機(jī)電產(chǎn)品的場營銷

1、實(shí)用標(biāo)準(zhǔn)文案機(jī)電產(chǎn)品的市場營銷系別：機(jī)電工程系班級(jí)：13級(jí)機(jī)電7班學(xué)籍號(hào)：1302471107姓名：趙忠文精彩文檔實(shí)用標(biāo)準(zhǔn)文案機(jī)電產(chǎn)品營銷一、機(jī)電產(chǎn)品的興起從美國到歐洲，從前蘇聯(lián)到日本，從中國到印度，從發(fā)達(dá)國家到發(fā)展中國家, 第二次世界大戰(zhàn)以后，新能源、新材料、新技術(shù)、新工藝的研究、開發(fā)的熱潮正 在全世界興起。它是人類社會(huì)歷經(jīng)了漫長的農(nóng)業(yè)社會(huì)、 工業(yè)社會(huì)而向現(xiàn)代化社會(huì) 發(fā)展的標(biāo)志，是凝聚著人類智慧的當(dāng)代科技文明的象征， 是走向21世紀(jì)的通道,二、機(jī)電產(chǎn)品的市場眾所周知，要想營銷，必須要有市場，所謂市場，市場的原始意義是：商品 交換的場所。經(jīng)濟(jì)學(xué)意義是：供求雙方及其交換關(guān)系總和。管理學(xué)意義是：市

2、場 是供需雙方在共同認(rèn)可的一定條件下所進(jìn)行的商品或勞務(wù)的交換活動(dòng)。營銷學(xué)的意義是：具有特定購買力和購買愿望的購買者。市場的三要素購買者、購買力、 購買動(dòng)機(jī)。市場營銷是與市場有關(guān)的人類活動(dòng)，它以滿足人類各種需要和欲望為 目的，通過市場變潛在交換為現(xiàn)實(shí)交換的活動(dòng)。三、機(jī)電產(chǎn)品的分類（一）按購買者的性質(zhì)和購買目的，劃分為： 消費(fèi)者市場和組織市場；按照 市場所在的地理位置，劃分為： 國內(nèi)市場和國際市場；按照市場競爭程度，可 分為：完全競爭市場、壟斷競爭市場、寡頭壟斷市場和完全壟斷市場。（二）按照顧客市場的性質(zhì)不同，可以把其分為組織市場和消費(fèi)者市場兩大 類。機(jī)電產(chǎn)品的市場主要是組織市場，尤其是制造商（企

3、業(yè)）市場和中間商市場。（三）從銷售的角度來說，市場包括三個(gè)要素：有某種需要的人（購買者）、 滿足某種需要的購買能力和購買欲望。即：市場二人口 X購買力X購買欲望。機(jī)電產(chǎn)品的市場細(xì)分與其產(chǎn)品形態(tài)一一重大技術(shù)裝備、動(dòng)力機(jī)械、工作母機(jī)、 儀表儀器電工電子機(jī)械、通用機(jī)械、專用機(jī)械、基礎(chǔ)零件等有密不可分的關(guān)系。 而起作為配套或服務(wù)于下游產(chǎn)品及最終產(chǎn)品的機(jī)電產(chǎn)品，其市場細(xì)分與定位又絕精彩文檔實(shí)用標(biāo)準(zhǔn)文案不可能脫離下游產(chǎn)品及最終產(chǎn)品的市場狀況而僅依靠專注于某機(jī)電產(chǎn)品自身的 競爭情況來確定。與一般消費(fèi)品相似的是，制造商在進(jìn)行其生產(chǎn)的機(jī)電產(chǎn)品營銷 前，對(duì)其產(chǎn)品進(jìn)行精確的市場定位、價(jià)格定位、客戶定位等，為營銷業(yè)績

4、的提高 打下堅(jiān)實(shí)的基礎(chǔ)。制造商（企業(yè)）市場的細(xì)分標(biāo)準(zhǔn)，有許多與消費(fèi)品（最終產(chǎn)品） 市場細(xì)分的標(biāo)準(zhǔn)相同，如用戶所追求的利益、用戶情況、對(duì)品牌的忠實(shí)程度等。 但是，制造商（企業(yè)）市場有著不同的特點(diǎn)，因此，企業(yè)的管理者還要用一些其 他標(biāo)準(zhǔn)來細(xì)分生產(chǎn)者市場。四、機(jī)電產(chǎn)品市場定位及營銷 （一）市場定位市場定位是指企業(yè)根據(jù)競爭對(duì)手產(chǎn)品在市場中的位置，針對(duì)用戶對(duì)產(chǎn)品特征和屬性的重視程度，強(qiáng)力塑造出本企業(yè)產(chǎn)品與眾不同的特色，并把此特色傳遞給 用戶，從而使自己的產(chǎn)品在市場占有一席之地機(jī)電產(chǎn)品生產(chǎn)企業(yè)在進(jìn)行機(jī)電產(chǎn)品市場細(xì)分和市場定位時(shí)，不僅要考慮機(jī)電產(chǎn)品自身這個(gè)環(huán)節(jié)的市場競爭態(tài)勢， 而且要對(duì)其下游產(chǎn)品，甚至最終產(chǎn)

5、品的市場前景進(jìn)行研究、分析、預(yù)測和把握。市場定位作為一種競爭戰(zhàn)略，顯示了一種產(chǎn)品或一家企業(yè)同類似的產(chǎn)品或企 業(yè)之間的競爭關(guān)系。定位方式不同，競爭態(tài)勢也不同。（二）機(jī)電產(chǎn)品營銷機(jī)電產(chǎn)品營銷是市場營銷的一個(gè)重要分支， 接近于工業(yè)品營銷的范疇，但與 工業(yè)品營銷又有所區(qū)別，它不包括工業(yè)品（包括初級(jí)產(chǎn)品和工業(yè)制成品） 范圍中 的工業(yè)初級(jí)產(chǎn)品（主要是原材料，如礦產(chǎn)品、鋼材、建材、紡織纖維等）的營銷。機(jī)電產(chǎn)品營銷是制造商（企業(yè)）對(duì)制造商（企業(yè)）、組織、結(jié)構(gòu)、政府等市 場間的營銷，也可以稱為制造商（企業(yè)）問的營銷。1、機(jī)電產(chǎn)品營銷的特點(diǎn)：1 ）客戶（用戶）數(shù)量相對(duì)較少，但比較集中，單次購買量大；2 ）專業(yè)、理

6、性購買，購買決策復(fù)雜；3 ）通常采取直接購買的方式；4 ）定制采購，注重服務(wù)；5 ）派生需求，缺乏彈性。2、機(jī)電產(chǎn)品的營銷渠道機(jī)電產(chǎn)品營銷一般是通過中間商銷售給客戶的，所以中間商也叫做分銷商。1 ）營銷的要求（1）中國制造的崛起對(duì)機(jī)電產(chǎn)品分銷有新的需求精彩文檔實(shí)用標(biāo)準(zhǔn)文案(2)經(jīng)濟(jì)全球化要求機(jī)電產(chǎn)品市場空間的全球化(3)現(xiàn)有的分銷體系不適應(yīng)新經(jīng)濟(jì)變革發(fā)展的要求新經(jīng)濟(jì)時(shí)代要求建設(shè)適宜發(fā)展要求的機(jī)電產(chǎn)品分銷渠道，由此可見，在營銷當(dāng)中分銷是必不可少的，在營銷中有著至關(guān)重要的作用。3、機(jī)電產(chǎn)品營銷的創(chuàng)新渠道模式(1)機(jī)電產(chǎn)品分銷消費(fèi)品分銷的差異及其特點(diǎn)市場需求不同客戶的購買行為不同4、機(jī)電產(chǎn)品分銷模式

7、的創(chuàng)新發(fā)展(1)“第三渠道”的興起(2)機(jī)電產(chǎn)品分銷模式的創(chuàng)新趨勢1) 專業(yè)化服務(wù)2) 信息化支撐3) 品牌化運(yùn)作4) 國際化經(jīng)營五、機(jī)電產(chǎn)品促銷方法(1)提供技術(shù)解決方案案例：老李的促銷故事老李是一個(gè)某普通車床配件企業(yè)很能干的推銷員，他知道一般機(jī)床生產(chǎn)廠家 對(duì)機(jī)床的配件供應(yīng)商的選擇都比較慎重。 他通過對(duì)機(jī)床行業(yè)中某客戶對(duì)普通車床 使用情況的調(diào)查研究之后發(fā)現(xiàn)，競爭對(duì)手產(chǎn)品中一個(gè)關(guān)鍵部件經(jīng)常出現(xiàn)質(zhì)量問 題，但這個(gè)配件的質(zhì)量對(duì)整個(gè)車床的影響在一年內(nèi)不容易發(fā)現(xiàn)，直到以后出現(xiàn)故障時(shí)，客戶才會(huì)被動(dòng)地選擇更換，給售后服務(wù)帶來一定的影響。但在一般情況下 這一潛在的問題并不直接影響客戶更換供應(yīng)商的決策標(biāo)準(zhǔn)。發(fā)

8、現(xiàn)這一問題后，老李并沒有開門見山地向機(jī)床制造廠家推銷自己的產(chǎn)品， 而是到自己公司后，與本企業(yè)技術(shù)人員一同制定了一套針對(duì)這一問題的技術(shù)改進(jìn) 方案，在充分地評(píng)估研究之后給該客戶提。 供了初步的技術(shù)解決方案?？蛻艨吹?這個(gè)分析報(bào)告后，感覺到問題的嚴(yán)重性，最后決定與老李進(jìn)行進(jìn)一步技術(shù)交流、 技術(shù)評(píng)估等。機(jī)床生產(chǎn)廠家在以后的配件供應(yīng)商選擇時(shí)， 雖然有多家競爭對(duì)手，但因?yàn)榍?期的互相交流，以及對(duì)老李的解決方案的認(rèn)可，最后老李得到了為這家車床制造 廠家做配套零件的穩(wěn)定生意。精彩文檔實(shí)用標(biāo)準(zhǔn)文案六、機(jī)電產(chǎn)品的網(wǎng)絡(luò)營銷網(wǎng)絡(luò)營銷定義：網(wǎng)絡(luò)營銷銷是建立在互聯(lián)網(wǎng)的基礎(chǔ)上，是以營銷為導(dǎo)向，網(wǎng) 絡(luò)為工具，由營銷人員利用專

9、業(yè)的網(wǎng)絡(luò)營銷工具， 面向廣大網(wǎng)民開展一系列營銷 活動(dòng)的新型營銷方式。網(wǎng)絡(luò)營銷主要通過網(wǎng)絡(luò)進(jìn)行營銷，它針對(duì)的客戶群面積更大，是一種以吸引 客戶為主，帶來的客戶更有針對(duì)性，通常也就是我們說的，是精準(zhǔn)的客戶營銷。 傳統(tǒng)的營銷是直接強(qiáng)制性的把廣告推給客戶， 客戶被動(dòng)的接收，除了花費(fèi)資金比 較多，效果不如網(wǎng)絡(luò)營銷來的快。網(wǎng)絡(luò)市場的功能：（1）樹立公司先鋒形象（2）發(fā)展公共關(guān)系（3）與投資者 保持良好的關(guān)系（4）選擇最合格白顧客群體（5）與客戶及時(shí)的在線交流。Mechanical and electrical products marketing精彩文檔實(shí)用標(biāo)準(zhǔn)文案Don't: mechanica

10、l and electrical engineeringClass level: level 13 electromechanical 7 classStudent number: 1302471107Name: zhong-wen zhaoMechanical and electrical products marketingThe rise of a, mechanical and electrical productsFrom America to Europe and the former Soviet union to Japan, from China to India, from

11、 developed countries to developing countries, after the second world war, new energy, new materials, new technology, new technology research and development of the boom is growing around the world. It is the human society after the long agricultural society, industrial society to a modern symbol of

12、social development, is embodies the wisdom of human civilization symbol of contemporary science and technology, to the 21st century is to channel.Second, the mechanical and electrical products marketAs is known to all, to marketing, must want to have the market, the so-called market, the market of t

13、he original meaning is: Commodity Exchange places. Economics: supply and demand both sides and exchange relations sum. Management meaning is: the market supply and demand both sides in the commonrecognition of certain conditions by the exchange of goods or services. Marketing: is the significance of

14、 a specific buyers purchasing power and purchasing desire. The three elements of market buyers, purchasing power, buying motives. Marketing is human activities related to the market, it is to meet the various needs and desires for the purpose, through the market potential exchange for real exchange

15、activities.Three, the classification of mechanical and electronic products(a) according to the buyer the nature and purpose, is divided into: consumer market and organizational market; According to the market's geographical location, isdivided into: the domestic market and international market;

16、According to the degree of competition in the market, can be divided into: perfect competition, monopolistic competition market, oligopoly market, and completely monopoly market.(2) according to the customer different nature of the market, can be divided into two major categories of organizational m

17、arket and consumer market. Mechanical and electronic products market is mainly organization, especially manufacturers (enterprise) market and intermediary market.(3) from the point of view of sales, the market consists of three elements: there are some people in need (buyer), meet the needs of a cer

18、tain purchasing power and purchasing desire. Namely: market = population * buy purchasing power.Mechanical and electrical products to the market segmentation and product form - major technical equipment, machinery, machine tools, instrument, electrical and electronic machinery, general machinery, sp

19、ecial machinery, such as basic parts have inseparable relationship. Up as and/or services in the downstream products and the精彩文檔實(shí)用標(biāo)準(zhǔn)文案final product of form a complete set of machinery and electronic products, the market segmentation and positioning and never out of downstream products and the final

20、product market conditions and rely on to focus on a mechanical and electrical products to determine their own competition situation. Similar to general consumer goods, manufacturersin the production of mechanical and electricalproductsmarketing, accurate market positioning of their products, price p

21、ositioning, customer orientation, etc., for the improvement of marketing performance to lay a solid foundation. Manufacturers (companies) market segmentation criteria, there are many and consumer goods (final product) the standard of market segmentation, the same as the user's pursuit of interes

22、ts, the user, to the degree of brand loyalty. Manufacturers (companies), however, the market have different characteristics, therefore, enterprise managers to use some other standards to market segmentation producer.Fourth, market positioning and marketing of mechanical and electronic products(a) ma

23、rket positioningMarket orientation refers to the enterprise according to rival products in the market place, in view of the user characteristics and attributes of product value, strongly create this company product distinctive features, and convey the characteristics to the user, so that their produ

24、cts dominate the market Mechanical and electronic products manufacturing enterprises in the mechanical and electrical products market segmentation and market positioning, should not only consider the market competition situation of the mechanical and electrical products to own this link, and its dow

25、nstream products, and even the final product market prospect for research, analysis, forecast and grasp.Market positioning as a competitive strategy, shows a product or a business competition between similar products or business relationship. Located in a different way, competition is also different

26、.(2) mechanical and electrical products marketingMechanical and electrical products marketing is an important branch of marketing, close to the category of industrial products marketing, but with industrial products marketing and different, it does not include industrial products (including primary

27、products and manufactured goods) in the range industrial primary products (mainly raw materials, such as minerals, steel, building materials, textile fiber, etc.) marketing.Mechanical and electrical products marketing is manufacturers (companies) to manufacturers (companies), organization, structure

28、, between the government, the market marketing, can also be called manufacturers marketing (enterprise).1) mechanical and electrical products marketing features:The relatively small number 1) client (user), but more concentrated, a single large purchases;2) professional, rational purchase, purchase

29、decisions complex;精彩文檔實(shí)用標(biāo)準(zhǔn)文案3) usually adopt the method of direct purchase;4) customized order, pay attention to service;5) derived demand, lack of flexibility.2, the mechanical and electrical products marketing channelMechanical and electrical products marketing is selling to clients through middle

30、men, commonly so intermediary also called distributors.(1) the marketing requirement the rise of Chinese manufacturing is new requirement for mechanical and electrical products distribution(2) mechanical and electrical products market space of globalization economic globalization requirements(3) the

31、 existing distribution system is not adapted to the demandsof the development of new economic changeNew economy demands for development of mechanical and electrical products distribution channels, therefore, in the distribution of marketing is indispensable, have a vital role in the marketing.3, mec

32、hanical and electrical products marketing channel mode innovation mechanical and electrical products distribution differences and characteristics of the distribution of consumer goodsMarket demand for differentCustomer's purchase behavior is different4, mechanical and electrical products distrib

33、ution model of innovation and development(1) the rise of "third channels"(2) the innovation trend of mechanical and electrical products distribution model1) professional service2) the information support3) the brand operation4) international operationFive, the mechanical and electrical pro

34、ducts sales promotion methods(1) to provide technical solutionsCase: the promotion of Lao liLao li is a some ordinary lathe accessories enterprise's good salesman, he knew that general machine tool manufacturer's choice of machine tool accessories suppliers are measured. He by a customer in

35、the machine tool industry on the research on the usage of ordinary lathe, found that after a key components in a rival products often appear quality problem, but the influence of the quality of the accessories for the精彩文檔實(shí)用標(biāo)準(zhǔn)文案whole lathe is not easy to find in a year, until after the failure, custo

36、mer can change passive choice, brings the certain effect to after-sales service. But the potential problems in the general case does not directly affect the customer change the supplier's decision criteria.After found the problem, li did not straight to the machine tool manufacturers to promote

37、their products, but to their own company, together with the enterprise technical staff developed a technical improvement scheme in order to solve this problem, after fully evaluation research to the customers. For the preliminary technologysolutions. Afterthe customer see the analysisreport,feel theseriousnessof the problem,the final decision with li forfurthertechnicalexchanges, technical evaluation, etc.Machine toolmanufacturer inthe later parts supplier selection,alth