飛魚星公司網(wǎng)絡(luò)產(chǎn)品營銷策略分析
發(fā)布時(shí)間：2018-08-24 16:46
【摘要】：隨著改革開放30年來,中國的中小型企業(yè)如雨后春筍般增長。特別是中國的網(wǎng)絡(luò)設(shè)備企業(yè)大多數(shù)都中小企業(yè),但是由于中小型企業(yè)起步晚,缺少核心技術(shù)優(yōu)勢(shì)和資金。同時(shí)隨著國際化的不斷深入,注定中國的中小型網(wǎng)絡(luò)設(shè)備企業(yè)一開始就要面臨跟國際大品牌的競爭。國內(nèi)的中小型網(wǎng)絡(luò)設(shè)備企業(yè)在缺少資金,缺少核心技術(shù)的情況下大多數(shù)企業(yè)缺少系統(tǒng)的營銷策略而采用的就是價(jià)格競爭策略。價(jià)格競爭的結(jié)果就是企業(yè)的利潤越來越薄,沒有客戶忠誠度,企業(yè)的抗風(fēng)險(xiǎn)的能力非常差,比如隨著人民幣的升值和新勞動(dòng)法的頒布就有很多中小企業(yè)倒閉。希望通過本文研究的內(nèi)容能夠?yàn)橹行⌒途W(wǎng)絡(luò)設(shè)備企業(yè)進(jìn)行STP組合營銷策略,根據(jù)自身特點(diǎn)制定科學(xué)的4P營銷策略提供一些理論參考。 成都飛魚星科技開發(fā)有限公司就是一家典型的起步晚、底子薄,缺乏核心技術(shù)和資金的網(wǎng)絡(luò)設(shè)備企業(yè)。該公司制造和銷售路由器和交換機(jī),先從網(wǎng)吧行業(yè)切入市場,然后不斷夯實(shí)自己的基礎(chǔ),在網(wǎng)吧行業(yè)取得一定的成績以后開始進(jìn)入市場空間更大競爭更激烈的中小型企業(yè)市場。在發(fā)展過程中飛魚星公司同樣面臨中小型企業(yè)普遍碰到的問題：缺乏資金,缺乏核心技術(shù),競爭力不強(qiáng)。本文是在這樣的背景下,以菲利普.科特勒《營銷管理》核心理論作為本文的理論基礎(chǔ)。通過對(duì)飛魚星營銷環(huán)境的分析,包括宏觀環(huán)境、行業(yè)環(huán)境、內(nèi)部環(huán)境和SWOT分析；然后從飛魚星的STP策略和4P策略進(jìn)行了研究市場細(xì)分、目標(biāo)市場選擇、市場定位做了分析,最后對(duì)飛魚星的4P營銷策略進(jìn)行研究。 本文針對(duì)中小型網(wǎng)絡(luò)設(shè)備企業(yè)的現(xiàn)狀,研究了網(wǎng)絡(luò)設(shè)備的STP營銷策略,4P營銷策略,切割營銷策略,品類營銷策略,差異營銷策略,品牌營銷策略和關(guān)系營銷策略,以期待為國內(nèi)網(wǎng)絡(luò)設(shè)備廠商開展?fàn)I銷活動(dòng)提供幫助。
[Abstract]:With the reform and opening up for 30 years, China's small and medium-sized enterprises have sprung up. In particular, most of the network equipment enterprises in China are small and medium-sized enterprises, but due to the late start of small and medium enterprises, lack of core technology advantages and funds. At the same time, with the deepening of internationalization, China's small and medium-sized network equipment enterprises will be faced with competition from the beginning with the international brands. In the case of lack of funds and core technology, most domestic small and medium-sized network equipment enterprises lack systematic marketing strategy and adopt price competition strategy. The result of price competition is that the profits of enterprises become thinner and thinner, without customer loyalty, the ability of enterprises to resist risks is very poor, for example, with the appreciation of RMB and the promulgation of new labor law, many small and medium-sized enterprises close down. It is hoped that the content of this paper can provide some theoretical reference for small and medium-sized network equipment enterprises to carry out STP combination marketing strategy and formulate scientific 4P marketing strategy according to their own characteristics. Chengdu Flying Fish Star Technology Development Co., Ltd. is a typical network equipment enterprise with late start, thin foundation and lack of core technology and capital. The company manufactures and sells routers and switches, first cuts into the market from the Internet bar industry, then continuously solidifies its own foundation, after the Internet bar industry has made certain achievements, it begins to enter the market of small and medium-sized enterprises with greater market space and more intense competition. In the process of development, Flying Fish Star also faces the common problems faced by small and medium-sized enterprises: lack of funds, lack of core technology, weak competitiveness. This paper is based on the background of Philip. The core theory of Kotler's Marketing Management is the theoretical basis of this paper. Through the analysis of the marketing environment of Flying Fish Star, including macro environment, industry environment, internal environment and SWOT analysis, the market segmentation, target market selection and market positioning are analyzed from Flying Fish Star's STP strategy and 4P strategy. Finally, the 4 P marketing strategy of Flying Fish Star is studied. In this paper, the STP marketing strategy, cutting marketing strategy, category marketing strategy, differential marketing strategy, brand marketing strategy and relationship marketing strategy of network equipment are studied. In order to look forward to domestic network equipment manufacturers to carry out marketing activities to help.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F274
本文編號(hào)：2201416
[Abstract]:With the reform and opening up for 30 years, China's small and medium-sized enterprises have sprung up. In particular, most of the network equipment enterprises in China are small and medium-sized enterprises, but due to the late start of small and medium enterprises, lack of core technology advantages and funds. At the same time, with the deepening of internationalization, China's small and medium-sized network equipment enterprises will be faced with competition from the beginning with the international brands. In the case of lack of funds and core technology, most domestic small and medium-sized network equipment enterprises lack systematic marketing strategy and adopt price competition strategy. The result of price competition is that the profits of enterprises become thinner and thinner, without customer loyalty, the ability of enterprises to resist risks is very poor, for example, with the appreciation of RMB and the promulgation of new labor law, many small and medium-sized enterprises close down. It is hoped that the content of this paper can provide some theoretical reference for small and medium-sized network equipment enterprises to carry out STP combination marketing strategy and formulate scientific 4P marketing strategy according to their own characteristics. Chengdu Flying Fish Star Technology Development Co., Ltd. is a typical network equipment enterprise with late start, thin foundation and lack of core technology and capital. The company manufactures and sells routers and switches, first cuts into the market from the Internet bar industry, then continuously solidifies its own foundation, after the Internet bar industry has made certain achievements, it begins to enter the market of small and medium-sized enterprises with greater market space and more intense competition. In the process of development, Flying Fish Star also faces the common problems faced by small and medium-sized enterprises: lack of funds, lack of core technology, weak competitiveness. This paper is based on the background of Philip. The core theory of Kotler's Marketing Management is the theoretical basis of this paper. Through the analysis of the marketing environment of Flying Fish Star, including macro environment, industry environment, internal environment and SWOT analysis, the market segmentation, target market selection and market positioning are analyzed from Flying Fish Star's STP strategy and 4P strategy. Finally, the 4 P marketing strategy of Flying Fish Star is studied. In this paper, the STP marketing strategy, cutting marketing strategy, category marketing strategy, differential marketing strategy, brand marketing strategy and relationship marketing strategy of network equipment are studied. In order to look forward to domestic network equipment manufacturers to carry out marketing activities to help.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F274
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