【摘要】：CC公司是汕頭超聲電子股份有限公司旗下PCB事業(yè)部,是一家國內(nèi)最早,專門生產(chǎn)剛性PCB產(chǎn)品的本土大型廠家之一。本文主要針對CC公司2015年日本市場的銷售計(jì)劃開展相關(guān)分析,制定可執(zhí)行的銷售計(jì)劃。本文采用商業(yè)計(jì)劃書形式,根據(jù)PCB產(chǎn)品的特殊性,結(jié)合日本市場的獨(dú)特性,對日本PCB市場環(huán)境開展分析,確定日本PCB市場的發(fā)展機(jī)遇,確立目標(biāo)市場,制定2015年日本市場銷售計(jì)劃書。本文對日本市場開展PSET宏觀環(huán)境分析,并對CC的競爭環(huán)境進(jìn)行了分析,通過SWOT分析清晰地了解CC公司在日本PCB市場中的優(yōu)勢、劣勢、機(jī)會(huì)和威脅；針對2015年度日本銷售目標(biāo)及運(yùn)用STP分析法對日本目標(biāo)市場進(jìn)行了選定；以4Ps為基礎(chǔ),圍繞產(chǎn)品、價(jià)格、渠道、促銷、服務(wù)4Ps要素確立了銷售計(jì)劃組合。針對2015年度日本PCB市場的銷售計(jì)劃為,8層以上傳統(tǒng)板、HDI及Any layer等高端產(chǎn)品,以快板、多品種小批量、具備競爭性和彈性的高價(jià)訂單為基礎(chǔ),開發(fā)高端產(chǎn)品的中小批量市場；與目標(biāo)客戶和辦事處進(jìn)行積極合作,掌握客戶動(dòng)態(tài)和市場需求,以成熟的售前、售中及售后服務(wù)確保2015年日本市場銷售計(jì)劃的順利完成。在2015年日本市場銷售計(jì)劃確定之后,本文同時(shí)對此銷售計(jì)劃進(jìn)行層層分解,把計(jì)劃落實(shí)到實(shí)際業(yè)務(wù)人員,并通過制定相關(guān)的績效考核方法,以確保此銷售計(jì)劃可以成功執(zhí)行,保證2015年日本市場銷售計(jì)劃可以圓滿完成。本文在進(jìn)行2015年度日本市場銷售計(jì)劃的分析及制定過程中,借鑒運(yùn)用PEST分析、4Ps營銷、STP等營銷理論,并結(jié)合本人12年來負(fù)責(zé)日本市場銷售的工作實(shí)績,確保此銷售計(jì)劃的順利實(shí)施并達(dá)成公司所制定的日本市場銷售目標(biāo)。
[Abstract]:CC is Shantou Ultrasonic Electronics Co., Ltd. under the PCB division, is a domestic first, specializing in the production of rigid PCB products one of the local large manufacturers. This paper mainly analyzes CC's sales plan in Japan in 2015 and formulates executable sales plan. This paper adopts the form of business plan, according to the particularity of PCB products and the uniqueness of Japanese market, analyzes the Japanese PCB market environment, determines the development opportunity of Japanese PCB market, and establishes the target market. Develop a Japanese marketing plan for 2015. This paper analyzes the macro environment of PSET in Japanese market, and analyzes the competitive environment of CC. Through the analysis of SWOT, we can clearly understand the strengths, weaknesses, opportunities and threats of CC in the Japanese PCB market. Aiming at the target of Japanese sales in 2015 and using STP analysis method, this paper selects the target market of Japan, and establishes the sales plan combination based on 4Ps, focusing on the elements of product, price, channel, promotion and service 4Ps. The sales plan for the PCB market in Japan in 2015 is to develop the medium and small batch market of high-end products based on Allegro, multi-varieties and small batches, competitive and flexible high price orders, and so on. Work actively with target customers and offices to master customer dynamics and market needs to ensure the successful completion of the 2015 Japanese marketing plan with mature pre-sale, mid-sale and after-sales service. After the Japanese market sales plan was determined in 2015, this paper decomposes the sales plan layer by layer at the same time, implements the plan to the actual business personnel, and develops the relevant performance appraisal method to ensure that the sales plan can be carried out successfully. To ensure that the 2015 Japanese marketing plan can be successfully completed. In the course of analysis and formulation of Japan's marketing plan in 2015, this paper uses PEST to analyze the marketing theory of "4Ps", and combines with my 12 years' work achievements in charge of Japanese market sales. To ensure the smooth implementation of this sales plan and achieve the company's set sales targets in Japan.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F274

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