發(fā)布時間：2018-06-05 04:26

  本文選題：營銷績效 + 測量��； 參考：《電子科技大學(xué)》2014年碩士論文

【摘要】：隨著國家對通信行業(yè)強(qiáng)大的政策支持,消費者對寬帶的高速度低成本的持續(xù)需求,如何增強(qiáng)公司的競爭力,在市場和客戶成本壓力的推動下,提升公司的營銷績效,已經(jīng)成為光器件封裝行業(yè)的一個重要課題。在我國,光器件行業(yè)中企業(yè)總體規(guī)模不大,要實現(xiàn)公司持續(xù)經(jīng)營和良性發(fā)展,必須提高營銷績效,開發(fā)公司內(nèi)部的潛力,創(chuàng)造以客戶為中心的管理理念,創(chuàng)造以營銷為龍頭的管理理念,適應(yīng)光通信的發(fā)展大好形勢。筆者從工作過10年的HG公司出發(fā),應(yīng)用市場營銷的基礎(chǔ)知識和理論,首先分析光通信行業(yè)的外部環(huán)境,包括光通信全球市場和中國市場,包括運營商、設(shè)備制造商、器件制造商;運用Michael Porter的經(jīng)典五力模型,分析了器件封裝這個專業(yè)領(lǐng)域的市場環(huán)境;運用SWOT理論和方法深入剖析了HG公司的優(yōu)勢、劣勢、機(jī)會和面臨的競爭威脅,從而總結(jié)出HG公司的三大核心競爭力。其次,運用營銷績效的相關(guān)理論,分析總結(jié)了HG營銷績效的測量。測量指標(biāo)重點關(guān)注財務(wù)經(jīng)濟(jì)指標(biāo),包括銷售額、回款額、利潤額。由于行業(yè)競爭日趨激勵,分析總結(jié)了非經(jīng)濟(jì)指標(biāo)的測量,包括客戶滿意度、準(zhǔn)時交貨率、主要材料成本降低率、質(zhì)量退貨率。本章包括測量指標(biāo)的選擇,實施和效果結(jié)論。最后,分析總結(jié)HG公司在營銷績效測量的改進(jìn)。根據(jù)測量中出現(xiàn)的問題,進(jìn)行分析和改進(jìn),將公司內(nèi)部各部門的行動統(tǒng)一到提升營銷績效的工作之中。以此提升工作效率,降低產(chǎn)品成本,提升營銷績效。希望通過本文針對光器件行業(yè)企業(yè)營銷績效的一些研究,能夠?qū)χ袊鴥?nèi)地光通信器件行業(yè)內(nèi)企業(yè)的良好發(fā)展提供一些幫助和參考。
[Abstract]:With the strong policy support of the country to the communication industry and the continuous demand of high speed and low cost for broadband, how to enhance the competitiveness of the company and promote its marketing performance under the pressure of market and customer cost, It has become an important subject in optical device packaging industry. In our country, the overall scale of enterprises in the optical device industry is not large. In order to realize the continuous operation and benign development of the company, we must improve the marketing performance, develop the potential within the company, and create a customer-centered management concept. To create marketing as the leading management concept, to adapt to the development of optical communications excellent situation. Starting from HG Company, which has worked for more than 10 years, and applying the basic knowledge and theory of marketing, the author first analyzes the external environment of optical communication industry, including the global market of optical communication and the Chinese market, including operators and equipment manufacturers. Device manufacturer; using Michael Porter's classic five-force model to analyze the market environment in the field of device packaging; using SWOT theory and method to deeply analyze the strengths, weaknesses, opportunities and competitive threats faced by HG, Thus summarizes the HG company's three core competitiveness. Secondly, the measurement of HG marketing performance is analyzed and summarized by using the relevant theory of marketing performance. The measurement focuses on financial and economic indicators, including sales, payback, profit. Due to the increasing competition in the industry, the measurement of non-economic indexes is analyzed and summarized, including customer satisfaction, on-time delivery rate, cost reduction rate of main materials, and quality return rate. This chapter includes the choice of measurement indicators, implementation and effect conclusions. Finally, the improvement of HG company's marketing performance measurement is analyzed and summarized. According to the problems in the measurement, analyze and improve the actions of all departments in the company to improve the marketing performance. In order to improve work efficiency, reduce product costs, improve marketing performance. It is hoped that this paper can provide some help and reference for the good development of the enterprises in the optical communication device industry in mainland China through some research on the marketing performance of the optical device industry.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.6

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