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1、机电产品市场营销机电产品的市场营销系 别：班 级：学籍号：姓 名： 机电工程系 13级机电7班 1302471107 赵忠文 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，从发达国家到发展中国家，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发展的标志，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
2、供需双方在共同认可的一定条件下所进行的商品或劳务的交换活动。营销学的意义是：具有特定购买力和购买愿望的购买者。市场的三要素 购买者、购买力、购买动机。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)按购买者的性质和购买目的，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。 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，尤其是制造商市场和中间商市场
3、。 从销售的角度来说，市场包括三个要素：有某种需要的人、满足某种需要的购买能力和购买欲望。即： 市场=人口购买力购买欲望。 机电产品的市场细分与其产品形态重大技术装备、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、基础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，制造商在进行其生产的机电产品营销前，对其产品进行精确的市场定位、价格定位、客户定位等，为营销业绩的提高打下坚实的基础。制造商市场的细分标准，有许多与消费品市场细分的标
4、准相同，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行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行研究、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
5、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，它不包括工业品范围中的工业初级产品的营销。 机电产品营销是制造商对制造商、组织、结构、*等市场间的营销，也可以称为制造商间的营销。 1、机电产品营销的特点: 1）客户数量相对较少，但比较集中，单次购买量大； 2）专业、理性购买，购买决策复杂； 3）通常采取直接购买的方式； 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 中国
6、制造的崛起对机电产品分销有新的需求 3 经济全球化要求机电产品市场空间的全球化 机电产品分销消费品分销的差异及其特点 市场需求不同 客户的购买行为不同 4、机电产品分销模式的创新发展 “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 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
7、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，最后决定与老李进行进一步技术交流、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
8、家做配套零件的稳定生意。 4 六、机电产品的网络营销 网络营销定义:网络营销销是建立在互联网的基础上，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，面向广大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行营销，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:树立公司先锋形象发展公共关系与投资者保持良好的关系选择最合格的顾客群体与客户及时的在线交流。 Mechanical and elec
9、trical products marketing 5 Dont: mechanical and electrical engineering Class level: level 13 electromechanical 7 class Student number: 1302471107 Name: zhong-wen zhao Mechanical and electrical products marketing The rise of a, mechanical and electrical products From America to Europe and the former
10、 Soviet union to Japan, from China to India, from developed countries to developing countries, after the second world war, new energy, new materials, new technology, new technology research and development of the boom is growing around the world. It is the human society after the long agricultural s
11、ociety, industrial society to a modern symbol of social development, is embodies the wisdom of human civilization symbol of contemporary science and technology, to the 21st century is to channel. Second, the mechanical and electrical products market As is known to all, to marketing, must want to hav
12、e the market, the so-called market, the market of the original meaning is: Commodity Exchange places. Economics: supply and demand both sides and exchange relations sum. Management meaning is: the market supply and demand both sides in the common recognition of certain conditions by the exchange of
13、goods or services. Marketing: is the significance of a specific buyers purchasing power and purchasing desire. The three elements of market buyers, purchasing power, buying motives. Marketing is human activities related to the market, it is to meet the various needs and desires for the purpose, thro
14、ugh the market potential exchange for real exchange activities. Three, the classification of mechanical and electronic products (a) according to the buyer the nature and purpose, is divided into: consumer market and organizational market; According to the markets geographical location, is divided in
15、to: the domestic market and international market; According to the degree of competition in the market, can be divided into: perfect competition, monopolistic competition market, oligopoly market, and completely monopoly market. (2) according to the customer different nature of the market, can be di
16、vided into two major categories of organizational market and consumer market. Mechanical and electronic products market is mainly organization, especially manufacturers (enterprise) market and intermediary market. (3) from the point of view of sales, the market consists of three elements: there are
17、some people in need (buyer), meet the needs of a certain purchasing power and purchasing desire. Namely: market = population * buy purchasing power. Mechanical and electrical products to the market segmentation and product form - major technical equipment, machinery, machine tools, instrument, elect
18、rical and electronic machinery, general machinery, special machinery, such as basic parts have inseparable relationship. Up as and/or services in the downstream products and the final product of 6 form a complete set of machinery and electronic products, the market segmentation and positioning and n
19、ever out of downstream products and the final product market conditions and rely on to focus on a mechanical and electrical products to determine their own competition situation. Similar to general consumer goods, manufacturers in the production of mechanical and electrical products marketing, accur
20、ate market positioning of their products, price positioning, customer orientation, etc., for the improvement of marketing performance to lay a solid foundation. Manufacturers (companies) market segmentation criteria, there are many and consumer goods (final product) the standard of market segmentati
21、on, the same as the users pursuit of interests, the user, to the degree of brand loyalty. Manufacturers (companies), however, the market have different characteristics, therefore, enterprise managers to use some other standards to market segmentation producer. Fourth, market positioning and marketin
22、g of mechanical and electronic products (a) market positioning Market orientation refers to the enterprise according to rival products in the market place, in view of the user characteristics and attributes of product value, strongly create this company product distinctive features, and convey the c
23、haracteristics to the user, so that their products dominate the market Mechanical and electronic products manufacturing enterprises in the mechanical and electrical products market segmentation and market positioning, should not only consider the market competition situation of the mechanical and el
24、ectrical products to own this link, and its downstream products, and even the final product market prospect for research, analysis, forecast and grasp. Market positioning as a competitive strategy, shows a product or a business competition between similar products or business relationship. Located i
25、n a different way, competition is also different. (2) mechanical and electrical products marketing Mechanical and electrical products marketing is an important branch of marketing, close to the category of industrial products marketing, but with industrial products marketing and different, it does n
26、ot include industrial products (including primary products and manufactured goods) in the range industrial primary products (mainly raw materials, such as minerals, steel, building materials, textile fiber, etc.) marketing. Mechanical and electrical products marketing is manufacturers (companies) to
27、 manufacturers (companies), organization, structure, between the government, the market marketing, can also be called manufacturers marketing (enterprise). 1, mechanical and electrical products marketing features: The relatively small number 1) client (user), but more concentrated, a single large pu
28、rchases; 2) professional, rational purchase, purchase decisions complex; 3) usually adopt the method of direct purchase; 4) customized order, pay attention to service; 7 5) derived demand, lack of flexibility. 2, the mechanical and electrical products marketing channel Mechanical and electrical prod
29、ucts marketing is selling to clients through middlemen, commonly so intermediary also called distributors. 1) the marketing requirement (1) the rise of Chinese manufacturing is new requirement for mechanical and electrical products distribution (2) mechanical and electrical products market space of
30、globalization economic globalization requirements (3) the existing distribution system is not adapted to the demands of the development of new economic change New economy demands for development of mechanical and electrical products distribution channels, therefore, in the distribution of marketing
31、is indispensable, have a vital role in the marketing. 3, mechanical and electrical products marketing channel mode innovation (1) mechanical and electrical products distribution differences and characteristics of the distribution of consumer goods Market demand for different Customers purchase behav
32、ior is different 4, mechanical and electrical products distribution model of innovation and development (1) the rise of third channels (2) the innovation trend of mechanical and electrical products distribution model 1) professional service 2) the information support 3) the brand operation 4) intern
33、ational operation Five, the mechanical and electrical products sales promotion methods (1) to provide technical solutions Case: the promotion of Lao li Lao li is a some ordinary lathe accessories enterprises good salesman, he knew that general machine tool manufacturers choice of machine tool access
34、ories suppliers are measured. He by a customer in the machine tool industry on the research on the usage of ordinary lathe, found that after a key components in a rival products often appear quality problem, but the influence of the quality of the accessories for the whole lathe is not easy to find
35、in a year, until after the failure, customer can change passive choice, brings the certain effect to after-sales service. But the potential problems in the general case does not directly affect the customer change the suppliers decision criteria. 8 After found the problem, li did not straight to the
36、 machine tool manufacturers to promote their products, but to their own company, together with the enterprise technical staff developed a technical improvement scheme in order to solve this problem, after fully evaluation research to the customers. For the preliminary technology solutions. After the
37、 customer see the analysis report, feel the seriousness of the problem, the final decision with li for further technical exchanges, technical evaluation, etc. Machine tool manufacturer in the later parts supplier selection, although there are several competitors, but because of the early communicate
38、 with each other, and the solution of Lao li, li finally got to the lathe manufacturer do the stability of the supporting parts business. Six, mechanical and electrical products of network marketing Network marketing network marketing definition: pin is built on the basis of the Internet, is a marke
39、ting oriented, network as the tool, by the marketers use professional network marketing tools, for the vast number of Internet users to carry out a series of new marketing marketing activities. Network marketing mainly through the network marketing, it aims at a larger customer base area, is a kind
40、of give priority to in order to attract customers, the customer more targeted, usually also is what we say, is accurate customer marketing. Traditional mandatory pushed the advertising marketing is direct to customers, clients passive to receive, in addition to spend more money, less effect than the network marketing to fast. The function of the network market: (1) set up the company pioneer image (2) (3) the development of public relations to maintain good relationship with investors (4) select the most qualified customers (5) online communication with customers in a timely manner. 9
