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

【摘要】：市場(chǎng)營(yíng)銷(xiāo)在各個(gè)發(fā)展階段引起了不同領(lǐng)域企業(yè)的重視,首先是各種消費(fèi)品公司認(rèn)識(shí)到市場(chǎng)營(yíng)銷(xiāo)的重要性,而絕大多數(shù)工業(yè)制造公司對(duì)市場(chǎng)營(yíng)銷(xiāo)認(rèn)識(shí)得較晚,進(jìn)入了21世紀(jì)以來(lái),市場(chǎng)營(yíng)銷(xiāo)滲透到世界各國(guó)的各個(gè)領(lǐng)域。國(guó)內(nèi)高新技術(shù)制造企業(yè)作為新興產(chǎn)業(yè),一直以來(lái)比較重視技術(shù)和生產(chǎn),輕市場(chǎng)營(yíng)銷(xiāo),隨著越來(lái)越多有先進(jìn)營(yíng)銷(xiāo)管理模式的國(guó)外企業(yè)在中國(guó)相繼發(fā)展,國(guó)內(nèi)同行業(yè)的競(jìng)爭(zhēng)也愈加激烈,國(guó)內(nèi)的高新技術(shù)企業(yè)務(wù)必進(jìn)行系統(tǒng)的市場(chǎng)營(yíng)銷(xiāo)管理方面的研究,運(yùn)用全新的市場(chǎng)營(yíng)銷(xiāo)策略幫助企業(yè)實(shí)現(xiàn)可持續(xù)發(fā)展。因此,在這個(gè)現(xiàn)實(shí)背景下,本文研究了合肥科晶公司這一中小型高新技術(shù)企業(yè)的營(yíng)銷(xiāo)管理體系,對(duì)高新技術(shù)企業(yè)營(yíng)銷(xiāo)管理的發(fā)展提供思路和參考。 本文首先對(duì)市場(chǎng)營(yíng)銷(xiāo)相關(guān)理論進(jìn)行了回顧,包括PEST理論即政治、經(jīng)濟(jì)、社會(huì)、技術(shù)四個(gè)方面的環(huán)境因素,STP理論即市場(chǎng)細(xì)分,目標(biāo)市場(chǎng)選擇和市場(chǎng)定位,4Ps理論即產(chǎn)品、價(jià)格、渠道和促銷(xiāo)營(yíng)銷(xiāo)組合策略,為研究本文提供理論依據(jù)。其次,對(duì)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(jìng)爭(zhēng)對(duì)手進(jìn)行了分析,了解到行業(yè)當(dāng)前的狀況和未來(lái)的發(fā)展趨勢(shì),從中找出對(duì)公司發(fā)展的有利因素和機(jī)遇,提出合肥科晶公司面臨的行業(yè)問(wèn)題,引起公司對(duì)競(jìng)爭(zhēng)環(huán)境的了解和重視,為后面章節(jié)的營(yíng)銷(xiāo)組合分析和建議打下基礎(chǔ)。研究通過(guò)運(yùn)用SWOT分析法分析了該公司的優(yōu)勢(shì)和劣勢(shì),面臨的機(jī)會(huì)和威脅因素,既要認(rèn)識(shí)到存在的威脅和劣勢(shì),更要及時(shí)抓住有利市場(chǎng)機(jī)會(huì),揚(yáng)長(zhǎng)避短,以便為合肥科晶公司制定出合適的市場(chǎng)營(yíng)銷(xiāo)策略；在此基礎(chǔ)上通過(guò)STP分析,確定公司的細(xì)分市場(chǎng)和目標(biāo)顧客群,并進(jìn)行了明確的市場(chǎng)定位,以便在選定能充分發(fā)揮自身優(yōu)勢(shì)的目標(biāo)市場(chǎng)制定合肥科晶公司的營(yíng)銷(xiāo)策略。最后借助4Ps理論制定了合肥科晶公司的營(yíng)銷(xiāo)策略,即產(chǎn)品、價(jià)格、渠道以及促銷(xiāo)方面的策略,并通過(guò)探討合肥科晶公司營(yíng)銷(xiāo)管理中的不足和改進(jìn)的辦法,旨在為合肥科晶公司在未來(lái)激烈的市場(chǎng)競(jìng)爭(zhēng)中提供一些有價(jià)值的參考,以適應(yīng)不斷變化的競(jìng)爭(zhēng)環(huán)境,保持已取得的市場(chǎng)領(lǐng)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(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.63;F274

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