上海义文机电有限公司营销战略研究

发布时间：2018-01-03 00:04

本文关键词：上海义文机电有限公司营销战略研究　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着当前国内外经济形势不确定性的增加,我国的紧固件市场受到了各种严峻的考验：一方面是下游需求滞涨、行业产能严重过剩造成的国内紧固件产品同质化竞争,另一方面则是国际紧固件贸易集团相继进入中国市场。以义文机电有限公司为代表的进口紧固件品牌代理商如何在这样激烈的行业格局中求生存、谋发展?纵观义文机电的发展过程,前期借助下游需求拉动以及代理品牌优势所带来的销售额自然增长的稳定格局已告一段落,如何进一步保持公司的销售业绩增长,尤其是在实现增长的同时还要保证现有的利润水平,是摆在义文公司面前的核心问题。本文以营销战略为分析主线,通过分析义文公司所处内外部环境,明确企业发展方向和市场定位,以及选择相应的营销战略并坚决贯彻执行等方式来解决上述问题,并以此来指导义文公司的后续工作。本文首先运用PEST分析方法找出义文公司在我国紧固件行业所处宏观环境中的各种机会和威胁,接着运用波特五力模型分析了其所处行业的竞争环境及机遇挑战。随后,运用VRIO分析法对义文公司内部资源、销售情况、核心能力及企业文化进行了分析,总结了其内部的优势与劣势。通过对上述公司内外部的分析,进一步运用SWOT理论模型,就如何利用内部营销资源和外部环境提出了侧重点不同的四种备选战略；然后结合企业所面临的核心问题,确定了义文公司营销战略的主要方向。在此基础之上,通过营销管理中经典的STP定位理论,分析了义文公司市场扩张战略所对应的市场细分、目标市场选择和市场定位,并明确了公司长期竞争优势和阶段性营销战略的目标。最后,我们通过4P营销组合策略的具体实施,配合以品牌、服务、电子商务等相关策略,以及相关资源配套保障措施,来确保上述营销战略的成功实施。本文所提出的营销战略与公司面临的营销现状高度匹配,有助于帮助义文公司进一步提升在紧固件市场的销售份额,从而最终实现“中国紧固件第一供应商”的战略目标。论文对义文公司的现实工作有较强的指导意义,也对我国其他民营企业的发展有一定借鉴和参考意义。
[Abstract]:With the increasing uncertainty of domestic and foreign economic situation, the fastener market of our country has been subjected to a variety of severe tests: on the one hand, the downstream demand stagflation. Industry overcapacity caused by domestic fastener products homogenization competition. On the other hand, the international fastener trade group has entered the Chinese market one after another. How does the import fastener brand agent, represented by Yiwen Electromechanical Co., Ltd., survive and seek development in such a fierce industry pattern? Throughout the development process of Yiwen Electromechanical, the stable pattern of sales growth brought by downstream demand pull and agency brand advantage has come to an end, how to further maintain the company's sales performance growth. Especially in the realization of growth, but also to ensure the existing level of profits, is the core issue in front of the Yiwen Company. This paper takes the marketing strategy as the main line of analysis, through the analysis of the internal and external environment of the Yiwen Company. This paper clarifies the development direction and market orientation of the enterprise, and selects the corresponding marketing strategy and resolutely carries out the above problems to solve the above problems, and guides the follow-up work of the Yiwen Company. This paper first uses PEST analysis method to find out the various opportunities and threats of Yiwen Company in the macro environment of the fastener industry in China. Then using Porter's five-force model to analyze the competitive environment and opportunities and challenges of the industry. Then, using VRIO analysis to the internal resources of Yiwen Company, sales situation. The core competence and corporate culture are analyzed, and its internal advantages and disadvantages are summarized. Through the analysis of the internal and external of the above companies, the SWOT theory model is further applied. Four strategies with different emphasis on how to use internal marketing resources and external environment are put forward. Then combined with the core problems faced by the enterprise, the paper determines the main direction of the marketing strategy of Yiwen Company. On this basis, through the classic STP positioning theory in marketing management. This paper analyzes the market segmentation, target market selection and market positioning corresponding to the market expansion strategy of Yiwen Company, and clarifies the long-term competitive advantage of the company and the objectives of the phased marketing strategy. We ensure the successful implementation of the above marketing strategy through the implementation of the 4P marketing mix strategy, the cooperation of brand, service, e-commerce and other related strategies, as well as the related resource supporting safeguard measures to ensure the successful implementation of the above marketing strategy. The marketing strategy proposed in this paper is highly matched with the marketing situation faced by the company, which will help Yiwen to further enhance its sales share in the fastener market. Finally, the strategic goal of "the first supplier of fasteners in China" is realized. The paper has a strong guiding significance for the practical work of Yiwen Company, and also has certain reference and reference significance for the development of other private enterprises in China.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274

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