本文選題：硒鼓　切入點：國產(chǎn)通用耗材　出處：《廣西大學》2017年碩士論文　論文類型：學位論文

【摘要】：作為現(xiàn)代日常辦公中必不可少的設(shè)備,幾乎每個公司或機構(gòu)單位都或多或少擁有各種各樣的打印機。激光打印機作為應(yīng)用最廣泛的打印機,其在工作過程中消耗最多的東西是硒鼓和碳粉。以硒鼓為主要產(chǎn)品的國產(chǎn)通用耗材行業(yè),隨著我國經(jīng)濟的飛速發(fā)展,也得到了大幅的增長。再加上中央政府逐漸加大對國產(chǎn)產(chǎn)品的采購比例,硒鼓行業(yè)更是迎來了又一次發(fā)展良機。BM公司是一家生產(chǎn)和銷售硒鼓為主要業(yè)務(wù)的私營小企業(yè)。在其發(fā)展初期,由于進入市場相對較早,取得了一定的發(fā)展。隨著近年來世界經(jīng)濟增長放緩和市場的逐漸飽和,國產(chǎn)通用耗材行業(yè)正面臨著重新洗牌的威脅。BM公司由于長期以來不注重品牌營銷工作,產(chǎn)品毫無特色和相對競爭優(yōu)勢,亦因此出現(xiàn)了負增長的態(tài)勢。作為一家小公司,要想在行業(yè)競爭日益激烈的市場環(huán)境中取得一席之地,加強市場營銷方面的努力和創(chuàng)新成為了唯一的突破口。本文的研究目的即是為BM公司設(shè)計出一套全新的營銷策略,從而確保其經(jīng)營繼續(xù)健康向上發(fā)展。本文首先在相關(guān)理論綜述的基礎(chǔ)上回顧了 BM公司的營銷現(xiàn)狀和存在的問題,進而分析外部整個行業(yè)大環(huán)境的各方面態(tài)勢、企業(yè)的微觀環(huán)境和所具有的優(yōu)勢劣勢與面臨的機會威脅,找出合適的目標市場與市場定位,最后制定出一套切實可行的營銷策略,同時輔以全面的實施保障措施,確保其實行的效果。本文主要以定性分析方法為主,同時通過與大量業(yè)內(nèi)專家進行采訪,輔以作者本身多年的從業(yè)經(jīng)驗進行綜合研究分析本文在4P的各個分點的策略上均提出了自己的見解,希望能對BM公司和行業(yè)內(nèi)其它中小企業(yè)具有一定的實際參考價值。但由于文中大部分研究結(jié)果缺乏精密的數(shù)據(jù)模型來進行驗證,使本文的研究價值具有一定的局限性。
[Abstract]:Almost every company or institution has more or less a variety of printers as an essential equipment in modern everyday office. Laser printers are the most widely used printers. The consumption of selenium drum and carbon powder is the most in the working process. With the rapid development of China's economy, the domestic universal consumables industry, which takes the selenium drum as the main product, There has also been a substantial increase. In addition, the central government has gradually increased the proportion of domestic products purchased. The selenum-drum industry has ushered in another development opportunity. BM is a small private enterprise that produces and sells selenium drums as its main business. At the beginning of its development, because of its relatively early entry into the market, With the slowdown of world economic growth and the gradual saturation of the market in recent years, the domestic general consumables industry is facing the threat of reshuffling. BM Company has not paid much attention to brand marketing for a long time. As a small company, it is necessary to gain a place in the increasingly competitive market environment. Strengthening marketing efforts and innovation has become the only breakthrough. The purpose of this paper is to design a new marketing strategy for BM Company. In order to ensure its continued healthy and upward development. Firstly, this paper reviews the current marketing situation and existing problems of BM Company on the basis of relevant theoretical review, and then analyzes the external situation of the whole industry environment. The microcosmic environment, advantages and disadvantages of the enterprise and the opportunities and threats it faces, find out the appropriate target market and market positioning, and finally work out a set of feasible marketing strategy, and at the same time, with the comprehensive implementation of safeguard measures, This paper mainly focuses on qualitative analysis and interviews with a large number of industry experts. In addition to the author's many years of experience in the field of comprehensive research and analysis, this paper has put forward its own views on the strategy of 4P. It is hoped that this paper will have some practical reference value for BM Company and other small and medium-sized enterprises in the industry. However, because most of the research results in this paper are lack of precise data model to verify, the research value of this paper has some limitations.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.6

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