【摘要】：在經(jīng)濟(jì)高速發(fā)展的今天,從事緊固件行業(yè)的PSE公司面臨著激烈競爭的市場環(huán)境,迫切需要分析公司內(nèi)外部環(huán)境,制定適合公司發(fā)展的市場營銷策略。 本文運(yùn)用了波特五力模型從供應(yīng)商、客戶、新進(jìn)入者、潛在的替代品及競爭狀況等方面對PSE公司所處的行業(yè)環(huán)境進(jìn)行了分析,同時運(yùn)用SWOT的分析方法,從優(yōu)勢、劣勢、機(jī)會、威脅等方面對PSE汽車緊固件中國公司的市場營銷狀況進(jìn)行了分析,指出了當(dāng)前公司營銷存在的問題,并基于外部市場環(huán)境選定了公司的目標(biāo)市場,明確了其市場定位,并從產(chǎn)品策略、價格策略、渠道策略、品牌推廣、促銷策略等方面提出了適合PSE公司市場營銷的策略研究。 PSE公司應(yīng)該從利用其品牌及技術(shù)優(yōu)勢,研發(fā)制造運(yùn)用于汽車關(guān)鍵部件的緊固件,并大力推廣公司自有品牌的專利產(chǎn)品,同時運(yùn)用優(yōu)質(zhì)的客戶服務(wù)提高客戶滿意度及忠誠度,從而迅速搶占市場先機(jī),擴(kuò)大市場份額。 該研究不僅有助于提高公司的競爭優(yōu)勢,同時對緊固件相關(guān)行業(yè)的公司也具有一定指導(dǎo)意義,更重要的是,對于其他相關(guān)企業(yè)的營銷策略制定具有一定的借鑒意義。
[Abstract]:With the rapid development of economy, PSE Company, which is engaged in fastener industry, is facing the fierce competition in the market environment. It is urgent to analyze the internal and external environment of the company and to formulate the marketing strategy suitable for the development of the company. This paper analyzes the industry environment of PSE in terms of suppliers, customers, new entrants, potential substitutes and competition conditions by using Porter's five-force model. At the same time, it uses the analysis method of SWOT to analyze the advantages, disadvantages, opportunities, and so on. This paper analyzes the marketing situation of PSE automobile fasteners in China from the aspects of threat, points out the problems existing in the marketing of the company at present, and selects the target market of the company based on the external market environment, and clarifies its market position. And from the product strategy, the price strategy, the channel strategy, the brand promotion, the promotion strategy and so on, proposed the suitable PSE company marketing strategy research. PSE should take advantage of its brand and technology to develop and manufacture fasteners that are used in key parts of automobiles, promote proprietary products of its own brand, and use high quality customer service to improve customer satisfaction and loyalty. Thus quickly seize the market opportunity, expand market share. This research not only helps to improve the competitive advantage of the company, but also has certain guiding significance for the fastener related industry companies, more importantly, it has certain reference significance for the marketing strategy of other related enterprises.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4

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