本文選題：PC電源　切入點：目標市場　出處：《天津大學》2013年碩士論文

【摘要】：隨著全球移動通訊和移動互聯(lián)網(wǎng)技術的迅猛發(fā)展，，人們的消費熱情更多的轉向了以蘋果iPhone、iPad等為代表的新型智能終端，傳統(tǒng)個人臺式計算機、個人筆記本產(chǎn)業(yè)企業(yè)及其相關配件產(chǎn)業(yè)企業(yè)面臨著嚴峻的挑戰(zhàn)。H公司在新的市場環(huán)境中能否成功應對關系到公司的生存與發(fā)展。本文的研究不僅對H公司具有重大意義，且對以H公司為代表的其他計算機配件廠商的經(jīng)營也具有指導意義。 本文對H公司所處的市場營銷環(huán)境分別用PEST宏觀環(huán)境、波特五力模型微觀環(huán)境、競爭分析，依據(jù)STP理論對H公司所面臨的市場進行細分，選擇目標市場和市場定位。H公司應該充分立足于自身品牌、技術、管理上領先于同行業(yè)的優(yōu)勢，應選擇PC電源產(chǎn)業(yè)市場、DIY消費市場、電子商務市場為三大目標市場。在產(chǎn)業(yè)市場，H公司對自身的定位點應該在價值屬性，將“創(chuàng)造價值，分享價值”的全球優(yōu)質電源與動力一體化方案商作為與其他企業(yè)差異化定位。在消費市場和電商市場，H公司可以采取“國內第一品牌”的品牌定位”和“差異化產(chǎn)品定位”的雙定位策略。 本文依據(jù)經(jīng)典的4P理論制定新IT市場環(huán)境相適應的市場營銷組合。H公司產(chǎn)品策略上運用性能差異化、服務差異化的差異化；價格策略上針對不同的消費群體和產(chǎn)品系列靈活采用需求定價、競爭定價、成本定價，并制定靈活產(chǎn)品價格調整；渠道策略上建立復合型渠道模式，加強核心二級渠道的管理，運用信息化渠道管理平臺；促銷策略上通過開展全國性和區(qū)域性促銷活動，組織面向目標市場的市場推廣活動，打造“立體”的廣告宣傳等方法將營銷能力打造成H公司的核心競爭力之一。不僅可以助力H公司完成企業(yè)經(jīng)營目標，而且可以助力H公司在后PC時代抓住新的市場機遇。
[Abstract]:With the rapid development of global mobile communication and mobile Internet technology, people's consumption enthusiasm has turned to a new type of intelligent terminals, such as Apple's iPhone and iPad, traditional personal desktop computers, etc. Personal notebook industry enterprises and related accessories industry enterprises are facing severe challenges. Whether H Company can successfully cope with the survival and development of the company in the new market environment is not only of great significance to H Company. And to H company as the representative of other computer accessories manufacturers also have a guiding significance. In this paper, the marketing environment of H company is analyzed by PEST macro environment, Porter five force model micro environment and competition analysis. According to STP theory, the market of H company is segmented. Choosing target market and market orientation. H company should be based on its own brand, technology and management, and should choose PC power industry market as DIY consumer market. E-commerce market is the three major target markets. In the industrial market, the positioning point of H company should be in the value attribute, which will "create value," "share value" the global high quality power supply and power integration solution provider as a differentiated positioning from other enterprises. In the consumer market and e-commerce market, H company can adopt the "domestic first brand" brand positioning and "differentiation" Product positioning "dual positioning strategy." According to the classical 4P theory, this paper formulates the new IT marketing mix. H company applies the performance differentiation and the service differentiation on the product strategy; According to different consumer groups and product series, price strategy adopts demand pricing, competitive pricing, cost pricing and flexible product price adjustment. Using the information-based channel management platform; organizing marketing activities for the target market through national and regional promotional activities in sales promotion strategy, The methods of creating "three-dimensional" advertising and propaganda make the marketing ability one of the core competitiveness of H Company, which can not only help H Company to complete its business objectives, but also help H Company to seize the new market opportunities in the post-PC era.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6

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