本文選題：合肥科晶公司　切入點：SWOT分析法　出處：《安徽大學》2014年碩士論文

【摘要】：市場營銷在各個發(fā)展階段引起了不同領域企業(yè)的重視,首先是各種消費品公司認識到市場營銷的重要性,而絕大多數(shù)工業(yè)制造公司對市場營銷認識得較晚,進入了21世紀以來,市場營銷滲透到世界各國的各個領域。國內(nèi)高新技術制造企業(yè)作為新興產(chǎn)業(yè),一直以來比較重視技術和生產(chǎn),輕市場營銷,隨著越來越多有先進營銷管理模式的國外企業(yè)在中國相繼發(fā)展,國內(nèi)同行業(yè)的競爭也愈加激烈,國內(nèi)的高新技術企業(yè)務必進行系統(tǒng)的市場營銷管理方面的研究,運用全新的市場營銷策略幫助企業(yè)實現(xiàn)可持續(xù)發(fā)展。因此,在這個現(xiàn)實背景下,本文研究了合肥科晶公司這一中小型高新技術企業(yè)的營銷管理體系,對高新技術企業(yè)營銷管理的發(fā)展提供思路和參考。 本文首先對市場營銷相關理論進行了回顧,包括PEST理論即政治、經(jīng)濟、社會、技術四個方面的環(huán)境因素,STP理論即市場細分,目標市場選擇和市場定位,4Ps理論即產(chǎn)品、價格、渠道和促銷營銷組合策略,為研究本文提供理論依據(jù)。其次,對合肥科晶公司所處的宏觀環(huán)境、行業(yè)環(huán)境以及主要競爭對手進行了分析,了解到行業(yè)當前的狀況和未來的發(fā)展趨勢,從中找出對公司發(fā)展的有利因素和機遇,提出合肥科晶公司面臨的行業(yè)問題,引起公司對競爭環(huán)境的了解和重視,為后面章節(jié)的營銷組合分析和建議打下基礎。研究通過運用SWOT分析法分析了該公司的優(yōu)勢和劣勢,面臨的機會和威脅因素,既要認識到存在的威脅和劣勢,更要及時抓住有利市場機會,揚長避短,以便為合肥科晶公司制定出合適的市場營銷策略；在此基礎上通過STP分析,確定公司的細分市場和目標顧客群,并進行了明確的市場定位,以便在選定能充分發(fā)揮自身優(yōu)勢的目標市場制定合肥科晶公司的營銷策略。最后借助4Ps理論制定了合肥科晶公司的營銷策略,即產(chǎn)品、價格、渠道以及促銷方面的策略,并通過探討合肥科晶公司營銷管理中的不足和改進的辦法,旨在為合肥科晶公司在未來激烈的市場競爭中提供一些有價值的參考,以適應不斷變化的競爭環(huán)境,保持已取得的市場領先地位。
[Abstract]:Marketing has attracted the attention of enterprises in different fields in various stages of development. Firstly, various consumer goods companies have realized the importance of marketing. However, most of the industrial manufacturing companies have been aware of marketing later and have entered the 21st century.Marketing permeates every field of the world.As a new industry, domestic high-tech manufacturing enterprises have always attached more importance to technology and production and light marketing. As more and more foreign enterprises with advanced marketing management models have developed in China,The competition of the same industry in our country is becoming more and more fierce, the domestic high-tech enterprises must carry on the systematic marketing management aspect research, use the brand-new marketing strategy to help the enterprise to realize the sustainable development.Therefore, under this realistic background, this paper studies the marketing management system of Hefei Kejing Company, a medium and small high-tech enterprise, and provides ideas and references for the development of marketing management of high-tech enterprises.Firstly, this paper reviews the relevant theories of marketing, including the environmental factors of politics, economy, society and technology in PEST theory, i.e. market segmentation, target market selection and market positioning, that is, product, price, etc.The channel and the promotion marketing mix strategy, provides the theory basis for the research.Secondly, the macro environment, industry environment and main competitors of Hefei Kejing Company are analyzed, and the current situation and future development trend of the industry are understood, and the favorable factors and opportunities for the development of the company are found out.This paper puts forward the industry problems faced by Hefei Kejing Company, which causes the company to understand and attach importance to the competitive environment, and lays a foundation for the marketing mix analysis and suggestions in the following chapters.This paper analyzes the advantages and disadvantages, opportunities and threat factors of the company by using SWOT analysis method. It not only recognizes the existing threats and disadvantages, but also takes advantage of the market opportunities in a timely manner to maximize its strengths and circumvent weaknesses.In order to make appropriate marketing strategy for Hefei Kejing Company, on the basis of STP analysis, the company's subdivision market and target customer group are determined, and a clear market positioning is carried out.In order to develop the marketing strategy of Hefei Kejing Company in the target market which can give full play to its own advantages.Finally, with the help of 4Ps theory, this paper formulates the marketing strategy of Hefei Kejing Company, that is, the strategy of product, price, channel and promotion, and probes into the shortage of marketing management of Hefei Kejing Company and the ways to improve it.The aim is to provide some valuable reference for Hefei Kejing Company in the fierce market competition in the future, in order to adapt to the changing competition environment and maintain the market leading position that has been obtained.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.63;F274

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