本文選題：電子元器件 + 市場營銷策略��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：電子信息產(chǎn)業(yè)是國民經(jīng)濟(jì)戰(zhàn)略性、基礎(chǔ)性和先導(dǎo)性的支柱產(chǎn)業(yè)。據(jù)工業(yè)和信息化部統(tǒng)計,2015年我國電子信息產(chǎn)業(yè)的銷售總收入達(dá)15.5萬億元人民幣,并保持著每年10%以上的增速。其中,電子信息制造業(yè),也就是硬件相關(guān)的產(chǎn)業(yè),在電子信息產(chǎn)業(yè)的銷售總收入中占比超過70%。在這么巨大的市場中,每一家從業(yè)者都面臨著巨大的競爭,利潤逐年下降。尤其是2008年全球經(jīng)濟(jì)危機(jī)后,全球經(jīng)濟(jì)和中國經(jīng)濟(jì)都處于緩慢恢復(fù)階段,終端消費(fèi)者對于電子設(shè)備的需求量大幅減少。然而供應(yīng)量依然維持高位,經(jīng)常出現(xiàn)供過于求的市場狀況。本文的研究對象HR公司是一家電子元器件分銷商,公司已成立近20年。在這20年中,隨著外部及內(nèi)部營銷環(huán)境的不斷變化,HR公司的營銷策略改進(jìn)也是迫在眉睫的事情。筆者作為HR公司營業(yè)部門的銷售經(jīng)理,從實(shí)際工作狀況出發(fā),運(yùn)用市場營銷學(xué)和管理學(xué)的相關(guān)知識,先分析出HR公司如今面對的外部營銷環(huán)境及內(nèi)部營銷環(huán)境,總結(jié)出HR公司現(xiàn)有的營銷策略及面對新形勢時所存在的問題。隨后根據(jù)STP理論,評價HR公司的各個細(xì)分市場,結(jié)合客戶問卷調(diào)研,運(yùn)用層次分析法找到對于HR公司來說優(yōu)先級最高的細(xì)分市場。根據(jù)前面找到的問題及相關(guān)分析,本文提出了服務(wù)營銷策略的7Ps營銷組合,將傳統(tǒng)的市場營銷組合延伸出去,調(diào)整HR公司原有的營銷策略適應(yīng)現(xiàn)有的營銷環(huán)境。最后根據(jù)HR公司的實(shí)際狀況,提出了實(shí)行這些營銷策略的相關(guān)保障工作。
[Abstract]:Electronic information industry is a strategic, basic and leading pillar industry of national economy. According to the Ministry of Industry and Information, the total sales income of China's electronic information industry in 2015 reached 15.5 trillion yuan, and maintained an annual growth rate of more than 10%. Among them, electronic information manufacturing, that is, hardware related industry, accounts for more than 70 percent of the total sales revenue of electronic information industry. In such a huge market, every practitioner is facing great competition and profits are declining year by year. In particular, after the global economic crisis in 2008, the global economy and China's economy are in a slow recovery phase, the end consumer demand for electronic devices has fallen sharply. However, supply remains high, often in excess of demand in the market. HR Company, a distributor of electronic components, has been established for nearly 20 years. In the past 20 years, it is urgent to improve the marketing strategy of HR company with the change of external and internal marketing environment. As the sales manager of the business department of HR Company, starting from the actual working situation, using the relevant knowledge of marketing and management, the author first analyzes the external marketing environment and the internal marketing environment that the HR company is now facing. Summarize the existing marketing strategy of HR company and the existing problems in the new situation. Then according to the theory of STP, the market segmentation of HR company is evaluated, and the highest priority market for HR company is found by AHP. According to the problems found before and related analysis, this paper puts forward the 7Ps marketing combination of service marketing strategy, extends the traditional marketing mix, and adjusts the original marketing strategy of HR company to adapt to the existing marketing environment. Finally, according to the actual situation of HR company, put forward the implementation of these marketing strategies related security work.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.6

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