本文選題：連接器 + 產(chǎn)品策略��； 參考：《華東理工大學(xué)》2017年碩士論文

【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,廣泛應(yīng)用于國(guó)防、通訊、工控、醫(yī)療、消費(fèi)電子等各個(gè)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,通訊、醫(yī)療等電子產(chǎn)業(yè)飛速發(fā)展,連接器作為電子產(chǎn)品中不可缺少的零部件產(chǎn)品,在電子產(chǎn)品功能多樣化,設(shè)計(jì)模塊化的今天發(fā)揮著越來(lái)越重要的作用,但由于連接器生產(chǎn)門檻較低,眾多連接器廠商不斷崛起,導(dǎo)致全球連接器行業(yè)競(jìng)爭(zhēng)不斷升級(jí),怎樣在激烈和無(wú)序的競(jìng)爭(zhēng)中持續(xù)發(fā)展,是當(dāng)前面臨的首要問題。本文以H公司連接器產(chǎn)品在大陸市場(chǎng)的產(chǎn)品營(yíng)銷活動(dòng)為研究對(duì)象,以市場(chǎng)營(yíng)銷理論為基礎(chǔ),第一部分首先對(duì)連接器行業(yè)的發(fā)展趨勢(shì)和H公司的公司概況進(jìn)行闡述,提出本文研究的目的和意義。第二部分介紹H公司的市場(chǎng)現(xiàn)狀并指出存在的問題,針對(duì)面臨的市場(chǎng)環(huán)境,運(yùn)用PEST和五力模型分析方法進(jìn)行細(xì)致的分析；第三部分通過(guò)市場(chǎng)調(diào)研方法,了解市場(chǎng)對(duì)連接器的需求,影響連接器購(gòu)買選擇的因素,對(duì)調(diào)研結(jié)果進(jìn)行充分分析和總結(jié),找出H公司的優(yōu)勢(shì)和不足。第四部分通過(guò)STP分析,結(jié)合H公司自身的情況,明確連接器產(chǎn)品的市場(chǎng)細(xì)分,目標(biāo)市場(chǎng)選擇以及公司的市場(chǎng)定位。運(yùn)用4PS營(yíng)銷理論對(duì)公司做全面的分析和研究,進(jìn)行營(yíng)銷策略優(yōu)化。
[Abstract]:Connector is an interface and channel for energy and information exchange between two electronic components. It is widely used in defense, communication, industrial control, medical treatment, consumer electronics and other fields. After nearly a century of development, connectors have developed into a global competitive industry with a market size of more than $50 billion. In recent years, with the rapid development of China's economy and the rapid development of electronic industries such as communications and medical treatment, connectors, as indispensable components in electronic products, have diversified functions in electronic products. Modular design is playing a more and more important role today, but because of the low production threshold of connectors and the rising of many connector manufacturers, the global connector industry competition is constantly upgraded. How to develop continuously in the fierce and disorderly competition is the most important problem. This paper takes the product marketing activities of H company connector products in the mainland market as the research object, and based on the marketing theory, the first part describes the development trend of the connector industry and the general situation of H company. The purpose and significance of this paper are put forward. The second part introduces the market situation of H Company and points out the existing problems, aiming at the market environment, using pest and five-force model analysis method to carry on the detailed analysis; the third part through the market research method, Understand the market demand for connectors, the factors that affect the connector purchase, analyze and summarize the research results, find out the advantages and disadvantages of H Company. In the fourth part, through the analysis of STP, combining with the situation of H Company, the market segmentation, target market selection and market positioning of connector products are defined. Use 4 PS marketing theory to do a comprehensive analysis and research on the company, marketing strategy optimization.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.6

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