机电产品市场营销

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：姓名：赵忠文机电产品营销一、机电产品的流行从美国到欧洲，从前苏联到日本，从中国到印度，从发达国家到发展中国家，第二次世界大战今后，新能源、新资料、新技术、新工艺的研究、开发的热潮正在全球流行。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今世科技文明的象征，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，必定要有市场，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必然条件下所进行的商品或劳务的交换活动。营销学的意义是：拥有特定购买力和购买梦想的购买者。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，经过市场变潜藏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：开销者市场和组织市场;依照市场所在的地理地址，划分为：国内市场和国际市场;依照市场竞争程度，可分为：完好竞争市场、垄断竞争市场、寡头垄断市场和完好垄断市场。（二）依照料客市场的性质不相同，可以把其分为组织市场和开销者市场两大类。机电产品的市场主若是组织市场，特别是制造商（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（购买者）、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——重要技术装备、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、基础部件等有密不可以分的关系。而起作为配套或服务于下游产品及最后产品的机电产品，其市场细分与定位又绝不可以能走开下游产品及最后产品的市场情况而仅依靠专注于某机电产品自己的竞争情况来确定。与一般开销品相似的是，制造商在进行其生产的机电产品营销前，对其产品进行精准的市场定位、价格定位、客户定位等，为营销业绩的提高打下牢固的基础。制造商（企业）市场的细分标准，有好多与开销品（最后产品）市场细分的标准相同，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（企业）市场有着不相同的特色，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依照竞争对手产品在市场中的地址，针对用户对产品特色和属性的重视程度，强力塑造出本企业产品别开生面的特色，并把此特色传达给用户，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，不但要考虑机电产品自己这个环节的市场竞争态势，而且要对其下游产品，甚至最后产品的市场远景进行研究、解析、展望和掌握。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近似的产品或企业之间的竞争关系。定位方式不相同，竞争态势也不相同。(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，凑近于工业品营销的范围，但与工业品营销又有所差异，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（主若是原资料，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、结构、政府等市场间的营销，也可以称为制造商（企业）间的营销。1、机电产品营销的特色:）客户（用户）数量相对较少，但比较集中，单次购买量大；）专业、理性购买，购买决策复杂；）平时采用直接购买的方式；）定制采买，侧重服务；）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经过中间商销售给客户的，因此中间商也叫做分销商。）营销的要求（1）中国制造的流行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)现有的分销系统不适应新经济改革发展的要求新经济时代要求建设合适发展要求的机电产品分销渠道，因此可知，在营销中间分销是必不可以少的，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）机电产品分销开销品分销的差异及其特色市场需求不相同客户的购买行为不相同4、机电产品分销模式的创新发展1）“第三渠道”的流行机电产品分销模式的创新趋势专业化服务信息化支撑品牌化运作国际化经营五、机电产品促销方法1）供应技术解决方案案例：老李的促销故事老李是一个某一般车床配件企业很能干的销售员，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。他经过对机床行业中某客户对一般车床使用情况的检查研究此后发现，竞争对手产品中一个要点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简单发现，直到今后出现故障时，客户才会被动地选择更换，给售后服务带来必然的影响。但在一般情况下这一潜藏的问题其实不直接影响客户更换供应商的决策标准。发现这一问题后，老李并没有斩钉截铁地向机床制造厂家销售自己的产品，而是到自己企业后，与本企业技术人员一同拟定了一套针对这一问题的技术改进方案，在充分地评估研究此后给该客户提。供了初步的技术解决方案。客户看到这个解析报告后，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。机床生产厂家在今后的配件供应商选择时，诚然有多家竞争对手，但因为先期的互相交流，以及对老李的解决方案的认可，最后老李获取了为这家车床制造厂家做配套部件的牢固买卖。六、机电产品的网络营销网络营销定义:销是成立在的基础上，是以营销为导向，网络为工具，由利用专业的，面向广大网民睁开一系列营销活动的新式营销方式。网络营销主要经过网络进行营销，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，平时也就是我们说的，是精准的客户营销。传统的营销是直接逼迫性的把广告推给客户，客户被动的接收，除了开销资本比很多，收效不如网络营销来的快。网络市场的功能:（1）成立企业先锋形象（2）发展公共关系（3）与投资者保持优异的关系（4）选择最合格的顾客集体（5）与客户及时的在线交流。MechanicalandelectricalproductsmarketingDon't:mechanicalandelectricalengineeringClasslevel:level13electromechanical7className: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,theclassificationofmechanicalandelectronicproductsaccordingtothebuyerthenatureandpurpose,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;professional,rationalpurchase,purchasedecisionscomplex;usuallyadoptthemethodofdirectpurchase;customizedorder,payattentiontoservice;deriveddemand,lackofflexibility.2,themechanicalandelectricalproductsmarketingchannelMechanicalandelectricalproductsmarketingissellingtoclientsthroughmiddlemen,commonlysointermediaryalsocalleddistributors.1)themarketingrequirementtheriseofChinesemanufacturingisnewrequirementformechanicalandelectricalproductsdistributionmechanicalandelectricalproductsmarketspaceofglobalizationeconomicglobalizationrequirementstheexistingdistributionsystemisnotadaptedtothedemandsofthedevelopmentofneweconomicchangeNeweconomydemandsfordevelopmentofmechanicalandelectricalproductsdistributionchannels,therefore,inthedistributionofmarketingisindispensable,haveavitalroleinthemarketing.3,mechanicalandelectricalproductsmarketingchannelmodeinnovationmechanicalandelectricalproductsdistributiondifferencesandcharacteristicsofthedistributionofconsumergoodsMarketdemandfordifferentCustomer'spurchasebehaviorisdifferent4,mechanicalandelectricalproductsdistributionmodelofinnovationanddevelopmenttheriseof\"thirdchannels\"theinnovationtrendofmechanicalandelectricalproductsdistributionmodel1)professionalservice2)theinformationsupport3)thebrandoperation4)internationaloperationFive,themechanicalandelectricalproductssalespromotionmethods(1)toprovidetechnicalsolutionsCase:thepromotionofLaoliLaoliisasomeordinarylatheaccessoriesenterprise'sgoodsalesman,heknewthatgeneralmachinetoolmanufacturer'schoiceofmachinetoolaccessoriessuppliersaremeasured.Hebyacustomerinthemachinetoolindustryontheresearchontheusageofordinarylathe,foundthatafterakeycomponentsinarivalproductsoftenappearqualityproblem,buttheinfluenceofthequalityoftheaccessoriesforthewholelatheisnoteasytofindinayear,untilafterthefailure,customercanchangepassivechoice,bringsthecertaineffecttoafter-salesservice.Butthepotentialproblemsinthegeneralcasedoesnotdirectlyaffectthecustomerchangethesupplier'sdecisioncriteria.Afterfoundtheproblem,lididnotstraighttothemachinetoolmanufacturerstopromotetheirproducts,buttotheirowncompany,togetherwiththeenterprisetechnicalstaffdevelopedatechnicalimprovementschemeinordertosolvethisproblem,afterfullyevaluationresearchtothecustomers.Forthepreliminarytechnologysolutions.Afterthecustomerseetheanalysisreport,feeltheseriousnessoftheproblem,thefinaldecisionwithliforfurthertechnicalexchanges,technicalevaluation,etc.Machinetoolmanufacturerinthelate