,in order to improve team efficiency. Junlang must have a meticulous management and improve the efficiency of the sales team. It needs to find the right market position, and make sure that the marketing strategy can be carried out according to it.
引文
[1](美)菲利普.科特勒.市场营销管理(亚洲版.第二版).北京：中国人民大学出版社2001.
[2](美)约瑟夫H.博耶特.经典营销思想.北京：中信出版社,2003.
[3]王璞,组织结构设计咨询实务,北京：中信出版社,2003
[4]屈云波,营销人员薪酬与考核,北京,企业管理出版杜,2005.
[5]屈云波,市场细分,北京,企业管理出版社,2010
[6]里斯和特劳特,定位,中国财政经济出版社,2002
[7]特劳特和瑞维金,新定位,中国财政经济出版社,2002
[8]马克·E·佩里,战略营销管理,中国财政经济出版社,2003
[9]李飞,钻石图定位法,经济科学出版社2006,
[10]芮新国,为何促销——谈渠道促销的目的,www.emkt.com.cn,2002
[11]徐印州,安利直销——大市场营销策略,销售与市场,1995年第11期
[12]尚阳,促销的基本概念及超市促销活动的组织,www.emkt.com.cn,2002
[13]陈问文,电工行业市场现状和营销对策分析,中国营销传播网,2005
[14]Fredrick Herzberg, The Motivation to Work, John Wiley & Sons Inc.,1959
[15]Neil Borden. The Concept of the Marketing Mix. Journal of Advertising Research 4June, 1964
[16]Payne, Adrian. The Essence of Services Marketing. New York:Prentice Hall Press.1993
[17]麦克尔.波特,竞争优势,华夏出版社,2001年版
[18]叶万春,企业形象战略策划：CIS导入,东北财经大学出版社,2001
[19]刘宝成,现代营销学,对外经济贸易大学出版社,2004年
[20]蔡希杰郭建新陈德棉,广告的特性、作用及和市场营销的关系分析,现代管理科学,2006年,
[21]李奕筱青,论报业竞争中的市场细分与营销组合,财经理论与实践,2005年
[22]耿印权曾立星,营销实战精要,北京中国经济出版社,2005年
[23]David Meerman Scott, The New Rules of Marketing and PR, John Wiley & Sons Inc.,2007
[24]Hise, Richard T.; Gillett, Peter L...Ryans, John K., Basic marketing :concepts and decisions, Cambridge Mass:Winthrop Publishers,1979
[24]Gilbert A.,Churchill, Tom J. Brown, Basic marketing research, Mason, Ohio:South-Western,2004
[25]McCarthy, E. Jerome;Perreault, William D., Essentials of marketing Homewood, Ⅲ.:Irwin,,1991
[26]philip Kotler, A framework for marketing management, 北京：北京大学出版社，2002
[27]Hawkins, Del I.;Coney, Roger J.;Coney, Kenneth A, Comsumer behavior:Building Marketing Strategy, McGraw-Hill/Irwin,2007
[28]Foxall, Gordon R. Corporate innovation:marketing and strategy, New York:St. Martin's Press,1984.
[29]Xu Guiying, Promotion design!!!, Page One,.2009
[30]Stephens, Suzanna M. W., The big book of self promotion, New York, N Y:Collins Design,2009.
[31]高媛,市场细分：找对你的顾客,北京：企业管理出版社,1999
[32]罗中谷,松下电工电材产品市场营销的问题与对策,四川大学硕士论文,2005
[33]杨宏亮,伟迈电工(中国)的市场定位与营销策略,暨南大学硕士论文,2007
[34]王晶,大型客机国内民航旅客市场特征分析,民用飞机设计与研究,2010
[35]冯绍芳,天津外轮代理公司目标市场研究,大连海事大学硕士论文,2010
[36]GPS导航市场营销策略研究http://wenku.baidu.com/view/32eb47e49b89680203d82570.html
[37]电信营销员高级教材整理及习题简化版http://wenku.baidu.com/view/6497091 afad6195f312ba66d.html
[38]王翔,GE医疗集团造影剂产品中国区营销策略研究,北京交通大学硕士论文,2012
[39]杨世伟,WH公司某住宅项目营销战略研究,大连理工大学硕士论文,2008
[40]钟莹,乘客电梯轿厢环境设计研究,东北大学硕士论文,2007
[41]电信营销员知识汇总http://wenku.baidu.com/view/cec18e0976c66137ee06193d.html
[42]韩磊,浅析中国移动石河子分公司全业务运营市场营销策略,石河子大学硕士论文,2011
[43]王晓宇,证券经纪业务的市场营销策略研究,大学生论文联合比对库2012
[44]中国五十五年统计资料汇编(txt格式)及地区生产总值(GDP)等历年数据,http://bbs.pinggu.org/forum.php?mod=viewthread&tid=277296&page=1
[45]中国历年(1986年-2008年)房屋销售与竣工面积,中国统计年鉴,2009
[46]Hulland, John., Maketing management cases,北京：机械工业出版社,1998.
[47]Peter, J. Paul.;Olson, Jerry C.(Jerry Corrie), Wang, Xinshuang, Consumer behavior and marketing strategy,大连Dongbei University of Finance & Economics Press: McGraw-Hill Education (Asia),2010.
[48]Hawkins, Del I.;Best, Roger J.;Coney, Kenneth A., Consumer behavior:building marketing strategy, Beijing:China Machine Press;McGraw-Hill Education,2002
[49]Stone, Raymond J., Managing human resources:an Asian perspective, Milton John Wiley & Sons Australia,2009
[50]Dessler, Gary, Fundamentals of human resource management,北京：清华大学出版社,2010
[51]Werner, Jon M.;DeSimone, Randy L., Human resource development, Mason OH:Thomson South-Western,2006
[52]Nadler, Leonard., The Handbook of human resource development, New York:Wiley,1984
[2](美)约瑟夫H.博耶特.经典营销思想.北京：中信出版社,2003.
[3]王璞,组织结构设计咨询实务,北京：中信出版社,2003
[4]屈云波,营销人员薪酬与考核,北京,企业管理出版杜,2005.
[5]屈云波,市场细分,北京,企业管理出版社,2010
[6]里斯和特劳特,定位,中国财政经济出版社,2002
[7]特劳特和瑞维金,新定位,中国财政经济出版社,2002
[8]马克·E·佩里,战略营销管理,中国财政经济出版社,2003
[9]李飞,钻石图定位法,经济科学出版社2006,
[10]芮新国,为何促销——谈渠道促销的目的,www.emkt.com.cn,2002
[11]徐印州,安利直销——大市场营销策略,销售与市场,1995年第11期
[12]尚阳,促销的基本概念及超市促销活动的组织,www.emkt.com.cn,2002
[13]陈问文,电工行业市场现状和营销对策分析,中国营销传播网,2005
[14]Fredrick Herzberg, The Motivation to Work, John Wiley & Sons Inc.,1959
[15]Neil Borden. The Concept of the Marketing Mix. Journal of Advertising Research 4June, 1964
[16]Payne, Adrian. The Essence of Services Marketing. New York:Prentice Hall Press.1993
[17]麦克尔.波特,竞争优势,华夏出版社,2001年版
[18]叶万春,企业形象战略策划：CIS导入,东北财经大学出版社,2001
[19]刘宝成,现代营销学,对外经济贸易大学出版社,2004年
[20]蔡希杰郭建新陈德棉,广告的特性、作用及和市场营销的关系分析,现代管理科学,2006年,
[21]李奕筱青,论报业竞争中的市场细分与营销组合,财经理论与实践,2005年
[22]耿印权曾立星,营销实战精要,北京中国经济出版社,2005年
[23]David Meerman Scott, The New Rules of Marketing and PR, John Wiley & Sons Inc.,2007
[24]Hise, Richard T.; Gillett, Peter L...Ryans, John K., Basic marketing :concepts and decisions, Cambridge Mass:Winthrop Publishers,1979
[24]Gilbert A.,Churchill, Tom J. Brown, Basic marketing research, Mason, Ohio:South-Western,2004
[25]McCarthy, E. Jerome;Perreault, William D., Essentials of marketing Homewood, Ⅲ.:Irwin,,1991
[26]philip Kotler, A framework for marketing management, 北京：北京大学出版社，2002
[27]Hawkins, Del I.;Coney, Roger J.;Coney, Kenneth A, Comsumer behavior:Building Marketing Strategy, McGraw-Hill/Irwin,2007
[28]Foxall, Gordon R. Corporate innovation:marketing and strategy, New York:St. Martin's Press,1984.
[29]Xu Guiying, Promotion design!!!, Page One,.2009
[30]Stephens, Suzanna M. W., The big book of self promotion, New York, N Y:Collins Design,2009.
[31]高媛,市场细分：找对你的顾客,北京：企业管理出版社,1999
[32]罗中谷,松下电工电材产品市场营销的问题与对策,四川大学硕士论文,2005
[33]杨宏亮,伟迈电工(中国)的市场定位与营销策略,暨南大学硕士论文,2007
[34]王晶,大型客机国内民航旅客市场特征分析,民用飞机设计与研究,2010
[35]冯绍芳,天津外轮代理公司目标市场研究,大连海事大学硕士论文,2010
[36]GPS导航市场营销策略研究http://wenku.baidu.com/view/32eb47e49b89680203d82570.html
[37]电信营销员高级教材整理及习题简化版http://wenku.baidu.com/view/6497091 afad6195f312ba66d.html
[38]王翔,GE医疗集团造影剂产品中国区营销策略研究,北京交通大学硕士论文,2012
[39]杨世伟,WH公司某住宅项目营销战略研究,大连理工大学硕士论文,2008
[40]钟莹,乘客电梯轿厢环境设计研究,东北大学硕士论文,2007
[41]电信营销员知识汇总http://wenku.baidu.com/view/cec18e0976c66137ee06193d.html
[42]韩磊,浅析中国移动石河子分公司全业务运营市场营销策略,石河子大学硕士论文,2011
[43]王晓宇,证券经纪业务的市场营销策略研究,大学生论文联合比对库2012
[44]中国五十五年统计资料汇编(txt格式)及地区生产总值(GDP)等历年数据,http://bbs.pinggu.org/forum.php?mod=viewthread&tid=277296&page=1
[45]中国历年(1986年-2008年)房屋销售与竣工面积,中国统计年鉴,2009
[46]Hulland, John., Maketing management cases,北京：机械工业出版社,1998.
[47]Peter, J. Paul.;Olson, Jerry C.(Jerry Corrie), Wang, Xinshuang, Consumer behavior and marketing strategy,大连Dongbei University of Finance & Economics Press: McGraw-Hill Education (Asia),2010.
[48]Hawkins, Del I.;Best, Roger J.;Coney, Kenneth A., Consumer behavior:building marketing strategy, Beijing:China Machine Press;McGraw-Hill Education,2002
[49]Stone, Raymond J., Managing human resources:an Asian perspective, Milton John Wiley & Sons Australia,2009
[50]Dessler, Gary, Fundamentals of human resource management,北京：清华大学出版社,2010
[51]Werner, Jon M.;DeSimone, Randy L., Human resource development, Mason OH:Thomson South-Western,2006
[52]Nadler, Leonard., The Handbook of human resource development, New York:Wiley,1984