D公司传动件产品市场营销策略研究.pdfVIP

D公司传动件产品市场营销策略研究 摘 要 在众多工业品企业中，有一家专注于传动件的公司，它就是D公司。D公司是全球机 械传动产品知名品牌，总部位于美国得克萨斯州阿灵顿市。专业从事机械传动产品的开发、 生产和销售。经过50多年的持续发展，已经成为美国乃至全球机械传动产品的领导企业， 其产品标准已成为行业标准。 本文首先阐述了营销策略相关理论，包括4P和4C营销理论等，并对D公司所处的产业进 行了综述；然后介绍了D公司的内外部环境，通过PEST和SWOT工具，结合公司的财务经营情 况、人力资源、管理能力及营销能力来剖析营销策略中存在的问题，并基于此研究和提出 适用于D公司的营销策略；最后，根据D公司的价格策略、产品策略、渠道策略和促销策略， 结合以客户需求为依托的市场服务，可以预期将获得销量提高和利润增长等方面的成效。 关键词：SWOT分析；PEST分析；营销策略；客户需求 I ResearchonMarketingStrategyofDCompanyTransmissionParts Abstract Among many industrial products enterprises, there is a company focused on transmission parts, which is D company.D Company is a well-known global brand of mechanical transmission products, headquartered in Arlington, Texas, USA. Specializing in the development, production and sales of mechanical transmission products.After more than 50 years of continuous development, it has become the leading enterprise of mechanical transmissionproductsintheUnitedStatesandeventheworld,anditsproductstandardshave becomeindustrystandards. Firstly,thispaperexpoundstherelevanttheoriesofmarketingstrategy,including4Pand4C marketingtheory,andsummarizestheindustryofDcompany.Then,itintroducestheinternal and external environment of D company. Through PEST and SWOT tools, it combines the companysfinancialmanagement,humanresources,managementandmarketingcapabilitiesto analyzetheproblemsexistinginmarketingstrategy,andbasedonthisresearchandputforward the application. Finally, according to D companys price strategy, product strategy, channel strategyandpromotionstrategy,combinedwithmarketservicebasedoncustomerdemand,we canexpecttoachievetheresultsofsalesvolumeimprovementandprofitgrowth. Keywords:SWOTanalysis;PESTanalysis;Marketingstrategy;Customerneeds II D公司传