本文選題：智能制造 + 工業(yè)矩形連接器��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：隨著智能制造為核心的第四次工業(yè)革命到來(lái),中國(guó)推出“中國(guó)制造2025”戰(zhàn)略行動(dòng)綱領(lǐng),旨在大力推動(dòng)國(guó)內(nèi)工業(yè)產(chǎn)業(yè)向智能制造方向發(fā)展,實(shí)現(xiàn)制造大國(guó)向制造強(qiáng)國(guó)轉(zhuǎn)變。工業(yè)矩形連接器作為智能制造產(chǎn)業(yè)鏈上的關(guān)鍵電子元器件,在工業(yè)智能化進(jìn)程中扮演著重要角色,市場(chǎng)蘊(yùn)藏著巨大的發(fā)展空間。T公司是一家知名美資電子元器件供應(yīng)商,目前國(guó)內(nèi)工業(yè)矩形連接器市場(chǎng)占有率處于領(lǐng)先地位。但隨著國(guó)內(nèi)市場(chǎng)關(guān)注度不斷升溫,各大競(jìng)爭(zhēng)對(duì)手加大市場(chǎng)投入,加之本土企業(yè)快速成長(zhǎng),導(dǎo)致公司在該市場(chǎng)的銷(xiāo)售額增速緩慢。T公司能否在激烈競(jìng)爭(zhēng)中抓住市場(chǎng)增長(zhǎng)機(jī)會(huì),提升市場(chǎng)占有率,重新審視和改進(jìn)公司現(xiàn)有的營(yíng)銷(xiāo)策略就顯得尤為緊迫和重要。本文從市場(chǎng)營(yíng)銷(xiāo)理論出發(fā),以T公司工業(yè)矩形連接器國(guó)內(nèi)市場(chǎng)為主要研究對(duì)象,結(jié)合行業(yè)市場(chǎng)情況以及T公司內(nèi)外部營(yíng)銷(xiāo)環(huán)境,深入分析工業(yè)矩形連接器營(yíng)銷(xiāo)現(xiàn)狀,指出現(xiàn)有營(yíng)銷(xiāo)策略所存在問(wèn)題。接著分析競(jìng)爭(zhēng)對(duì)手情況,并從產(chǎn)品、價(jià)格、促銷(xiāo)、服務(wù)需求四個(gè)維度進(jìn)行問(wèn)卷設(shè)計(jì)并對(duì)現(xiàn)有公司主要客戶群進(jìn)行實(shí)地問(wèn)卷調(diào)查,了解客戶群體需求預(yù)期。根據(jù)調(diào)研結(jié)果以及結(jié)合公司自身優(yōu)勢(shì)劣勢(shì),運(yùn)用STP理論進(jìn)行市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇,提出基于客戶價(jià)值主張的戰(zhàn)略定位,并從產(chǎn)品、價(jià)格、促銷(xiāo)、渠道四個(gè)方面提出營(yíng)銷(xiāo)策略改進(jìn)方案,以期盡快提升產(chǎn)品競(jìng)爭(zhēng)優(yōu)勢(shì),擴(kuò)大市場(chǎng)份額,幫助公司實(shí)現(xiàn)營(yíng)銷(xiāo)目標(biāo)和可持續(xù)發(fā)展,為中國(guó)乃至全球的智能制造做出應(yīng)有的貢獻(xiàn)。
[Abstract]:With the arrival of the fourth industrial revolution with intelligent manufacturing as the core, China launched the "made in China 2025" strategic action program, which aims to vigorously promote the development of domestic industrial industry towards intelligent manufacturing, and realize the transformation from a large manufacturing country to a manufacturing power. As the key electronic components in the intelligent manufacturing industry chain, the industrial rectangular connectors play an important role in the process of industrial intelligence. At present, the market share of domestic industrial rectangular connectors is in the leading position. However, with the increasing attention in the domestic market, the increase of market investment by major competitors, and the rapid growth of local enterprises, the company's sales growth in this market is slow. Can T Company seize the market growth opportunities in the fierce competition? Increasing market share and reexamining and improving the company's existing marketing strategy is particularly urgent and important. Based on the marketing theory, this paper takes the domestic market of industrial rectangular connectors of T Company as the main research object, combines the market situation of industry and the internal and external marketing environment of T Company, and deeply analyzes the current situation of the marketing of industrial rectangular connectors. The existing problems of marketing strategy are pointed out. Then it analyzes the competitors' situation and designs the questionnaire from the four dimensions of product, price, promotion and service demand, and carries on the field questionnaire to the main customer group of the existing company to understand the customer group demand expectation. According to the research results and combined with the company's own strengths and weaknesses, using STP theory to carry out market segmentation, target market selection, put forward the strategic positioning based on customer value proposition, and from the product, price, promotion, In order to improve the competitive advantage of products, expand the market share, help the company to achieve the marketing goal and sustainable development, and make due contribution to the intelligent manufacturing in China and even the whole world.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F416.6

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