本文關(guān)鍵詞： 正聚公司 硅橡膠 營(yíng)銷(xiāo)策略　出處：《蘭州大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：進(jìn)入新世紀(jì)以來(lái),隨著產(chǎn)業(yè)結(jié)構(gòu)的進(jìn)一步完善和深化調(diào)整,硅橡膠行業(yè)發(fā)展迅速,其應(yīng)用領(lǐng)域由起初的航空、軍工行業(yè),發(fā)展到如今廣泛應(yīng)用到電子電器、汽車(chē)及其它交通工具、機(jī)械及辦公設(shè)備行業(yè)、醫(yī)療及保健產(chǎn)品、生活日用品等各個(gè)領(lǐng)域,業(yè)界預(yù)測(cè),隨著我國(guó)國(guó)民經(jīng)濟(jì)的發(fā)展,對(duì)硅橡膠的需求將一直保持在20%以上的速度增長(zhǎng)。雖然硅橡膠行業(yè)發(fā)展前景廣闊,但很多硅橡膠加工企業(yè)經(jīng)營(yíng)業(yè)績(jī)并不理想,業(yè)務(wù)慘淡。本文重點(diǎn)討論的正聚硅橡膠公司,一直致力于硅橡膠產(chǎn)品的開(kāi)發(fā)和生產(chǎn),其主要從事于普通硅橡膠和氣相膠的熱硫化成型,但由于對(duì)競(jìng)爭(zhēng)環(huán)境缺少研究、營(yíng)銷(xiāo)策略不夠系統(tǒng)和科學(xué),導(dǎo)致企業(yè)銷(xiāo)售業(yè)績(jī)一直增長(zhǎng)緩慢。和國(guó)內(nèi)許多中小企業(yè)一樣,一方面作為市場(chǎng)的追隨者,在企業(yè)管理、市場(chǎng)開(kāi)發(fā)、經(jīng)驗(yàn)積累和科技創(chuàng)新方面存在先天不足；另一方面產(chǎn)品同質(zhì)化嚴(yán)重,企業(yè)缺乏核心競(jìng)爭(zhēng)力,惡性的價(jià)格競(jìng)爭(zhēng)不斷壓縮企業(yè)利潤(rùn)空間,企業(yè)的生存受到極大挑戰(zhàn)。本論文綜合分析了正聚公司所面臨的外部宏觀環(huán)境狀況、行業(yè)內(nèi)競(jìng)爭(zhēng)結(jié)構(gòu)和企業(yè)內(nèi)市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀,運(yùn)用SWOT分析方法對(duì)正聚公司優(yōu)勢(shì)、劣勢(shì)、威脅和機(jī)會(huì)進(jìn)行了比較分析和要素匹配；同時(shí)運(yùn)用市場(chǎng)細(xì)分理論對(duì)目標(biāo)市場(chǎng)進(jìn)行了剖析,在市場(chǎng)調(diào)研的基礎(chǔ)上,按照產(chǎn)品的成長(zhǎng)性和細(xì)分市場(chǎng)的規(guī)模等對(duì)目標(biāo)市場(chǎng)進(jìn)行了選擇并確定了目標(biāo)市場(chǎng)定位。論文重點(diǎn)研究了公司的差異化營(yíng)銷(xiāo)組合策略,對(duì)正聚公司在產(chǎn)品、渠道、價(jià)格、促銷(xiāo)和服務(wù)營(yíng)銷(xiāo)策略等方面作出了調(diào)整和構(gòu)建,建議加快產(chǎn)品開(kāi)化進(jìn)度、優(yōu)化產(chǎn)品組合、完善銷(xiāo)售渠道、應(yīng)用靈活的定價(jià)方式、整合企業(yè)營(yíng)銷(xiāo)、在提升客戶價(jià)值的基礎(chǔ)上與客戶建立良好關(guān)系。論文還對(duì)營(yíng)銷(xiāo)策略保障和實(shí)施控制提出了具體措施。
[Abstract]:Since the beginning of the new century, with the further improvement and deepening adjustment of the industrial structure, the silicone rubber industry has developed rapidly. Its application field has developed from the aviation and military industry at the beginning to now widely used in electronic and electrical appliances. Automobile and other means of transportation, machinery and office equipment industry, medical and health products, daily necessities and other fields, industry forecasts, with the development of China's national economy, The demand for silicone rubber will continue to increase at a rate of more than 20%. Although the development prospects of silicone rubber industry are broad, many silicone rubber processing enterprises are not doing well and their business is poor. Has been committed to the development and production of silicone rubber products, mainly engaged in the common silicone rubber and gas rubber hot vulcanization molding, but due to the lack of research on the competitive environment, marketing strategy is not systematic and scientific, Like many small and medium-sized enterprises in China, on the one hand, as a follower of the market, there are inherent deficiencies in business management, market development, experience accumulation and scientific and technological innovation; On the other hand, the product homogeneity is serious, the enterprise lacks the core competitive power, the vicious price competition unceasingly compresses the enterprise profit space, the enterprise survival receives the great challenge. The competitive structure in the industry and the present situation of marketing in the enterprise are compared and matched by using the SWOT analysis method to analyze the strengths, weaknesses, threats and opportunities of the company, and the target market is analyzed by using the theory of market segmentation. On the basis of market research, the target market is selected and the target market positioning is determined according to the product growth and the size of the subdivision market. The channel, price, promotion and service marketing strategies have been adjusted and constructed. Suggestions are made to speed up the process of product development, optimize the product mix, improve sales channels, apply flexible pricing methods, and integrate enterprise marketing. On the basis of enhancing customer value, the paper establishes good relationship with customer. The paper also puts forward some concrete measures for marketing strategy guarantee and implementation control.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F426.72

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