甘肃康视达科技集团有限公司营销策略研究

发布时间：2018-06-23 17:45

本文选题：隐形眼镜 + 市场营销　；参考：《兰州大学》2017年硕士论文

【摘要】：近年来,随着我国经济快速发展以及电子产品的迅速普及,我国的近视群体正以低龄化、普遍化的趋势蔓延开来。隐形眼镜,由于其美观且佩戴方便,在国内迅速发展普及。越来越多的国外企业看到这一商机涌入中国市场,利用先进的技术和营销手段迅速占领国内市场。目前国内隐形眼镜市场被强生、视康、海昌和博士伦四大寡头企业占据,本土企业只占据少部分的低端市场,在四大寡头继续扩张的严峻环境下举步维艰。在此情形下,本土企业需要重新审视内外部环境,在保证产品品质的前提下,进行资源整合,改进营销策略,提高市场竞争力,保住现有市场份额的同时进一步扩张发展。甘肃康视达科技集团有限公司(以下简称“甘肃康视达公司”)作为一家主要生产隐形眼镜及附属产品的本土企业,经过10年的努力经营,在国内低端市场占有少量市场份额。由于国外品牌进一步强势扩张,隐形眼镜产品同质化加重,甘肃康视达公司原有的优势已不复存在,如何培育和打造核心竞争力,匹配市场需求,走出困境是公司当前面临的问题和难题。本文从市场营销角度入手,对甘肃康视达公司当前的营销策略进行客观分析,具体为:首先对公司当前营销现状和问题进行分析,通过SWOT模型对公司面临的营销环境进行细致分析,得出适合的营销战略。运用STP理论将目标市场定位为大学生和年轻白领,再利用4Ps组合从产品、价格、渠道、促销和品牌五个方面有的放矢地制定营销策略。最后,从增强市场营销意识、团队建设、客户关系管理和品牌文化建设四个方面为公司营销策略的顺利实施提出了建议。本论文通过对甘肃康视达公司营销策略的系统分析和研究,旨在有效提升公司营销管理水平,不断扩大市场占有率,提高营运效益。同时,也希望为西部中小型企业面对的营销困境提供有益的借鉴。
[Abstract]:In recent years, with the rapid development of China's economy and the rapid popularization of electronic products, the myopic population in our country is becoming younger and the trend of generalization is spreading. Contact lenses, because of their beautiful and easy to wear, in the rapid development of domestic popularity. More and more foreign enterprises see this opportunity pour into the Chinese market, using advanced technology and marketing means to quickly occupy the domestic market. At present, the domestic contact lens market is occupied by four oligarchs: Johnson, Shikang, Haichang and Shih-lun, while local enterprises occupy only a small portion of the low-end market, and are struggling in the grim environment of the continued expansion of the four oligarchs. In this case, local enterprises need to re-examine the internal and external environment, on the premise of ensuring product quality, resources integration, improve marketing strategies, improve market competitiveness, and maintain the existing market share while further expansion and development. Gansu Kangshida Science and Technology Group Co., Ltd (hereinafter referred to as "Gansu Kangshida Company"), as a local enterprise which mainly produces contact lenses and its subsidiary products, has occupied a small amount of market share in the domestic low-end market after 10 years of hard work. Due to the further strong expansion of foreign brands and the increasing homogeneity of contact lens products, the original advantages of Gansu Kangshida Company no longer exist. How to cultivate and build the core competitiveness and match the market demand, Getting out of the predicament is the problem and difficult problem that the company faces at present. From the perspective of marketing, this paper makes an objective analysis of the current marketing strategy of Gansu Kangshida Company. The specific contents are as follows: firstly, the current marketing situation and problems of the company are analyzed. Through SWOT model, the marketing environment faced by the company is analyzed carefully, and the suitable marketing strategy is obtained. Using STP theory, the target market is positioned as college students and young white-collar workers, and then 4Ps combination is used to formulate marketing strategies from five aspects: product, price, channel, promotion and brand. Finally, suggestions are put forward for the successful implementation of marketing strategy from four aspects: enhancing marketing consciousness, team building, customer relationship management and brand culture construction. Through the systematic analysis and research on the marketing strategy of Gansu Kangshida Company, the purpose of this paper is to effectively improve the marketing management level, expand the market share and improve the operating efficiency. At the same time, I also hope to provide a useful reference for the small and medium-sized enterprises in the west.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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