本文選題：電子元器件　切入點(diǎn)：市場營銷　出處：《大連理工大學(xué)》2015年碩士論文

【摘要】：就當(dāng)前全球經(jīng)濟(jì)發(fā)展的現(xiàn)狀來看,整體經(jīng)濟(jì)增長幅度都較為緩慢,作為高新技術(shù)的代表行業(yè)之一的電子產(chǎn)業(yè),在發(fā)展的過程中遭遇了許多的困擾。在這樣的背景下,中國地區(qū)的發(fā)展顯得尤為引人關(guān)注,在中國國內(nèi)市場中,由于優(yōu)惠的政策性扶持,中國的經(jīng)濟(jì)發(fā)展逆勢而上,給了全世界經(jīng)濟(jì)一種驚喜,也為電子市場的發(fā)展提供了一個(gè)新的機(jī)會(huì)和平臺(tái)。從電子市場的發(fā)展來看,電子元件市場是一個(gè)較為特殊的市場,盡管我國電子產(chǎn)業(yè)制造業(yè)已經(jīng)得到了十分良好的發(fā)展,但是由于電子元件的一些核心技術(shù)被國外大型企業(yè)所壟斷,加上國外大型企業(yè)的長期品牌效應(yīng),因而積極的引進(jìn)國外的電子元件產(chǎn)品,擔(dān)任國外大型電子元件品牌的代理商就成為了國內(nèi)許多電子元件企業(yè)發(fā)展的一種重要的方式。本文針對這樣的情況,以深圳開源數(shù)創(chuàng)電子科技有限公司作為切入點(diǎn),對我國電子元器件代理企業(yè)發(fā)展作出了詳細(xì)的論述。本文分為六個(gè)部分。第一部分為緒論,詳細(xì)的介紹了本文的研究背景、研究意義、國內(nèi)外研究現(xiàn)狀、研究框架和研究方法。第二部分為相關(guān)文獻(xiàn)綜述介紹,具體來說包括研究現(xiàn)狀、電子元器件的概念及營銷、BTOB營銷模式、戰(zhàn)略營銷管理過程分析、營銷環(huán)境分析、營銷戰(zhàn)略的制定、4C理論這五個(gè)小節(jié)。第三部分為深圳開源數(shù)創(chuàng)公司內(nèi)外部環(huán)境分析,具體來說外部環(huán)境分析主要包括宏觀環(huán)境分析、行業(yè)與競爭分析、市場與客戶分析這三個(gè)小節(jié)。內(nèi)部環(huán)境分析主要是對深圳開源數(shù)創(chuàng)的營銷能力分析進(jìn)行了介紹,具體來說包括現(xiàn)狀描述、優(yōu)點(diǎn)、問題分析這三個(gè)部分。第四部分是深圳開源數(shù)創(chuàng)公司STP分析,具體來說包括市場細(xì)分、目標(biāo)市場選擇、市場定位等部分。第五章是深圳開源數(shù)創(chuàng)公司的市場營銷策略,包括顧客策略、成本策略、便利策略、溝通策略、戰(zhàn)略聯(lián)盟策略等五個(gè)部分。第六章是總結(jié)章節(jié),為全文的論述進(jìn)行一個(gè)總結(jié),升華全文。
[Abstract]:As far as the current situation of global economic development is concerned, the overall economic growth rate is relatively slow. The electronic industry, as one of the representative industries of high and new technology, has encountered many difficulties in the process of development. Under such a background, The development of the Chinese region is particularly interesting. In China's domestic market, thanks to preferential policy support, China's economic development has gone against the trend, giving the world economy a kind of surprise. It also provides a new opportunity and platform for the development of the electronic market. From the development of the electronic market, the electronic component market is a relatively special market, although the manufacturing industry of our country's electronic industry has been developed very well. However, because some of the core technologies of electronic components are monopolized by large foreign enterprises and the long-term brand effects of large foreign enterprises, they are actively introducing electronic components products from abroad. Acting as an agent for large electronic component brands in foreign countries has become an important way for many domestic electronic component enterprises to develop. In view of this situation, this paper takes Shenzhen Open Source Digital Innovation Electronic Technology Co., Ltd as the starting point. This paper is divided into six parts. The first part is the introduction. It introduces the research background, research significance, domestic and foreign research status in detail. Research framework and research methods. The second part is related literature review, specifically including the status of research, electronic components and the concept of marketing BTOB marketing model, strategic marketing management process analysis, marketing environment analysis, The third part is the internal and external environment analysis of Shenzhen Open Source Digital Innovation Company. Specifically, the external environment analysis mainly includes macro environment analysis, industry and competition analysis. The internal environment analysis mainly introduces the marketing capability analysis of Shenzhen Open Source Digital Innovation, including the description of the current situation and the advantages. The fourth part is the STP analysis of Shenzhen Open Source Digital Innovation Company, specifically including market segmentation, target market selection, market positioning and so on. Chapter five is the marketing strategy of Shenzhen Open Source Digital Innovation Company. Including customer strategy, cost strategy, convenience strategy, communication strategy, strategic alliance strategy and other five parts. Chapter VI is a summary for the full text of the discussion, sublimation of the full text.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.6

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