天津春博高新技术有限公司营销策略研究

发布时间：2018-03-08 12:50

本文选题：中小型企业　切入点：营销策略　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：全球卡片的销售市场主要集中在欧洲和亚太地区等经济发达地区,其中尤以中国市场领先。进入21世纪以来,全球制卡行业之间的竞争日趋激烈,为了提高企业核心竞争力,在竞争中保持不可取代的地位,许多企业始终将市场营销作为一种重要的管理工具。在中国,伴随着卡片行业的繁荣,大多数世界著名品牌和国内知名企业选择参与到竞争中来,这种趋势将给企业之间带来更多的竞争。与此同时,该行业可以从不断满足消费者的需求之中获得巨大商机。天津春博高新技术有限公司(以下简称“春博公司”)是国内一家从事卡片生产的民营企业,从企业生产规模来看,仍属于一家中小型企业,其依靠着技术领先,拥有一定行业竞争实力。但从企业整体情况来看,由于市场营销策略不清晰与策略实施不合理,导致其市场发展受阻。因此,在这种情形下,企业急需找到一种解决问题的方法来帮助自身走出困境。本文的目的是通过运用市场营销相关理论,结合多种有效的分析方法,找出解决春博公司现存问题的最佳策略,以期达到通过策略实施帮助企业扩大市场份额,提升公司实力的目标。众所周知,市场营销是企业经营的关键环节,只有制定出科学合理的市场营销策略,才能有效应对市场竞争、满足客户需求,才能找到产品的差异性从而发力取得市场竞争的优势。因此,春博公司只有通过不断努力提升包括制定、实施营销策略水平在内的公司总体实力,才能走出困境,被客户认可,打开市场竞争的新局面。与此同时,随着政府及金融机构在制卡方面新的需求变化,制卡行业整体环境正面临从政策到操作等各个层面的新变革,这就要求春博公司在内外环境的压力下从积极调整公司整体营销战略,确立合理有效的营销策略,构建新型营销体系,打开新的营销渠道等方面入手,主动应对新挑战、迎接新机遇,进而获得企业的大发展。
[Abstract]:The global card sales market is mainly concentrated in developed regions such as Europe and the Asia-Pacific region, especially in China. Since 21th century, the competition between the global business card printing industry has become increasingly fierce, in order to improve the core competitiveness of enterprises. In the competition, many enterprises always regard marketing as an important management tool. In China, with the prosperity of card industry, most of the world famous brands and domestic famous enterprises choose to participate in the competition, this trend will bring more competition among enterprises. At the same time, The industry can get huge business opportunities from constantly meeting the needs of consumers. Tianjin Chun Bo Hi-tech Co., Ltd. (hereinafter referred to as "Chunbo Company") is a private enterprise engaged in card production in China. Judging from the scale of enterprise production, it still belongs to a small and medium-sized enterprise, relying on leading technology. Have a certain industry competitive strength. But from the enterprise overall situation, because the marketing strategy is not clear and the strategy implementation is unreasonable, causes its market development to be blocked. Therefore, in this kind of situation, Enterprises urgently need to find a solution to the problem to help themselves out of the predicament. The purpose of this paper is to find out the best strategy to solve the existing problems of Chunbo Company by using the relevant theories of marketing and combining with many effective analysis methods, in order to help enterprises expand their market share through the implementation of strategy. As we all know, marketing is the key link of enterprise management. Only by formulating a scientific and reasonable marketing strategy can we effectively cope with market competition and meet the needs of customers. In order to find the difference of products and gain the advantage of market competition, Chun Bo Company can only get out of the predicament and be recognized by its customers only through continuous efforts to improve the overall strength of the company, including the level of formulating and implementing marketing strategies. Open up a new situation of market competition. At the same time, with the new demands of the government and financial institutions in business card printing, the overall environment of the business card printing industry is facing new changes at all levels, from policy to operation. This requires Chunbo to actively adjust the company's overall marketing strategy, establish a reasonable and effective marketing strategy, build a new marketing system, open new marketing channels, and take the initiative to meet the new challenges under the pressure of the internal and external environment. Welcome the new opportunity, then obtain the big development of the enterprise.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F274

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