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】：連接器是兩個電子元器件之間進行能量和信息交互的界面和通道,廣泛應(yīng)用于國防、通訊、工控、醫(yī)療、消費電子等各個領(lǐng)域。連接器在經(jīng)過近一個世紀(jì)的發(fā)展在全球已形成市場規(guī)模在500億美金以上的全球性競爭產(chǎn)業(yè)。近年來中國經(jīng)濟迅猛發(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)計模塊化的今天發(fā)揮著越來越重要的作用,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)競爭不斷升級,怎樣在激烈和無序的競爭中持續(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)品在大陸市場的產(chǎn)品營銷活動為研究對象,以市場營銷理論為基礎(chǔ),第一部分首先對連接器行業(yè)的發(fā)展趨勢和H公司的公司概況進行闡述,提出本文研究的目的和意義。第二部分介紹H公司的市場現(xiàn)狀并指出存在的問題,針對面臨的市場環(huán)境,運用PEST和五力模型分析方法進行細(xì)致的分析；第三部分通過市場調(diào)研方法,了解市場對連接器的需求,影響連接器購買選擇的因素,對調(diào)研結(jié)果進行充分分析和總結(jié),找出H公司的優(yōu)勢和不足。第四部分通過STP分析,結(jié)合H公司自身的情況,明確連接器產(chǎn)品的市場細(xì)分,目標(biāo)市場選擇以及公司的市場定位。運用4PS營銷理論對公司做全面的分析和研究,進行營銷策略優(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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.6

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