摘要................................................................................................................................I ABSTRACT......................................................................................................................II 第1章绪论.....................................................................................................................1 1.1研究背景............................................................................................................1 1.2研究意义............................................................................................................2 1.3研究思路与方法................................................................................................3 1.3.1研究思路.................................................................................................3 1.3.2研究方法.................................................................................................3 1.4研究的主要内容................................................................................................4 1.5可能的创新点....................................................................................................4 第2章文献综述与理论基础.........................................................................................5 2.1国内外研究现状................................................................................................5 2.1.1国外研究现状.........................................................................................5 2.1.2国内研究现状.........................................................................................6 2.2.3文献述评.................................................................................................7 2.2理论基础............................................................................................................7 2.2.1STP理论概述..........................................................................................7 2.2.24P营销理论.............................................................................................9 2.3相关研究工具——波特五力模型..................................................................10 第3章ZS公司发电机产品国内营销现状..................................................................11 3.1ZS公司简介......................................................................................................11 3.2ZS公司营销系统介绍......................................................................................11 3.3产品介绍..........................................................................................................12 3.4产品销售情况..................................................................................................14 第4章ZS公司外部环境分析......................................................................................17 4.1竞争对手分析..................................................................................................17 4.2替代产品..........................................................................................................18 4.3潜在的新进入者..............................................................................................19 4.4购买者的议价能力..........................................................................................20 4.5供应商的议价能力..........................................................................................20 第5章ZS公司发电机产品营销策略诊断和分析......................................................21 5.1市场布局..........................................................................................................21 5.2产品..................................................................................................................22 5.2.1产品种类不够丰富...............................................................................22 5.2.2产品性能不满足市场需求...................................................................23 5.2.3OEM产品问题多..................................................................................24 5.2.4问题成因分析.......................................................................................24 5.3价格..................................................................................................................26 5.3.1价格体系单一.......................................................................................26 5.3.2价格区间覆盖不全...............................................................................27 5.3.3问题成因分析.......................................................................................27 5.4渠道..................................................................................................................28 5.4.1营销渠道不够丰富...............................................................................28 5.4.2问题成因分析.......................................................................................29 5.5促销..................................................................................................................30 5.5.1促销手段不丰富...................................................................................30 5.5.2问题成因分析.......................................................................................30 第6章ZS公司发电机产品国内营销策略..................................................................31 6.1STP战略...........................................................................................................31 6.1.1市场细分...............................................................................................31 6.1.2目标市场选择.......................................................................................32 6.1.3市场定位...............................................................................................34 6.24P营销组合策略..............................................................................................35 6.2.1产品策略...............................................................................................35 6.2.2价格策略...............................................................................................37 6.2.3渠道策略...............................................................................................38 6.2.4促销策略...............................................................................................39 第7章ZS公司发电机产品国内营销策略实施保障..................................................41 7.1组织保障..........................................................................................................41 7.2人员保障..........................................................................................................41 7.3资金保障..........................................................................................................42 7.4技术保障..........................................................................................................43 第8章结论与展望.......................................................................................................44 8.1研究结论..........................................................................................................44 8.2展望..................................................................................................................44。。。。。。以下内容略