ZL公司市場(chǎng)營(yíng)銷策略研究
發(fā)布時(shí)間：2019-01-20 15:31
【摘要】：條形碼技術(shù),是隨著計(jì)算機(jī)與信息技術(shù)的發(fā)展和應(yīng)用而誕生的,它是集編碼、印刷、識(shí)別、數(shù)據(jù)采集和處理于一身的新型技術(shù)。隨著零售業(yè)和消費(fèi)市場(chǎng)的飛速發(fā)展和擴(kuò)大,在全世界范圍內(nèi),每天需要運(yùn)用到條碼掃描的次數(shù)已經(jīng)超過上億次,其應(yīng)用范圍也涉及到各個(gè)領(lǐng)域和行業(yè),其中包括物流、倉(cāng)儲(chǔ),圖書館,銀行,pos收銀系統(tǒng),醫(yī)療衛(wèi)生、零售商品、服裝、食品服務(wù)以及高科技電子產(chǎn)品等等。隨著市場(chǎng)的不斷發(fā)展,條碼必定會(huì)推動(dòng)我們?nèi)ンw驗(yàn)更優(yōu)質(zhì)的生活并能節(jié)省我們寶貴的時(shí)間。特別是包裝理念的提高和技術(shù)的革新,食品安全的要求增加等等各行各業(yè)都給不干膠標(biāo)簽市場(chǎng)帶來(lái)了巨大的發(fā)展,且市場(chǎng)潛能無(wú)限。2012年工業(yè)總產(chǎn)值實(shí)現(xiàn)230億元,產(chǎn)量達(dá)到了30億立方米,較上年增長(zhǎng)20%。2009年雖然全球經(jīng)濟(jì)形勢(shì)不夠景氣,但標(biāo)簽行業(yè)市場(chǎng)的發(fā)展依然值得期待,消費(fèi)品市場(chǎng)的繁榮還將持續(xù),將推動(dòng)標(biāo)簽市場(chǎng)的發(fā)展。與標(biāo)簽行業(yè)配套的熱轉(zhuǎn)印耗材行業(yè)的熱轉(zhuǎn)印碳帶是與條形碼技術(shù)密不可分的配套產(chǎn)品,且和打印設(shè)備共同配合提供了各行各業(yè)需要的成品標(biāo)簽。打印條碼標(biāo)簽的熱打印耗材占據(jù)很大的比例。ZL公司是國(guó)內(nèi)首家研發(fā)、生產(chǎn)熱燙印、熱打印材料的國(guó)家級(jí)高新技術(shù)企業(yè),是目前中國(guó)國(guó)內(nèi)唯一一家生產(chǎn)全系列條碼碳帶產(chǎn)品的生產(chǎn)工廠,豐富的產(chǎn)品線,穩(wěn)定的產(chǎn)品質(zhì)量使得公司穩(wěn)居國(guó)內(nèi)市場(chǎng)份額的龍頭地位。ZL公司經(jīng)過10多年的發(fā)展已經(jīng)成為行業(yè)的佼佼者,但是在激烈的市場(chǎng)競(jìng)爭(zhēng)中同樣有很大的壓力和彷徨。本文根據(jù)ZL公司的營(yíng)銷現(xiàn)狀,結(jié)合營(yíng)銷環(huán)境,利用市場(chǎng)營(yíng)銷理論知識(shí)對(duì)其營(yíng)銷策略進(jìn)行研究分析,找出問題和不足,并給出改進(jìn)和完善方案。本文研究結(jié)果不僅對(duì)ZL公司的營(yíng)銷策略提供幫助,同時(shí)對(duì)其他熱轉(zhuǎn)印耗材企業(yè)也有一定的參考價(jià)值和現(xiàn)實(shí)指導(dǎo)意義。
[Abstract]:Bar code technology is born with the development and application of computer and information technology. It is a new technology which integrates coding, printing, recognition, data acquisition and processing. With the rapid development and expansion of the retail and consumer markets, the number of times that bar code scanning has to be used every day has exceeded hundreds of millions of times worldwide, and its application also covers various fields and industries, including logistics and warehousing. Libraries, banks, pos register systems, health care, retail goods, clothing, food services and high-tech electronics. As the market continues to develop, bar codes will certainly drive us to experience better life and save our precious time. In particular, the improvement of packaging concept and technological innovation, the increase of food safety requirements, and other industries have brought tremendous development to the adhesive label market, and the market potential is limitless. The total industrial output value of 2012 was 23 billion yuan. Production reached 3 billion cubic meters, up 20 percent from a year earlier. Although the global economy was not doing well in 2009, the development of the label market is still to be expected, and the boom in consumer goods will continue, which will boost the label market. The heat transfer carbon belt of heat transfer consumables industry is closely related to bar code technology, and it also provides the label of finished product which is needed by all kinds of industries together with printing equipment. Thermal printing consumables for printing barcode labels account for a large proportion. ZL is the first national high-tech enterprise to develop, produce hot stamping and print materials in China. It is the only factory in China that produces a full range of bar code carbon strip products, with a rich product line. After more than 10 years of development, ZL has become a leader in the industry, but there is also great pressure and loss in the fierce market competition. According to the current marketing situation of ZL Company and the marketing environment, this paper studies and analyzes the marketing strategy of ZL Company by using the knowledge of marketing theory, finds out the problems and shortcomings, and puts forward the improvement and perfection scheme. The results of this paper are not only helpful to the marketing strategy of ZL Company, but also have certain reference value and practical guiding significance to other heat transfer printing consumables enterprises.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274
本文編號(hào)：2412154
[Abstract]:Bar code technology is born with the development and application of computer and information technology. It is a new technology which integrates coding, printing, recognition, data acquisition and processing. With the rapid development and expansion of the retail and consumer markets, the number of times that bar code scanning has to be used every day has exceeded hundreds of millions of times worldwide, and its application also covers various fields and industries, including logistics and warehousing. Libraries, banks, pos register systems, health care, retail goods, clothing, food services and high-tech electronics. As the market continues to develop, bar codes will certainly drive us to experience better life and save our precious time. In particular, the improvement of packaging concept and technological innovation, the increase of food safety requirements, and other industries have brought tremendous development to the adhesive label market, and the market potential is limitless. The total industrial output value of 2012 was 23 billion yuan. Production reached 3 billion cubic meters, up 20 percent from a year earlier. Although the global economy was not doing well in 2009, the development of the label market is still to be expected, and the boom in consumer goods will continue, which will boost the label market. The heat transfer carbon belt of heat transfer consumables industry is closely related to bar code technology, and it also provides the label of finished product which is needed by all kinds of industries together with printing equipment. Thermal printing consumables for printing barcode labels account for a large proportion. ZL is the first national high-tech enterprise to develop, produce hot stamping and print materials in China. It is the only factory in China that produces a full range of bar code carbon strip products, with a rich product line. After more than 10 years of development, ZL has become a leader in the industry, but there is also great pressure and loss in the fierce market competition. According to the current marketing situation of ZL Company and the marketing environment, this paper studies and analyzes the marketing strategy of ZL Company by using the knowledge of marketing theory, finds out the problems and shortcomings, and puts forward the improvement and perfection scheme. The results of this paper are not only helpful to the marketing strategy of ZL Company, but also have certain reference value and practical guiding significance to other heat transfer printing consumables enterprises.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274
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