xx集團(tuán)營(yíng)銷策略研究

13800字

目錄
第一章 江蘇南港港口集團(tuán)及其產(chǎn)品介紹 4
1.1企業(yè)介紹 4
1.2產(chǎn)品介紹 4
第二章 理論綜述 5
2.1國(guó)內(nèi)港口機(jī)械企業(yè)研究現(xiàn)狀 5
2.2港口機(jī)械企業(yè)營(yíng)銷核心競(jìng)爭(zhēng)力及其影響因素 5
2.2.1企業(yè)的核心競(jìng)爭(zhēng)力 5
2.2.2核心營(yíng)銷競(jìng)爭(zhēng)力的影響因素 5
第三章 南港港口集團(tuán)的營(yíng)銷現(xiàn)狀分析 6
3.1航運(yùn)業(yè)的發(fā)展前景 6
3.2南港港口集團(tuán)營(yíng)銷中的缺陷 6
3.2.1品牌知名度不高 6
3.2.2不重視網(wǎng)絡(luò)營(yíng)銷，導(dǎo)致客戶流失率增加 7
3.2.3客戶關(guān)系處理的不夠完善 7
3.2.4 產(chǎn)品質(zhì)量和生產(chǎn)技術(shù)不高 8
3.2.5企業(yè)運(yùn)輸能力較弱 8
第四章 南港港口集團(tuán)未來(lái)營(yíng)銷策略研究 9
4.1打造公司產(chǎn)品知名度 9
4.2建立成熟的網(wǎng)絡(luò)營(yíng)銷系統(tǒng) 10
4.3建立關(guān)系營(yíng)銷 11
4.4 提升企業(yè)產(chǎn)品質(zhì)量和生產(chǎn)工藝 12
4.5大力提高公司的運(yùn)輸能力 13
第五章 結(jié)論 15
致謝 16
參考文獻(xiàn) 17


摘要 在經(jīng)濟(jì)全球化的形勢(shì)下，隨著經(jīng)濟(jì)的發(fā)展和我國(guó)對(duì)外貿(mào)易量不斷增加，港口貨物運(yùn)輸量快速增長(zhǎng)，我國(guó)全年完成集裝箱吞吐量躍居世界第一位，運(yùn)輸?shù)呢浳锪吭黾?，所需要的吊具類船舶專用機(jī)械也隨之增加，港口機(jī)械類產(chǎn)品的市場(chǎng)需求量越來(lái)越大。
江蘇南港港口集團(tuán)公司是一家生產(chǎn)大型集裝箱吊具和抓斗等港口裝卸轉(zhuǎn)運(yùn)貨物專用工具的港口機(jī)械類企業(yè)。本文從分析江蘇南港港口集團(tuán)公司的營(yíng)銷管理模式及客戶關(guān)系現(xiàn)狀入手，對(duì)公司的營(yíng)銷現(xiàn)狀做出一個(gè)較為全面評(píng)估，以期發(fā)現(xiàn)公司在營(yíng)銷管理模式和銷售人員管理方面存在的不足之處，從而提出對(duì)對(duì)未來(lái)發(fā)展有益的市場(chǎng)銷售策略，使其提供的產(chǎn)品和服務(wù)能夠更好地獲得市場(chǎng)的認(rèn)可，提高公司產(chǎn)品品牌的知名度，從而讓公司在激烈的市場(chǎng)競(jìng)爭(zhēng)中發(fā)展的越來(lái)越好。

關(guān)鍵詞 港口機(jī)械 營(yíng)銷現(xiàn)狀 營(yíng)銷

Marketing Strategy Research On JangSu NanGang Port Group
Abstract  Under the situation of economic globalization, China's annual container throughput ranks the first in the world because of the development of economy and the increasing of foreign trade quantum, and the rapid growth of port cargo transportation volume. The transportation of goods increases, and required special mechanical spreader ship increases as well. The market demands of machinery products are becoming larger and larger.
Jiangsu Nangang port group company is a port machinery company that produces large lifting spreaders, grab buckets, and some specialized tools for handling and transferring. This article mainly analyzes Jiangsu NanGang’s patterns of marketing management, and the relationships with clients, so that we can make a comprehensive eva luation, which may discover some drawbacks in patterns of marketing management and personal management. Accordingly come up with some marketing strategies that benefit future development. Make the conformation of the whole market with the products and services, and then raise the prestige of the products, and thereby make the company become better among the market competing.

Keywords :  port  machinery ， marketing  status ， marketing  strategy