cdinvs公司的营销策略研究

发布时间：2018-01-21 02:05

本文关键词： 二代证核验机遇与挑战市场分析营销策略　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：成都因纳伟盛科技股份有限公司(以下简称cdinvs)是成都国腾实业集团有限公司的全资子公司,负责第二代居民身份证核验设备生产销售的业务。虽然公司成立时间不是很长,但依托集团较强的资源优势和国家政策的支持,凭借强大的研发实力和优秀的销售团队,公司在二代证核验设备行业内连年处于领跑地位,获得了多项国家级资质认定。随着我国居民身份证制度的不断完善,尤其是2011年新身份证法要求今后二代证需登记指纹信息后,与之相关的二代身份证核验设备行业也迎来了产品更新换代的市场机遇,同时火车票实名制、旅馆住宿实名制等制度的推广也促使越来越多的行业加入到二代证核验设备应用市场中来;而随着市场经济的发展,二代证核验设备行业的现有竞争格局将会被打破,公安部即将对现有授权生产企业进行整合扩展,降低行业准入壁垒,预计从现在的全国十家生产企业增加到三十家左右。因此,面对市场机遇与挑战并存的二代证核验设备行业,cdinvs公司如何找准市场定位,制定怎样的适应市场环境变化的营销策略,就是本文研究的问题。本文运用了市场营销中的STP、4P等流行理论,对cdinvs公司的二代证核验设备业务进行了市场分析,阐述了公司目标市场的选择和产品定位,针对性的提出了适合公司发展的营销策略。本文的研究为cdinvs公司的市场营销策略制定提供了更多的借鉴性参考,文章结合行业的特点和企业的实际营销情况,探讨了企业内外部环境因素对企业市场营销活动的影响,并通过SWOT分析法分析了cdinvs公司的优劣势、机会和面临的威胁,对企业的营销策略提出了实施建议。本文的研究结果可以作为同行业公司制定营销策略、提升企业竞争力时的参考,案例的分析和解决方案对行业内的公司也有较强的借鉴意义。
[Abstract]:Chengdu Inna Weisheng Technology Co., Ltd (hereinafter referred to as cdinvs) is a wholly owned subsidiary of Chengdu Guoteng Industrial Group Co., Ltd. Responsible for the second generation resident ID card verification equipment production and sales business. Although the company is not very long, but relying on the Group's strong resource advantages and the support of national policies. With its strong R & D strength and excellent sales team, the company has been in the leading position in the second generation certification equipment industry for years, and has obtained a number of national qualifications. With the continuous improvement of the resident identity card system in China. Especially after the new ID card law of 2011 requires the registration of fingerprint information in the future, the industry of the second generation ID card verification equipment has also ushered in the market opportunity of product renewal, and the real name system of train ticket. The promotion of hotel real name system and other systems also promote more and more industries to join the second generation certification equipment application market; With the development of the market economy, the existing competition pattern of the second generation certification equipment industry will be broken, the Ministry of Public Security will soon integrate and expand the existing authorized manufacturing enterprises, and reduce the barriers to entry of the industry. It is expected to increase from the current ten production enterprises to about 30. Therefore, in the face of market opportunities and challenges, the second generation certification verification equipment industry will find the correct market position. What kind of marketing strategy to adapt to the change of market environment is the problem of this paper. This paper applies the popular theory such as STP 4P in marketing. This paper analyzes the market of the second generation certification equipment business of cdinvs Company, and expounds the choice of the target market and the product orientation of the company. Pertinently put forward the marketing strategy suitable for the development of the company. The research of this paper provides more reference for cdinvs company to formulate the marketing strategy. Combined with the characteristics of the industry and the actual marketing situation of the enterprise, this paper discusses the influence of the internal and external environmental factors on the marketing activities of the enterprise. And through the SWOT analysis analysis of the advantages and disadvantages of cdinvs, opportunities and threats faced. The research results of this paper can be used as a reference for the same industry companies to formulate marketing strategies to enhance the competitiveness of enterprises. Case analysis and solutions to the industry is also a strong reference for companies.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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