遠東集團電線電纜產(chǎn)品營銷策略研究
發(fā)布時間：2018-10-05 07:48
【摘要】：隨著經(jīng)濟全球化的迅猛發(fā)展，我國的各行各業(yè)都面臨著激烈的競爭，而電線電纜行業(yè)作為國家經(jīng)濟發(fā)展的重要組成部分，又是傳媒、通信的必備的傳輸工具，其發(fā)展必然是構成國家經(jīng)濟發(fā)展的重要組成部分。因此，如何提高我國電線電纜的質量與通信水平，已受到人們的關注，，電線電纜行業(yè)的市場競爭就越發(fā)嚴重。在此背景下，遠東集團電線電纜產(chǎn)品如何運用合理的營銷戰(zhàn)策略以提高自身的市場地位，使企業(yè)在殘酷的市場競爭中發(fā)展壯大，如何在變化的環(huán)境中發(fā)揮企業(yè)優(yōu)勢、尋找發(fā)展機會，是企業(yè)當前所必須解決的問題。 本文對遠東集團電線電纜產(chǎn)品的營銷現(xiàn)狀，在銷售中存在的問題進行了闡述，并在此基礎上對影響企業(yè)生存發(fā)展的宏觀環(huán)境和電線電纜行業(yè)微觀環(huán)境進行了深入的分析，明確了環(huán)境因素對遠東集團發(fā)展的有利影響和不利影響，為進一步深入研究、制定合適的營銷策略奠定了的基礎。通過分析遠東集團電線電纜產(chǎn)品的市場自身的優(yōu)勢和劣勢以及環(huán)境提供的機會和企業(yè)面臨的威脅，通過SWOT分析矩陣尋求企業(yè)的最佳發(fā)展策略，并進行了產(chǎn)品的市場細分，在此基礎上確定了產(chǎn)品的市場定位和目標市場。 依據(jù)4Ps理論，對遠東集團的營銷策略進行了設計。在產(chǎn)品方面，文中提出對于科技含量高、產(chǎn)品附加值大的產(chǎn)品，應增加產(chǎn)品深度，而對于附加值比較小的產(chǎn)品應采用縮減產(chǎn)品組合的策略。在價格策略方面，應根據(jù)實際情況采取組合定價和“一單一議”方式。在渠道方面力求渠道扁平化，以減少流通環(huán)節(jié)來實現(xiàn)成本優(yōu)勢。在廣告上注意戶外媒體、電視媒體、網(wǎng)絡媒體和印刷媒體的有效結合，并利用人員推銷擴展銷售機會、通過開展公共關系活動提升企業(yè)形象。本文通過對遠東集團電線電纜產(chǎn)品營銷策略實施的保障措施的討論，近一步打造高效的營銷團隊、制定科學的營銷激勵機制和加強企業(yè)文化建設。
[Abstract]:With the rapid development of economic globalization, all kinds of industries in our country are facing fierce competition. As an important part of national economic development, wire and cable industry is also an essential transmission tool for media and communication. Its development must be an important part of the national economic development. Therefore, how to improve the quality and communication level of wire and cable in China has attracted people's attention, and the market competition of wire and cable industry has become more and more serious. In this context, how to use reasonable marketing strategy to improve their market position, how to make the enterprise develop in the cruel market competition, how to give full play to the advantage of the enterprise in the changing environment. Looking for the development opportunity, is the problem that the enterprise must solve at present. In this paper, the current marketing situation of wire and cable products in far East Group and the existing problems in sales are expounded, and on this basis, the macro environment which affects the survival and development of enterprises and the micro environment of wire and cable industry are deeply analyzed. The beneficial and negative effects of environmental factors on the development of far East Group are clarified, which lays a foundation for further research and the formulation of appropriate marketing strategies. By analyzing the market strengths and weaknesses of far East Group wire and cable products, the opportunities provided by the environment and the threats faced by the enterprises, the best development strategy of the enterprises is sought through the SWOT analysis matrix, and the market segments of the products are carried out. On this basis, the market positioning and target market of the products are determined. According to 4Ps theory, the marketing strategy of far East Group is designed. In terms of products, it is suggested that the product depth should be increased for the products with high scientific and technological content and high added value, while the strategy of reducing the product combination should be adopted for the products with lower added value. In the aspect of price strategy, combination pricing and "one single discussion" should be adopted according to the actual situation. In the channel aspect strives to channel flat, in order to reduce the circulation link to realize the cost superiority. In advertising, we should pay attention to the effective combination of outdoor media, television media, network media and print media, and use personnel to promote sales opportunities and promote corporate image through public relations activities. This paper discusses how to implement the marketing strategy of wire and cable products of far East Group, and builds an efficient marketing team, establishes a scientific marketing incentive mechanism and strengthens the construction of enterprise culture.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6
本文編號：2252577
[Abstract]:With the rapid development of economic globalization, all kinds of industries in our country are facing fierce competition. As an important part of national economic development, wire and cable industry is also an essential transmission tool for media and communication. Its development must be an important part of the national economic development. Therefore, how to improve the quality and communication level of wire and cable in China has attracted people's attention, and the market competition of wire and cable industry has become more and more serious. In this context, how to use reasonable marketing strategy to improve their market position, how to make the enterprise develop in the cruel market competition, how to give full play to the advantage of the enterprise in the changing environment. Looking for the development opportunity, is the problem that the enterprise must solve at present. In this paper, the current marketing situation of wire and cable products in far East Group and the existing problems in sales are expounded, and on this basis, the macro environment which affects the survival and development of enterprises and the micro environment of wire and cable industry are deeply analyzed. The beneficial and negative effects of environmental factors on the development of far East Group are clarified, which lays a foundation for further research and the formulation of appropriate marketing strategies. By analyzing the market strengths and weaknesses of far East Group wire and cable products, the opportunities provided by the environment and the threats faced by the enterprises, the best development strategy of the enterprises is sought through the SWOT analysis matrix, and the market segments of the products are carried out. On this basis, the market positioning and target market of the products are determined. According to 4Ps theory, the marketing strategy of far East Group is designed. In terms of products, it is suggested that the product depth should be increased for the products with high scientific and technological content and high added value, while the strategy of reducing the product combination should be adopted for the products with lower added value. In the aspect of price strategy, combination pricing and "one single discussion" should be adopted according to the actual situation. In the channel aspect strives to channel flat, in order to reduce the circulation link to realize the cost superiority. In advertising, we should pay attention to the effective combination of outdoor media, television media, network media and print media, and use personnel to promote sales opportunities and promote corporate image through public relations activities. This paper discusses how to implement the marketing strategy of wire and cable products of far East Group, and builds an efficient marketing team, establishes a scientific marketing incentive mechanism and strengthens the construction of enterprise culture.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6
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