本文選題：營銷策略 + 陶瓷電容器��； 參考：《華僑大學(xué)》2017年碩士論文

【摘要】：“現(xiàn)代營銷學(xué)之父”菲利普·科特勒說過:市場營銷必須成為企業(yè)的中心。在產(chǎn)品同質(zhì)化的時代,市場競爭日趨激烈,企業(yè)如何在瞬息萬變的市場競爭中獲得良好效益,關(guān)鍵是選擇合適的市場營銷策略,但沒有一家企業(yè)的市場營銷策略是完美的。所以,基于企業(yè)的發(fā)展戰(zhàn)略,分析其市場營銷策略中可取的經(jīng)驗(yàn),對不足之處加以優(yōu)化和改善,則顯得非常重要。國防工業(yè)和電子信息產(chǎn)業(yè)的蓬勃發(fā)展,給陶瓷電容器行業(yè)帶來巨大的商機(jī)。但由于該行業(yè)國內(nèi)廠商先天不足,且國外廠商處于行業(yè)寡頭壟斷地位和對中國市場的強(qiáng)勢搶占,使國內(nèi)廠商在發(fā)展中面臨著巨大的壓力。H公司是國內(nèi)一家知名的陶瓷電容器廠商,生產(chǎn)經(jīng)營的產(chǎn)品應(yīng)用于軍工和高端民用電子設(shè)備領(lǐng)域,但企業(yè)在生產(chǎn)經(jīng)營中也面臨著國內(nèi)軍工市場容量有限和自主品牌銷售比重過低的問題。所以,分析其營銷策略的優(yōu)勢,并對不足之處進(jìn)行優(yōu)化,則很有意義。本文以陶瓷電容器市場和H公司為研究對象,分析了H公司營銷戰(zhàn)略和策略的可取之處,并針對其營銷策略的不足與局限性提出了優(yōu)化建議。首先,論文從營銷策略管理的基礎(chǔ)理論出發(fā),運(yùn)用PEST、波特五力模型工具,對公司的外部環(huán)境和內(nèi)部資源能力進(jìn)行深入的剖析;其次,總結(jié)分析了H公司“三高”特征的差異化發(fā)展戰(zhàn)略,以及STP營銷戰(zhàn)略;再次,基于公司的戰(zhàn)略,H公司通過產(chǎn)品和技術(shù)創(chuàng)新、客戶關(guān)系管理、加強(qiáng)營銷團(tuán)隊(duì)建設(shè)等營銷策略的實(shí)施,構(gòu)建了具有一定特色和優(yōu)勢的營銷策略,在國內(nèi)軍工市場和高端民用領(lǐng)域積累了一大批下游合作客戶。最后,歸納總結(jié)了公司營銷策略中存在的不足與局限性,對營銷策略提出了優(yōu)化建議,包含調(diào)整營銷組織結(jié)構(gòu)、改善銷售目標(biāo)和管理制度、優(yōu)化品牌戰(zhàn)略、實(shí)行差異化的產(chǎn)品營銷策略、優(yōu)化和提高產(chǎn)品創(chuàng)新水平、構(gòu)建營銷團(tuán)隊(duì)的共同價值觀等,力求使H公司的營銷策略更加完善,以期將來公司自有品牌的銷售規(guī)模能得到進(jìn)一步發(fā)展。本文期望能對該領(lǐng)域的理論研究做出貢獻(xiàn),及為本公司的營銷實(shí)踐提供指導(dǎo)價值,也為陶瓷電容器行業(yè)和其他相關(guān)企業(yè)市場營銷策略的構(gòu)建提供一些幫助和啟示。
[Abstract]:"the father of modern marketing," Philip Kotler said: marketing must be the center of business. In the era of homogenization of products, the market competition is becoming more and more fierce. The key of how to obtain good benefit in the ever-changing market competition is to choose the appropriate marketing strategy, but no enterprise's marketing strategy is perfect. Therefore, based on the development strategy of the enterprise, it is very important to analyze the experience in the marketing strategy and to optimize and improve the deficiency. The vigorous development of national defense industry and electronic information industry brings great business opportunities to ceramic capacitor industry. However, because of the inherent shortage of domestic manufacturers in this industry, and because foreign manufacturers are in the position of oligopoly in the industry and have a strong preoccupation of the Chinese market, As a result, domestic manufacturers are facing tremendous pressure in their development. H Company is a well-known ceramic capacitor manufacturer in China. The products produced and operated are applied in the field of military industry and high-end civil electronic equipment. However, enterprises also face the problems of limited capacity of domestic military industry market and low proportion of independent brand sales. Therefore, it is meaningful to analyze the advantages of its marketing strategy and optimize its shortcomings. Taking the ceramic capacitor market and H Company as the research objects, this paper analyzes the advantages and disadvantages of H Company's marketing strategy, and puts forward some suggestions for optimizing its marketing strategy. First of all, based on the basic theory of marketing strategy management, the paper analyzes the external environment and internal resource capability of the company by using pest and Porter's five Force Model tools. This paper summarizes and analyzes the differentiation development strategy and STP marketing strategy of the "three high" characteristics of H Company. Thirdly, based on the company's strategy, customer relationship Management (CRM) through product and technology innovation, To strengthen the implementation of marketing strategies such as the construction of marketing teams, a marketing strategy with certain characteristics and advantages has been constructed, and a large number of downstream cooperative customers have been accumulated in the domestic military industry market and high-end civilian fields. Finally, it summarizes the shortcomings and limitations of the company's marketing strategy, and puts forward some suggestions to optimize the marketing strategy, including adjusting the marketing organizational structure, improving the sales objectives and management system, and optimizing the brand strategy. Implement the differentiated product marketing strategy, optimize and improve the level of product innovation, construct the common values of the marketing team, and strive to make the marketing strategy of H Company more perfect. With a view to the company's own brand sales scale can be further developed. This paper hopes to contribute to the theoretical research in this field, and to provide guidance value for the company's marketing practice, and to provide some help and inspiration for the construction of marketing strategies of ceramic capacitor industry and other related enterprises.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.6

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