發(fā)布時(shí)間：2018-04-02 12:08

  本文選題：電纜公司　切入點(diǎn)：營銷策略　出處：《中國海洋大學(xué)》2013年碩士論文

【摘要】：在競爭日益激烈的市場環(huán)境中,要做大市場就必須懂市場營銷,要做好市場營銷就離不開營銷策略。市場營銷是企業(yè)生存和發(fā)展的根本,現(xiàn)代企業(yè)必須建立市場營銷體系,依據(jù)市場客觀分析目標(biāo)市場,制定切實(shí)可行的營銷計(jì)劃和營銷策略。青島H電纜公司作為中國線纜行業(yè)中的一個(gè)大型企業(yè)，公司規(guī)模較大、產(chǎn)品種類齊全，，尤其在高壓超高壓電纜市場占據(jù)著領(lǐng)先位置。但近年來其營銷業(yè)績卻不夠理想，個(gè)別地區(qū)甚至出現(xiàn)了下滑趨勢，特別是國際市場營銷一直處于絕對的劣勢地位。因此，根據(jù)實(shí)際情況制定正確的市場營銷策略是擺在青島H電纜公司面前亟待解決的問題。 本文以市場營銷理論作指導(dǎo),采用定性與定量相結(jié)合、層層推進(jìn)的分析方法,對青島H電纜公司所處的宏觀環(huán)境、產(chǎn)業(yè)環(huán)境和內(nèi)部條件進(jìn)行了系統(tǒng)分析,并采用波特五力模型分析法對該公司的機(jī)會(huì)、威脅、優(yōu)勢、劣勢進(jìn)行了定量分析,指出其營銷體系的優(yōu)勢和不足。同時(shí)，本文對電線電纜產(chǎn)品的市場需求及行業(yè)競爭進(jìn)行了詳細(xì)的調(diào)研和分析,指出未來的行業(yè)發(fā)展趨勢,產(chǎn)品技術(shù)、環(huán)保性能及國際市場開發(fā)的重要性。 通過目標(biāo)市場細(xì)化、市場定位分析,結(jié)合青島H電纜公司的優(yōu)勢產(chǎn)品市場情況，本文確定該公司應(yīng)采取以差異化為基本競爭戰(zhàn)略，以4P組合為主的營銷策略。為了確保營銷策略的順利實(shí)施，該公司應(yīng)重點(diǎn)做好四方面的工作：優(yōu)化組織結(jié)構(gòu)、加大研發(fā)創(chuàng)新力度、提高成本控制能力并加大國際營銷力度。
[Abstract]:In the increasingly competitive market environment, if we want to make a big market, we must understand the marketing, to do a good job of marketing can not do without marketing strategy. Marketing is the basis of the survival and development of enterprises, modern enterprises must establish a marketing system. According to the objective analysis of the target market, Qingdao H cable company, as a large enterprise in the Chinese cable industry, has a large scale and a complete range of products. Especially in the market of HV UHV cable, but its marketing performance is not ideal in recent years, some regions even have a downward trend, especially the international marketing has been in an absolute inferior position. It is an urgent problem for Qingdao H Cable Company to make the correct marketing strategy according to the actual situation. Under the guidance of marketing theory, this paper systematically analyzes the macro environment, industrial environment and internal conditions of Qingdao H Cable Company by combining qualitative and quantitative analysis methods. The paper also analyzes the opportunity, threat, advantage and disadvantage of the company by using Porter's five-force model analysis method, and points out the advantages and disadvantages of its marketing system, and at the same time, points out the advantages and disadvantages of the marketing system. This paper makes a detailed investigation and analysis on the market demand and industry competition of wire and cable products, and points out the future industry development trend, product technology, environmental protection performance and the importance of international market development. Through the target market refinement, market positioning analysis, combined with the advantages of Qingdao H cable company's market situation, this paper determines that the company should take differentiation as the basic competitive strategy. In order to ensure the smooth implementation of the marketing strategy, the company should focus on four aspects: optimizing the organizational structure, increasing R & D innovation, improving the cost control ability and increasing the international marketing strength.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.61

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

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2 何敏嫦;;淺談電力企業(yè)的營銷戰(zhàn)略[J];科技資訊;2009年35期

本文編號(hào)：1700317