發(fā)布時間：2019-04-19 22:01

【摘要】：伴隨著移動互聯(lián)網(wǎng)和4G通信時代的到來,中國數(shù)據(jù)機(jī)房市場規(guī)模持續(xù)快速擴(kuò)大,為了提供更多的服務(wù)內(nèi)容,數(shù)據(jù)中心將會快速增加,用戶對于機(jī)房設(shè)備的需求也越來越大,這些都為機(jī)房整體解決方案提供了巨大的市場和商機(jī)。各設(shè)備廠商都將迎來歷史性的發(fā)展機(jī)遇,同時廠家間的競爭也會日趨白熱化,通達(dá)作為新進(jìn)入機(jī)房行業(yè)的臺灣廠商,要怎樣做才能在外資品牌和國產(chǎn)品牌的雙向擠壓中求得生存空間?如何在激烈的市場競爭中快速建立自己的品牌?必須將長期積淀的技術(shù)優(yōu)勢與本土制造的成本優(yōu)勢相結(jié)合,創(chuàng)新和發(fā)展出更符合客戶需求、更具價格競爭力、更符合市場方向的產(chǎn)品和解決方案；同時還要建立完善的銷售系統(tǒng),并且制定正確的營銷策略。在這歷史性的機(jī)遇和挑戰(zhàn)到來時,營銷戰(zhàn)略的選擇和制定對通達(dá)公司是關(guān)乎生存和發(fā)展的首要大事。 本文先用PEST方法分析了通達(dá)公司在數(shù)據(jù)機(jī)房市場的宏觀環(huán)境中的面臨的機(jī)會和威脅；然后要進(jìn)行行業(yè)分析,運(yùn)用五力模型分析行業(yè)環(huán)境和通達(dá)公司面臨的各種機(jī)遇和挑戰(zhàn)；還要對公司內(nèi)部資源進(jìn)行分析,總結(jié)出通達(dá)公司營銷資源的優(yōu)勢和劣勢；之后運(yùn)用雷達(dá)圖和SWOT工具就運(yùn)用通達(dá)公司的營銷資源和應(yīng)對外部競爭環(huán)境進(jìn)行分析,總結(jié)出各種備選的戰(zhàn)略；同時結(jié)合通達(dá)公司所面臨的問題深入剖析,最終確定通達(dá)公司未來五年的營銷戰(zhàn)略方向,并確定了公司的總體戰(zhàn)略目標(biāo)及戰(zhàn)略內(nèi)容。再之后,運(yùn)用營銷理論,在對目標(biāo)市場進(jìn)行選擇和公司產(chǎn)品合理定位的基礎(chǔ)上,進(jìn)一步提出了4P營銷戰(zhàn)略組合的具體實(shí)施措施,并配合品牌、服務(wù)和替代品等輔助戰(zhàn)略,依靠“建立戰(zhàn)略管理執(zhí)行制度”的推動,將公司的營銷戰(zhàn)略進(jìn)行實(shí)施。 本文所提出的總體戰(zhàn)略與通達(dá)公司的現(xiàn)狀相匹配,能夠幫助公司在競爭中拓展市場,塑造公司品牌,對現(xiàn)實(shí)工作有很強(qiáng)的指導(dǎo)意義。在增強(qiáng)通達(dá)公司核心競爭力的同時,也為建立和健全數(shù)據(jù)機(jī)房方案提供商及設(shè)備供應(yīng)商的營銷戰(zhàn)略體系提供了參考和借鑒。
[Abstract]:With the advent of the mobile Internet and 4G communication era, the size of the data room market in China continues to expand rapidly. In order to provide more service content, the data center will rapidly increase, and the demand for equipment in the computer room will also grow more and more. All of these provide a huge market and business opportunities for the overall solution of the computer room. All equipment manufacturers will usher in historic opportunities for development, while competition among manufacturers will also become increasingly white-hot, reaching Taiwan manufacturers as new entrants to the computer room industry. How can we get the living space in the two-way extrusion of foreign and domestic brands? How to quickly establish their own brand in the fierce market competition? It is necessary to combine the long-term accumulated technological advantages with the local manufacturing cost advantages to innovate and develop products and solutions that are more in line with the needs of customers, more competitive in price and more in line with the direction of the market. At the same time, it is necessary to establish a perfect sales system and formulate the correct marketing strategy. When this historic opportunity and challenge come, the choice and formulation of marketing strategy for Tongda Company is the most important matter related to survival and development. This paper uses PEST method to analyze the opportunities and threats faced by Tongda in the macro environment of data room market, and then analyzes the industry environment and all kinds of opportunities and challenges faced by Tongda by using the five-force model. It also analyzes the internal resources of the company and summarizes the advantages and disadvantages of the marketing resources of Tongda Company. Then using radar chart and SWOT tools to use the marketing resources of Tongda Company and to deal with the external competitive environment for analysis, summed up a variety of alternative strategies; At the same time, combined with the problems faced by Tongda Company, the marketing strategy direction of Tongda Company in the next five years is finally determined, and the overall strategic objectives and strategic contents of the company are determined. Then, on the basis of the selection of the target market and the reasonable positioning of the company's products, using the marketing theory, this paper further puts forward the concrete implementation measures of the 4p marketing strategy combination, and cooperates with the auxiliary strategies such as brand, service and substitute, and so on. Rely on the establishment of strategic management implementation system to promote the implementation of the company's marketing strategy. The overall strategy proposed in this paper matches the current situation of Tongda Company, which can help the company expand the market in the competition and shape the company brand, which has a strong guiding significance to the practical work. It not only enhances the core competitiveness of Tongda Company, but also provides reference and reference for the establishment and improvement of the marketing strategy system of data room solution providers and equipment suppliers.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.6;F274

【共引文獻(xiàn)】

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本文編號：2461328