發(fā)布時間：2018-01-08 00:15

  本文關(guān)鍵詞：AD公司北斗產(chǎn)品市場定位研究　出處：《華東理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 北斗產(chǎn)品 市場定位 市場營銷

【摘要】：北斗衛(wèi)星導(dǎo)航系統(tǒng)的成功建立,使得我國有了自己的衛(wèi)星導(dǎo)航系統(tǒng),從此眾多的行業(yè)不再受困于美國的GPS控制。同時,在政府的大力扶植下,北斗產(chǎn)業(yè)的快速發(fā)展,形成了集芯片開發(fā)、終端制造、系統(tǒng)集成、運營服務(wù)為一體的北斗產(chǎn)業(yè)鏈系統(tǒng)。 美國的GPS衛(wèi)星導(dǎo)航產(chǎn)品占領(lǐng)了國內(nèi)95%導(dǎo)航定位產(chǎn)品的市場,北斗衛(wèi)星導(dǎo)航系統(tǒng)在政府的大力扶植下相應(yīng)的產(chǎn)業(yè)鏈正在迅速發(fā)展,目前已經(jīng)在專業(yè)行業(yè)市場和國防領(lǐng)域占據(jù)了一定的市場,本文主要從北斗產(chǎn)品近幾年的快速發(fā)展,從宏觀和微觀的角度,運用SWOT理論分析AD公司目前在行業(yè)所處的位置,對AD公司北斗產(chǎn)品的優(yōu)勢劣勢進(jìn)行了分析,縱觀市場上的各類產(chǎn)品,不僅僅存在于產(chǎn)品的策略,產(chǎn)品定價,市場推廣,渠道管理,還有品牌建設(shè)等,主要的失敗原因是產(chǎn)品市場定位的不清晰。如何做到產(chǎn)品市場定位的差異化,為目標(biāo)顧客群量身定制,在殘酷的市場競爭中生存下來,不斷提升企業(yè)核心競爭力。 。運用STP分析工具分析了AD公司北斗產(chǎn)品在市場細(xì)分、目標(biāo)客戶心智和市場定位等方面存在的問題,通過系統(tǒng)的分析后對癥下藥,識別和傳播產(chǎn)品和品牌地獨特性,產(chǎn)品差異化定位,采用市場經(jīng)營活動中的定位理論,結(jié)合產(chǎn)品的定位理論,輔以對國內(nèi)用戶市場調(diào)查研究,實驗室地數(shù)據(jù)采集,北斗導(dǎo)航定位產(chǎn)品在不同場合的實地測試等；對AD公司地產(chǎn)品提出了在民用市場、專業(yè)行業(yè)市場、軍用市場的業(yè)務(wù)細(xì)分市場。提出了AD公司產(chǎn)品獨特性定位、產(chǎn)品定價定位、渠道管理、市場推廣、品牌建設(shè)等市場定位的建議。 本文的市場定位研究是運用對市場調(diào)查研究分析,闡述了目前AD公司在北斗行業(yè)的產(chǎn)品定位問題,研究所得到的對策和建議未必符合其他行業(yè)企業(yè),但希望能給同行業(yè)的企業(yè)提供借鑒。
[Abstract]:Beidou satellite navigation system was established successfully, which has its own satellite navigation system in China, from the GPS control in many industries are no longer trapped in the United States. At the same time, in support of the government, the rapid development of the Beidou industry, formed a set of terminal chip development, manufacturing, system integration, Beidou industrial chain operations services for the system one.
GPS satellite navigation products in the United States occupied 95% domestic navigation products in the market, the industry chain in the corresponding support of the government of the Beidou satellite navigation system is developing rapidly, has been in the field of national defense industry and professional market to occupy a certain market, this article mainly from the rapid development of the Beidou products in recent years, from the macro and the microscopic angle, using the theory of SWOT analysis of AD company at the current position in the industry, the AD company compass product advantages and disadvantages are analyzed, a variety of products on the market, not only exists in the product strategy, pricing, marketing, channel management and brand building, the main reason of failure is product market positioning is not clear. How do different product market positioning, target customers tailored, in the brutal competition in the market, continuously improve the enterprise core The heart is competitive.
Use the STP analysis tool to analyze AD company Beidou products in the market segmentation, target market positioning and customer mental problems, through the analysis of the system after the identification and dissemination of products and an antidote against the disease, brand uniqueness, product differentiation positioning, market positioning theory used in the business activities, combined with the theory of product positioning. With the investigation and study of the domestic market, laboratory data acquisition, Beidou navigation positioning products in different occasions of field testing; AD company products made in the civilian market, professional market, business market segment protection market. Put forward the AD company unique product positioning, product pricing and positioning, channel management, market promotion, brand building, market positioning recommendations.
The research of market positioning in this paper is based on Market Research and analysis. It describes the current product positioning problem of AD company in Beidou industry, and the countermeasures and suggestions obtained by the Institute may not be in line with other industry enterprises, but it hopes to provide reference for the same industry enterprises.

【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】：2014
【分類號】：F426.5;F274

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本文編號：1394837