I 摘要 DRC控制器是J公司结合其在无线通信、传感器等领域多年的研究成果， 历经两年多时间开发完成的信息采集与远程控制终端。在国家科技创新中作为一 个与智慧农业相结合，重要且特殊的行业，拥有巨大的市场需求和发展潜力。作 为一家有代表性的科技型创新企业，如何将营销基本理论运用在DRC控制器这 款新兴智能农机电子核心零部件上，并在DRC控制器营销策略方面进行延伸拓 展，是本文研究目标，本论文的研究对于J公司未来发展具有重要意义。 本文主要运用文献法、实地调研法和访谈法等研究方法，首先介绍J公司基 本概况和发展战略，其次介绍公司研制的DRC控制器营销现状，从企业所处实 际环境，结合公司内部现状，对DRC控制器产品营销的需求与供给和目前营销 现状存在问题进行分析，提出了J公司DRC控制器中大型主机厂、经销商的目 标市场和远程农机综合管理、作业补贴的市场定位。 最后，本文制定了J公司DRC控制器在产品、价格、渠道和促销等方面的 营销策略，并提出了公司管理组织结构改善、人力资源优化、奖励激励机制等多 方面保障措施。 关键词：DRC控制器；SWOT分析；营销策略 论文类型：应用类 选题来源：自选课题 ABSTRACT III ABSTRACT DRCcontrollerisaterminalofinformationacquisitionandremotecontrol developedbyJcompanyaftermorethantwoyears,combiningwithitsresearchresults inwirelesscommunication,sensorsandotherfieldsformanyyears.Inthenational scientificandtechnologicalinnovation,asanimportantandspecialindustrycombined withsmartagriculture,ithasahugemarketdemandanddevelopmentpotential.Asa representativeinnovativeenterpriseofscienceandtechnology,howtoapplythebasic marketingtheorytoDRCcontroller,anewtypeofintelligentagriculturalmachinery electroniccorecomponents,andtoexpandtheDRCcontrollermarketingstrategy,is theresearchobjectiveofthispaper.Theresearchofthispaperisofgreatsignificance forthefuturedevelopmentofJcompany. Inthispaper,usingliteraturemethod,fieldsurveymethodandinterviewmethod andotherresearchmethods,introducesbasicsituationandthedevelopmentstrategyof Jcompany,secondlyintroducestheDRCcontrollermarketingcurrentsituationof companydevelopment,fromtheactualenvironmentofenterprises,combinedwiththe company'sinternalsituation,demandandsupplyofDRCcontrollerproductmarketing andanalyzestheproblemsinthecurrentmarketingsituation,proposedtheDRCJ companycontrollerforthehugemakers,distributorsofthetargetmarketandremote comprehensivemanagementofagriculturalmachinerymarketpositioning,job subsidies. Finally,thispaperformulatedtheDRCcontrollermarketingstrategyinproduct, price,channelandpromotion,andputforwardthecompany'smanagementand organizationalstructureimprovement,humanresourcesoptimization,incentive mechanismandotheraspectsofsecuritymeasures. KEYWORDS:DRCcontroller；SWOTanalysis；marketingstrategy Dissertationtype:Applicationpaper Subjectsource:Optionalsubjects 目录 V 目录 第一章绪论..................................................................................................1 第一节研究背景及意义............................................................................................1 一、研究背景..........................................................................................................1 二、研究意义..........................................................................................................1 第二节研究综述.........................................................................................................2 一、国外研究现状..................................................................................................2 二、国内研究现状..................................................................................................2 三、评价..................................................................................................................4 第三节理论基础.........................................................................................................4 一、营销组合理论..................................................................................................4 二、农机电子零部件营销策略..............................................................................4 第四节研究方法及研究内容....................................................................................5 一、研究内容..........................................................................................................5 二、研究方法..........................................................................................................7 第二章J公司概况及DRC控制器营销现状...........................................9 第一节J公司概况......................................................................................................9 一、J公司概况........................................................................................................9 二、J公司发展战略..............................................................................................10 第二节DRC控制器产品介绍.................................................................................11 一、DRC控制器功能...........................................................................................12 二、DRC控制器产品类型...................................................................................13 第三节DRC控制器产品销售现状.........................................................................14 一、DRC控制器销售价格现状...........................................................................14 二、DRC控制器销售市场现状...........................................................................14 三、DRC控制器销售渠道现状...........................................................................16 第四节DRC控制器产品市场特点.........................................................................16 一、DRC控制器国内外发展水平和趋势...........................................................16 二、DRC控制器客户需求特点...........................................................................17 第三章J公司DRC控制器市场分析.....................................................19 第一节市场需求与供给分析..................................................................................19 目录 VI 一、市场需求分析................................................................................................19 二、市场供给分析................................................................................................20 第二节SWOT分析..................................................................................................21 一、优势分析........................................................................................................21 二、劣势分析........................................................................................................22 三、机遇分析........................................................................................................22 四、威胁分析........................................................................................................23 第四章DRC控制器产品营销策略.........................................................25 第一节产品目标市场和市场定位..........................................................................25 一、产品市场细分................................................................................................25 二、产品目标市场和定位....................................................................................25 第二节产品营销组合策略......................................................................................27 一、产品策略........................................................................................................27 二、价格策略........................................................................................................28 三、渠道策略........................................................................................................28 四、促销策略........................................................................................................29 第五章DRC控制器产品营销策略保障措施.........................................31 一、加强营销队伍建设........................................................................................31 二、强化技术研发......................