ZL公司市场营销策略研究

发布时间：2019-01-20 15:31

【摘要】：条形码技术,是随着计算机与信息技术的发展和应用而诞生的,它是集编码、印刷、识别、数据采集和处理于一身的新型技术。随着零售业和消费市场的飞速发展和扩大,在全世界范围内,每天需要运用到条码扫描的次数已经超过上亿次,其应用范围也涉及到各个领域和行业,其中包括物流、仓储,图书馆,银行,pos收银系统,医疗卫生、零售商品、服装、食品服务以及高科技电子产品等等。随着市场的不断发展,条码必定会推动我们去体验更优质的生活并能节省我们宝贵的时间。特别是包装理念的提高和技术的革新,食品安全的要求增加等等各行各业都给不干胶标签市场带来了巨大的发展,且市场潜能无限。2012年工业总产值实现230亿元,产量达到了30亿立方米,较上年增长20%。2009年虽然全球经济形势不够景气,但标签行业市场的发展依然值得期待,消费品市场的繁荣还将持续,将推动标签市场的发展。与标签行业配套的热转印耗材行业的热转印碳带是与条形码技术密不可分的配套产品,且和打印设备共同配合提供了各行各业需要的成品标签。打印条码标签的热打印耗材占据很大的比例。ZL公司是国内首家研发、生产热烫印、热打印材料的国家级高新技术企业,是目前中国国内唯一一家生产全系列条码碳带产品的生产工厂,丰富的产品线,稳定的产品质量使得公司稳居国内市场份额的龙头地位。ZL公司经过10多年的发展已经成为行业的佼佼者,但是在激烈的市场竞争中同样有很大的压力和彷徨。本文根据ZL公司的营销现状,结合营销环境,利用市场营销理论知识对其营销策略进行研究分析,找出问题和不足,并给出改进和完善方案。本文研究结果不仅对ZL公司的营销策略提供帮助,同时对其他热转印耗材企业也有一定的参考价值和现实指导意义。
[Abstract]:Bar code technology is born with the development and application of computer and information technology. It is a new technology which integrates coding, printing, recognition, data acquisition and processing. With the rapid development and expansion of the retail and consumer markets, the number of times that bar code scanning has to be used every day has exceeded hundreds of millions of times worldwide, and its application also covers various fields and industries, including logistics and warehousing. Libraries, banks, pos register systems, health care, retail goods, clothing, food services and high-tech electronics. As the market continues to develop, bar codes will certainly drive us to experience better life and save our precious time. In particular, the improvement of packaging concept and technological innovation, the increase of food safety requirements, and other industries have brought tremendous development to the adhesive label market, and the market potential is limitless. The total industrial output value of 2012 was 23 billion yuan. Production reached 3 billion cubic meters, up 20 percent from a year earlier. Although the global economy was not doing well in 2009, the development of the label market is still to be expected, and the boom in consumer goods will continue, which will boost the label market. The heat transfer carbon belt of heat transfer consumables industry is closely related to bar code technology, and it also provides the label of finished product which is needed by all kinds of industries together with printing equipment. Thermal printing consumables for printing barcode labels account for a large proportion. ZL is the first national high-tech enterprise to develop, produce hot stamping and print materials in China. It is the only factory in China that produces a full range of bar code carbon strip products, with a rich product line. After more than 10 years of development, ZL has become a leader in the industry, but there is also great pressure and loss in the fierce market competition. According to the current marketing situation of ZL Company and the marketing environment, this paper studies and analyzes the marketing strategy of ZL Company by using the knowledge of marketing theory, finds out the problems and shortcomings, and puts forward the improvement and perfection scheme. The results of this paper are not only helpful to the marketing strategy of ZL Company, but also have certain reference value and practical guiding significance to other heat transfer printing consumables enterprises.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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