飞鱼星公司网络产品营销策略分析
发布时间：2018-08-24 16:46
【摘要】：随着改革开放30年来,中国的中小型企业如雨后春笋般增长。特别是中国的网络设备企业大多数都中小企业,但是由于中小型企业起步晚,缺少核心技术优势和资金。同时随着国际化的不断深入,注定中国的中小型网络设备企业一开始就要面临跟国际大品牌的竞争。国内的中小型网络设备企业在缺少资金,缺少核心技术的情况下大多数企业缺少系统的营销策略而采用的就是价格竞争策略。价格竞争的结果就是企业的利润越来越薄,没有客户忠诚度,企业的抗风险的能力非常差,比如随着人民币的升值和新劳动法的颁布就有很多中小企业倒闭。希望通过本文研究的内容能够为中小型网络设备企业进行STP组合营销策略,根据自身特点制定科学的4P营销策略提供一些理论参考。 成都飞鱼星科技开发有限公司就是一家典型的起步晚、底子薄,缺乏核心技术和资金的网络设备企业。该公司制造和销售路由器和交换机,先从网吧行业切入市场,然后不断夯实自己的基础,在网吧行业取得一定的成绩以后开始进入市场空间更大竞争更激烈的中小型企业市场。在发展过程中飞鱼星公司同样面临中小型企业普遍碰到的问题：缺乏资金,缺乏核心技术,竞争力不强。本文是在这样的背景下,以菲利普.科特勒《营销管理》核心理论作为本文的理论基础。通过对飞鱼星营销环境的分析,包括宏观环境、行业环境、内部环境和SWOT分析；然后从飞鱼星的STP策略和4P策略进行了研究市场细分、目标市场选择、市场定位做了分析,最后对飞鱼星的4P营销策略进行研究。 本文针对中小型网络设备企业的现状,研究了网络设备的STP营销策略,4P营销策略,切割营销策略,品类营销策略,差异营销策略,品牌营销策略和关系营销策略,以期待为国内网络设备厂商开展营销活动提供帮助。
[Abstract]:With the reform and opening up for 30 years, China's small and medium-sized enterprises have sprung up. In particular, most of the network equipment enterprises in China are small and medium-sized enterprises, but due to the late start of small and medium enterprises, lack of core technology advantages and funds. At the same time, with the deepening of internationalization, China's small and medium-sized network equipment enterprises will be faced with competition from the beginning with the international brands. In the case of lack of funds and core technology, most domestic small and medium-sized network equipment enterprises lack systematic marketing strategy and adopt price competition strategy. The result of price competition is that the profits of enterprises become thinner and thinner, without customer loyalty, the ability of enterprises to resist risks is very poor, for example, with the appreciation of RMB and the promulgation of new labor law, many small and medium-sized enterprises close down. It is hoped that the content of this paper can provide some theoretical reference for small and medium-sized network equipment enterprises to carry out STP combination marketing strategy and formulate scientific 4P marketing strategy according to their own characteristics. Chengdu Flying Fish Star Technology Development Co., Ltd. is a typical network equipment enterprise with late start, thin foundation and lack of core technology and capital. The company manufactures and sells routers and switches, first cuts into the market from the Internet bar industry, then continuously solidifies its own foundation, after the Internet bar industry has made certain achievements, it begins to enter the market of small and medium-sized enterprises with greater market space and more intense competition. In the process of development, Flying Fish Star also faces the common problems faced by small and medium-sized enterprises: lack of funds, lack of core technology, weak competitiveness. This paper is based on the background of Philip. The core theory of Kotler's Marketing Management is the theoretical basis of this paper. Through the analysis of the marketing environment of Flying Fish Star, including macro environment, industry environment, internal environment and SWOT analysis, the market segmentation, target market selection and market positioning are analyzed from Flying Fish Star's STP strategy and 4P strategy. Finally, the 4 P marketing strategy of Flying Fish Star is studied. In this paper, the STP marketing strategy, cutting marketing strategy, category marketing strategy, differential marketing strategy, brand marketing strategy and relationship marketing strategy of network equipment are studied. In order to look forward to domestic network equipment manufacturers to carry out marketing activities to help.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274
本文编号：2201416
[Abstract]:With the reform and opening up for 30 years, China's small and medium-sized enterprises have sprung up. In particular, most of the network equipment enterprises in China are small and medium-sized enterprises, but due to the late start of small and medium enterprises, lack of core technology advantages and funds. At the same time, with the deepening of internationalization, China's small and medium-sized network equipment enterprises will be faced with competition from the beginning with the international brands. In the case of lack of funds and core technology, most domestic small and medium-sized network equipment enterprises lack systematic marketing strategy and adopt price competition strategy. The result of price competition is that the profits of enterprises become thinner and thinner, without customer loyalty, the ability of enterprises to resist risks is very poor, for example, with the appreciation of RMB and the promulgation of new labor law, many small and medium-sized enterprises close down. It is hoped that the content of this paper can provide some theoretical reference for small and medium-sized network equipment enterprises to carry out STP combination marketing strategy and formulate scientific 4P marketing strategy according to their own characteristics. Chengdu Flying Fish Star Technology Development Co., Ltd. is a typical network equipment enterprise with late start, thin foundation and lack of core technology and capital. The company manufactures and sells routers and switches, first cuts into the market from the Internet bar industry, then continuously solidifies its own foundation, after the Internet bar industry has made certain achievements, it begins to enter the market of small and medium-sized enterprises with greater market space and more intense competition. In the process of development, Flying Fish Star also faces the common problems faced by small and medium-sized enterprises: lack of funds, lack of core technology, weak competitiveness. This paper is based on the background of Philip. The core theory of Kotler's Marketing Management is the theoretical basis of this paper. Through the analysis of the marketing environment of Flying Fish Star, including macro environment, industry environment, internal environment and SWOT analysis, the market segmentation, target market selection and market positioning are analyzed from Flying Fish Star's STP strategy and 4P strategy. Finally, the 4 P marketing strategy of Flying Fish Star is studied. In this paper, the STP marketing strategy, cutting marketing strategy, category marketing strategy, differential marketing strategy, brand marketing strategy and relationship marketing strategy of network equipment are studied. In order to look forward to domestic network equipment manufacturers to carry out marketing activities to help.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274
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