京东方集团市场营销战略研究

发布时间：2017-12-30 19:41

本文关键词：京东方集团市场营销战略研究　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文以京东方集团及所处的液晶显示行业为研究对象,结合市场营销战略研究的相关理论和工具,对企业市场营销现状进行了详细分析,指出了当前存在的主要问题,并提出了新的市场营销战略。首先,本文对京东方所处的液晶显示行业进行了整体分析,重点阐述了液晶显示行业发展历程以及趋势展望,对其中技术因素和需求因素对行业发展的驱动作用进行了梳理,论述行业竞争格局和主要竞争对手情况；然后回顾了京东方集团的发展历史,总结了京东方在发展初期和中期的市场营销战略得失利弊。在此基础上,立足京东方集团实际,运用PEST、五力模型以及SWOT等分析工具对公司发展的内外部环境、优劣势进行进一步分析,得出影响企业发展的关键因素和深层次原因。最后,本文运用工业品营销理论和组合工具以及关系营销4R理论的指导,对市场进行进一步的细分和重新定位,得出京东方集团未来发展的差异化产品和市场定位策略、客户策略,以及相应的产品策略、价格策略、分销策略、促销策略。
[Abstract]:Taking BOE group and its LCD industry as the research object, combined with the relevant theories and tools of marketing strategy research, this paper makes a detailed analysis of the current marketing situation of enterprises, points out the main existing problems, and puts forward new marketing strategies.
First of all, the liquid crystal of BOE display industry for the overall analysis, focusing on the liquid crystal display industry and the prospect of the development trend, driving effect on the technology and demand factors on the development of the industry are summarized, discusses the industry competition pattern and main competitors; then reviews the development history of the BOE. Summarizes the BOE in the early stages of development and medium-term gains and losses of the marketing strategy for the pros and cons.
On this basis, based on the actual situation of BOE group, we use PEST, five force model and SWOT analysis tools to further analyze the internal and external environment of the company's development, and get the key factors and deep reasons that affect the development of the enterprise.
Finally, this paper uses industrial marketing theory and the combination of tools and relationship marketing 4R theory, further subdivision and re positioning of the market, the difference of future development of the BOE products and market positioning strategy, customer strategy, and the corresponding product strategy, price strategy, distribution strategy and promotion strategy.

【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

【共引文献】