本文關(guān)鍵詞：A公司連接器產(chǎn)品營(yíng)銷策略研究　出處：《廣東工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：連接器是兩個(gè)電子元器件之間進(jìn)行能量和信息交互的界面和通道,被廣泛應(yīng)用于全球各類工業(yè)領(lǐng)域。連接器在經(jīng)過(guò)近一個(gè)世紀(jì)的發(fā)展在全球已形成市場(chǎng)規(guī)模在500億美金以上的全球性競(jìng)爭(zhēng)產(chǎn)業(yè)。近年來(lái)中國(guó)經(jīng)濟(jì)迅猛發(fā)展,服務(wù)器、通訊、交通、石油等產(chǎn)業(yè)飛速增長(zhǎng)派生各類工業(yè)產(chǎn)品的需求,使得中國(guó)這個(gè)“世界工廠”和“世界市場(chǎng)”成為全球連接器增長(zhǎng)最快和容量最大、市場(chǎng)最有發(fā)展?jié)摿Φ牡胤?全球連接器生產(chǎn)能力不斷向中國(guó)轉(zhuǎn)移。然而近年來(lái)受全球經(jīng)濟(jì)整體低迷帶動(dòng),國(guó)內(nèi)外市場(chǎng)整體需求減緩,連接器行業(yè)產(chǎn)品積壓,業(yè)績(jī)普遍下降,這種情況下導(dǎo)致全球連接器行業(yè)白熱化競(jìng)爭(zhēng)不斷升級(jí)。 物競(jìng)天擇適者生存,順應(yīng)全球化競(jìng)爭(zhēng)局勢(shì)及發(fā)展,面對(duì)國(guó)外老牌連接器廠商環(huán)伺,國(guó)內(nèi)眾多連接器廠商紛紛崛起的局面,A公司要改變目前銷售收入下滑趨勢(shì),實(shí)現(xiàn)企業(yè)業(yè)務(wù)再增長(zhǎng),必須要結(jié)合企業(yè)實(shí)際情況,分析企業(yè)現(xiàn)有資源情況和所處營(yíng)銷環(huán)境,重新思考和設(shè)計(jì)企業(yè)的市場(chǎng)營(yíng)銷策略,為企業(yè)未來(lái)市場(chǎng)銷售策略提供更加科學(xué)決策。 本文第一部分闡述連接器行業(yè)發(fā)展情況及安費(fèi)諾集團(tuán)概況,提出了本文的研究目的和意義,在回顧國(guó)內(nèi)外的有關(guān)工業(yè)品營(yíng)銷發(fā)展理論研究的文獻(xiàn)綜述基礎(chǔ)上,并提出本文的研究思路和研究?jī)?nèi)容。論文第二部分介紹A公司營(yíng)銷現(xiàn)狀并指出存在問(wèn)題,第三部分第四運(yùn)用PEST和波特五力模型分析連接器營(yíng)銷宏觀微觀營(yíng)銷環(huán)境環(huán)境,第五部分針對(duì)A公司市場(chǎng)定位不明的問(wèn)題用STP理論進(jìn)行A公司市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃,第六部分對(duì)A公司營(yíng)銷模式落后現(xiàn)狀結(jié)合工業(yè)品市場(chǎng)營(yíng)銷新模式和A公司現(xiàn)階段營(yíng)銷現(xiàn)狀及資源,提出關(guān)系營(yíng)銷、品牌營(yíng)銷、技術(shù)營(yíng)銷、信息化營(yíng)銷、服務(wù)營(yíng)銷和內(nèi)部營(yíng)銷六種營(yíng)銷模式。這些新的營(yíng)銷模式著眼于建立和培養(yǎng)與客戶的長(zhǎng)期合作戰(zhàn)略關(guān)系,強(qiáng)調(diào)企業(yè)的市場(chǎng)營(yíng)銷是企業(yè)品牌與資源的營(yíng)銷,企業(yè)必須將服務(wù)戰(zhàn)略貫徹到企業(yè)工作的全部過(guò)程,通過(guò)信息化技術(shù)的運(yùn)用,實(shí)行內(nèi)部營(yíng)銷對(duì)人員的激勵(lì),打造企業(yè)的核心優(yōu)勢(shì)。第七部分是針對(duì)隨日益發(fā)展的連接器市場(chǎng),結(jié)合市場(chǎng)營(yíng)銷理念與實(shí)際戰(zhàn)略規(guī)劃,運(yùn)用4P營(yíng)銷理論對(duì)產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略對(duì)A企業(yè)目前營(yíng)銷策略進(jìn)行改進(jìn)。
[Abstract]:Connectors are interfaces and channels for energy and information interaction between two electronic components. It has been widely used in all kinds of industrial fields all over the world. After nearly a century's development, the connector has become a global competitive industry with a market scale of more than 50 billion dollars. In recent years, china's economy has developed rapidly. The rapid growth of servers, communications, transportation, oil and other industries has given rise to the demand for all kinds of industrial products, making China, the "world factory" and "world market", the fastest growing and largest connector in the world. The global connector production capacity has been transferred to China in recent years. However, in recent years, driven by the global economic downturn, the overall demand at home and abroad has slowed down, and the connector industry has a backlog of products. The general decline in performance, this situation led to the global connector industry white-hot competition continues to upgrade. Natural selection survival of the fittest to comply with the global competitive situation and development in the face of foreign manufacturers of old connectors around many domestic connector manufacturers have emerged. In order to change the current downward trend of sales income and realize the business growth, Company A must combine the actual situation of the enterprise, analyze the existing resources and marketing environment of the enterprise. Rethinking and designing the marketing strategy of the enterprise, providing more scientific decision for the future marketing strategy of the enterprise. The first part of this paper describes the development of the connector industry and the general situation of Anfino Group, put forward the purpose and significance of this paper, on the basis of reviewing the domestic and foreign literature review on the theory of industrial product marketing development. The second part of the paper introduces the marketing situation of company A and points out the existing problems. The third part 4th uses PEST and Porter five-force model to analyze the macro and micro marketing environment of connector marketing. The 5th part aims at the problem that A company's market position is not clear, and carries on the marketing strategic plan of A company with STP theory. In the 6th part, the author puts forward the relationship marketing, brand marketing, technology marketing, information marketing, combined with the new industrial marketing model and the current marketing status and resources of A company. These new marketing models focus on the establishment and cultivation of long-term cooperative strategic relationship with customers, and emphasize that the marketing of enterprises is the marketing of enterprise brands and resources. The enterprise must carry out the service strategy to the whole process of the enterprise work, through the use of the information technology, carry out the internal marketing to the personnel's encouragement. 7th is aimed at the connector market with the growing development, combined with the marketing concept and actual strategic planning, using 4P marketing theory to product strategy, price strategy, channel strategy. The promotion strategy improves the current marketing strategy of Enterprise A.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F274

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