本文選題：渠道　切入點(diǎn)：銷毀服務(wù)　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：信息載體的銷毀已經(jīng)成為日常辦公中必不可少的環(huán)節(jié),由最初的文件紙張粉碎銷毀到硬盤、光盤、軟盤、U盤等大量信息存儲(chǔ)介質(zhì)的銷毀,國產(chǎn)品牌隨著市場(chǎng)需求的發(fā)展,產(chǎn)品技術(shù)日趨成熟,價(jià)格低廉,使碎紙機(jī)市場(chǎng)競(jìng)爭(zhēng)更加激烈。德國M碎紙機(jī)中國分公司作為首批進(jìn)入中國市場(chǎng)的廠家,國內(nèi)市場(chǎng)與其他進(jìn)口碎紙機(jī)品牌EBA,HSM形成三足鼎立的市場(chǎng)格局,占據(jù)著高端客戶的絕大部分市場(chǎng)份額,國產(chǎn)品牌的低價(jià)、供貨周期短等優(yōu)勢(shì)占據(jù)著低端消費(fèi)市場(chǎng);同時(shí)隨著國內(nèi)政策環(huán)境的變化,對(duì)進(jìn)口品牌在政府采購領(lǐng)域限制加寬;電子商務(wù)領(lǐng)域?qū)鹘y(tǒng)渠道的沖擊。面對(duì)諸多問題M碎紙機(jī)公司若想在國內(nèi)開辟出新的天地,重新調(diào)整企業(yè)戰(zhàn)略。通過對(duì)比分析,基于德國M碎紙機(jī)中國分公司現(xiàn)有的產(chǎn)品、技術(shù)、渠道等優(yōu)勢(shì),尋找出一套適合于中國市場(chǎng)的管理模式及營銷模式:實(shí)現(xiàn)線下線上渠道相結(jié)合;國內(nèi)OEM低價(jià)位產(chǎn)品,進(jìn)軍碎紙機(jī)低端市場(chǎng);研發(fā)推廣適合于銷毀漢字字體的碎紙機(jī);大力推廣銷毀服務(wù)業(yè)務(wù)。使M碎紙機(jī)公司在中國業(yè)務(wù)長(zhǎng)足穩(wěn)定的發(fā)展。
[Abstract]:The destruction of information carriers has become an essential link in daily work. From the original documents and paper to the destruction of a large number of information storage media, such as hard disk, optical disk, floppy disk, U disk and so on, domestic brands have developed with the development of market demand. The product technology is maturing day by day, the price is low, make the market competition of shredder more fierce. Germany M shredder China Branch as the first manufacturer to enter the Chinese market, The domestic market and other imported shredder brands EBAHSM form a three-legged market structure, occupying the majority of high-end customers' market share, the low price of domestic brands, short supply cycle and other advantages of the low-end consumer market; At the same time, with the change of domestic policy environment, the restrictions on import brands in the field of government procurement have been widened, and the impact of e-commerce on traditional channels. In the face of many problems, if the paper shredder company wants to open up a new world in the country, Readjusting enterprise strategy. Through comparative analysis, based on the existing products, technologies, channels and other advantages of Germany's M shredder China Branch, To find out a set of management model and marketing model suitable for the Chinese market: to realize the combination of online and offline channels; to enter the low-end market of shredder for domestic OEM low price products; to develop and promote shredder suitable for the destruction of Chinese characters; Vigorously promote the destruction service business. M paper shredder in China business substantial and stable development.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.4;F272

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