本文關(guān)鍵詞：深圳市WJ公司營銷策略案例研究　出處：《鄭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： WJ公司 營銷策略 營銷組合

【摘要】：隨著社會的進步與發(fā)展,出入口控制與管理行業(yè)的作用越來越重要,以行人和車輛出入的有序、高效、快捷控制為基礎(chǔ)性目的,同時帶來一定的經(jīng)濟效益。行人和車輛管理控制的產(chǎn)品設(shè)備與人們的生活息息相關(guān),應(yīng)用范圍廣泛,2014年中國民用汽車保有量約1.5億輛,占我國人口總數(shù)量的九分之一,也就是每9個人中間就有一輛汽車,以每位車主平均每年2000元的停車費測算,全國停車費的收取金額為3000億元,融入互聯(lián)網(wǎng)思維看市場,把隱藏在停車背后的洗車、保養(yǎng)、維修及其他增值服務(wù)捆綁起來,僅車輛控制與管理這一方面所帶動的市場價值將突破一萬億。本文旨在研究深圳市WJ公司的營銷策略,該公司從事行人和車輛出入口控制設(shè)備的研發(fā)、生產(chǎn)和銷售,即道閘和通道閘。其中道閘是車輛控制與管理的核心配套產(chǎn)品,應(yīng)用在小區(qū)、車站、商業(yè)廣場等停車場出入口；通道閘廣泛應(yīng)用于地鐵站、高鐵站、會場、商務(wù)大廈、企事業(yè)單位等對行人出入有序管理的場所。深圳市WJ公司成立于2004年,幾名有創(chuàng)業(yè)激情的人員在一間幾十平米的辦公室創(chuàng)立該公司,經(jīng)過十多年的發(fā)展,WJ公司已經(jīng)成為自購?fù)恋?自建科技園,年銷售額過億的國家級高新技術(shù)企業(yè)。目前是我國最大的道閘生產(chǎn)企業(yè)之一,在國內(nèi)外市場占有率、品牌影響力均位居前列,國外出口量第一、國內(nèi)銷售量第二。掌握核心技術(shù)、顛覆性創(chuàng)新、嚴格的品質(zhì)控制是其在產(chǎn)品基本層面獲得持續(xù)核心競爭力的法寶；市場網(wǎng)絡(luò)體系的構(gòu)建,銷售與服務(wù)并重+代理商品牌模式使得其在OEM的同時不失品牌的推廣,銷售區(qū)域的售后服務(wù)基本得到保障,形成了全國售后服務(wù)網(wǎng)絡(luò)雛形。本文盡可能還原WJ公司發(fā)展歷程,選取具有影響力、推動力的事件進行具體分析。挖掘WJ公司迅速切入市場、迅速成長的成功經(jīng)驗要素。從創(chuàng)新驅(qū)動的強大動力,決策失誤帶來的負面影響等微觀角度對WJ公司營銷策略進行闡述。運用相關(guān)營銷理論知識,從市場定位、營銷目標(biāo)及戰(zhàn)略、營銷組合(4C、4R、 4P、10P等)、品牌策略、競爭態(tài)勢、消費者心理與行為等方面進行分析。本論文除了運用傳統(tǒng)的市場營銷組合要素即產(chǎn)品、價格、渠道、促銷,還將從定位、成本、溝通、方便等方面,揉和整合營銷理論、互聯(lián)網(wǎng)思維進行深刻分析,提出有利于WJ公司發(fā)展的觀點、方法,并獲得其他企業(yè)發(fā)展可借鑒的研究成果。
[Abstract]:With the progress and development of the society, the function of entrance and exit control and management industry is becoming more and more important. The basic purpose is the orderly, efficient and quick control of pedestrian and vehicle entry and exit. At the same time bring certain economic benefits. Pedestrian and vehicle management and control of products and equipment and people's lives are closely linked to a wide range of applications, 2014 China's civilian vehicle ownership of about 150 million. Accounting for 1/9 of the total population of China, that is, every nine people have a car, based on an average of 2,000 yuan per car per year parking fee, the national parking fee collection amount is 300 billion yuan. Get into the Internet and look at the market, bundling car washing, maintenance, repair and other value-added services hidden behind parking. The market value driven only by vehicle control and management will exceed 1 tillion. This paper aims to study the marketing strategy of Shenzhen WJ Company, which is engaged in the research and development of pedestrian and vehicle entrance and exit control equipment. Production and sales, that is, access gates and access gates, which are the core of vehicle control and management products, used in residential areas, stations, commercial squares and other car parks entrance and exit; Access gates are widely used in subway stations, high-speed railway stations, venues, business buildings, enterprises and institutions to access the orderly management of places. Shenzhen WJ Company was established in 2004. Several people with entrepreneurial passion founded the company in a dozens of square meters office. After more than a decade of development, WJ has become a self-purchase land, self-built science and technology park. At present, it is one of the largest gate manufacturing enterprises in China. It occupies the leading position in the market share and brand influence at home and abroad, and the first export volume abroad. Second, mastering the core technology, subversive innovation and strict quality control are the magic weapons for the domestic sales volume to obtain the sustained core competitiveness at the basic level of the products; The establishment of market network system, sales and service equal emphasis on the agent brand model makes it in the OEM at the same time without losing the brand promotion, the sales area of after-sales service is basically guaranteed. This paper tries to restore the development course of WJ Company as much as possible, select the influential and driving force events to carry on the concrete analysis, excavate the WJ company to enter the market quickly. The successful experience elements of rapid growth. From the strong driving force of innovation, the negative impact of decision-making errors and other micro-perspective WJ company marketing strategy is expounded. Using relevant marketing theory knowledge, from the market positioning. Marketing objectives and strategies, marketing mix 4CX 4R, 4PX 10P, etc., brand strategy, competitive situation. In addition to the use of the traditional elements of the marketing mix, that is, products, prices, channels, sales promotion, but also from the positioning, cost, communication, convenience and so on. Combining the marketing theory and Internet thinking, the author puts forward the viewpoints and methods that are beneficial to the development of WJ Company, and obtains the research results which can be used for reference by the development of other enterprises.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.6

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本文編號：1432409