本文關(guān)鍵詞：上海N公司市場(chǎng)營(yíng)銷策略研究　出處：《蘭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 顯示驅(qū)動(dòng)芯片IC行業(yè) 營(yíng)銷策略 營(yíng)銷組合工具

【摘要】：本文以N公司及所處的液晶顯示驅(qū)動(dòng)芯片IC行業(yè)為研究對(duì)象,結(jié)合市場(chǎng)營(yíng)銷策略研究的相關(guān)理論和工具,對(duì)上海N公司整個(gè)行業(yè)做了描述,并對(duì)N公司的市場(chǎng)營(yíng)銷現(xiàn)狀做了具體分析,指出了目前N公司的市場(chǎng)營(yíng)銷存在的核心問(wèn)題,對(duì)未來(lái)N公司將要實(shí)施的新市場(chǎng)營(yíng)銷策略做了明確的擬定。首先,本文對(duì)N公司所處的液晶顯示驅(qū)動(dòng)芯片IC行業(yè)進(jìn)行了整體分析,重點(diǎn)闡述液晶顯示驅(qū)動(dòng)芯片IC行業(yè)發(fā)展歷程及趨勢(shì)展望,對(duì)其中研發(fā)技術(shù)因素和需求因素對(duì)行業(yè)發(fā)展的驅(qū)動(dòng)作用進(jìn)行了梳理,論述了行業(yè)競(jìng)爭(zhēng)格局和主要競(jìng)爭(zhēng)對(duì)手情況。并對(duì)驅(qū)動(dòng)芯片IC終端行業(yè)做了具體描述,同時(shí)還回顧了N公司的發(fā)展歷程,總結(jié)了N公司在發(fā)展初期和中期的市場(chǎng)營(yíng)銷策略的利與弊。其次,對(duì)N公司目前的情況做進(jìn)一步了解,運(yùn)用PEST分析、五力模型分析以及SWOT分析等工具對(duì)N公司所處的內(nèi)部環(huán)境、外部環(huán)境、強(qiáng)勢(shì)、弱勢(shì)做深層次的分析,得出了影響企業(yè)發(fā)展的關(guān)鍵因素和深層次原因,還對(duì)N公司目前存在的營(yíng)銷問(wèn)題以及原因做了細(xì)致的分析。再次,由于液晶顯示驅(qū)動(dòng)芯片IC的整個(gè)終端市場(chǎng)大部分是消費(fèi)品電子市場(chǎng),更新速度快,生命周期短,這樣需要IC的研發(fā)速度要跟的上市場(chǎng)的變化,稍有落后就會(huì)被淘汰,在這樣的現(xiàn)實(shí)環(huán)境下對(duì)驅(qū)動(dòng)芯片IC市場(chǎng)做了進(jìn)一步的分析,要明確目標(biāo)市場(chǎng),做差異化產(chǎn)品贏得市場(chǎng),并且合理制定營(yíng)銷組合策略如:產(chǎn)品策略、價(jià)格策略、促銷策略等,重新制定高效的營(yíng)銷策略.最后,本文闡述了上海N公司新的營(yíng)銷策略的實(shí)施與保障措施,對(duì)N公司新的營(yíng)銷策略的實(shí)施步驟,實(shí)施重點(diǎn)與難點(diǎn),實(shí)施保障措施都做了一一描述,最終對(duì)驅(qū)動(dòng)芯片IC行業(yè)做了結(jié)論與展望,盼望能對(duì)同行企業(yè)做一點(diǎn)示范作用。
[Abstract]:This paper is displayed in N company and the IC LCD driver chip industry as the research object, combined with the theory of marketing strategies and tools, to Shanghai N company the whole industry is described, and the current marketing situation of N company has done a detailed analysis, and points out the main problems existing in the N company's marketing new market, marketing strategy of N company in the future will be the implementation of a clear formulation. Firstly, the liquid crystal of N company display driver IC industry for the overall analysis, focusing on the development and trend of liquid crystal display driver chip IC industry outlook, driving effect on the development of technology and demand factors of industry the development of the sort, discusses the industry competition pattern and main competitors. And the driver chip IC terminal industry in detail, and also reviews the development history of N company History, summarizes the advantages and disadvantages of N company in the development of the early and mid market marketing strategy. Secondly, further understanding of the N company's current situation, the use of PEST analysis, five forces model analysis and SWOT analysis tools for N company's internal environment, external environment, strong, weak to do deep analysis that, and the deep reason of the key factors affecting the development of enterprises, but also on the marketing problems of N company and the reasons are analyzed. Thirdly, the liquid crystal display driver chip IC of the terminal market is the most consumer electronics market, update speed, short life cycle, so need the development of IC the speed to catch up with the change of the market, slightly behind will be eliminated, in such a realistic environment to do further analysis on the driving chip IC market, to clear the target market and make differentiated products to win the market, and Reasonable marketing strategies such as product strategy, price strategy, promotion strategy, to develop effective marketing strategies. Finally, this paper describes the implementation and guarantee measures of the marketing strategy of Shanghai N company's new, the implementation steps of the new marketing strategy of N company, the implementation of the key points of the implementation of security measures to do a description of the final driver IC industry made the conclusion and outlook, hoping to do a demonstration to peer companies.

【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.63

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本文編號(hào)：1368145