中国中小型炊具制造企业市场营销组合策略研究

Abstract

随着全球化进程的加深,国内炊具制造企业不断激增,炊具市场逐渐出现了饱 和的现象,但我国大部分中小型炊具制造企业并未意识到市场营销组合策略对于企业 的重要性,以FD饮具有限责任公司为代表的中国中小型欢具制造企业急需一套市场 营销组合策略来提高自身的竞争力,本文采用PEST模型、波特五力模型、SWOT分 析模型、4PS、4CS营销组合模型、文献研究法、探索研究法、深度访谈法对FD炊具 有限责任公司市场营销组合策略进行研究,发现问题分为:政治、经济、社会、技术 四个方面。针对这些问题,企业应该响应国家政策,顺应时代发展,引进新兴技术, 将传统手工艺与现代消费者需求结合;了解市场需求,将主要利润放在新款产品上; 成立专业团队,整理和拓展全国销售渠道,开发全新销售模式,收集消费者反馈和建 议;提高原材料市场嗅觉,利用低入高出的方法进行降本增效。本文为此后研究中国 中小型炊具制造企业市场营销组合策略方面提供有效的参考价值。

With the deepening of the globalization process , domestic cookware manufacturing enterprises continue to surge, and the cookware market has gradually appeared saturated, but most of China's small and medium-sized cookware manufacturing enterprises are not aware of the importance of marketing mix strategy for enterprises, and China's small and medium-sized cookware manufacturing enterprises represented by FD Cookware Co., Ltd. urgently need a set of effective marketing mix strategies to improve their core competitiveness. SWOT analysis model, 4PS, 4CS marketing mix model, literature research method, exploratory research method, and in-depth interview method were used to study the marketing mix strategy of FD Cookware Co., Ltd., and it was found that the main problems were divided into four aspects: political, economic, social and technical. In response to these problems, enterprises should actively respond to national policies and conform to the development of the times; the introduction of emerging technologies that combine traditional handicrafts with modem consumer needs: In-depth understanding of market demand, the main profit on new products; Set up a professional sales team, reorganize and expand the national sales channels, and develop a new sales model; Actively collect consumer feedback and suggestions, and actively respond to customer complaints; Improve the sense of smell in the raw material market, and use the method of low input and high output to reduce costs and increase efficiency. This paper provides an effective reference value for the future study of the marketing mix strategy of small and medium-sized cookware manufacturers in China.