基于顾客价值的福特科公司营销能力的评价

发布时间：2018-01-01 07:21

本文关键词：基于顾客价值的福特科公司营销能力的评价　出处：《长春理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：在市场经济一体化和全球市场竞争的浪潮下,企业的市场营销环境不断发生着激烈的变化,企业逐渐卷入越来越复杂的动态的环境中。面对日益复杂的市场环境,光电子行业要想生存和发展就要依靠强有力、综合的营销能力赢得市场竞争优势。论文分为六部分：第一部分,为绪论部分,简要陈述了研究的背景与意义、研究现状以及本文研究内容与方法,为后文研究工作的展开开拓了道路；第二部分,为顾客价值与营销能力的相关理论综述部分。主要包括顾客价值、营销、营销能力的相关理论的综述；第三部分,为福特科光电公司营销能力的现状及问题分析部分。主要包括对福特科光电公司进行的内部环境分析、外部环境分析、行业竞争力分析等。第四部分,为基于顾客价值的福特科光电公司营销能力影响因素的分析部分。内容主要在顾客价值理论的基础上,针对影响福特科光电公司营销能力的因素进行具体地分析。第五部分,为福特科光电公司营销能力评价指标体系的构建部分。包括评价指标权重的确定及评价模型的比较与选择等。第六部分,福特科光电公司基于顾客价值的营销能力模型的构建部分。内容包括V-ACE-IC模型的简介和构建流程以及确保模型运转顺利的保障措施。本论文的研究,旨在制定一套系统的、有效的并能接受创新的营销能力理论体系,为福特科光电公司和其他光电企业营销能力的量化和进一步提高指明方向。
[Abstract]:Under the tide of market economy integration and global market competition, the marketing environment of enterprises is changing intensely. In the face of the increasingly complex market environment, the optoelectronics industry must rely on strong and comprehensive marketing ability to win the market competitive advantage if it wants to survive and develop. The thesis is divided into six parts: the first part, the introduction part, briefly describes the background and significance of the study, research status, as well as the contents and methods of this study, which opens the way for the later research work; The second part is a review of the theory of customer value and marketing ability, including customer value, marketing and marketing ability. The third part is the analysis of the current situation and problems of Ford Optoelectronic Company's marketing capability, which mainly includes the internal environment analysis and external environment analysis of Ford Optoelectronic Co., Ltd. Part 4th is the analysis of the factors affecting the marketing ability of Ford Optoelectronic Company based on customer value. The content is mainly based on the theory of customer value. The factors that affect the marketing ability of Ford Optoelectronic Co., Ltd., are analyzed in detail. Part 5th. It is the construction part of the evaluation index system for the marketing ability of Ford Optoelectronic Company, including the determination of the weight of the evaluation index and the comparison and selection of the evaluation model. Part 6th. This part includes the introduction and construction process of V-ACE-IC model and the guarantee measures to ensure the smooth operation of the model. The purpose of this paper is to establish a systematic, effective and acceptable theoretical system of marketing capability, which will point out the direction for the quantification and further improvement of the marketing capability of Ford Optoelectronics and other photoelectric enterprises.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.63;F274

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