本文選題：朗達(dá)公司 + 營(yíng)銷(xiāo)策略組合��； 參考：《山東大學(xué)》2014年碩士論文

【摘要】：隨著3G通訊技術(shù)的大力發(fā)展以及消費(fèi)者購(gòu)買(mǎi)力的普遍提高,智能手機(jī)和平板電腦憑借其強(qiáng)大的操作系統(tǒng)已經(jīng)風(fēng)靡全國(guó)。但由于智能系統(tǒng)安裝的應(yīng)用程序多、屏幕大、耗電量高,電池的續(xù)航能力已經(jīng)達(dá)不到消費(fèi)者持續(xù)使用的需求。這時(shí)移動(dòng)電源產(chǎn)品的應(yīng)運(yùn)而生。到2013年,中國(guó)移動(dòng)電源市場(chǎng)已經(jīng)有近5000家供應(yīng)商,超過(guò)500個(gè)移動(dòng)電源品牌,行業(yè)產(chǎn)值超過(guò)100億。如何在激烈的移動(dòng)電源市場(chǎng)競(jìng)爭(zhēng)中脫穎而出,獲得更多的競(jìng)爭(zhēng)優(yōu)勢(shì)成為每個(gè)移動(dòng)電源廠商要關(guān)注的問(wèn)題。 本論文首先介紹移動(dòng)電源行業(yè)的現(xiàn)狀,對(duì)行業(yè)存在的問(wèn)題進(jìn)行分析,預(yù)測(cè)未來(lái)移動(dòng)電源的發(fā)展趨勢(shì)。接下來(lái)運(yùn)用PEST模型分析朗達(dá)公司面對(duì)的宏觀市場(chǎng)營(yíng)銷(xiāo)環(huán)境,得出宏觀環(huán)境是有利于移動(dòng)電源市場(chǎng)發(fā)展的。運(yùn)用波特五力模型工具,分析朗達(dá)公司在行業(yè)中競(jìng)爭(zhēng)壓力,尤其是來(lái)自現(xiàn)有競(jìng)爭(zhēng)對(duì)手的壓力。再結(jié)合朗達(dá)公司自身的情況,通過(guò)SWOT工具,分析出主要的外部威脅與機(jī)會(huì),公司內(nèi)部的優(yōu)勢(shì)與劣勢(shì),綜合各項(xiàng)因素,在此基礎(chǔ)上制定朗達(dá)公司移動(dòng)電源產(chǎn)品的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略及營(yíng)銷(xiāo)策略。在制定營(yíng)銷(xiāo)選擇戰(zhàn)略時(shí),首先運(yùn)用市場(chǎng)細(xì)分理論,確定目標(biāo)市場(chǎng)的選擇,進(jìn)行市場(chǎng)定位。朗達(dá)公司在選定以商務(wù)人士作為朗達(dá)公司的目標(biāo)市場(chǎng),產(chǎn)品定位在高品質(zhì)移動(dòng)電源。針對(duì)這種市場(chǎng)選擇戰(zhàn)略,提出朗達(dá)公司應(yīng)該在目標(biāo)市場(chǎng)精耕細(xì)作,集中優(yōu)勢(shì)資源獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。在市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略上,朗達(dá)公司根據(jù)自己產(chǎn)品質(zhì)量?jī)?yōu)質(zhì)和目前處于行業(yè)跟隨者的競(jìng)爭(zhēng)地位,分析出集中型競(jìng)爭(zhēng)戰(zhàn)略有利于朗達(dá)公司從移動(dòng)電源行業(yè)的跟隨者最終成為領(lǐng)導(dǎo)者�；谏鲜鰳�(gòu)建的朗達(dá)公司的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略,制定7P's營(yíng)銷(xiāo)策略組合即產(chǎn)品、價(jià)格、渠道、促銷(xiāo)、人員、有形展示、產(chǎn)品服務(wù)7個(gè)要素。最終為朗達(dá)公司提出品牌化道路,通過(guò)強(qiáng)化優(yōu)勢(shì)產(chǎn)品、建立多元化分銷(xiāo)渠道為朗達(dá)公司提高市場(chǎng)占有率,擴(kuò)大品牌影響力。 本文全面分析國(guó)內(nèi)移動(dòng)電源市場(chǎng)特征,從企業(yè)實(shí)際出發(fā),提出了朗達(dá)在移動(dòng)電源市場(chǎng)的營(yíng)銷(xiāo)策略,對(duì)其它同行業(yè)的企業(yè)在營(yíng)銷(xiāo)策略研究方面也具有參考價(jià)值。
[Abstract]:With the rapid development of 3G communication technology and the general increase of consumer purchasing power, smartphones and tablets have become popular all over the country with their powerful operating system. However, due to the number of applications installed in intelligent systems, large screens, high power consumption, battery life capacity has been unable to meet consumer demand for sustainable use. At this time the emergence of mobile power products. By 2013, China's mobile power market had nearly 5000 suppliers and more than 500 brands of mobile power, with an industry output of more than 10 billion. How to stand out in the fierce competition of mobile power supply market and gain more competitive advantages has become the problem that every mobile power supplier should pay attention to. This paper first introduces the current situation of mobile power supply industry and analyzes the problems existing in the industry. Forecast the development trend of mobile power supply in the future. Then, by using pest model to analyze the macro marketing environment of Rhonda Corporation, it is concluded that the macro environment is conducive to the development of mobile power market. This paper analyzes Rhonda's competitive pressure in the industry, especially from existing competitors. Combined with the Rhonda Company's own situation, through SWOT tools, the main external threats and opportunities, the company's internal strengths and weaknesses, comprehensive factors, On this basis, the Rhonda company mobile power products marketing strategy and marketing strategy. When making marketing choice strategy, we first use the theory of market segmentation to determine the choice of target market and position the market. Rhonda has chosen business people as its target market for Rhonda, positioning its products in high-quality mobile power supplies. Aiming at this kind of market choice strategy, the author puts forward that Rhonda Company should concentrate its advantage resources to obtain competitive advantage in the target market. In the market competition strategy, according to the quality of products and the competitive position of the current industry follower, Rhonda analyzes that the centralized competition strategy will help Rhonda become the leader from the follower of the mobile power industry. Based on the marketing strategy of Rhonda Company mentioned above, 7 elements of marketing strategy combination of 7PUS are made, that is, product, price, channel, promotion, personnel, tangible display and product service. Finally, the brand road is put forward for Rhonda Company. By strengthening the superior products and establishing diversified distribution channels, Rhonda will increase its market share and expand its brand influence. This paper comprehensively analyzes the market characteristics of domestic mobile power supply. The marketing strategy of Rhonda in the mobile power market is put forward from the point of view of the actual situation of the enterprise, which is also of reference value to other enterprises in the same industry in the research of marketing strategy.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.6;F274

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