本文選題：電子元器件　切入點：小微企業(yè)　出處：《中國地質(zhì)大學(xué)(北京)》2015年碩士論文

【摘要】：信息經(jīng)濟、智能工業(yè)、網(wǎng)絡(luò)社會、數(shù)字生活體現(xiàn)了中國正在向高度信息化邁進,人們生產(chǎn)生活方式發(fā)生了重大變革,消費電子、通訊與網(wǎng)絡(luò)、新能源、便攜設(shè)備、汽車電子等電子設(shè)備得到了廣泛的應(yīng)用。電子設(shè)備升級換代將給元器件行業(yè)發(fā)展帶來巨大的市場。電子元器件的需求量巨大,作為其中關(guān)鍵件之一的連接器需求量也會相當巨大。同時,國家對小微企業(yè)扶持力度加大,對從事電子元器件的小微企業(yè)而言是機遇也是挑戰(zhàn),市場競爭將更加激烈,面臨的市場形勢會更加嚴峻。TCDZ公司作為一家從事銷售連接器的小微企業(yè),目前正處在學(xué)習(xí)調(diào)整期,而正確的營銷策略對其是否可以順利走出學(xué)習(xí)調(diào)整期進入快速發(fā)展的階段起著至關(guān)重要的作用。本文以營銷策略和企業(yè)生命周期理論為基礎(chǔ),探索制定適合TCDZ公司發(fā)展的營銷策略。本文綜合運用訪談法、案例研究法、文獻研究法,首先對TCDZ公司的營銷現(xiàn)狀與存在的問題進行了系統(tǒng)的分析。其次對制定TCDZ公司營銷策略的影響因素從宏觀、行業(yè)、微觀和SWOT因素四個方面進行了分析研究。最后,本文基于4P營銷策略理論,從產(chǎn)品策略、渠道策略、價格策略和促銷策略提出了針對性的營銷策略改進建議,期望能夠幫助TCDZ公司順利渡過學(xué)習(xí)調(diào)整階段,為其長遠發(fā)展打下堅實的基礎(chǔ)。本文的研究無疑對處于學(xué)習(xí)調(diào)整期的TCDZ公司有著重要的現(xiàn)實意義。
[Abstract]:The information economy, intelligent industry, network society, and digital life reflect the fact that China is moving toward a high level of information technology. The way people produce and live has undergone major changes, including consumer electronics, communications and networks, new energy sources, portable equipment,Automotive electronics and other electronic devices have been widely used.The upgrading of electronic equipment will bring a huge market to the development of components industry.The demand of electronic components is huge, and the demand of connectors as one of the key components will be enormous.At the same time, the state has increased its support for small and micro enterprises, which are opportunities and challenges for small and micro enterprises engaged in electronic components, and the market competition will be more intense.The market situation will be even more severe. TCDZ, as a small microenterprise engaged in selling connectors, is currently in a period of learning and adjustment.And the correct marketing strategy plays an important role in whether it can get out of the period of learning adjustment and enter the stage of rapid development.On the basis of marketing strategy and enterprise life cycle theory, this paper explores the development of marketing strategy suitable for TCDZ company.This article synthetically uses the interview method, the case study method, the literature research method, first has carried on the systematic analysis to the TCDZ company marketing present situation and the existence question.Secondly, the influence factors of TCDZ marketing strategy are analyzed from four aspects: macro, industry, micro and SWOT.Finally, based on the 4P marketing strategy theory, this paper puts forward some suggestions to improve the marketing strategy from product strategy, channel strategy, price strategy and promotion strategy, hoping to help TCDZ Company to pass through the learning adjustment phase smoothly.Lay a solid foundation for its long-term development.The research in this paper is undoubtedly of great practical significance to TCDZ Company which is in the period of learning adjustment.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.6

【參考文獻】

相關(guān)期刊論文 前8條

1 王益鋒;曹禺;;科技型小微企業(yè)商業(yè)模式創(chuàng)新影響因素分析[J];科技進步與對策;2013年18期

2 李永;;零售商自有品牌的營銷策略與管理[J];時代經(jīng)貿(mào)(下旬刊);2007年03期

3 施生旭;陳琪;;國內(nèi)小微企業(yè)研究綜述[J];商業(yè)時代;2014年06期

4 王德惠;;營銷的土匪邏輯[J];商界(評論);2008年01期

5 陳云;柏建成;嚴翔;;小微企業(yè)客戶關(guān)系的微博營銷策略[J];企業(yè)科技與發(fā)展;2013年13期

6 李雅潔;陳梟;吳宏博;王燕茹;;客戶關(guān)系管理(CRM)系統(tǒng)在小微企業(yè)中的運用[J];現(xiàn)代商貿(mào)工業(yè);2013年22期

7 安佰華;;新時期下市場營銷管理策略的思考[J];時代金融;2014年11期

8 龔光程;;無品牌營銷,小微型企業(yè)的成長捷徑[J];致富時代;2013年05期

相關(guān)碩士學(xué)位論文 前1條

1 朱沙;華冠公司市場營銷策略研究[D];湖南大學(xué);2006年

，

本文編號：1702511