顾客需求导向的发电机组营销研究

　　摘要

　　中国发电机组行业经过二十几年的快速发展，目前进入了竞争异常激烈的阶段，作为中国发电机组市场的领导品牌之一，王朝公司计划进军以公路用发电机组细分市场之一的中小马力市场，最终成为在该市场的主导供应商。

　　本论文以王朝公司为例，探索研究顾客需求制定特定的营销策略的方法。首先依靠王朝公司内部行业专家们的丰富市场和销售经验以及对高速公路领域这个细分市场的了解，充分考虑顾客可能关心的产品、技术支持、服务品牌和价格等多方面的因素，确定了 16个被认为是高速公路领域发电机组客户最可能特别关心的要求，然后，组织王朝公司市场、销售和应用的相关同事访问大量的高速公路领域的客户，到机组使用的现场了解情况，收集160多份关于顾客最关注需求的调查信息，针对这16个选定的最可能特别关注的需求给予反映不同关注度的评分，包括非常不重要，不重要，一般重要，重要，很重要五个级别，最后运用SPSS分析工具对调查数据做分析研宄，一方面验证了关于顾客最关注需求的反馈信息从内容和纬度分布上与理论研宄的一致性，另一方面本文从中发现了一些新的客户特别关注需求信息，比如原来认为控制系统中文显示是个非常重要的客户需求，但调查分析结果显示客户对此的关注度并不是特别高，相反发现了顾客对机组自动启动成功率等需求表现出了特别的关注，所有这些发现对制定正确的营销策略而言都是非常宝贵的输入。

　　本论文根据顾客需求调查分析结果和所得到的启示，结合王朝公司当前的整体营销策略，针对性地制定了高速公路领域发电机组市场的营销策略供公司管理层参考。

　　关键词：顾客价值 顾客需求发电机组 营销策略

　　Abstract

　　The power generation industry has been growing rapidly for the last decade,now the competition is violent for each player. As one of the market leader,Dynasty Corp. plan to define new strategy to significantly increase the marketshare of middle range and light duty generator sets which is represented byhighway generator set segment.

　　In this thesis, just Lake the Dynasty Company as an example to explorehow to study the customer requirements and define the company marketingstrategy. Firstly the thesis selected 16 customer requirements by the powergeneration industry experts of Dynasty Company after considering the relatedfactors with their rich experience on power generation industry especiallythe deep understanding of the segment market in the area of high-way, thenthe author organized the related team members from different departmentincluding sales, marketing, application engineering etc. to go to thegenerator set field to talk with our customers and collect information fromthe field installation, in the meantime, over 160 voice of customer werecollected related to how important they thought for each of 16 pre-selecteclcustomer requirements, score the importance by giving 1-5 represented as veryunimportant, unimportant, normal important, important, very important.

　　Finally the thesis did an analysis on the collect data from the visit withSPSS tool. In one hand, the thesis verified the consensus between the outputfrom analysis on the customer most cared requirements whatever from thecontents and latitude distribution, in another hand, the thesis discoveredsome new requirements specially cared by the customer, for example, normallythe requirements on Chinese display of control system is so important tocustomer, but the analysis result told us that it was not so much, while,discovered that customer care the requirement of the success ratio ofautomatic start very much. All those are very valuable for defining the rightmarketing strategy.

　　This thesis proposed the marketing strategy for the high way market, basedon the analysis of customer visit and the present overall marketing strategyof the Dynasty Company, it is a good reference to the management team.

　　Key Words: Customer Value, Customer Requirement, Generator Set, MarketingStrategy

    目录

　　1绪论

　　1.1研宄背景

　　1.2研宄内容

　　1.3顾客价值理论的研宄综述

　　1.4研究方法和思路

　　1.5研宄意义

　　2顾客价值和市场营销

　　2.1顾客价值定义

　　2.2市场营销的理论分析

　　2.3顾客价值的理论模型和相关概念

　　3王朝公司市场环境和营销策略分析

　　3.1公司和产品介绍

　　3.2市场环境

　　3.3市场营销现状

　　3.4发电机组在高速公路领域的应用

　　4王朝公司顾客价值现状及顾客需求调查

　　4.1顾客价值现状及问题

　　4.2调查目的

　　4. 3调查过程

　　4.4调查结论

　　5王朝公司基于顾客价值的市场营销策略

　　5.1产品策略

　　5. 2价格策略

　　5. 3渠道策略

　　5.4推广策略

　　6 结论

　　参考文献

　　致谢