本文選題：中小型企業(yè)　切入點：營銷策略　出處：《西南交通大學》2013年碩士論文　論文類型：學位論文

【摘要】：全球卡片的銷售市場主要集中在歐洲和亞太地區(qū)等經(jīng)濟發(fā)達地區(qū),其中尤以中國市場領(lǐng)先。進入21世紀以來,全球制卡行業(yè)之間的競爭日趨激烈,為了提高企業(yè)核心競爭力,在競爭中保持不可取代的地位,許多企業(yè)始終將市場營銷作為一種重要的管理工具。 在中國,伴隨著卡片行業(yè)的繁榮,大多數(shù)世界著名品牌和國內(nèi)知名企業(yè)選擇參與到競爭中來,這種趨勢將給企業(yè)之間帶來更多的競爭。與此同時,該行業(yè)可以從不斷滿足消費者的需求之中獲得巨大商機。 天津春博高新技術(shù)有限公司(以下簡稱“春博公司”)是國內(nèi)一家從事卡片生產(chǎn)的民營企業(yè),從企業(yè)生產(chǎn)規(guī)模來看,仍屬于一家中小型企業(yè),其依靠著技術(shù)領(lǐng)先,擁有一定行業(yè)競爭實力。但從企業(yè)整體情況來看,由于市場營銷策略不清晰與策略實施不合理,導致其市場發(fā)展受阻。因此,在這種情形下,企業(yè)急需找到一種解決問題的方法來幫助自身走出困境。 本文的目的是通過運用市場營銷相關(guān)理論,結(jié)合多種有效的分析方法,找出解決春博公司現(xiàn)存問題的最佳策略,以期達到通過策略實施幫助企業(yè)擴大市場份額,提升公司實力的目標。眾所周知,市場營銷是企業(yè)經(jīng)營的關(guān)鍵環(huán)節(jié),只有制定出科學合理的市場營銷策略,才能有效應(yīng)對市場競爭、滿足客戶需求,才能找到產(chǎn)品的差異性從而發(fā)力取得市場競爭的優(yōu)勢。因此,春博公司只有通過不斷努力提升包括制定、實施營銷策略水平在內(nèi)的公司總體實力,才能走出困境,被客戶認可,打開市場競爭的新局面。 與此同時,隨著政府及金融機構(gòu)在制卡方面新的需求變化,制卡行業(yè)整體環(huán)境正面臨從政策到操作等各個層面的新變革,這就要求春博公司在內(nèi)外環(huán)境的壓力下從積極調(diào)整公司整體營銷戰(zhàn)略,確立合理有效的營銷策略,構(gòu)建新型營銷體系,打開新的營銷渠道等方面入手,主動應(yīng)對新挑戰(zhàn)、迎接新機遇,進而獲得企業(yè)的大發(fā)展。
[Abstract]:The global card sales market is mainly concentrated in developed regions such as Europe and the Asia-Pacific region, especially in China. Since 21th century, the competition between the global business card printing industry has become increasingly fierce, in order to improve the core competitiveness of enterprises. In the competition, many enterprises always regard marketing as an important management tool. In China, with the prosperity of card industry, most of the world famous brands and domestic famous enterprises choose to participate in the competition, this trend will bring more competition among enterprises. At the same time, The industry can get huge business opportunities from constantly meeting the needs of consumers. Tianjin Chun Bo Hi-tech Co., Ltd. (hereinafter referred to as "Chunbo Company") is a private enterprise engaged in card production in China. Judging from the scale of enterprise production, it still belongs to a small and medium-sized enterprise, relying on leading technology. Have a certain industry competitive strength. But from the enterprise overall situation, because the marketing strategy is not clear and the strategy implementation is unreasonable, causes its market development to be blocked. Therefore, in this kind of situation, Enterprises urgently need to find a solution to the problem to help themselves out of the predicament. The purpose of this paper is to find out the best strategy to solve the existing problems of Chunbo Company by using the relevant theories of marketing and combining with many effective analysis methods, in order to help enterprises expand their market share through the implementation of strategy. As we all know, marketing is the key link of enterprise management. Only by formulating a scientific and reasonable marketing strategy can we effectively cope with market competition and meet the needs of customers. In order to find the difference of products and gain the advantage of market competition, Chun Bo Company can only get out of the predicament and be recognized by its customers only through continuous efforts to improve the overall strength of the company, including the level of formulating and implementing marketing strategies. Open up a new situation of market competition. At the same time, with the new demands of the government and financial institutions in business card printing, the overall environment of the business card printing industry is facing new changes at all levels, from policy to operation. This requires Chunbo to actively adjust the company's overall marketing strategy, establish a reasonable and effective marketing strategy, build a new marketing system, open new marketing channels, and take the initiative to meet the new challenges under the pressure of the internal and external environment. Welcome the new opportunity, then obtain the big development of the enterprise.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.6;F274

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