【摘要】：隨著網(wǎng)絡(luò)經(jīng)濟(jì)的發(fā)展,越來越多的信息都可以從互聯(lián)網(wǎng)上獲取,產(chǎn)業(yè)鏈的變革與融合日益加劇。在需求日趨飽和的市場競爭環(huán)境中,企業(yè)如何在有限的市場中獲得更多的份額,如何戰(zhàn)勝競爭對(duì)手,這些挑戰(zhàn)早已成為每個(gè)競爭者所必須面臨的問題。IT電腦周邊外設(shè)打印機(jī)產(chǎn)品也由早期的藍(lán)海市場,進(jìn)入到了紅海競爭,不得不面對(duì)網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代市場營銷的變革。對(duì)于傳統(tǒng)企業(yè)而言,如何結(jié)合自身情況在網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代進(jìn)行市場營銷策略的研究以達(dá)成市場目標(biāo),如何以顧客為中心并重視用戶體驗(yàn),促進(jìn)打印相關(guān)產(chǎn)業(yè)升級(jí)、良性競爭與發(fā)展和融合,這也是變革時(shí)期市場競爭參與者所應(yīng)擔(dān)當(dāng)?shù)呢?zé)任和使命。本文以愛普生公司在華打印機(jī)產(chǎn)品的銷量增長和份額擴(kuò)大,噴墨打印機(jī)替代激光打印機(jī)等戰(zhàn)略目標(biāo)和市場問題作為研究課題,介紹打印機(jī)行業(yè)背景,選題價(jià)值,研究意義和手段,愛普生公司打印機(jī)業(yè)務(wù)基本情況,對(duì)標(biāo)競爭對(duì)手的情況。以顧客為中心,深入分析互聯(lián)網(wǎng)帶來的市場挑戰(zhàn)與機(jī)遇,充分研究市場發(fā)展的現(xiàn)狀和未來的趨勢,發(fā)現(xiàn)其在營銷策略中存在一些問題和不足之處。對(duì)于一家胸懷工匠精神,在現(xiàn)實(shí)世界中追求極致的制造企業(yè),運(yùn)用市場營銷的相關(guān)理論,結(jié)合愛普生打印機(jī)業(yè)務(wù)的實(shí)踐經(jīng)驗(yàn)以及網(wǎng)絡(luò)化時(shí)代發(fā)展規(guī)律,為愛普生公司打印機(jī)業(yè)務(wù)的發(fā)展提供了一系列的策略改進(jìn)建議,包括市場細(xì)分,確定目標(biāo)客戶市場和產(chǎn)品服務(wù)定位等STP策略,顧客、成本、便利和溝通等4Cs方面策略。這些策略和建議也包括對(duì)愛普生噴墨打印機(jī)產(chǎn)品運(yùn)用創(chuàng)新方式和方法進(jìn)行研究和分析,在互聯(lián)網(wǎng)+、O2O以及關(guān)聯(lián)產(chǎn)業(yè)變革與融合的大環(huán)境下營銷服務(wù)策劃與實(shí)施等。
[Abstract]:With the development of network economy, more and more information can be obtained from the Internet. In the increasingly saturated market competition environment, how to get more shares in the limited market, how to beat the competitors, These challenges have already become the problem that every competitor must face. The peripheral printer products of IT computer also entered the competition of Red Sea from the early blue sea market and had to face the marketing revolution in the era of network economy. For traditional enterprises, how to combine their own situation in the era of network economy to study marketing strategies to achieve market objectives, how to focus on customers and attach importance to user experience, to promote the upgrading of printing related industries, Healthy competition and development and integration, which is also the responsibility and mission of market competition participants in the period of change. This paper introduces the background of the printer industry and the value of the selected topics, such as the growth and expansion of the sales volume of Epson's printer products in China, the strategic objectives and market problems of the inkjet printer replacing the laser printer, etc. Research significance and means, Epson printer business basic situation, against the standard competitors. Taking the customer as the center, deeply analyzes the market challenge and the opportunity brought by the Internet, fully studies the present situation and the future trend of the market development, and finds that there are some problems and shortcomings in the marketing strategy. For a manufacturing enterprise with the spirit of craftsman in mind and pursuing the utmost in the real world, applying the relevant theories of marketing, combining the practical experience of Epson printer business and the development law of network times, It provides a series of suggestions for the development of Epson's printer business, including market segmentation, STP strategy, customer, cost, convenience and communication, etc. These strategies and suggestions also include the research and analysis of Epson inkjet printer products using innovative ways and methods, marketing service planning and implementation under the environment of Internet, O2O and related industry transformation and integration.
【學(xué)位授予單位】：閩江學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F416.6;F274

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