T公司工业矩形连接器营销策略改进研究

发布时间：2018-05-19 13:52

本文选题：智能制造 + 工业矩形连接器　；参考：《东华大学》2017年硕士论文

【摘要】：随着智能制造为核心的第四次工业革命到来,中国推出“中国制造2025”战略行动纲领,旨在大力推动国内工业产业向智能制造方向发展,实现制造大国向制造强国转变。工业矩形连接器作为智能制造产业链上的关键电子元器件,在工业智能化进程中扮演着重要角色,市场蕴藏着巨大的发展空间。T公司是一家知名美资电子元器件供应商,目前国内工业矩形连接器市场占有率处于领先地位。但随着国内市场关注度不断升温,各大竞争对手加大市场投入,加之本土企业快速成长,导致公司在该市场的销售额增速缓慢。T公司能否在激烈竞争中抓住市场增长机会,提升市场占有率,重新审视和改进公司现有的营销策略就显得尤为紧迫和重要。本文从市场营销理论出发,以T公司工业矩形连接器国内市场为主要研究对象,结合行业市场情况以及T公司内外部营销环境,深入分析工业矩形连接器营销现状,指出现有营销策略所存在问题。接着分析竞争对手情况,并从产品、价格、促销、服务需求四个维度进行问卷设计并对现有公司主要客户群进行实地问卷调查,了解客户群体需求预期。根据调研结果以及结合公司自身优势劣势,运用STP理论进行市场细分、目标市场选择,提出基于客户价值主张的战略定位,并从产品、价格、促销、渠道四个方面提出营销策略改进方案,以期尽快提升产品竞争优势,扩大市场份额,帮助公司实现营销目标和可持续发展,为中国乃至全球的智能制造做出应有的贡献。
[Abstract]:With the arrival of the fourth industrial revolution with intelligent manufacturing as the core, China launched the "made in China 2025" strategic action program, which aims to vigorously promote the development of domestic industrial industry towards intelligent manufacturing, and realize the transformation from a large manufacturing country to a manufacturing power. As the key electronic components in the intelligent manufacturing industry chain, the industrial rectangular connectors play an important role in the process of industrial intelligence. At present, the market share of domestic industrial rectangular connectors is in the leading position. However, with the increasing attention in the domestic market, the increase of market investment by major competitors, and the rapid growth of local enterprises, the company's sales growth in this market is slow. Can T Company seize the market growth opportunities in the fierce competition? Increasing market share and reexamining and improving the company's existing marketing strategy is particularly urgent and important. Based on the marketing theory, this paper takes the domestic market of industrial rectangular connectors of T Company as the main research object, combines the market situation of industry and the internal and external marketing environment of T Company, and deeply analyzes the current situation of the marketing of industrial rectangular connectors. The existing problems of marketing strategy are pointed out. Then it analyzes the competitors' situation and designs the questionnaire from the four dimensions of product, price, promotion and service demand, and carries on the field questionnaire to the main customer group of the existing company to understand the customer group demand expectation. According to the research results and combined with the company's own strengths and weaknesses, using STP theory to carry out market segmentation, target market selection, put forward the strategic positioning based on customer value proposition, and from the product, price, promotion, In order to improve the competitive advantage of products, expand the market share, help the company to achieve the marketing goal and sustainable development, and make due contribution to the intelligent manufacturing in China and even the whole world.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

【参考文献】