机电产品市场营销.docx

机电产品的市场营销系别：机电工程系班级：13级机电7班学籍号：1302471107姓名：赵忠文Wd机电产品营销一、机电产品的兴起从美国到欧洲，从前苏联到日本，从中国到印度，从兴旺国家到开展中国家,第二次世界大战以后，新能源、新材料、新技术、新工艺的研究、开发的热潮正在全世界兴起。它是人类社会历经了漫长的农业社会、工业社会而向现代化社会开展的标志，是凝聚着人类智慧的当代科技文明的象征，是走向21世纪的通道。二、机电产品的市场众所周知，要想营销，必须要有市场，所谓市场，市场的原始意义是：商品交换的场所。经济学意义是：供求双方及其交换关系总和。管理学意义是：市场是供需双方在共同认可的一定条件下所进展的商品或劳务的交换活动。营销学的意义是：具有特定购置力和购置愿望的购置者。市场的三要素购置者、购置力、购置动机。市场营销是与市场有关的人类活动，它以满足人类各种需要和欲望为目的，通过市场变潜在交换为现实交换的活动。三、机电产品的分类（一）按购置者的性质和购置目的，划分为：消费者市场和组织市场;按照市场所在的地理位置，划分为：国内市场和国际市场；按照市场竞争程度，可分为：完全竞争市场、垄断竞争市场、寡头垄断市场和完全垄断市场。二）按照顾客市场的性质不同，可以把其分为组织市场和消费者市场两大类。机电产品的市场主要是组织市场，尤其是制造商（企业）市场和中间商市场。（三）从销售的角度来说，市场包括三个要素：有某种需要的人（购置者）、满足某种需要的购置能力和购置欲望。即：市场二人口X购置力X购置欲望。机电产品的市场细分与其产品形态一一重大技术装备、动力机械、工作母机、仪表仪器电工电子机械、通用机械、专用机械、根基零件等有密不可分的关系。而起作为配套或服务于下游产品及最终产品的机电产品，其市场细分与定位又绝不可能脱离下游产品及最终产品的市场状况而仅依靠专注于某机电产品自身的竞争情况来确定。与一般消费品相似的是，制造商在进展其生产的机电产品营销前，对其产品进展准确的市场定位、价格定位、客户定位等，为营销业绩的提高打下坚实的根基。制造商（企业）市场的细分标准，有许多与消费品（最终产品）市场细分的标准一样，如用户所追求的利益、用户情况、对品牌的忠实程度等。但是，制造商（企业）市场有着不同的特点，因此，企业的管理者还要用一些其他标准来细分生产者市场。四、机电产品市场定位及营销（一）市场定位市场定位是指企业根据竞争对手产品在市场中的位置，针对用户对产品特征和属性的重视程度，强力塑造出本企业产品与众不同的特色，并把此特色传递给用户，从而使自己的产品在市场占有一席之地机电产品生产企业在进展机电产品市场细分和市场定位时，不仅要考虑机电产品自身这个环节的市场竞争态势，而且要对其下游产品，甚至最终产品的市场前景进展研究、分析、预测和把握。市场定位作为一种竞争战略，显示了一种产品或一家企业同类似的产品或企业之间的竞争关系。定位方式不同，竞争态势也不同。（二）机电产品营销机电产品营销是市场营销的一个重要分支，接近于工业品营销的范畴，但与工业品营销又有所区别，它不包括工业品（包括初级产品和工业制成品）范围中的工业初级产品（主要是原材料，如矿产品、钢材、建材、纺织纤维等）的营销。机电产品营销是制造商（企业）对制造商（企业）、组织、构造、政府等市场间的营销，也可以称为制造商企业间的营销。1、机电产品营销的特点：1）客户1用户）数量相对较少，但比较集中，单次购置量大；2）专业、理性购置，购置决策复杂；3）通常采取直接购置的方式；4）定制采购，注重服务；5）派生需求，缺乏弹性。2、机电产品的营销渠道机电产品营销一般是通过中间商销售给客户的，所以中间商也叫做分销商。1）营销的要求（1）中国制造的崛起对机电产品分销有新的需求（2）经济全球化要求机电产品市场空间的全球化（3）现有的分销体系不适应新经济变革开展的要求新经济时代要求建设适宜开展要求的机电产品分销渠道，由此可见，在营销当中分销是必不可少的，在营销中有着至关重要的作用。3、机电产品营销的创新渠道模式(1)机电产品分销消费品分销的差异及其特点市场需求不同客户的购置行为不同4、机电产品分销模式的创新开展1)“第三渠道的兴起(2)机电产品分销模式的创新趋势1)专业化服务2)信息化支撑3)品牌化运作4)国际化经营五、机电产品促销方法U)提供技术解决方案案例：老李的促销故事老李是一个某普通车床配件企业很能干的推销员，他知道一般机床生产厂家对机床的配件供应商的选择都比较慎重。他通过对机床行业中某客户对普通车床使用情况的调查研究之后发现，竞争对手产品中一个关键部件经常出现质量问题，但这个配件的质量对整个车床的影响在一年内不容易发现，直到以后出现故障时，客户才会被动地选择更换，给售后服务带来一定的影响。但在一般情况下这一潜在的问题并不直接影响客户更换供应商的决策标准。发现这一问题后，老李并没有开门见山地向机床制造厂家推销自己的产品，而是到自己公司后，与本企业技术人员一同制定了一套针对这一问题的技术改进方案，在充分地评估研究之后给该客户提。供了初步的技术解决方案。客户看到这个分析报告后，感觉到问题的严重性，最后决定与老李进展进一步技术交流、技术评估等。机床生产厂家在以后的配件供应商选择时，虽然有多家竞争对手，但因为前期的互相交流，以及对老李的解决方案的认可，最后老李得到了为这家车床制造厂家做配套零件的稳定生意。六、机电产品的网络营销网络营销定义：网络营销销是建设在互联网的根基上，是以营销为导向，网络为工具，由营销人员利用专业的网络营销工具，面向广阔网民开展一系列营销活动的新型营销方式。网络营销主要通过网络进展营销，它针对的客户群面积更大，是一种以吸引客户为主，带来的客户更有针对性，通常也就是我们说的，是精准的客户营销。传统的营销是直接强制性的把广告推给客户，客户被动的接收，除了花费资金比较多，效果不如网络营销来的快。网络市场的功能：C)树立公司先锋形象(2)开展公共关系(3)与投资者保持良好的关系(4)选择最合格的顾客群体(5)与客户及时的在线交流。MechanicalandelectricalproductsmarketingDon't:mechanicalandelectricalengineeringClasslevel:level13electromechanical7classStudentnumber:1302471107Name:zhong-wenzhaoMechanicalandelectricalproductsmarketingTheriseofa,mechanicalandelectricalproductsFromAmericatoEuropeandtheformerSovietuniontoJapan,fromChinatoIndia,fromdevelopedcountriestodevelopingcountries,afterthesecondworldwar,newenergy,newmaterials,newtechnology,newtechnologyresearchanddevelopmentoftheboomisgrowingaroundtheworld.Itisthehumansocietyafterthelongagriculturalsociety,industrialsocietytoamodernsymbolofsocialdevelopment,isembodiesthewisdomofhumancivilizationsymbolofcontemporaryscienceandtechnology,tothe21stcenturyistochannel.Second,themechanicalandelectricalproductsmarketAsisknowntoall,tomarketing,mustwanttohavethemarket,theso-calledmarket,themarketoftheoriginalmeaningis:CommodityExchangeplaces.Economics:supplyanddemandbothsidesandexchangerelationssum.Managementmeaningis:themarketsupplyanddemandbothsidesinthecommonrecognitionofcertainconditionsbytheexchangeofgoodsorservices.Marketing:isthesignificanceofaspecificbuyerspurchasingpowerandpurchasingdesire.Thethreeelementsofmarketbuyers,purchasingpower,buyingmotives.Marketingishumanactivitiesrelatedtothemarket,itistomeetthevariousneedsanddesiresforthepurpose,throughthemarketpotentialexchangeforrealexchangeactivities.Three,theclassificationofmechanicalandelectronicproducts(a)accordingtothebuyerthenatureandpurpose,isdividedinto:consumermarketandorganizationalmarket;Accordingtothemarket'sgeographicallocation,isdividedinto:thedomesticmarketandinternationalmarket;Accordingtothedegreeofcompetitioninthemarket,canbedividedinto:perfectcompetition,monopolisticcompetitionmarket,oligopolymarket,andcompletelymonopolymarket.(2) accordingtothecustomerdifferentnatureofthemarket,canbedividedintotwomajorcategoriesoforganizationalmarketandconsumermarket.Mechanicalandelectronicproductsmarketismainlyorganization,especiallymanufacturers(enterprise)marketandintermediarymarket.(3) fromthepointofviewofsales,themarketconsistsofthreeelements:therearesomepeopleinneed(buyer),meettheneedsofacertainpurchasingpowerandpurchasingdesire.Namely:market=population*buypurchasingpower.Mechanicalandelectricalproductstothemarketsegmentationandproductform-majortechnicalequipment,machinery,machinetools,instrument,electricalandelectronicmachinery,generalmachinery,specialmachinery,suchasbasicpartshaveinseparablerelationship.Upasand/orservicesinthedownstreamproductsandthefinalproductofformacompletesetofmachineryandelectronicproducts,themarketsegmentationandpositioningandneveroutofdownstreamproductsandthefinalproductmarketconditionsandrelyontofocusonamechanicalandelectricalproductstodeterminetheirowncompetitionsituation.Similartogeneralconsumergoods,manufacturersintheproductionofmechanicalandelectricalproductsmarketing,accuratemarketpositioningoftheirproducts,pricepositioning,customerorientation,etc.,fortheimprovementofmarketingperformancetolayasolidfoundation.Manufacturers(companies)marketsegmentationcriteria,therearemanyandconsumergoods(finalproduct)thestandardofmarketsegmentation,thesameastheuser'spursuitofinterests,theuser,tothedegreeofbrandloyalty.Manufacturers(companies),however,themarkethavedifferentcharacteristics,therefore,enterprisemanagerstousesomeotherstandardstomarketsegmentationproducer.Fourth,marketpositioningandmarketingofmechanicalandelectronicproducts(a)marketpositioningMarketorientationreferstotheenterpriseaccordingtorivalproductsinthemarketplace,inviewoftheusercharacteristicsandattributesofproductvalue,stronglycreatethiscompanyproductdistinctivefeatures,andconveythecharacteristicstotheuser,sothattheirproductsdominatethemarketMechanicalandelectronicproductsmanufacturingenterprisesinthemechanicalandelectricalproductsmarketsegmentationandmarketpositioning,shouldnotonlyconsiderthemarketcompetitionsituationofthemechanicalandelectricalproductstoownthislink,anditsdownstreamproducts,andeventhefinalproductmarketprospectforresearch,analysis,forecastandgrasp.Marketpositioningasacompetitivestrategy,showsaproductorabusinesscompetitionbetweensimilarproductsorbusinessrelationship.Locatedinadifferentway,competitionisalsodifferent.(2)mechanicalandelectricalproductsmarketingMechanicalandelectricalproductsmarketingisanimportantbranchofmarketing,closetothecategoryofindustrialproductsmarketing,butwithindustrialproductsmarketinganddifferent,itdoesnotincludeindustrialproducts(includingprimaryproductsandmanufacturedgoods)intherangeindustrialprimaryproducts(mainlyrawmaterials,suchasminerals,steel,buildingmaterials,textilefiber,etc.)marketing.Mechanicalandelectricalproductsmarketingismanufacturers(companies)tomanufacturers(companies),organization,structure,betweenthegovernment,themarketmarketing,canalsobecalledmanufacturersmarketing(enterprise).1, mechanicalandelectricalproductsmarketingfeatures:Therelativelysmallnumber1)client(user),butmoreconcentrated,asinglelargepurchases;2) professional,rationalpurchase,purchasedecisionscomplex;3) usuallyadoptthemethodofdirectpurchase;4) customizedorder,payattentiontoservice;5) deriveddemand,lackofflexibility.2, themechanicalandelectricalproductsmarketingchannelMechanicalandelectricalproductsmarketingissellingtoclientsthroughmiddlemen,commonlysointermediaryalsocalleddistributors.1) themarketingrequirement(1) theriseofChinesemanufacturingisnewrequirementformechanicalandelectricalproductsdistribution(2) mechanicalandelectricalproductsmarketspaceofglobalizationeconomicglobalizationrequirements(3) theexistingdistributionsystemisnotadaptedtothedemandsofthedevelopmentofneweconomicchangeNeweconomydemandsfordevelopmentofmechanicalandelectricalproductsdistributionchannels,therefore,inthedistributionofmarketingisindispensable,haveavitalroleinthemarketing.31mechanicalandelectricalproductsmarketingchannelmodeinnovation(1)mechanicalandelectricalproductsdistributiondifferencesandcharacteristicsofthedistributionofconsumergoodsMarketdemandfordifferentCustomer'spurchasebehaviorisdifferent41mechanicalandelectricalproductsdistributionmodelofinnovationanddevelopment(1) theriseofVthirdChanneIsV(2) theinnovationtrendofmechanicalandelectricalproductsdistributionmodel1) professionalservice2) theinformationsupport3) thebrandoperation4) internationaloperationFive,themechanicalandelectricalproductssalespromotionmethods(1)toprovidetechnicalsolutionsCase:thepromotionofLaoIi1.aoIiisasomeordinarylatheaccessoriesenterprise'sgoodsalesman,heknewthatgeneralmachinetoolmanufacturer'schoiceofmachinetoolaccessoriessuppliersaremeasured.Hebyacustomerinthemachinetoolindustryontheresearchontheusageofordinarylathe,foundthatafterakeycomponentsinarivalproductsoftenappearqualityproblem,buttheinfluenceofthequalityoftheaccessoriesforthewholelatheisnoteasytofindinayear,untilafterthefailure,customercanchangepassivechoice,bringsthecertaineffecttoafter-salesservice.Butthepotentialproblemsinthegeneralcasedoesnotdirectlyaffectthecustomerchangethesupplier'sdecisioncriteria.Afterfoundtheproblem,Iididnotstraighttothemachinetoolmanufacturerstopromotetheirproducts,buttotheirowncompany,togetherwiththeenterprisetechnicalstaffdevelopedatechnicalimprovementschemeinordertosolvethisproblem,afterfullyevaluationresearchtothecustomers.Forthepreliminarytechnologysolutions.Afterthecustomerseetheanalysisreport,feeltheseriousnessoftheproblem,thefinaldecisionwithIiforfurthertechnicalexchanges,technicalevaluation,etc.Machinetoolmanufacturerinthelaterpartssupplierselection,althoughthereareseveralcompetitors,butbecauseoftheearlycommunicatewitheachother,andthesolutionofLaoIi1Iifinallygottothelathemanufacturerdothestabilityofthesupportingpartsbusiness.Six,mechanicalandelectricalproductsofnetworkmarketingNetworkmarketingnetworkmarketingdefinition:pinisbuiltonthebasisoftheInternet,isamarketingoriented,networkasthetool,bythemarketersuseprofessionalnetworkmarketingtools,forthevastnumberofInternetuserstocarryoutaseriesofnewmarketingmarketingactivities.Networkmarketingmainlythroughthenetworkmarketing,itaimsatalargercustomerbasearea,isakindofgiveprioritytoinordertoattractcustomers,thecustomermoretargeted,usuallyalsoiswhatwesay,isaccuratecustomermarketing.Traditionalmandatorypushedtheadvertisingmarketingisdirecttocustomers,clientspassivetoreceive,inadditiontospendmoremoney,lesseffectthanthenetworkmarketingtofast.Thefunctionofthenetworkmarket:(1)setupthecompanypioneerimage(2)(3)thedevelopmentofpublicrelationstomaintaingoodrelationshipwithinvestors(4)selectthemostqualifiedcustomers(5)onlinecommunicationwithcustomersinatimelymanner.