本文選題：隱形眼鏡 + 市場(chǎng)營(yíng)銷(xiāo)��； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：近年來(lái),隨著我國(guó)經(jīng)濟(jì)快速發(fā)展以及電子產(chǎn)品的迅速普及,我國(guó)的近視群體正以低齡化、普遍化的趨勢(shì)蔓延開(kāi)來(lái)。隱形眼鏡,由于其美觀且佩戴方便,在國(guó)內(nèi)迅速發(fā)展普及。越來(lái)越多的國(guó)外企業(yè)看到這一商機(jī)涌入中國(guó)市場(chǎng),利用先進(jìn)的技術(shù)和營(yíng)銷(xiāo)手段迅速占領(lǐng)國(guó)內(nèi)市場(chǎng)。目前國(guó)內(nèi)隱形眼鏡市場(chǎng)被強(qiáng)生、視康、海昌和博士倫四大寡頭企業(yè)占據(jù),本土企業(yè)只占據(jù)少部分的低端市場(chǎng),在四大寡頭繼續(xù)擴(kuò)張的嚴(yán)峻環(huán)境下舉步維艱。在此情形下,本土企業(yè)需要重新審視內(nèi)外部環(huán)境,在保證產(chǎn)品品質(zhì)的前提下,進(jìn)行資源整合,改進(jìn)營(yíng)銷(xiāo)策略,提高市場(chǎng)競(jìng)爭(zhēng)力,保住現(xiàn)有市場(chǎng)份額的同時(shí)進(jìn)一步擴(kuò)張發(fā)展。甘肅康視達(dá)科技集團(tuán)有限公司(以下簡(jiǎn)稱(chēng)“甘肅康視達(dá)公司”)作為一家主要生產(chǎn)隱形眼鏡及附屬產(chǎn)品的本土企業(yè),經(jīng)過(guò)10年的努力經(jīng)營(yíng),在國(guó)內(nèi)低端市場(chǎng)占有少量市場(chǎng)份額。由于國(guó)外品牌進(jìn)一步強(qiáng)勢(shì)擴(kuò)張,隱形眼鏡產(chǎn)品同質(zhì)化加重,甘肅康視達(dá)公司原有的優(yōu)勢(shì)已不復(fù)存在,如何培育和打造核心競(jìng)爭(zhēng)力,匹配市場(chǎng)需求,走出困境是公司當(dāng)前面臨的問(wèn)題和難題。本文從市場(chǎng)營(yíng)銷(xiāo)角度入手,對(duì)甘肅康視達(dá)公司當(dāng)前的營(yíng)銷(xiāo)策略進(jìn)行客觀分析,具體為:首先對(duì)公司當(dāng)前營(yíng)銷(xiāo)現(xiàn)狀和問(wèn)題進(jìn)行分析,通過(guò)SWOT模型對(duì)公司面臨的營(yíng)銷(xiāo)環(huán)境進(jìn)行細(xì)致分析,得出適合的營(yíng)銷(xiāo)戰(zhàn)略。運(yùn)用STP理論將目標(biāo)市場(chǎng)定位為大學(xué)生和年輕白領(lǐng),再利用4Ps組合從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)和品牌五個(gè)方面有的放矢地制定營(yíng)銷(xiāo)策略。最后,從增強(qiáng)市場(chǎng)營(yíng)銷(xiāo)意識(shí)、團(tuán)隊(duì)建設(shè)、客戶(hù)關(guān)系管理和品牌文化建設(shè)四個(gè)方面為公司營(yíng)銷(xiāo)策略的順利實(shí)施提出了建議。本論文通過(guò)對(duì)甘肅康視達(dá)公司營(yíng)銷(xiāo)策略的系統(tǒng)分析和研究,旨在有效提升公司營(yíng)銷(xiāo)管理水平,不斷擴(kuò)大市場(chǎng)占有率,提高營(yíng)運(yùn)效益。同時(shí),也希望為西部中小型企業(yè)面對(duì)的營(yíng)銷(xiāo)困境提供有益的借鑒。
[Abstract]:In recent years, with the rapid development of China's economy and the rapid popularization of electronic products, the myopic population in our country is becoming younger and the trend of generalization is spreading. Contact lenses, because of their beautiful and easy to wear, in the rapid development of domestic popularity. More and more foreign enterprises see this opportunity pour into the Chinese market, using advanced technology and marketing means to quickly occupy the domestic market. At present, the domestic contact lens market is occupied by four oligarchs: Johnson, Shikang, Haichang and Shih-lun, while local enterprises occupy only a small portion of the low-end market, and are struggling in the grim environment of the continued expansion of the four oligarchs. In this case, local enterprises need to re-examine the internal and external environment, on the premise of ensuring product quality, resources integration, improve marketing strategies, improve market competitiveness, and maintain the existing market share while further expansion and development. Gansu Kangshida Science and Technology Group Co., Ltd (hereinafter referred to as "Gansu Kangshida Company"), as a local enterprise which mainly produces contact lenses and its subsidiary products, has occupied a small amount of market share in the domestic low-end market after 10 years of hard work. Due to the further strong expansion of foreign brands and the increasing homogeneity of contact lens products, the original advantages of Gansu Kangshida Company no longer exist. How to cultivate and build the core competitiveness and match the market demand, Getting out of the predicament is the problem and difficult problem that the company faces at present. From the perspective of marketing, this paper makes an objective analysis of the current marketing strategy of Gansu Kangshida Company. The specific contents are as follows: firstly, the current marketing situation and problems of the company are analyzed. Through SWOT model, the marketing environment faced by the company is analyzed carefully, and the suitable marketing strategy is obtained. Using STP theory, the target market is positioned as college students and young white-collar workers, and then 4Ps combination is used to formulate marketing strategies from five aspects: product, price, channel, promotion and brand. Finally, suggestions are put forward for the successful implementation of marketing strategy from four aspects: enhancing marketing consciousness, team building, customer relationship management and brand culture construction. Through the systematic analysis and research on the marketing strategy of Gansu Kangshida Company, the purpose of this paper is to effectively improve the marketing management level, expand the market share and improve the operating efficiency. At the same time, I also hope to provide a useful reference for the small and medium-sized enterprises in the west.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.8

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