复盛易利达压缩机营销模式创新探究

　　中文摘要

　　随着经济全球一体化的发展和中国工业设备市场的不断成熟，高端空压机市场的竞争越来越激烈。面对激烈的市场竞争，企业营销策略尤显重要，关乎企业生存。复盛易利达目前营销模式在中国运营已16年，同一模式长时间运营至其直销团队业绩负增长、经销商管理混乱、关联交易低毛利性，已经严重地制约了企业未来的发展与进步。因此本文就其企业营销模式改善与创新进行了深入研究，以制定出创新的营销模式，冀望为提升企业未来市场占有率及业绩提供可供参考的经验和方法。

　　本文首先阐述了新型营销模式的主要内容及相关理论研究，同时结合同行业竞争厂商在国内市场的营销模式的现况，对所提出的几大类创新模式及相关策略实施步骤进行了梳理，介绍了该模式在不同行业运用的成功经验。在对登富现行营销模式所存在问题进行分析的基础上，从创新型营销模式对企业经营环境的改善与对未来业绩的提升作用，营销模式方案设计涉及全面系统解决、经营性租赁、融资性租赁、合同能源管理等，以及方案实施过程及配合其方案实施而进行的营销团队组织架构调整，其机构调整及策略实施详解等两方面来进行论述。

　　本论文采用理论和实践相结合的方法，将登富的现有营销模式进行改良，为其在中国的Address Market业绩增长提供了一定的参考价值。

　　关键词：复盛易利达，营销模式，架构调整，方案设计

　　Abstract

　　With the development of economic globalization and the maturing of China's industrialequipment market, it becomes more and more competitive in the field ofhigh-end air compressor,bringing that relevant marketing strategy of enterprises in the future is all the more important,relating to enterprise survival. The current FS-Elliott marketing mode has been applied in Chinafor 16 years with several developments, leading to the negative growth of direct selling teamperformance, the confusion of dealer management and low gross profit of related partytransactions, all of which severely restricted the enterprise's future development and progress.

　　Therefore in this paper, the marketing mode of the enterprise to improve and innovation arestudied, hoping to make some innovative marketing mode and provide some referenceexperience and metiiods to the future of the market share for the enterprise and the results,At first, this paper ejqjounds the main content of the new marketing pattern and relatedtheoretical research, and combining with the same industry manufacturers in the domestic marketcompetition of the current status of the marketing mode of several kinds of innovation modelanalyzes strategy implementation steps,introducing the model using the successful experience ofdifferent industries. The current marketing model based on the analysis of the existing problems,puts forward the innovative marketing model on the improvement of the existing problems andttie effect to the promotion of future performance. Its marketing mode design involves overallsystem solution, operating leasing, financing lease, contract energy management, and proposesthe plan implementation process in detail and cooperate with the plan implementation of themarketing team and organizational structure adjustment, the discussion of the institutions foradjustment and strategy implementation divided into two aspects.

　　This paper adopts the method of combining the theory and practice, modifying theFS-Elliott existing marketing mode, for a certain reference value of the growth of AddressMarket in China.

　　Key Words: FS-Elliott marketing Model Structure Adjustment Design Implement

    目录

　　一、绪论

　　（一）研究背景和问题提出

　　（二）研究目的和意义

　　（三）研究思路与研究方法

　　二、相关理论研究

　　（一）全面系统解决方案理论

　　（二）经营性租赁理论

　　（三）融资性租赁理论

　　（四）合同能源管理理论

　　三、复盛易利达现有营销模式诊断及问题分析

　　（一）复盛易利达公司简介

　　（二）复盛易利达营销模式现状及问题

　　（三）复盛易利达营销模式的难点及瓶颈

　　四、复盛易利达营销模式设计方案

　　（一）复盛易利达营销模式设计的指导思想及依据

　　（二）全面系统解决方案营销模式设计

　　（三）租赁性营销模式设计

　　（四）合同能源管理营销模式策略研究

　　五、参考文献

　　致谢