本文關(guān)鍵詞：上海義文機(jī)電有限公司營銷戰(zhàn)略研究　出處：《復(fù)旦大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 緊固件 義文公司 營銷戰(zhàn)略

【摘要】：隨著當(dāng)前國內(nèi)外經(jīng)濟(jì)形勢不確定性的增加,我國的緊固件市場受到了各種嚴(yán)峻的考驗(yàn)：一方面是下游需求滯漲、行業(yè)產(chǎn)能嚴(yán)重過剩造成的國內(nèi)緊固件產(chǎn)品同質(zhì)化競爭,另一方面則是國際緊固件貿(mào)易集團(tuán)相繼進(jìn)入中國市場。以義文機(jī)電有限公司為代表的進(jìn)口緊固件品牌代理商如何在這樣激烈的行業(yè)格局中求生存、謀發(fā)展?縱觀義文機(jī)電的發(fā)展過程,前期借助下游需求拉動以及代理品牌優(yōu)勢所帶來的銷售額自然增長的穩(wěn)定格局已告一段落,如何進(jìn)一步保持公司的銷售業(yè)績增長,尤其是在實(shí)現(xiàn)增長的同時(shí)還要保證現(xiàn)有的利潤水平,是擺在義文公司面前的核心問題。本文以營銷戰(zhàn)略為分析主線,通過分析義文公司所處內(nèi)外部環(huán)境,明確企業(yè)發(fā)展方向和市場定位,以及選擇相應(yīng)的營銷戰(zhàn)略并堅(jiān)決貫徹執(zhí)行等方式來解決上述問題,并以此來指導(dǎo)義文公司的后續(xù)工作。 本文首先運(yùn)用PEST分析方法找出義文公司在我國緊固件行業(yè)所處宏觀環(huán)境中的各種機(jī)會和威脅,接著運(yùn)用波特五力模型分析了其所處行業(yè)的競爭環(huán)境及機(jī)遇挑戰(zhàn)。隨后,運(yùn)用VRIO分析法對義文公司內(nèi)部資源、銷售情況、核心能力及企業(yè)文化進(jìn)行了分析,總結(jié)了其內(nèi)部的優(yōu)勢與劣勢。通過對上述公司內(nèi)外部的分析,進(jìn)一步運(yùn)用SWOT理論模型,就如何利用內(nèi)部營銷資源和外部環(huán)境提出了側(cè)重點(diǎn)不同的四種備選戰(zhàn)略；然后結(jié)合企業(yè)所面臨的核心問題,確定了義文公司營銷戰(zhàn)略的主要方向。在此基礎(chǔ)之上,通過營銷管理中經(jīng)典的STP定位理論,分析了義文公司市場擴(kuò)張戰(zhàn)略所對應(yīng)的市場細(xì)分、目標(biāo)市場選擇和市場定位,并明確了公司長期競爭優(yōu)勢和階段性營銷戰(zhàn)略的目標(biāo)。最后,我們通過4P營銷組合策略的具體實(shí)施,配合以品牌、服務(wù)、電子商務(wù)等相關(guān)策略,以及相關(guān)資源配套保障措施,來確保上述營銷戰(zhàn)略的成功實(shí)施。 本文所提出的營銷戰(zhàn)略與公司面臨的營銷現(xiàn)狀高度匹配,有助于幫助義文公司進(jìn)一步提升在緊固件市場的銷售份額,從而最終實(shí)現(xiàn)“中國緊固件第一供應(yīng)商”的戰(zhàn)略目標(biāo)。論文對義文公司的現(xiàn)實(shí)工作有較強(qiáng)的指導(dǎo)意義,也對我國其他民營企業(yè)的發(fā)展有一定借鑒和參考意義。
[Abstract]:With the increasing uncertainty of domestic and foreign economic situation, the fastener market of our country has been subjected to a variety of severe tests: on the one hand, the downstream demand stagflation. Industry overcapacity caused by domestic fastener products homogenization competition. On the other hand, the international fastener trade group has entered the Chinese market one after another. How does the import fastener brand agent, represented by Yiwen Electromechanical Co., Ltd., survive and seek development in such a fierce industry pattern? Throughout the development process of Yiwen Electromechanical, the stable pattern of sales growth brought by downstream demand pull and agency brand advantage has come to an end, how to further maintain the company's sales performance growth. Especially in the realization of growth, but also to ensure the existing level of profits, is the core issue in front of the Yiwen Company. This paper takes the marketing strategy as the main line of analysis, through the analysis of the internal and external environment of the Yiwen Company. This paper clarifies the development direction and market orientation of the enterprise, and selects the corresponding marketing strategy and resolutely carries out the above problems to solve the above problems, and guides the follow-up work of the Yiwen Company. This paper first uses PEST analysis method to find out the various opportunities and threats of Yiwen Company in the macro environment of the fastener industry in China. Then using Porter's five-force model to analyze the competitive environment and opportunities and challenges of the industry. Then, using VRIO analysis to the internal resources of Yiwen Company, sales situation. The core competence and corporate culture are analyzed, and its internal advantages and disadvantages are summarized. Through the analysis of the internal and external of the above companies, the SWOT theory model is further applied. Four strategies with different emphasis on how to use internal marketing resources and external environment are put forward. Then combined with the core problems faced by the enterprise, the paper determines the main direction of the marketing strategy of Yiwen Company. On this basis, through the classic STP positioning theory in marketing management. This paper analyzes the market segmentation, target market selection and market positioning corresponding to the market expansion strategy of Yiwen Company, and clarifies the long-term competitive advantage of the company and the objectives of the phased marketing strategy. We ensure the successful implementation of the above marketing strategy through the implementation of the 4P marketing mix strategy, the cooperation of brand, service, e-commerce and other related strategies, as well as the related resource supporting safeguard measures to ensure the successful implementation of the above marketing strategy. The marketing strategy proposed in this paper is highly matched with the marketing situation faced by the company, which will help Yiwen to further enhance its sales share in the fastener market. Finally, the strategic goal of "the first supplier of fasteners in China" is realized. The paper has a strong guiding significance for the practical work of Yiwen Company, and also has certain reference and reference significance for the development of other private enterprises in China.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.4;F274

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本文編號：1371497