1、華北電力大學(xué)工商管理碩士專業(yè)學(xué)位論文摘要中國(guó)冰箱壓縮機(jī)行業(yè)隨著國(guó)民經(jīng)濟(jì)發(fā)展和人民生活水平提高而步入嶄新階段，需求漸成規(guī)模的同時(shí)業(yè)內(nèi)品牌競(jìng)爭(zhēng)日益激烈，行業(yè)整體產(chǎn)能明顯大于市場(chǎng)需求量，市場(chǎng)發(fā)展趨勢(shì)和外部政策法規(guī)正在經(jīng)歷變化，而恩布拉科集團(tuán)公司業(yè)務(wù)增長(zhǎng)速度與營(yíng)銷觀念的沖突也日漸凸顯，企業(yè)發(fā)展因此面臨著巨大挑戰(zhàn)與機(jī)遇。論文試圖從公司內(nèi)部管理者角度探討恩布拉科在華冰箱壓縮機(jī)的營(yíng)銷工作，首先介紹恩布拉科集團(tuán)的企業(yè)現(xiàn)狀，然后對(duì)中國(guó)冰箱壓縮機(jī)市場(chǎng)環(huán)境進(jìn)

2、行了多層面分析，明確了行業(yè)發(fā)展趨勢(shì)，確定了企業(yè)產(chǎn)品的市場(chǎng)定位，在發(fā)現(xiàn)企業(yè)存在的諸多營(yíng)銷問(wèn)題后，利用工業(yè)品營(yíng)銷相關(guān)理論和方法為恩布拉科企業(yè)提出建設(shè)性的營(yíng)銷觀點(diǎn)和解決方案。關(guān)鍵詞:企業(yè)集團(tuán)，工業(yè)品，營(yíng)銷，中國(guó)市場(chǎng)ABSTRACTChinarefrigeratoreomPressorindustrystePsintoanewstagealongWiththestateeeonomygrowthandthehigherPeoPIe’5livin

3、gstandard.Demand15hugeinsealewhileeomPetition15keen.TheoverallindustrialProductioneaPaeityobviouslysurPassedthemarketdemand.BothmarkettrendandexternalregulatoryenvironmentareinehangingProeess.It15graduallyshowingaeonflie

4、tbetweenfastgrowthandeonventionalmarketingeoneePtinsideEmbraeo.TheeomPanytherefore15faeingtremendousehallengesandoPPortunitiesforlongtermdeveloPment.ThePaPerattemPtstodiseussthemarketingofEmbraeoinChinafromaninternalmana

5、ger’5PointofviewstartingwithintroduetionofEmbraeo’5eurrentstatusandfollowedbymarketenvironmentanalysisonChinaeomPressorindustry.ItelarifiestheindustrydeveloPmenttrendsandPointsoutthecomPany’5marketPositioning.Finanllybyu

6、singindustrialmarketingmethodsandtheoriesitProvidesneweonstruetivemarketingsolutionstoEmbraeoChinaafterPrimarystudyontheeurrentexistingmarketingProblems.ZhangTao(MasterofBusinessAdministration)DireetedbyProf.YangShuxiaKE

7、YWORDS:CorPorateGrouP，IndustrialProduet，Marketing，ChinaMarket華北電力大學(xué)卜商管理碩士專業(yè)學(xué)位論文4.2冰箱壓縮機(jī)行業(yè)發(fā)展方向................................................................................……244.2.1冰箱壓縮機(jī)市場(chǎng)現(xiàn)狀.............................

8、...................................................……244.2.2冰箱壓縮機(jī)行業(yè)發(fā)展趨勢(shì)........................................................................……254.3恩布拉科在華市場(chǎng)定位.........................................................……，

9、....................……264.3，1恩布拉科核心競(jìng)爭(zhēng)力分析........................................................................……264.3.2產(chǎn)品目標(biāo)市場(chǎng)分析............……，...........................................……，...............……274.3.3恩布拉科的產(chǎn)

10、品定位................................................................................……28第五章恩布拉科集團(tuán)中國(guó)市場(chǎng)營(yíng)銷探討.....................................................................……305.1樹(shù)立品牌形象..................................

11、.......................................……，....................……305，1.1突破傳統(tǒng)工業(yè)品宣傳方式................................................................……，……305.1.2嘗試品牌聯(lián)合推廣模式....................................................

12、........................……315.2開(kāi)展產(chǎn)品管理....................................................................................................……325.2.1實(shí)施產(chǎn)品生命周期管理................................................................

13、............……犯5.2.2營(yíng)銷與研發(fā)的對(duì)接管理............................................................................……345.3捕捉市場(chǎng)機(jī)會(huì)....................................................................................................…

14、…365.3.1研發(fā)大冷量高效產(chǎn)品................................................................................……365.3.2啟用多品牌戰(zhàn)略........................................................................................……385.4規(guī)劃服務(wù)流程......

15、..............................................................................................……395.5強(qiáng)化人員管理....................................................................................................……415.5.1建立激勵(lì)

16、制度激發(fā)銷售潛能....................................................................……415.5.2引進(jìn)外來(lái)人才‘營(yíng)造競(jìng)爭(zhēng)格局....................................................................……425.6靈活銷售策略.........................................

17、...........................................................……435.6.1制定彈性價(jià)格應(yīng)對(duì)淡旺季節(jié)..............................................……，...............……435.6.2啟動(dòng)積分回饋提升客戶忠誠(chéng).......................................................

18、.............……46第六章結(jié)論......................................................................................................................……48參考文獻(xiàn)........................................................................

19、....................................................……49致謝................................................................................................................................……52在學(xué)期間發(fā)表的學(xué)術(shù)論文和參加科研情況............