摘要
受2008年美国次贷危机导致的全球经济危机的影响,世界贸易受到极大冲击
的,世界航运业一落千丈。与航运业息息相关的船舶工业和船舶配套也深受牵连。
本文以有着百年历史的船用柴油机制造商德国M公司在中国的全资子公司作为研
究对象,针对M公司目前面临的柴油机备件业绩下跌,客户抱怨增多,客户流失
严重等问题展开了分析和讨论,以发现M公司现有营销策略的不足,并在相关营
销理论指导下提出企业营销策略组合的改进方案。
本文采用了比较分析、深度访谈以及理论联系实际等研究方法。首先,回顾
了相关营销理论知识,从组织购买特征入手,阐述了组织购买行为和个体消费行
为的区别以及营销4Cs理论与组织购买行为的联系。其次,描述了M公司船用柴油
机备件的营销环境和营销现状并提出面临的问题。再次,基于营销模式和策略可
以被借鉴这个前提,在对国外船用柴油机备件成功的营销策略进行了分析和比
较。同时,也选取了部分同类型产品企业的成功营销案例进行了分析。接着,采
用对船用柴油机备件终端用户进行深度访谈的调研方法,从定性的角度总结归纳
出终端客户在订购柴油机备件时的关注点及影响其企业购买决策的关键因素。最
后,以调研结果为基础,营销4Cs理论为指导,从客户需求、客户沟通、客户便
利、客户愿付成本四个方面提出M公司船用柴油机备件行之有效的营销策略组合。
关键词:船舶柴油机备件;组织市场;4Cs营销理论
Abstract
Due to the global economic crisis caused by 2008 America subprime mortgage
crisis, the world trade has been greatly impacted, and at the same time, the world
shipping industry has been seriously stuck. Shipbuilding and marine equipments which
are closely related to the shipping industry were involved as well, This paper
introduces the subsidiary company in China of Germany M which is a marine diesel
engine manufacturers with a hundred years of history,,aiming at the discuss and
analysis of dramatical fall of spare parts performance, increasing of customer
complaints, serious loss of customers and other issues, which M company are
facing, in order to find out the weakness of M company's existing marketing
strategies, and put forward the improvement programmes of marketing strategy
mix under the guidance of related marketing theory.
This paper uses methods of comparative analysis, in-depth interview and
integrating theory with practice. Firstly, this paper reviews the relevant theoretical
marketing knowledge,and starting with the organizational buying features, illustrates
the differences between organizational buying behavior and individual consumer
behavior and the connection between marketing 4cs theory and organizational buying
behavior. Secondly, it introduces the marketing environment and marketing situation of
M company marine diesel engine spare parts and puts forward the problems they are
facing. Thirdly, as the marketing model can be referenced, the paper analyzes and
compares the domestic and foreign ship spare parts marketing modes and strategies of
diesel engine company, and at the mean time also selects some successful
marketing cases of similar enterprises to analyze. And then, summarize the terminal
customers' focus points in ordering spare parts for diesel engines and the key effecting
their purchase in inorganic icon through in-depth interview of terminal customers. At
last, based on research results and under the guidance of marketing 4cs theory, put
forward the effective marketing strategy mix in organizational buying, which is
consisted of customer need, customer communication, customer convenience and the
cost customer willing to pay.
Key Words: Diesel spare parts; Organizational buying; 4Cs marketing theory