【摘要】：電纜廣泛應用于各行各業(yè),而電纜行業(yè)被稱為國民經(jīng)濟的神經(jīng),在過去30多年的發(fā)展過程中,取得了一個又一個的佳績,成為我國僅次于汽車行業(yè)的第二大產(chǎn)業(yè),電線電纜的總產(chǎn)值也位居世界第一,我國電纜取得的這些佳績是電纜行業(yè)各方共同努力的結(jié)果,這一點是值得我們肯定的。然而,在面對這些可喜的成績,我國電纜行業(yè)的發(fā)展也暴露出了諸多弊端,同世界電纜知名企業(yè)相比存在較大差距,電纜研發(fā)能力不足,缺乏對高端技術、工藝的掌握,在高端電纜如核電、海洋應用等方面的生產(chǎn)制造主要依靠國外進口,此外,我國電纜行業(yè)還存在產(chǎn)業(yè)集群比較少,難以形成規(guī)模效應、營銷隊伍的素質(zhì)有待提升、產(chǎn)業(yè)結(jié)構(gòu)不完善等問題。ZHDG科技公司作為一家以高端電纜研發(fā)、生產(chǎn)為目標的新成立公司,在我國電纜行業(yè)的發(fā)展中具有典型的代表性。本文以ZHDG科技公司為研究對象,從渠道、績效、產(chǎn)品、隊伍和管理幾個方面,對ZHDG科技公司自身營銷發(fā)展現(xiàn)狀進行了評價,指出ZHDG科技公司在營銷中存在營銷觀念沒有轉(zhuǎn)變、營銷戰(zhàn)略模糊、網(wǎng)絡營銷渠道缺失和高端技術人才和創(chuàng)新不足等問題;通過對ZHDG科技公司外部環(huán)境、核心競爭力和SWOT分析,對ZHDG科技公司進行準確定位,明確自身的客戶目標群體,并從產(chǎn)品策略、價格策略、渠道策略、促銷策略和服務策略幾個方面提出具體的營銷策略,解決目前ZHDG科技公司在營銷過程中存在的問題,更重要的是為我國電纜行業(yè)的發(fā)展提供一個可以參考的實際案例。
[Abstract]:Cable is widely used in various industries, and cable industry is called the nerve of the national economy. In the past 30 years of development, cable industry has made good achievements one after another, and has become the second largest industry after automobile industry in our country. The total output value of wire and cable also ranks first in the world. These excellent achievements of cable in our country are the result of the joint efforts of all parties in the cable industry, which is worthy of our affirmation. However, in the face of these gratifying achievements, the development of the cable industry in our country has also exposed many disadvantages, compared with the world famous cable enterprises, there is a big gap, lack of cable R & D ability, lack of high-end technology, lack of technology, The production and manufacture of high-end cables, such as nuclear power and marine applications, mainly depend on foreign imports. In addition, there are few industrial clusters in the cable industry in China, which are difficult to form scale effects, and the quality of the marketing team needs to be improved. ZHDG Technology Company, as a newly established company aiming at high-end cable R & D and production, is a typical representative in the development of cable industry in China. Taking ZHDG Technology Company as the research object, this paper evaluates the current situation of marketing development of ZHDG Technology Company from the aspects of channel, performance, product, team and management, and points out that there is no change in marketing concept in ZHDG Science and Technology Company. By analyzing the external environment, core competence and SWOT of ZHDG Technology Company, the author makes an accurate positioning of ZHDG Science and Technology Company, including the fuzzy marketing strategy, the lack of network marketing channel, the shortage of high-end technical talents and innovation, and so on, and through the analysis of the external environment, core competitiveness and SWOT of ZHDG Technology Company, Make clear the customer target group, and put forward the specific marketing strategy from the aspects of product strategy, price strategy, channel strategy, promotion strategy and service strategy, solve the problems existing in the marketing process of ZHDG technology company at present. More importantly, it provides a practical case for the development of cable industry in China.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.61

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