H公司陶瓷电容器市场营销策略分析及优化研究

发布时间：2018-06-13 23:17

本文选题：营销策略 + 陶瓷电容器　；参考：《华侨大学》2017年硕士论文

【摘要】：“现代营销学之父”菲利普·科特勒说过:市场营销必须成为企业的中心。在产品同质化的时代,市场竞争日趋激烈,企业如何在瞬息万变的市场竞争中获得良好效益,关键是选择合适的市场营销策略,但没有一家企业的市场营销策略是完美的。所以,基于企业的发展战略,分析其市场营销策略中可取的经验,对不足之处加以优化和改善,则显得非常重要。国防工业和电子信息产业的蓬勃发展,给陶瓷电容器行业带来巨大的商机。但由于该行业国内厂商先天不足,且国外厂商处于行业寡头垄断地位和对中国市场的强势抢占,使国内厂商在发展中面临着巨大的压力。H公司是国内一家知名的陶瓷电容器厂商,生产经营的产品应用于军工和高端民用电子设备领域,但企业在生产经营中也面临着国内军工市场容量有限和自主品牌销售比重过低的问题。所以,分析其营销策略的优势,并对不足之处进行优化,则很有意义。本文以陶瓷电容器市场和H公司为研究对象,分析了H公司营销战略和策略的可取之处,并针对其营销策略的不足与局限性提出了优化建议。首先,论文从营销策略管理的基础理论出发,运用PEST、波特五力模型工具,对公司的外部环境和内部资源能力进行深入的剖析;其次,总结分析了H公司“三高”特征的差异化发展战略,以及STP营销战略;再次,基于公司的战略,H公司通过产品和技术创新、客户关系管理、加强营销团队建设等营销策略的实施,构建了具有一定特色和优势的营销策略,在国内军工市场和高端民用领域积累了一大批下游合作客户。最后,归纳总结了公司营销策略中存在的不足与局限性,对营销策略提出了优化建议,包含调整营销组织结构、改善销售目标和管理制度、优化品牌战略、实行差异化的产品营销策略、优化和提高产品创新水平、构建营销团队的共同价值观等,力求使H公司的营销策略更加完善,以期将来公司自有品牌的销售规模能得到进一步发展。本文期望能对该领域的理论研究做出贡献,及为本公司的营销实践提供指导价值,也为陶瓷电容器行业和其他相关企业市场营销策略的构建提供一些帮助和启示。
[Abstract]:"the father of modern marketing," Philip Kotler said: marketing must be the center of business. In the era of homogenization of products, the market competition is becoming more and more fierce. The key of how to obtain good benefit in the ever-changing market competition is to choose the appropriate marketing strategy, but no enterprise's marketing strategy is perfect. Therefore, based on the development strategy of the enterprise, it is very important to analyze the experience in the marketing strategy and to optimize and improve the deficiency. The vigorous development of national defense industry and electronic information industry brings great business opportunities to ceramic capacitor industry. However, because of the inherent shortage of domestic manufacturers in this industry, and because foreign manufacturers are in the position of oligopoly in the industry and have a strong preoccupation of the Chinese market, As a result, domestic manufacturers are facing tremendous pressure in their development. H Company is a well-known ceramic capacitor manufacturer in China. The products produced and operated are applied in the field of military industry and high-end civil electronic equipment. However, enterprises also face the problems of limited capacity of domestic military industry market and low proportion of independent brand sales. Therefore, it is meaningful to analyze the advantages of its marketing strategy and optimize its shortcomings. Taking the ceramic capacitor market and H Company as the research objects, this paper analyzes the advantages and disadvantages of H Company's marketing strategy, and puts forward some suggestions for optimizing its marketing strategy. First of all, based on the basic theory of marketing strategy management, the paper analyzes the external environment and internal resource capability of the company by using pest and Porter's five Force Model tools. This paper summarizes and analyzes the differentiation development strategy and STP marketing strategy of the "three high" characteristics of H Company. Thirdly, based on the company's strategy, customer relationship Management (CRM) through product and technology innovation, To strengthen the implementation of marketing strategies such as the construction of marketing teams, a marketing strategy with certain characteristics and advantages has been constructed, and a large number of downstream cooperative customers have been accumulated in the domestic military industry market and high-end civilian fields. Finally, it summarizes the shortcomings and limitations of the company's marketing strategy, and puts forward some suggestions to optimize the marketing strategy, including adjusting the marketing organizational structure, improving the sales objectives and management system, and optimizing the brand strategy. Implement the differentiated product marketing strategy, optimize and improve the level of product innovation, construct the common values of the marketing team, and strive to make the marketing strategy of H Company more perfect. With a view to the company's own brand sales scale can be further developed. This paper hopes to contribute to the theoretical research in this field, and to provide guidance value for the company's marketing practice, and to provide some help and inspiration for the construction of marketing strategies of ceramic capacitor industry and other related enterprises.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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